17 May, 2025

From Grassroots to Google: Digital Marketing for Landscapers

Carl Lefever
Contractors and Trades

Growing Your Landscaping Business via Digital Marketing

Remember when a flyer in a mailbox was all you needed to grow your landscaping business? Those days are long gone. Today, your online presence works harder than any paper advertisement ever could.

Digital marketing for landscapers isn’t just a fancy term—it’s the strategic approach that connects your beautiful outdoor creations with the homeowners who need them. It encompasses everything from your website and search visibility to social media and online reviews, all working together to generate qualified leads and boost your revenue.

The landscaping industry faces a unique challenge. While you’re busy changing outdoor spaces with your hands in the soil, finding time to market your services effectively can feel like trying to mow an acre with scissors. Yet in today’s smartphone-first world, your digital presence has become as essential as your physical work.

“Digital marketing is like tending a garden – you can’t just toss down a few seeds and hope for the best. It takes a solid plan, the right tools, and ongoing care to see growth,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow.

With the landscaping industry enjoying steady 10% annual growth, the opportunity is ripe—but so is the competition. Nearly half of all Google searches now have local intent, with a staggering 92% of traffic going to first-page results. The landscaping companies mastering digital marketing are claiming the lion’s share of this growth.

For landscapers specifically, digital channels offer powerful advantages: they showcase your visual changes, target homeowners in specific service areas, and generate consistent leads even through seasonal fluctuations. Consider this eye-opening fact: 90% of consumers read online reviews before hiring services, and even a tiny 0.1% increase in star ratings can boost conversion by up to 25%.

The most successful landscaping companies have evolved beyond word-of-mouth and paper flyers to build comprehensive digital systems that attract, nurture, and convert high-quality leads year-round. With email marketing alone, landscapers can expect an average return of $36 for every $1 spent.

Core digital marketing strategies for landscapers that deliver real results include:

Website optimization – Creating a mobile-friendly site that showcases your work
Local SEO – Optimizing for “near me” searches and Google Maps visibility
Google Business Profile – Managing your listing for local search dominance
Paid advertising – Using Google Ads and Facebook Ads for targeted reach
Review management – Building and showcasing positive client feedback
Content marketing – Sharing expertise through blogs and videos

Want to learn more about specific strategies? We’ve got you covered:

Why Digital Marketing Matters for Landscaping Businesses

The landscaping industry is blooming – with a steady 10% annual growth driven by busy homeowners, real estate booms, and our collective love affair with outdoor living spaces. This growth creates exciting opportunities, but it also means you’re competing with more businesses for customer attention than ever before.

“Today’s homeowners don’t reach for the Yellow Pages anymore,” explains Brian Welch, Digital Marketing Strategist at Improve & Grow. “They pull out their smartphones and search for ‘landscapers near me’ or ‘lawn care service in [their city].’ If your business isn’t visible in those results, you’re missing out on a significant portion of potential customers.”

This fundamental shift in how people find services makes digital marketing essential for landscapers of all sizes. The numbers tell a compelling story:

Nearly half of all Google searches have local intent
A whopping 92% of search traffic goes to first-page results
88% of consumers trust online reviews as much as personal recommendations
The average person spends almost six hours online daily

For landscaping professionals, building a strong digital presence isn’t just about keeping up with trends—it’s about creating sustainable, scalable revenue growth through marketing assets you actually own and that deliver value year after year.

The Shift from Flyers to Phones

While traditional marketing methods like door hangers, truck wraps, and yard signs still have their place in your marketing toolkit, the customer journey has fundamentally changed. Today’s landscaping clients typically follow a digital path:

They experience a need (that overgrown lawn isn’t going to fix itself). Then they search online for solutions and providers. Next comes the research phase – reviewing websites, social media profiles, and online reviews. From there, they’ll contact 2-3 top contenders for quotes before making their final decision based on trust signals, pricing, and availability.

This new reality means positioning your business where customers are actively looking. As one fertilization and weed control business owner shared: “After seasons of investing too much in lead generator sites and creating our own ‘free’ website, we made the leap to go with the professionals… and our business did indeed LEAP. After the first year, the flow of calls and emails overflowed.”

For landscapers, embracing digital means building a professional, mobile-friendly website that works as your 24/7 sales representative. It means optimizing for local search to appear in Google Maps results. It’s about showcasing visual changes through high-quality photos and videos, managing your online reputation through reviews, and using targeted advertising to reach ideal customers in specific service areas.

Core Inbound vs Pay-Per-Lead Platforms

When it comes to generating leads online, landscapers have two primary paths: building inbound marketing assets or purchasing leads through third-party platforms.

Pay-Per-Lead Platforms like Angi Leads (formerly HomeAdvisor), Thumbtack, Yelp Ads, HomeGuide, and Porch offer quick access to potential customers. But they come with significant drawbacks. As one frustrated landscaper put it: “We were extremely frustrated with the quality of leads from these services. We’d pay $30-60 per lead, but most were tire-kickers or looking for the absolute lowest price.”

Inbound Marketing takes a different approach, focusing on building assets you own: website optimization, local SEO and Google Business Profile, Google Search Ads and Local Service Ads, Facebook and Instagram Ads, and content marketing with email nurturing.

While inbound marketing requires more upfront investment, it builds long-term assets you control. A recent case study from Improve & Grow showed how a landscape designer achieved a 55% increase in website traffic and a 90% increase in landscaping leads year-over-year through website improvements, targeted service landing pages, paid search ads, and a comprehensive SEO strategy.

Scott Rehnberg, SEO & Content Specialist at Improve & Grow, explains the difference perfectly: “Pay-per-lead platforms are like renting visibility. You pay continuously for access to their audience, but build no equity. Inbound marketing is like buying a property—there’s upfront investment, but you’re building assets that appreciate over time and reduce your cost-per-lead.”

The most successful landscaping businesses are those that invest in creating their own digital ecosystem rather than relying solely on rented platforms. This approach not only generates more qualified leads but builds brand equity that compounds over time – just like a well-designed landscape that grows more valuable with each passing season.

Building a Conversion-Ready Website (Your Virtual Showroom)

Your website is the digital equivalent of your showroom—it’s where potential customers evaluate your services, professionalism, and trustworthiness. For landscapers specifically, your website needs to showcase your visual changes while making it easy for visitors to request quotes or services.

“If you’re like most landscaping businesses, you probably spend more time on the job site than at your computer,” notes Ricky Angeles, Systems Manager at Improve & Grow. “That means your website needs to work extra hard for you, converting visitors into leads even when you’re busy with projects.”

A high-converting landscaping website combines beautiful design with strategic functionality. When we redesigned a website for a landscape client in Pennsylvania, we saw a a 90% rise in online leads—all from implementing best practices in mobile responsiveness, clear service descriptions, and prominent calls to action.

Must-Have Pages & Features

A successful landscaping website should include these essential pages:

Homepage: Your homepage should immediately communicate who you serve, what services you offer, and your unique value proposition. Include:

Hero image or video showcasing your best work
Clear primary call-to-action (usually “Get a Quote”)
Brief overview of services with links to dedicated pages
Trust signals (years in business, certifications, awards)
Featured testimonials or review snippets

Services Pages: Create individual pages for each core service (lawn care, hardscaping, landscape design, etc.) with:

Detailed service descriptions
Benefits to the customer
Process explanation
Pricing information (or ranges if appropriate)
Service-specific testimonials
Before/after photos
Secondary call-to-action

Portfolio/Gallery: Showcase your best work with high-quality photos organized by:

Project type
Location
Before/after changes
Include brief descriptions of challenges overcome and solutions provided

About Us Page: Build trust by sharing:

Your company story and mission
Team member profiles and certifications
Service area map
Values and approach
Community involvement
Environmental practices

Reviews/Testimonials: Dedicate a page to showcasing client satisfaction through:

Written testimonials with photos
Video testimonials (especially powerful)
Case studies of notable projects
Review platform widgets (Google, Facebook, etc.)

FAQ Page: Answer common questions to overcome objections:

Pricing and payment information
Project timelines
Maintenance requirements
Seasonal considerations
Warranty/guarantee information

Contact/Quote Request: Make it easy to reach you with:

Simple quote request form (5-7 fields maximum)
Phone number with click-to-call functionality
Service area map
Business hours
Expected response time

Conversion Boosters

Beyond the basics, these advanced features can significantly increase your website’s lead generation capability:

Live Chat: Adding a live chat option can capture leads who have quick questions or prefer not to call. Even better, many solutions offer chatbots that can qualify leads and book appointments 24/7.

Click-to-Call: Ensure your phone number is clickable on mobile devices, making it effortless for prospects to call directly from your site.

Scheduling Widgets: Integrate online scheduling tools like Calendly or ServiceTitan that allow customers to book consultations or services directly.

CRM Integration: Connect your website forms to your customer relationship management system for seamless lead tracking and follow-up.

Service Area Pages: Create location-specific pages for each city or neighborhood you serve, optimizing for local searches like “landscaping in [city name].”

Pricing Calculators: Consider adding interactive tools that help prospects estimate costs for common services based on property size or project scope.

“We’ve seen conversion rates jump from 2-3% to 5-10% simply by implementing strategic calls-to-action,” shares Jen Leong, Digital Marketing Strategist at Improve & Grow. “For landscapers, that can mean dozens of additional qualified leads each month during peak seasons.”

More info about digital marketing for home service professionals

Digital Marketing for Landscapers: Local SEO That Puts You on the Map

When it comes to generating consistent leads for your landscaping business, local search engine optimization (SEO) might just be your most powerful ally. A well-executed local SEO strategy can become your company’s most reliable lead source, often accounting for an impressive 60% to 80% of your total lead volume when fully established.

Digital marketing for landscapers focused on local search helps your business appear exactly where potential customers are looking – in three critical places:

The Google Map Pack (those three local businesses with the map at the top of search results)
The organic search listings that appear below ads and the Map Pack
Your Google Business Profile that showcases your business details when someone searches for you directly

“Local SEO is like planting perennials,” explains Scott Rehnberg, SEO & Content Specialist at Improve & Grow. “It takes time to establish, but once it takes root, it delivers results season after season with minimal maintenance.”

What makes local SEO particularly powerful for landscapers is its precision targeting. You’re connecting with homeowners specifically in your service area who are actively searching for landscaping services – these are the highest intent leads possible, people ready to hire someone like you.

Building a strong local SEO foundation involves several interconnected elements. You’ll need thorough keyword research to understand what your potential customers are searching for, a fully optimized Google Business Profile to boost your Map Pack visibility, carefully crafted service and location pages on your website, consistent business listings across the web, technical improvements like schema markup, and a steady stream of positive reviews to build trust signals.

Google Business Profile Optimization (Digital marketing for landscapers spotlight)

For many potential customers, your Google Business Profile (formerly Google My Business) creates their first impression of your landscaping company. This free listing is incredibly powerful – and optimizing it properly can dramatically increase your visibility in local searches.

To maximize your Google Business Profile, start by completing every section thoroughly. This means adding your accurate business name, address, and phone number (often called your “NAP”), providing comprehensive service descriptions, setting complete business hours (including seasonal changes), defining your service area by zip codes or cities, and selecting the proper business categories like “Landscaper” or “Lawn Care Service.”

Visual content is particularly important for landscapers. Add high-quality before/after change photos that showcase your work, professional team photos that build trust, and images of your equipment and facility. Aim for at least 10-15 excellent images that tell your company’s story.

Keep your profile active by publishing regular posts – weekly updates about current projects, seasonal service promotions, company news, or helpful property maintenance tips. These posts keep your profile fresh and engaged.

Don’t overlook the Q&A section. Be proactive by adding your own frequently asked questions and answers, monitoring and responding promptly to customer questions, and naturally incorporating relevant keywords in your responses.

Finally, make review management a priority. Thank positive reviewers specifically (mentioning what you appreciate about working with them), address negative reviews professionally and constructively, and aim for a 100% response rate to show you’re attentive and care about customer feedback.

On-Page & Content SEO for Service + City Pages

While your Google Business Profile helps with Map Pack visibility, your website’s on-page SEO determines how well you rank in organic search results. For landscapers, this means creating two essential types of optimized pages:

Service Pages should be created for each distinct service you offer – lawn maintenance, hardscaping, irrigation, landscape design, and so on. These pages need descriptive, keyword-rich titles (like “Professional Hardscaping Services in Lancaster County”), unique and comprehensive content (aim for at least 800 words), structured headings (H1, H2, H3) containing relevant keywords, proper alt text for all images, internal links to related services, and clear calls-to-action that guide visitors toward contacting you.

Location Pages should be developed for each city or area you serve. These pages should include the city name in title tags and headings, mention local landmarks or neighborhoods that resonate with residents, feature city-specific testimonials when possible, include a map of your service area, and offer any location-specific information or offers.

Beyond these foundation pages, regular blog content helps demonstrate your expertise and captures additional search traffic. Effective blog topics for landscapers include seasonal lawn care guides, plant selection advice for your local climate, outdoor living space design ideas, water conservation tips, and DIY maintenance recommendations between professional services.

“Content isn’t just about keywords—it’s about answering the questions your potential customers are asking,” explains Scott Rehnberg. “When you consistently provide valuable information, Google recognizes your site as an authority, which improves rankings for all your pages.”

Don’t overlook technical SEO factors – they’re equally important for ranking well. Ensure your site has a mobile-friendly design (especially since 59% of landscape website traffic comes from mobile devices), fast loading speed (under 3 seconds), secure HTTPS protocol, clean URL structure, XML sitemap, and structured data markup.

More info about SEO for home service contractors

Citation Building & Online Directories (Digital marketing for landscapers in action)

Citations – mentions of your business name, address, and phone number on other websites – play a crucial but often overlooked role in local SEO. For landscapers, maintaining consistent information across directories builds trust with search engines and improves your local rankings.

Key directories for landscapers include Yelp, Angi (formerly Angie’s List), HomeAdvisor, Thumbtack, Better Business Bureau, local chambers of commerce, and industry-specific directories like LandscapeNetwork and LawnStarter.

“NAP consistency is critical,” emphasizes Scott Rehnberg. “If the address on your website is different than your address on key listing platforms such as Google Maps, Apple Maps, Bing Places or Yelp, search engines may view these as different locations, diluting your local search authority.”

A consistent citation strategy involves creating a master document with your exact business information, claiming and updating profiles on major directories, regularly auditing citations for consistency, building new citations on relevant platforms, and removing duplicate or outdated listings.

For one landscaping company, a comprehensive citation strategy included optimizing 45+ directory listings. The results were impressive – within just three months, their Map Pack visibility increased by 67%, and organic traffic grew by 42%. This translated directly into more qualified leads and new customers.

Building a strong citation profile takes time and attention to detail, but the results are worth it. Each consistent citation strengthens your local search presence and helps more potential customers find your landscaping business when they need your services.

And others

Paid Advertising that Scales with the Seasons

While SEO builds your foundation for long-term growth, paid advertising delivers the immediate results landscaping businesses need—especially when demand fluctuates with the seasons. Think of paid ads as your secret weapon for generating high-quality leads exactly when you need them most.

“Paid ads are like transplanting fully-grown trees into your marketing landscape,” explains Alex Mallin, PPC Specialist at Improve & Grow. “They provide immediate impact while your organic strategies take root and mature.”

The beauty of digital marketing for landscapers through paid channels is how precisely you can control your spending and visibility. Your most powerful tools include Google Search Ads targeting high-intent keywords like “landscaper near me,” Local Service Ads that place your business at the very top of search results with that coveted “Google Guaranteed” badge, Facebook & Instagram Ads that showcase your stunning visual changes, and Retargeting Ads that keep your business top-of-mind with potential customers who’ve already visited your site.

The landscaping industry experiences dramatic shifts in search volume throughout the year, and smart businesses adjust their advertising accordingly. During spring (March-May), you’ll face the highest search volume and competition, making it the perfect time to promote spring cleanup, lawn care, and planting services. Summer (June-August) brings steady demand for irrigation, maintenance, and outdoor living projects. Fall (September-November) creates a secondary peak perfect for cleanup and hardscaping services, while winter (December-February) slows down significantly—the ideal time to reduce budgets while focusing on design services and early booking incentives for spring.

Cost benchmarks vary widely depending on service type and location. Lawn care leads typically range from $25-$50 through search ads, while general landscaping might cost $35-$75, and high-ticket landscape construction leads can exceed $200. Social media leads tend to be more affordable at $25-$50 each, though they often come with lower intent and closing rates. Display retargeting delivers exceptional value at under $2 per click while providing thousands of free brand impressions.

These aren’t just theoretical numbers. For an asphalt paving company we work with, we generated more than double their expected leads in the first month at 50% lower than expected cost per lead by redesigning their website and launching paid search and local SEO campaigns. The science backs this up too—research shows that PPC visitors are 50% more likely to purchase than organic visitors.

Crafting High-Intent Search Campaigns

The magic of search advertising comes from targeting people actively looking for your services right now. Your keyword strategy should focus on service-specific terms like “lawn mowing service” or “landscape design,” include location modifiers like “landscapers in Lancaster County,” target problem-solution phrases such as “fix drainage issues,” and use negative keywords to exclude irrelevant searches like “jobs” or “DIY.”

Your ad copy needs to shine with your unique selling proposition, whether that’s 30+ years of experience, same-day quotes, or specialized expertise. Feature seasonal promotions, include social proof like “Voted #1 landscaper in Lancaster,” use location-specific headlines, and always include strong calls-to-action that motivate clicks.

Don’t forget to maximize ad extensions—those extra pieces of information that make your ads more helpful and prominent. Location extensions show your address, call extensions enable click-to-call functionality, sitelink extensions direct users to specific services, structured snippets highlight service features, and callout extensions showcase additional selling points.

“A common mistake we see landscapers make is sending all their ad traffic to their homepage,” says Alex Mallin. “Instead, we use service-specific landing pages, which increases conversion rates and decreases cost per lead.”

This landing page alignment is crucial—create dedicated pages for each service you advertise, ensure messaging consistency between ads and landing pages, include clear contact forms, feature relevant images and testimonials, and optimize page speed especially for mobile users.

Leveraging Facebook & Instagram for Visual Inspiration

Social media platforms offer landscapers a unique advantage: the ability to showcase dramatic visual changes while targeting homeowners with remarkable precision.

Carousel ads featuring before/after photos tell a compelling story of change, while video ads showing project progressions demonstrate your expertise in action. Collection ads beautifully showcase your service categories, and lead ads with pre-filled forms make it incredibly easy for prospects to request quotes without leaving the platform.

The targeting capabilities make these platforms especially powerful for landscapers. You can focus on specific neighborhoods or zip codes in your service area, target homeowners within certain age groups and income levels, reach users interested in home improvement and gardening, connect with recent home buyers, or upload your current customer list to find similar prospects.

Start with modest daily budgets of $10-20 to identify your best-performing audiences. Once you’ve found what works, allocate 60-70% of your budget to these proven performers while reserving 30-40% for testing new approaches. Increase budgets gradually (10-20% at a time) when seeing positive results, and consider dayparting to run ads only during business hours for call-focused campaigns.

Retargeting & Funnel Automation

Only 2-3% of website visitors convert on their first visit, which means 97-98% of your potential customers need a gentle reminder about your services as they continue researching options.

Display banner ads across the Google Display Network can keep your recent projects visible, while dynamic retargeting shows visitors the specific services they viewed on your site. YouTube retargeting with educational content or testimonial videos builds trust, and Facebook/Instagram retargeting can deliver different messages based on which pages people visited.

But getting clicks is only the beginning—marketing automation helps you nurture these leads into customers. Set up email sequences for quote requests that include confirmation messages, follow-ups, and testimonial requests. Implement SMS reminders for scheduled consultations, develop lead scoring to prioritize follow-up, and create seasonal reactivation campaigns for past customers.

Proper lead tracking ties everything together. Implement call tracking with platforms like CallRail or WhatConverts, set up UTM parameters to track traffic sources, record lead source and quality in your CRM, and calculate your cost-per-lead and cost-per-acquisition by channel.

When you combine these paid advertising strategies with your organic efforts, you create a powerful digital marketing for landscapers system that delivers leads year-round while adapting to seasonal fluctuations in demand—exactly what growing landscaping businesses need.

While paid advertising and SEO drive immediate leads, content marketing builds long-term authority and nurtures prospects through their decision journey. For landscapers, valuable content establishes expertise while showcasing your visual changes in a way that resonates with potential clients.

“Content marketing for landscapers is about education and inspiration,” says Scott Rehnberg, SEO & Content Specialist at Improve & Grow. “When you help homeowners understand how to improve their outdoor spaces—even with DIY tips—you position yourself as the expert they’ll call when they need professional help.”

Today’s homeowners are more connected than ever, with the average person maintaining 8.4 social media accounts. This creates multiple touchpoints to reach potential customers throughout their decision journey. However, not all platforms deliver equal value for landscaping businesses.

Facebook remains the powerhouse for community building and local targeting, allowing you to connect directly with homeowners in your service area. Instagram’s visual nature makes it perfect for showcasing your stunning before-and-after changes. Pinterest serves as an inspiration hub where your design ideas can live forever, while YouTube offers the perfect home for educational content and project showcases. For hyper-local engagement, Nextdoor provides direct access to neighborhood conversations where service recommendations frequently happen.

The most successful landscapers approach content marketing with a strategic framework rather than random posting. Start by identifying your customers’ most common questions and pain points. Create valuable content that directly addresses these needs, then distribute it across the platforms where your ideal clients spend time. Include strategic calls-to-action that capture leads, and follow up with nurturing content that moves them toward a decision.

More info about contractors guide to content marketing

The most effective digital marketing for landscapers includes content that serves different purposes throughout the customer journey. Educational content builds trust and establishes expertise through seasonal lawn care guides, native plant recommendations, and maintenance tutorials. When homeowners understand proper watering techniques or how to identify common garden pests, they’re more likely to trust your professional services when needed.

Inspirational content showcases possibilities and sparks desire. Share outdoor living space designs, trending landscaping styles, and material comparisons that help homeowners envision their transformed spaces. Problem-solving content directly addresses common challenges like drainage issues, solutions for sloped yards, or low-maintenance options for busy homeowners.

Don’t forget to balance these with company showcase content that highlights your team’s expertise through project spotlights, team member features, and community involvement stories. This humanizes your brand and builds connection with potential clients.

“Video content is remembered 95% better than text alone,” explains Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “For landscapers, simple smartphone videos showing project progressions or maintenance tips can generate significant engagement and establish expertise.”

You don’t need professional equipment to create effective video content. Time-lapse recordings of project changes, seasonal maintenance walkthroughs, and plant selection guides filmed at local nurseries all perform exceptionally well. Equipment demonstrations show your professionalism, while client testimonials and project tours provide powerful social proof.

Community-Building on Facebook Groups & Nextdoor

Beyond traditional social posting, landscapers can build local authority through active participation in community platforms where homeowners already gather to discuss neighborhood concerns and seek recommendations.

Facebook Groups centered around local communities offer perfect opportunities to establish expertise. Join these groups and focus on being genuinely helpful rather than promotional. Answer landscaping questions with thoughtful advice, share seasonal tips that benefit everyone, and only mention your services when directly relevant to the conversation. This approach positions you as a trusted local expert rather than just another advertiser.

“We’ve seen landscapers generate 5-10 qualified leads per month simply by being helpful contributors in local online groups,” notes Jen Leong, Digital Marketing Strategist at Improve & Grow. “The key is providing value first, rather than leading with promotional content.”

Nextdoor takes this community approach even further with its neighborhood-specific focus. Create a verified business profile that clearly defines your service area, then engage authentically with residents. Respond promptly to requests for landscaper recommendations, share seasonal reminders that benefit the community, and showcase local projects (with client permission) that neighbors might recognize.

When homeowners see you consistently providing value and expertise in these community spaces, you become the natural first choice when they need professional landscaping services. This approach builds deeper connections than traditional advertising ever could, creating not just customers but advocates who readily recommend your services to friends and neighbors.

Reputation Management & Reviews: Turning Happy Clients into Lead Magnets

In the landscaping industry, trust isn’t just important—it’s everything. When homeowners invite you onto their property and invest significant money in projects that impact both their home’s value and enjoyment, your reputation becomes your most valuable asset. Today, online reviews have essentially become the digital equivalent of word-of-mouth recommendations, with an astounding 90% of consumers reading reviews before making hiring decisions.

“Reviews aren’t just nice to have—they’re essential trust signals that directly impact your conversion rates,” emphasizes Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “Even a small increase in your star rating can dramatically improve lead generation.”

The numbers back this up in surprising ways. Research shows that even a tiny 0.1% increase in your star ratings can boost conversion rates by up to 25%. Additionally, 88% of consumers now trust online reviews just as much as personal recommendations from friends and family members.

For landscapers looking to leverage the power of reviews, effective reputation management involves a five-part approach. First, systematically requesting reviews from satisfied customers after project completion. Second, actively monitoring review platforms for new feedback. Third, responding professionally to all reviews—both positive and negative. Fourth, strategically showcasing those reviews across your marketing channels. And finally, addressing any legitimate issues revealed in negative reviews to improve your service.

Latest research on reviews

Systematic Review Generation

Here’s the good news for landscapers: 72% of customers will happily leave a review when asked. The challenge isn’t getting reviews—it’s creating a consistent process for requesting them that feels natural rather than pushy or awkward.

The most effective review request methods include email sequences triggered after project completion, SMS messages with direct review links, QR codes on leave-behind materials, in-person requests during final walkthroughs, and even old-fashioned thank-you cards with simple review instructions.

To maximize your success rate, time your requests when customer satisfaction is at its peak—typically right after they’ve seen the finished project. Make the process as simple as possible by providing direct links to your Google Business Profile or other review platforms. Explain briefly why reviews matter to your small business, and consider a gentle follow-up with non-responders. Some landscapers have found success with small incentives like discount coupons for future services, though you should always check platform policies before offering rewards.

“The key is making review requests part of your standard process, not an afterthought,” advises Jen Leong, Digital Marketing Strategist at Improve & Grow. “We help our clients set up automated email sequences that go out 3-5 days after project completion, when satisfaction is high and the change is still fresh.”

Getting reviews is only half the equation—how you respond to and leverage them is equally important for maximizing their impact on your digital marketing for landscapers strategy.

When it comes to responding to reviews, follow these best practices: respond to every review, whether positive or negative; thank reviewers by name for positive feedback; address specific points mentioned in the review rather than using generic responses; for negative reviews, acknowledge concerns, apologize when appropriate, and offer to resolve issues offline; provide contact information for further discussion; and always maintain professionalism even when criticism seems unfair.

Beyond just collecting reviews, smart landscapers find ways to showcase them across their marketing. Embed Google review widgets prominently on your website. Feature testimonial highlights on your service pages where they’ll influence purchase decisions. Create video testimonials with willing customers for powerful social proof. Include review snippets in your email signatures and printed materials. Share positive reviews on social media (with permission) to extend their reach.

When it comes to negative reviews, your response is often more important than the original criticism. A thoughtful, solution-oriented response demonstrates your commitment to customer satisfaction and can actually turn a negative into a positive impression for prospective customers who are researching your business. Many homeowners report being more impressed by how companies handle problems than by perfect records, as it shows your true character when challenges arise.

By implementing a systematic approach to generating, responding to, and showcasing reviews, landscapers can transform happy clients into powerful lead magnets that continue bringing in new business long after projects are completed.

Tracking, Automation & Measuring ROI

The difference between good landscaping companies and great ones often comes down to how they view marketing—as an expense or as an investment. The most successful businesses in this industry take a data-driven approach, carefully tracking their marketing efforts to maximize returns.

“If you can’t measure it, you can’t improve it,” says Carl Lefever, Founder & Digital Marketing Strategist at Improve & Grow. “The landscapers who consistently outperform their competition are those who track their marketing channels carefully and reallocate resources based on performance data.”

This journey begins with establishing clear, actionable goals. Not vague wishes like “get more customers,” but SMART goals that provide real direction: Specific, Measurable, Achievable, Relevant, and Time-bound. For landscapers, these might include generating 15 new landscape design consultations monthly, achieving a 20% increase in recurring maintenance contracts, reducing cost per lead to $35, or increasing average project value by 15%.

Once these goals are set, you’ll need key performance indicators (KPIs) to track your progress. For lead generation, focus on metrics like website traffic by source, conversion rates across different channels, cost per lead, lead-to-appointment ratio, and appointment-to-sale ratio. On the financial side, pay attention to your customer acquisition cost, customer lifetime value, marketing ROI, and profit margin by service type.

The insights from proper tracking can be eye-opening. For a concrete repair company we worked with, detailed analytics revealed something surprising—while their Google Ads had a higher cost per lead than Facebook Ads ($45 vs. $28), the Google leads converted to paying customers at more than twice the rate. This made them significantly more valuable despite the higher acquisition cost—a distinction they would have missed without proper tracking.

Tools & Tech Stack

Having the right tools makes measurement not just possible but practical for busy landscapers. You don’t need an enterprise-level setup to get valuable insights—just a thoughtful combination of accessible tools.

For analytics and tracking, Google Analytics 4 provides comprehensive website performance data, while Google Search Console offers invaluable SEO insights. Looker Studio (formerly Google Data Studio) lets you create custom dashboards that bring all your data together in one view. Call tracking tools like CallRail or WhatConverts help you monitor phone leads and record calls for quality assurance, while UTM parameters let you track exactly which campaigns are driving traffic.

“The right tech stack doesn’t have to be expensive,” explains Ricky Angeles, Systems Manager at Improve & Grow. “We’ve helped landscapers implement powerful tracking and automation systems for less than $300 per month that save hours of manual work while providing invaluable insights.”

For customer relationship management, options range from the free version of HubSpot CRM to industry-specific solutions like ServiceTitan for field service management, Jobber for scheduling and customer management, or LeadHub designed specifically for home service businesses.

Marketing automation tools round out the stack, with email platforms like Mailchimp, Constant Contact, or ActiveCampaign helping nurture leads. SMS tools like TextMagic or SimpleTexting can boost appointment confirmation rates, while social media schedulers like Hootsuite or Buffer save time on posting. Review management software such as GatherUp or Podium can streamline the process of collecting and monitoring customer feedback. Or consider an all-in-one platform such as LeadHub CRM, tailored specifically to the needs of local service providers.

Data-Driven Optimization Cycles

The real magic happens when you establish regular cycles of analysis and optimization. This isn’t a set-it-and-forget-it approach—it’s an ongoing process of refinement that yields increasingly better results over time.

On a weekly basis, check your ad performance and adjust bids or budgets as needed. Monitor your lead volume and quality, review website conversion rates, and stay on top of reviews and social engagement. These quick check-ins prevent wasted spend and help you respond quickly to any issues.

Monthly analysis should dig deeper, comparing channel performance against your goals and identifying any conversion bottlenecks. This is a good time to adjust messaging based on customer feedback and reallocate budget toward your top-performing channels.

Quarterly strategy sessions provide the opportunity for more comprehensive marketing audits. Plan your seasonal campaign adjustments, update website content and offers, and review and refine your target audience segments based on the data you’ve gathered.

Annual planning sets the stage for the year ahead with new growth targets, evaluation of potential new marketing channels, analysis of year-over-year performance, and planning for major website updates or redesigns.

This data-driven approach opens up numerous optimization opportunities. You might A/B test different ad headlines or images to see which performs better. Creating new landing pages for high-value services can dramatically improve conversion rates. Simple changes like adjusting call-to-action placement on key pages can make a significant difference in lead generation. Reallocating budget from lower to higher-performing keywords ensures you’re maximizing ROI, while testing different lead capture forms can remove friction from the conversion process.

For landscapers especially, this systematic approach to marketing measurement transforms what might seem like unpredictable lead flow into a reliable, scalable system for business growth—turning your marketing from an expense into one of your most valuable assets.

Frequently Asked Questions about Digital Marketing for Landscapers

How much should a landscaping company spend on marketing?

The question of budget is one we hear from almost every landscaping company we work with. While there’s no one-size-fits-all answer, we’ve found that successful landscaping businesses typically invest between 5-15% of their annual revenue in marketing efforts.

“The right marketing budget depends on your growth objectives,” explains Carl Lefever. “A well-established company looking to maintain market share might spend 5-7%, while a company aggressively pursuing growth might invest 10-15% or more.”

Your stage of business growth plays a big role here. If you’re an established landscaper with steady business, you might lean toward the lower end of that range. But if you’re looking to expand into new service areas or significantly grow your customer base, the higher end makes more sense.

Most of our landscaping clients distribute their marketing dollars following a pattern we’ve seen work well: about 30-40% to digital advertising (Google and Facebook Ads), 25-30% to website maintenance and SEO, 15-20% to content creation and social media, 10-15% to email marketing and automation, and a smaller portion (5-10%) to traditional marketing like print materials or community events.

For landscapers just starting their marketing journey, we often recommend focusing your budget on just one or two channels—typically Google Ads for immediate leads and SEO for long-term growth—before expanding to additional platforms as your revenue grows and you can reinvest in marketing.

When is the best time to launch seasonal campaigns?

Timing is everything in the landscaping business, and the same holds true for your marketing campaigns. The seasons dictate both when customers need your services and when they’re actively searching for providers.

“The biggest mistake we see landscapers make is waiting until their busy season to start marketing,” says Brian Welch. “By then, it’s often too late to capture early-decision customers.”

Think of your marketing calendar like your planting calendar—preparation needs to happen well before you expect to see results. For spring services like cleanup, planting, and lawn care, start planning in December-January and launch campaigns by February, about 6-8 weeks before peak season hits. Your heaviest advertising should run in March-April when homeowners are actively looking.

Summer services like maintenance, irrigation, and outdoor living projects need campaign planning in March, with launches in April and peak advertising in May-June. For fall services including cleanup, aeration, and hardscaping, begin planning in July, launch in August, and concentrate advertising dollars in September.

Even winter services like snow removal and holiday lighting need advance preparation—plan in September, launch campaigns in October, and hit peak advertising in November before the first snowfall.

What metrics prove digital marketing ROI?

Tracking the right numbers makes all the difference between seeing marketing as an expense or recognizing it as an investment. For landscaping businesses, certain metrics provide crystal-clear evidence of your marketing effectiveness.

When evaluating your digital marketing for landscapers ROI, pay close attention to lead generation metrics: cost per lead by channel, lead volume by service type, and your conversion rates both from lead to appointment and from appointment to sale. These numbers tell you exactly how efficiently your marketing dollars are turning into potential customers.

Revenue metrics provide the big picture: your customer acquisition cost (total marketing spend divided by number of new customers), customer lifetime value (average revenue per customer multiplied by average retention period), revenue attributed to specific marketing channels, and return on ad spend (revenue generated divided by ad spend).

Don’t overlook website performance metrics either. Your conversion rate by traffic source, form submissions and phone calls, time on site, and bounce rate by landing page all provide valuable insights into how well your digital storefront is working.

“One of our clients was skeptical about digital marketing until we implemented proper attribution tracking,” shares Alex Mallin. “Within three months, we could show that every $1 invested in Google Ads was returning $10 or more in project revenue, completely changing their perspective on marketing spend.”

For accurate ROI tracking that proves your marketing value, we recommend implementing call tracking with source attribution, using unique contact forms for different marketing channels, training your staff to ask and record how new customers found you, setting up proper UTM parameters for all digital campaigns, and connecting Google Analytics to your CRM whenever possible.

These measurement systems don’t need to be complicated—they just need to be consistent. When you can clearly see which marketing channels are delivering the best results, you can make confident decisions about where to invest more heavily and where to pull back, maximizing your marketing ROI over time.

Conclusion

As the landscaping industry continues to bloom at a 10% annual growth rate, the companies that truly flourish will be those who cultivate comprehensive digital marketing systems that generate consistent, qualified leads throughout all seasons.

“Digital marketing for landscapers isn’t just about getting more clicks or calls,” reflects Carl Lefever. “It’s about building owned assets that appreciate over time, reducing your customer acquisition costs while increasing the quality and value of each lead.”

Think of your digital marketing strategy as a well-designed landscape itself – each element serves a purpose and works in harmony with the others. The most successful approach combines several key components working together:

Your website functions as your 24/7 sales representative, always ready to welcome and convert visitors. When we redesigned a website for a landscape client in Pennsylvania, they experienced a 106.9% boost in site traffic and a 73.5% rise in online leads – all from implementing best practices in mobile responsiveness, clear service descriptions, and prominent calls to action.

Local SEO strategies act like signposts, putting you on the map precisely when customers are searching. One landscaping client moved from invisible to page one on Google simply by fully optimizing their Google Business Profile, going from 5-6 calls a week to over 20.

Strategic paid advertising scales with seasonal demand, like an irrigation system that adjusts to your garden’s needs. For an asphalt paving company we work with, we generated more than double their expected leads in the first month at 50% lower than expected cost per lead by redesigning their website and launching paid search and local SEO campaigns.

Data-driven measurement continuously improves performance, much like soil testing helps you create healthier landscapes. One landscape designer we worked with achieved a 55% increase in website traffic and a 90% increase in qualified leads through our comprehensive approach.

Unlike pay-per-lead platforms that charge continuously with no equity building, investing in owned digital assets creates compounding returns over time. As one client told us, “After years of frustration with lead aggregator sites, we finally have a marketing system that delivers consistent results we control.”

At Improve & Grow, we’ve helped landscaping companies across Pennsylvania and beyond transform their digital presence and achieve predictable growth. We understand the unique challenges you face – the seasonality, the visual nature of your work, and the importance of targeting customers in your specific service area.

Ready to grow your landscaping business with a proven digital marketing strategy? Improve & Grow specializes in helping landscapers and contractors generate high-quality leads that convert to revenue.

More info about digital marketing for contractors and trades