Projects, planned months ahead
Garden design, patio installation, decking, drainage. Researched in winter and spring, with photographs doing most of the persuading before anyone calls.
Trades
Landscaping marketing that wins projects, not just mowing
A lawn cut and a garden design and build are different businesses that share a website. Most landscapers rank for the first and want the second. The searches for design, patios, planting and drainage are made months before the work happens, by people comparing portfolios, and almost nobody in the trade has a page for them.
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Marketing does not behave the same way here.
Landscaping is seasonal, visual and quoted. Demand for design and build peaks in late winter and spring, when people plan the summer, and the work runs weeks or months later. A buyer researching a patio or a garden redesign looks at photographs first and prices second, so a site without a portfolio loses before the enquiry form is reached.
Maintenance is the opposite: bought on price and proximity, low value per visit, and valuable only as a contract. The two need different pages, different campaigns and different reporting, and a monthly report that counts enquiries without saying which kind they were is not measuring the business.
How your customers actually search.
Maintenance, bought on proximity
Lawn care, hedge trimming, grounds maintenance near me. Low value per visit, valuable as a contract, and decided by who is close and who answers.
Commercial grounds, tendered
Commercial grounds maintenance, estate and school contracts. Bought by a facilities manager on references, insurance and reliability.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- Projects: portfolio pages viewed, an enquiry form, a site visit, a quote that competes with two others over weeks.
- Maintenance: a call or a quick form, a visit, a recurring contract.
- Commercial: a quote request, references checked, a tender, a decision by the next contract cycle.
- No portfolio, or a gallery with no words on it, so the pages that persuade cannot rank for anything.
- One services page covering design, build and mowing, which ranks for the cheapest of them.
- Seasonal demand reported month on month, so spring looks like a triumph and autumn looks like failure.
- No page per town in the service area, so the firm ranks in the town it is based in and nowhere it works.
- Project campaigns that start in late winter, when people plan and competitors are asleep.
- Landing pages that lead with photographs and a price-from figure, matching what the buyer is comparing.
- Negatives against jobs, courses, equipment and DIY, which eat landscaping budgets every month.
- Commercial campaigns targeted at facilities roles rather than at anyone typing grounds maintenance.
- Quote follow-up over the weeks a household takes to decide on a project.
- Seasonal offers to past customers before spring, which converts far better than winning a stranger at peak prices.
What the report should lead with.
- Quoted projects and their value, by source
- Maintenance contracts won and their annual value
- Cost per quoted project, compared year on year
- Portfolio pages viewed before an enquiry
- Quote-to-job conversion rate
Proof
The closest accounts we have published.
Not accounts in this trade. Two service businesses that sell through enquiries and calls, which is the same way this trade sells.
Google Ads, lead generationMedia buying
2.41Kconversions
- £19.21cost per conversion
- £0.57average cost per click
- £46.3Kspend managed
Meta, lead generationMedia buying
£2.68cost per lead
- 2,631leads delivered
- £0.77best ad set cost per lead
- 205Kpeople reached
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Questions from this industry.
01 When should a landscaping company start advertising for the summer?
In late winter. Design and build projects are planned months before they happen, and the searches start while the ground is still cold. A campaign that starts in May is competing for the projects that were decided in February.
02 Does a landscaper need a portfolio on the website?
Yes, and it needs words. A gallery of photographs with no text cannot rank for anything, and a page of text with no photographs cannot persuade anyone. Each project page needs both, with the location, the brief and the price bracket.
03 Is lawn care worth marketing at all?
As a contract, yes. As one-off visits, rarely. Build the maintenance offer as a recurring service, sell it to project customers after the build, and measure it by contract value rather than by calls.