Market Your Lawn Care Business Better With SEO, PPC, and More
Updated on 01/03/2024
As you already know, in order to have something grow, it needs more than just planting the seeds. From good soil, to proper watering, and on-going maintenance, treating your company’s online presence like a garden can help it flourish.
And given 67% of people who are interested in lawn care services start their journey via search, with the right marketing strategy in place, your landscaping company can significantly improve profitability, increase sales and conversions, and strengthen your overall online presence.
So if your 2024 goal is to scale your business, expand into more locations, or just get a few more local clients, allow our expert advice to help.Want Your Marketing Done for You?
Frequent Questions About Digital Marketing for Landscaping Companies
When we talk to prospective clients who are new to internet marketing, we often are asked a lot of questions to help educate them on our services. Here are a few that may help you during this process.
I have bad reviews, does that impact my marketing?
Short answer: yes. However, this can be changed. First, you will want to make sure you properly respond to all reviews, good and bad, as this shows users you are addressing feedback. And if you are able to mend the situation, you can kindly ask the customer to change their review. Second, you can still improve your rating even with some bad reviews. Keep a link to your GBP in your email signature, add a QR code to your business card, or strategize on some other creative ways that can help influence customers to leave honest reviews.
How much does it cost to run ads?
This will depend on what keywords you bid on, you can use this free keyword tool to get an estimate on how much each click would cost for the terms you want to show up for. Here is a quick preview for some “lawn maintenance” terms in the US:
What are some keywords I should target on my site?
Depending on your speciality, and what you can deliver, here are some common services we see landscapers providing and writing content about:
- Landscaping maintenance
- Weed control
- Pest control
- Snow removal
- Sod installation
- Mulch/fertilizer providers
- Landscaping design
- Lawn care
Do the changes of seasons impact landscaping businesses for local SEO?
Yes, season changes can impact your local SEO, so it’s important to utilize your resources to gain the best visibility through each season. For each season, search patterns vary, and it’s especially important to update your Google Business Profile so people can find exactly what they need by swapping out your main business category.
We recommended to changing to a different GBP category if you find that your main service tends to change seasonally. For example, snow removal in winter, lawn care in spring, and landscape design in summer, so you can continue attracting new customers and connect with people who are looking for specific landscaping services.
Here is a current list of the categories available that pertain to landscaping businesses:
- Lawn care service
- Tree service
- Landscape architect
- Landscape designer
- Snow removal service
Can I add more categories to my GBP?
Businesses can only add five categories to their profile. However, in addition to including these categories on your GBP, you can also add unique services so users can see everything your company has to offer throughout the year. These services can show as snippets in the local pack like this:
Here are a few we’d recommend:
- Spring lawn care
- Spring clean-ups
- Lawn mowing
- Mowing service
- Irrigation services
- Lawn fertilization services
- Fall lawn maintenance
- Leaf removal
- Mulch installation
- Snow plowing
- Ice removal
- Garden winterizing
Being as specific as possible will be helpful in the long run and open a wider audience of those who are looking for any distinct landscaping need.
Should I run a PPC campaign all year long?
This depends on your business operations and needs! Pay-per-click advertising has the potential to grow your business, and you can run PPC ads strategically to help get your business the exposure it needs.
Running ads during your busiest season such as the summer is beneficial because it allows you to target users who are looking for your exact service, whether it’s landscaping, gardening, and more. Your business will also be displayed above the organic results, which will gain more exposure to users. During a busy time like the summer, this will help get you customers simply through Google.
PPC campaigns can also be advantageous during slow seasons as well. If business is slow during the winter, running ads on Google, Bing, Facebook, and more will help users know that your landscaping business is open during the winter season and that you offer other services.
How can I use Local Service Ads?
Local Services Ads can help your business be connected to those who are searching for the services that you provide. LSAs differentiate from Google Ads because LSAs allow pay-per-lead instead of pay-per-click. This means you’re only charged if someone contacts you through an ad and is converted.
If you want to begin running Local Service Ads on Google, there are a couple of requirements to follow so Google can screen your business. Here is what to expect:
- License and insurance screenings
- Background checks
- A matching Business Profile connecting to Local Service ads
- Verify ownership of the Business Profile
- Other possible screening procedures depending on the industry you’re in
This screening verifies that your business provides high-quality services and is trustworthy.
What benefits will I see when running Google Ads for my landscaping business?
Google Ads offers numerous benefits and can help a landscaping business reach a new audience. Benefits you’ll see when investing in Google Ads include:
- Exclusive targeting which is advantageous for local businesses
- Increase traffic to your website the fastest way possible
- Control your budget and ad spend
- Obtain measurable results with detailed analytics and reports
- Track conversions such as form submissions, calls, and more
How can I target local customers?
A great way to target your local customers is to simply state throughout your website or ads the area you’re targeting. For example, “Landscaping in Cleveland” or “Looking for landscapers in the Cleveland area?” This ensures that your business is being shown to the right audience on Google and will improve your overall SEO.
On the organic side of things, you’ll want to make sure you have location pages that thoroughly target the area you serve, and go into detail on the services that location offers. Take a look at Home Depot’s location pages to see a great example of what types of localized content your city pages should include, such as reviews, the address, ways to contact, and other unique information:
“I briefly worked for Sixth City Marketing a few years ago and had an incredibly positive experience. Not only does John, the founder and owner, care about his clients, but he goes above and beyond to make sure his employees are well-trained, knowledgeable, and happy, as well. When the employees are glad to work for their boss, excellent customer service is a direct result, and this is especially evident at Sixth City Marketing.” – Carolyn Devor, Sherwin-Williams
5 Most Important Marketing Strategies for Landscapers in 2024 (And Pro Tips)
When you take the time to implement a customized marketing plan, you have an increased ability to reach potential customers researching landscaping contractors or lawn care services in a specific area. With that in mind, make sure you are incorporating these approaches in your campaign:
Google Business Profile Optimization
If you run a landscaping company, being found in your specific location is essential to attracting customers. In order to do this, your business requires local SEO tactics that will help make your business stand out from competitors.
To connect with local customers, it’s important to invest your time in making sure your Google Business Profile is optimized. In order to do this, make sure your business hours, address, main category, services, and phone number are listed accurately. Also, double-check the URL to your website to make sure it’s working properly, and add photos of your landscaping services to show the quality of work.
Pro-tip #1: If you live in an area where your services rotate out seasonally (ex: from landscaping to snow removal), change your main business category in your profile as you shift operations so Google can better match the users search intent to your business.
Pro-tip #2: You can utilize your GBP like a social media page by adding project updates, seasonal promotions, and more. Best of all, it’s free!
Pro-tip #3: Submit competitors that are using keywords in their business name to Google, it’s really easy to do and could help you rank higher on the local 3-pack.
Check Your Website’s Usability on Mobile
Did you know that over 60% of searches are done via users phone? And if you haven’t updated your website in the past decade, there is a good chance that it doesn’t properly display on mobile. To help ensure people who come to your site have a good experience, having mobile design that is compatible on all device types is vital. Use Google’s free mobile test to see for yourself how your site does.
Refresh Your Site’s Content
From your homepage, to service pages, and potential location pages, it’s likely been a while since you went in and refreshed your page copy. Google actually is aware of when you are updating your website, and values when businesses are keeping their site fresh for customers.
Incorporating phrases like “near me” are vital to you as a local business, especially since year-over-year searches for “landscaping near me” are up 65%!
Pro-tip #1: Your meta data is a great spot to sprinkle in some near me keywords, as they will show up in search results, but otherwise won’t disrupt the rest of your page copy.
Pro-tip #2: If you have videos of your work, be sure to embed them on relevant pages to help showcase your work.
Build Brand Loyalty and Trust
When potential customers read different client testimonials listed on your site from previous or current projects, it adds valued trust. And as you know as a consumer, trustworthiness is one of the most important factors that influences people to convert.
Use your website, email, and social media to ask customers for feedback about their experience with you and ways they think your company can grow and learn from. This can increase customer loyalty when asking for feedback and finding ways to always improve.
Utilize Local Service Ads
As a B2C company, you are able to qualify for Google’s LSA program. Local service ads allow you to show your business above organic results by paying per click, which can help attract people to your landing pages, and in turn get more leads. LSAs work with your Google Business Profile to populate information such as reviews, services, years in business, and more.
Pro-tip: If you run ads during normal business hours, a lot of your potential client base is likely at work themselves, and not take the time to research landscapers. Try running campaigns outside of business hours and see if you can improve your PPC leads.
How We Can Help Your Commercial and Residential Landscaping Business
If you are trying to expand your business presence online, we can help. At Sixth City, we apply a variety of focused digital marketing techniques to increase your online presence and boost your conversion rate. Our full-service digital agency constructs strategies that incorporate SEO for landscaping and other methods in order to get your business where you want it to be.
We will help you appraise the behavior of your intended audience, read and understand your digital performance metrics, and establish realistic campaign goals. If your business is looking to improve your current digital marketing efforts or simply looking to get started, let us help.
Our Key Digital Marketing Channels for Landscapers
Our full-service marketing agency is dedicated to helping your landscaping business reach new heights online. Our team has the ability to create unique strategies to meet your company’s goals, increase overall success, and measure improvements.
If you’re looking to reach your target market online, let us help you. To ensure success, we use essential digital marketing services to make your company not only meet but exceed its marketing goals:
- Search Engine Optimization – With SEO for landscaping companies, our typical process consists of keyword research, content writing, link building, site optimization, and monthly data analysis.
- Website Design and Development – The website projects we execute are designed to achieve your goals and reach your target audience, with the sites being easily updatable by your staff members. We have experience in a wide variety of platforms such as Drupal, Shopify, BigCommerce, WordPress, and more.
- Design for Conversion – In order to help you gain more customers, we use conversion rate optimization tactics that involve user experience analysis across different devices, testing page speed, and making strategic design changes to help customers convert.
- Pay-Per-Click Marketing – Our team plans and carries out efficient paid advertising campaigns on Google and Bing to help you reach your ideal customer using specific keyword targeting, unique ads, and custom landing pages.
- Paid Social Media – On top of advertising to potential customers on search engines, we can also run ads on channels such as Facebook, Instagram, LinkedIn, and more to help get your business in the eyes of people searching for your services.
- Social Media Marketing – We will help you create and develop a relationship with your target audience using various social platforms such as Facebook, Twitter, LinkedIn, and YouTube.
We also offer consulting services that include content and technical analysis of your website that allow us to put together strategy recommendations for your team to implement.
Get Real Results with Customized Marketing Strategies for Landscaping Businesses
At Sixth City, we have worked closely with a broad range of businesses in various industries including construction, manufacturing, franchises, aerospace, and more. Through each experience, our team has provided the clients with real, measurable results from their marketing campaigns.
Every aspect of digital marketing can be measured based on data, which is why the effectiveness of your campaign is so important to us. We provide each of our clients with a brief report each month to summarize that month’s work, website traffic changes, PPC campaign performance, and social media influence.
Our monthly client reports incorporate:
- A synopsis of the work our team completed during the course of the month
- Spreadsheets detailing the leads you have acquired and their lead source
- A breakdown of the effectiveness of your social media platforms
- Google Analytics report metrics such as traffic, users, and more
- Increases in targeted keyword positions (in an SEO campaign)
- PPC performance data like cost per click, campaign summaries, and more
It is our mission to design the most effective online marketing strategies for landscaping businesses so that you can reach your target audience and goals, producing optimal results and improvements.
What Makes Our Marketing for Landscapers Different
Since starting our business in 2010, our team of digital marketing experts has expanded over the years with a range of different backgrounds. Our team’s experiences consist of marketing, creative writing, communications, graphic design, and more which allows us to provide well-rounded skills to adapt to your business goals.
Our unique team of digital marketing experts have over 25+ years of collective experience works hard to deliver you and your business the best results possible by increasing your sales. We’ve worked with a variety of businesses just like yours, including roofers, plumbers, painters, and more in both the B2C and B2B sectors.
We tailor each of our campaigns to your specific goals, target audience, and location. We can provide you with many different services to ensure your online marketing efforts are maximizing your ROI.
While our headquarters are located in Cleveland, we also have locations in Columbus, Nashville, Indianapolis, Chicago, and Pittsburgh, but are happy to work with you no matter where you are located in the U.S. through virtual meetings and conference calls.
And if you’re hesitant that digital marketing won’t be able to show your landscaping company more leads, check out our case studies page to see the different industries we have worked with and delivered results. Some of our previous successes are:
“We have been working with the Sixth City team for about 6 years now and they have really helped us build our online presence. We work monthly hand in hand to come up with new campaigns and strategies. They are always thinking of new ways to generate leads and they are there for anything we need. They are also in the process of building our new website and I am so excited about the launch. It looks great! I love working with Sixth City and look forward to it for many more years to come!” – Sarah Wentz, Valco Valley Tool/Die
Ready to Talk Digital Marketing for Landscaping?
Let our reputable agency help your business improve its online marketing efforts with our key internet marketing services. We encourage you to contact our team today to find out more. We look forward to working with you.