How to build an effective website for your landscaping business
First, let’s clear it up: yes, building a website for your landscaping company is practically required to take it to the next level of growth. Here are the reasons why:
- Customers search your name online. It looks bad when you don’t have a website.
- Customers want to check your service areas to avoid wasting their time.
- Your website pre-qualifies and filters leads for you.
- You need a “hub” for marketing activity, and a place to send traffic to.
- Your website provides useful analytics to monitor your market and strategy.
We’ll address each of these in more detail below, and then break down some tips for building the most effective website possible.
A Website: An Ambassador
90% of consumers research online before they purchase. By having a good website, you’ll show up first when they do. A well-built website will help sway their decision. Your website will establish your positioning. And, in today’s landscape, a company without a website may very well be viewed as unprofessional or amateurish.
A Website: A Filter
There are many people who are not ready to buy from you, who are outside your service area, or who are looking for a service you don’t provide. If you don’t have a website, the wrong people are picking up the phone and calling you, costing you and your team valuable time and money. And the right people, your perfect customers, may be passing you by entirely.
Having an informative website – listing services, service areas, and providing content – filters out the wrong fit, sells your core services, ensures callers are within your service areas, and pre-qualifies your ideal landscaping clients.
Marketing Through a Website
To take your landscaping business to the next level, you need a good marketing strategy. And an effective website will be at the core of that strategy.
Your website will capture traffic, filter leads, convert leads (through forms, submissions, or a phone number), educate your customers, and drive sales.
A website can be optimized for search engines (SEO) and tested for optimal conversions. Pages can be adjusted and split tested. Traffic can be tracked and remarketed, and further analytics can be built and monitored.
Any of these marketing efforts are unnecessarily difficult, if not downright impossible, to achieve without having a landscaping website.
And this marketing is necessary if you want to grow your business beyond where you are now.
So, now that we’ve made the case for building a website, what actually makes a good landscaping website? Read on to find out.
Building the Best Landscaping Website
Good websites have best practices in general, and there are a few more ideas specific to landscaping websites.
First, a website should be fast, simple, and clear. The user experience should be as stream-lined as possible. Could a drunk person use your website and find what they are looking for? If not, simplify. Bring clarity everywhere possible as you’re writing and designing your site. It should be very easy for someone to find what they’re looking for, especially such important items as your service areas, services provided, and next steps (like your phone number).
Secondly, add value in your content. Clarity is one part of this, and a focus on the benefits of your service is another. Also, educate your customers about your services and anything related. For example, provide information about how to care for a landscaping feature, best practices you employ to maintain a lawn’s health (and why), or how to determine what to install (build cost vs. maintenance cost and effort vs. the benefits of the landscaping feature).
Finally, as your website is a key element of your next-level marketing strategy, let’s dive into considerations like search engine optimization, conversion optimization and tracking, market positioning, and bringing your customers to action (calls, quotes, purchases, etc.)
SEO for Your Landscaping Website
Again, in optimizing your website for search engines, best practices will apply across the board, and there are additional considerations in the landscaping business. For example, as a local landscaping service business, your efforts should be focused more locally, within your service areas and in Google Maps and business searches.
SEO is a very deep rabbit hole which can consume a huge amount of effort, sometimes leaving you little to show for it. However, there are many simple things you can do which will give you the largest benefit without dominating your focus. You are running a landscaping business, after all, not an SEO company.
General Website SEO
One factor in the search engine optimization of your website is its speed. Choose a website build that will run quickly (we recommend Google Sites), or optimize the speed of your WordPress or other site by using plugins and best practices. Compress and optimize images, avoid content bloat, reduce redirects, and enable things such as browser caching.
Another factor is the content of your landscaping website. Everyone knows about the value of including keywords! But, don’t “overstuff” your content with your landscaping keywords either. Most importantly, your keywords should be in the title and headers of your content. You can also use some keyword variants, as there are many words that are considered a “match” to the search term, even though they are actually synonyms or closely related. Also, keep your site well-structured and easy to navigate.
Definitely optimize your site for mobile as well. A growing share of web traffic is mobile, and the search engines recognize that trend. You’ll be favored if your site is mobile-friendly.
And finally, include meta title and description for your site. This is the information that will display in search engine results. It should be easy to find this if you’re using a site builder (just search how-to if you don’t immediately see it).
Local Landscaping Website SEO
Locally, as a landscaping business serving a relatively small area, you’ll definitely want to focus your efforts within your service areas, to claim the highest number of local searches. Here’s how to do that.
Onsite, be sure to mention your service areas in your site content, both in terms of the broader area (metro city or region) and the specific neighborhoods or suburbs you serve. If you serve several core regions, it might make sense to build a service page for each of these.
Use Google’s [Structured Data Markup Helper] to create Schema markups for your pages (this helps Google determine how information is structured on your website). This tool will output a bit of code to plug into the header of the page.
Go claim your Google My Business listing, if you haven’t already. Then optimize it by updating all the relevant details. Make sure your hours, phone number, and website are listed. Do the same for Bing Places and Apple Maps. If the listings don’t exist yet, create them. Claiming or setting these up shouldn’t be too difficult… follow the instructions offered if you get stuck. This is an important component of localized SEO for your landscaping website.
Then, if you want to go even further, look for “NAP citations” (Name, Address, Place mentions) for your landscaping business. These are structured listings that show up on places like Yelp, Facebook, etc. There may not be many yet, but check to make sure all their information is consistent. Have them updated if they’re not. Create a few more by [finding directories relevant to your audience] and submitting your landscaping business’ information.
Bring the Action: Conversion Optimization and Tracking
Conversion optimization is about improving the sales rate of your landscaping website. After all, this is the main reason you have a website, and the thing that will help you grow your business. This involves your website’s content, ease of use, clarity of your service and the benefits of your service, and the calls to action (whether it’s a simple phone call, a form submission, a mailing list signup, or maybe something more complicated like an order form).
And then we need to track these conversions. After all, if a tree falls in the forest, and it’s not tracked… but seriously, tracking makes it much easier to run advertising, find what’s working in your site content, find where your traffic is coming from, and much more. Set up Google Analytics, and, if Facebook (retargeting or otherwise) is a part of your strategy, install the Facebook Pixel.
Landscaping Market Positioning
We’ve already touched on content and education above, and adding value to your customers. Doing this will help position you as the local expert and top authority in the landscaping business. Once you claim this position in a customer’s mind, they’re sure to call you first.
To take this to the next level, create a full content strategy. Keep a blog page on your website, add pages to provide deeper information, and/or use Google’s Posts feature (this is available through the Google My Business portal, and has the added bonus of improving your SEO).
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About Chris Penny and Lawn Authorities
I've been helping landscape maintenance companies grow their businesses since 2013.
Our fastest growing client has grown from $250k to $1.5m in 3 years using the strategies covered in this website.
Our unique approach to marketing comes from my experience marketing my own lawn care business for 11 years (2005-2016). There are so many unique challenges to growing these kinds of businesses: churn, lowball competitors, attracting the right staff - to name a few. Our systems solve all of these, empowering our clients to grow rapidly with confidence.