After Dark Landscape Lighting | Website redesign

Scott Ruhoff has spent nearly three decades building what is arguably the most respected landscape lighting company in the Treasure Valley. Founded in 1996, After Dark Landscape Lighting had everything going for it: 130+ five-star reviews, consistent rankings in both local and organic search, a loyal client base stretching back 20 years, and a team of professionals who had delivered stunning work across hundreds of Boise-area properties.

On paper, everything looked right. But leads were down.

When Scott came to Fierce Island, he wasn't sure where the disconnect was. The phones were quieter than they should have been, and he couldn't point to a clear reason why. He knew the work was exceptional. He knew the reviews were outstanding. He just couldn't figure out why more of the right clients weren't calling.

What We Found

We sat down with Scott and started pulling apart his online presence. The SEO was genuinely strong. Years of consistent effort had earned After Dark solid visibility for the keywords that mattered. The Google Business Profile was well-maintained. The reviews were glowing.

But the moment a prospective client landed on the website, something didn't click.

After Dark's work is premium by any measure. Their portfolio shows architectural lighting that transforms a home's curb appeal, backyard installations that turn outdoor spaces into evening retreats, and pergola and riverside projects that are simply beautiful. Their ideal client is a Treasure Valley homeowner investing serious money into their property, someone who expects the same level of care and craftsmanship from every vendor they hire.

The old website told a different story. It felt dated: not representative of the quality of the photography, not reflective of the caliber of the reviews, and not what a high-end client expects to find when researching a premium outdoor lighting company. The website was leaking leads that decades of SEO work had earned.

The gap between what After Dark delivered and what their website communicated was costing them business.

What We Built

We didn't touch the SEO. It was already doing its job. Our task was to make sure that when the right people arrived, they felt they had found exactly the right company.

We redesigned the site from the ground up with After Dark's ideal client in mind. The new site leads with the work: full-width nighttime photography, elegant typography, and a clean layout that lets the quality of the installations speak for itself. Every design decision was made with one question in mind: does this feel like it belongs alongside the kind of home a premium client would own?

Service pages were rebuilt to communicate depth of expertise, not just list what they do. Visitors can now understand the design thinking and care that goes into every installation, which builds the confidence that leads to a call. The portfolio was reorganized into clear project categories (architectural lighting, structural lighting, landscape illumination, and step lighting) so prospective clients can immediately find work that matches their own vision.

Trust signals were brought front and center: nearly 30 years in business, 130+ five-star reviews, family-owned, registered Idaho contractors, and long-standing members of the Association of Outdoor Lighting Professionals. The credibility was always there, and the new site finally shows it.

The Outcome

After Dark Landscape Lighting now has a digital presence that matches the business behind it. The website reflects the premium positioning the company has always deserved, and gives the organic traffic Scott has spent three decades earning a proper place to land.

For a company built on the quality of its work, the website finally tells that story the right way.