One of the biggest challenges facing landscaping business owners that I talk to is that of generating well qualified leads for their business. Relying on word of mouth for sustainable business growth and meeting sales and revenue objectives is rarely if ever enough.
The Website Matters!
Most landscaping and home improvement companies realize the importance of having a website that is visually stunning and shows off the quality of their workmanship. Your gallery and embedding beautiful images within your content can not be overlooked.
However, an equally important item that is often overlooked is the quantity and quality of your content. Pictures will create initial interest but there has to be more meat in your content to convince people that you are a worthy choice to invest tens of thousands of dollars with.
As well, don?t forget that your website is a piece of technology and not all technology is created equally. You must ensure your website is technically sound in order to ensure that Google will treat you with respect.
I recommend you have your existing website analyzed before you start internet marketing to ensure that you are investing your money in the right areas.
Pay Per Click
Everyone wants to show up on the first page of Google!
The only way to guarantee that your website will appear on Page 1 of Google is by using Pay Per Click advertising through Google AdWords.
Google AdWords is easy to use and there are lots of tutorials. Some businesses try it out themselves and find it to be very expensive with little or no results. Just like some home owners try to landscape their own yards and end up making a mess.
I would suggest that for good results, work with a company that has a proven track record of working with Pay Per Click services to generate leads. Trying to do it on your own will only cost you a lot more money in the long run and usually the results will not be great.
The nice thing about PPC is that you will only display your advertising to those who are searching for or are interested in your service and you will only pay for it if they actually click on the ad.
Once someone clicks on your ad, they need to see something that catches their interest right away, which is why Tip #1 is so important!
Local Search Engine Optimization
Do you work more than 30 miles/50 kilometers from your central location? Most landscapers that we work with don?t or if they do it?s because of a very lucrative opportunity that draws them out there.
For the most part it doesn?t make sense to invest time, energy, or money on marketing to generate a lot of leads outside of that radius.
Today, Google is so smart at zeroing in on a searchers location that it is no longer necessary to type in a location or city name to get local results, but the only way for Google to know that your website matches the location is to tell them that.
Social Media
Your Facebook page is important. You should be updating it, sharing photos and stories on a regular basis. Use it as a way to stay top of mind and present but not to constantly be pushing your services.
Another priceless social media tool for landscapers is Pinterest. It?s a great way to showcase your work and pin beautiful landscapes you come across with a few comments and a link back to your website. There is a lot of value in that link.
Load the top of your sales funnel
Not every visitor that lands on your website is ready to sign now. In fact, the majority of visitors are going to be in the research phase, looking for ideas, concepts and other things that will help them identify what they want even before they get to the stage of choosing a vendor.
It is worthwhile to create some whitepaper or how-to guide that answers your buyer?s common questions. Or perhaps you could compile some amazing landscape designs or ideas that your visitors could download.
When you offer this valuable information to someone in the research phase, in exchange for their contact information and email address, you have an opportunity to nurture a relationship with them early on in their buying cycle.
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