Digital Marketing Strategies To Grow Your Landscaping Company

Digital marketing is like the fertilizer that keeps your business blooming all year round. 

Whether you’re planting the seeds of a new Google Business profile or pruning your website for better SEO, the right strategies will help you get the best return on your efforts—kind of like how mulching in spring leads to healthier plants come summer.

In this guide, we’ll walk you through some simple, effective landscaping marketing tactics that can keep your business thriving. You’ll learn about Google Business, building a website, SEO, email marketing, and paid ads.

Let’s dig in! 

Start With Your Google Business Profile

Setting up a Google Business Profile for your landscaping company is the lowest hanging fruit to be found online. It’s free and easy to set up and will make you visible to potential customers in your area. 

You’ll need to write a short description of your business, list the services you provide, and upload photos of your work. 

Photos are especially important as a landscaping company. It’s much easier for people to appreciate your work through pictures of perfectly manicured lawns than it is through written descriptions. 

Another crucial aspect of your Google Business Profile are reviews and ratings:

The more you have, the higher you’ll appear in Google’s listings. 

Reviews play a big role when people are doing their research to find a landscaping company to contract whether you’re looking for commercial businesses, residential customers or both. 

So always ask satisfied customers to leave you feedback on your profile and encourage them to upload photos. 

If you receive negative reviews, make sure to promptly respond to them. This shows other users that you care about keeping your customers satisfied. 

Learn more: Setting Up & Optimizing Your Google Business Profile 

Showcase Your Work With A Website That Converts Leads

An optimized Google Business profile alone is enough to win over many potential customers. But others will still need convincing. For that, they’ll want to check out your website. 

Your website is where potential customers can go to learn more about your company and services. Use it as a portfolio and showcase high-quality photos of past projects. 

A well-designed, clean website also shows visitors that you’re a legit business they can trust – not the neighborhood kid mowing lawns to make an extra buck.

If you don’t have a lot to invest in a website, that’s totally fine. You can start simple and add on with time as your budget allows for it. When you’re ready, you can build out separate pages for all the landscaping services you provide. You might build different pages tailored towards different customers, allowing you to use different messaging in your personal and commercial landscape marketing, for example. 

At the very least, your landscaping website should include the following:

• Services page(s): Website visitors need to know what landscaping services you provide. You can list them all on a single page or create a separate page for each service. 
• Gallery/portfolio: As we’ve mentioned, pictures of your work are really what people want to see before hiring a landscaping company. Create a page where visitors can see the high level of service to expect from you. 
• About us: Some visitors will want to know more about your business before reaching out. You can include things like a brief description of your company and team members, awards you’ve won, certifications and specializations, and customer reviews.
• Blog: Blog articles are how you can drive traffic to your website. We’ll go into this in more detail in the next section. 
• Contact form and info: The most important function of your website is to convince potential customers to hire you. Once it’s convinced them, booking you should be easy. Make sure your website has a clear phone number, contact form and licensing information. The more places your contact info is, the easier it is for someone to find it. For example, you may have a contact page but also include information in your website footer and a contact form on key pages.
• A great user experience (UX): If your website visitors need to spend more than a few seconds to find the information they’re looking for, it’s more than likely they’ll give up looking for it. 

Your website doesn’t need to be fancy, but it should be well designed and clean. It should be easy to navigate and users should have no trouble finding the information they’re looking for. 

SEO

Search engine optimization (SEO) is how you get your website to rank higher in search results. 

Like a beautiful garden, it requires constant attention and maintenance. But when done correctly, it drives organic traffic to your website and thus attracts leads. 

For some of the more technical aspects it’s better to count on a professional, these include:

• Off-page SEO: Actions taken outside your website that signal to Google your site is credible, such as earning backlinks from other reputable sites. 
• Technical SEO: The behind-the-scenes technical aspects of your website, including site maps, JSON-LD schema markup, and improving site loading speed. 
• On-page SEO: Enhancing the content and structure of your web pages to make them easily discoverable and readable by search engines. 
• Keyword research: Determining the keywords you should be targeting in your SEO efforts to attract the right audience. 

To keep growing online and generating traffic, you’ll need to publish content on your website.Content is just another way of saying “blog posts.” You’re reading a piece of content right now!

Content Marketing

Content is what Google serves to its users when they search for things online. Basically, anything you can write that showcases your landscaping expertise and helps your audience is content. 

Think of it another way:

Potential customers are searching online for landscapers and to have their landscaping-related questions answered. When you post content that answers those questions, more people will find your website. 

Here are some example titles to give you an idea of what you could write about:

• “Saving On Your Water Bill With Proper Irrigation”
• “Why Mulching Is a Must for a Healthy Garden”
• “How to Design the Perfect Outdoor Living Space”
• “5 Perennials That Thrive in [Your Region]”

Content marketing will help drive organic traffic to your website, but if you want to capture those leads you might want to consider creating some lead magnets.

A lead magnet is a more in-depth piece of content that you can offer website visitors in exchange for their contact information. Once you have someone’s email address you can add them to your mailing list and start nurturing them. 

Valuable resources like a free guide on seasonal landscaping tips, a downloadable checklist for yard maintenance, or an exclusive discount on services, would all be enticing enough for people to give you their email address.

Local SEO

Local SEO is about being found online by potential customers in your area. Since you’re operating a service-area business, you don’t want to be attracting visitors that won’t have any interest in contracting your services. 

In the example blog posts above, “5 Perennials That Thrive in [Your Region],” would be a piece of content that would be great for local SEO. 

Since it’s relevant to your area, you can be sure that anyone searching for it is in your service area.

Your Google Business Profile is also very important for local SEO. It’ll help your business be found when users google “landscaping companies near me.”

Email Marketing

Like setting up a Google Business profile, email marketing is pretty low hanging fruit. It’s easy to implement and automate, it’s cheap, and it can have big returns. 

Email marketing can help you do a few different things:

• Schedule regular appointments;
• Ask for feedback and reviews after jobs;
• Share valuable landscaping content and advice;
• Keep people in the loop about any deals or promotions you’re offering. 

Email has a great return on investment. It’s still one of the best forms of email marketing and tends to have much higher engagement rates than social media. 

If you operate a larger landscaping company, email can be much more than a tool for basic communication to schedule appointments and share content. As part of your landscaping digital marketing strategy, you can use email to maintain customer relationships at scale. 

Segment your mailing list audience by service type, customer history, or seasonal needs. With a segmented audience you can send targeted campaigns that cater to specific clients – whether it’s a residential customer needing lawn care tips or a commercial client interested in long-term maintenance plans.

Paid Ads

SEO is like planting a seed in your garden

It takes time, nurturing, and patience. But once it grows, it can bring in a steady flow of leads. 

Paid ads on the other hand are more like transplanting a fully-grown tree. You’ll see immediate growth, but it requires a solid investment to ensure it thrives.

Pay-per-click advertising (PPC) lets you buy your way to the top of Google’s search results. 

You have full control over your budget, the specific services you want to promote, and the areas you want to target.  

Like technical SEO, paid ads are best left to professionals. In such a competitive field, a small mistake can lead to a lot of wasted dollars. 

If you have the budget to invest in paid ads, partner with an expert. They can make sure your investment is well-spent and brings you the clients you need.

Seasonality

Unless you offer winter services, seasonality is undoubtedly a challenge for your landscaping businesses. But landscaping marketing can help maximize your season.

During your off-season, use the downtime to work on your SEO:

Build out fresh, engaging content that provides values to your customers and leads. That way, when the grass starts growing in the spring, your business is ready to rank higher on Google.

Email marketing is another powerhouse. 

Send out targeted emails to fill up your calendar well before spring arrives. 

By planning ahead, you can have clients lined up and projects booked before the snow melts. Taking care of administrative work and bookings in the off-season means more time to focus on what you do best—making lawns and gardens look amazing!

Building A Cohesive Landscape Marketing Strategy

A successful landscape marketing strategy combines all the tactics we’ve presented in this article. If your budget allows for it you can layer them on top of each other to really amplify your marketing efforts. 

Start with your Google Business Profile. It’s the easiest thing to do that offers the biggest bang for your buck – especially since it’s free! Optimizing your profile will help you capture local leads quickly. 

Then layer in your website. 

Your website is where leads can access more in-depth resources and learn about your services. This is especially important for leads who are looking to make bigger investments in their home’s outdoor spaces. It’s also where they can sign up for your newsletter.

Once you have a clean, well-designed website you can layer in content and email marketing. 

Content helps you build your authority and attract even more leads. Email marketing lets you nurture your leads by sharing your content, promotions, and providing customers care. 

Finally, if you run paid ads they should complement your SEO efforts to increase immediate visibility. 

Approach your communication like you do designing a landscape. When designing a landscape, there are many design styles to choose from, and what’s important is keeping the style consistent. 

In the same way, your brand voice and positioning should be consistent across all marketing channels and communications. 

Case Study: Blessing Landscapes

After being impressed with the new website we built for them, Blessing Landscape wanted our help for SEO and paid media. They already had a great local reputation but wanted to improve their digital presence. 

We conducted a comprehensive analysis of past paid media campaigns to identify areas for improvement. We wrote new copy for ads, updated Google Display ads quarterly to keep their visual fresh, and optimized landing pages for conversions.

For SEO, we found ways to optimize their website’s user experience. Our blog strategy focused on optimizing blog posts to attract local traffic and building strong backlinks.

As we continue to monitor our results and continuously improve our strategies, Blessing Landscapes has already seen significant results:

• Conversions increased by 86% with a 235% increase in ad clicks;
• There’s been a 26% increase in blog traffic and over 32,000 blog viewers.

Read the full Blessing Landscape case study here.

Book More Appointments With Landscape Marketing

You now know the basics of landscaping digital marketing to book more appointments and drive business in your off season. Now all that’s left to do is start planning your landscaping marketing strategies.

If you need help growing your reach in your city, Intuitive Digital can help! With decades of combined experience and a team of SEO, paid, and web professionals, we can grow your landscaping business.

Give us a call at (503) 206-4988 or send us a message!