“Our goal in redesigning the website was to create a comprehensive resource to present the data behind the DryJect turfgrass maintenance process on golf courses and sports fields. We wanted to share the DryJect story with potential customers, and to support the efforts of our service providers around the world. Winning a national award for this effort is a great honor, and we were thrilled to receive it,” said John Paddock, president of DryJect®.

During the website redesign, the web developers organized the existing materials, identified statistics buried in research papers, reorganized the site map flow, designed new graphics and brand-specific materials, and wrote new content focused on search engine optimization ((SEO).

Improvements included:

• Streamlined the global navigation from a long list of dropdowns and menus to only 5 key pages: HOME, ABOUT, RESEARCH, BOOK A SERVICE, BECOME A FRANCHISEE
• Replaced a text list of franchisees with an integrative map that allows potential customers to click on their state or country to find a service provider near them. Then, created a landing page for each franchisee to give them a DryJect-specific web presence.
• Reduced page count from 150 to 59. The remaining pages are mostly links to supporting PDFs and franchisee landing pages.
• Edited an existing video that was buried on an interior page and converted it to an edge-to-edge video loop at the top of the Home Page hero screen for an instant product demo to dramatic effect.
• For better brand cohesion, the team lifted the blue sky color from the video and incorporated it into the branding palette, then used the new blue as the color for all Call to Action buttons.
• Created a lead generation system on the footer of every page that allows interested turfgrass managers to request demos from franchisees, or to contact the manufacturer for franchisee information. This eliminated the need for a standalone contact page.
• Dug through decades worth of research papers, charts, and articles to find lost gems of scientific proof that the machine’s service works with demonstrable effectiveness. That information was translated into colorful, easy-to-read charts and diagrams that tell the product’s benefit story.
• Added Google Translate to the site as customers are international, with a focus on English, Mexican Spanish, and French Canadian.
• Added SEO terms, title, and meta tags, submitted the site to search engines, and optimized on-page SEO.

The Outcome:

The new Dryject.com launched on July 2, 2025. A month later, organic visitors to the site had nearly doubled.

Dryject.com’s TOCA entry competed against the marketing agencies that created new websites last year for green industry leaders such as EXMark and East Jordan Plastics. DryJect’s website won a Merit award in the competition. The site was created and designed by the turfgrass industry marketing experts at What’s Your Avocado? Marketing and Public Relations.

About Dryject

DryJect is a one-step service for golf courses and sports fields that combines the agronomic benefits of aeration, soil amendments, and topdressing all in one easy, simultaneous service with minimal disruption to play and turf condition. Based in Hatboro, PA, DryJect is manufactured in the USA. DryJect services are provided by independently-owned local DryJect franchisees. To find a local service provider or to learn more call 800-270-TURF / 215-444-0310 or visit dryject.com

About TOCA

En Turf and Ornamental Communicators Association (TOCA) is comprised of editors, writers, publishers, photographers, public relations/advertising practitioners, industry association leaders, manufacturers, and others involved in green industry communications. It is a national organization based in New Prague, MN.