The difference between getting no lawn care leads from your website and getting 30, 60, 80 or even 120+ lawn care/landscaping leads each month comes down to how your website communicates with the search engines through a tactic known as onpage SEO. This landscaping SEO strategy sets the foundation for your online presence and allowing your company to ACTUALLY be found.
If you are a landscaping business owner doing at least $200,000/year in revenue and looking to grow by 6-figures, this video will save you months and months of time. Our video explains in detail why a cheap SEO service will over promise and VASTLY under deliver on their promise to bring your lawn care, irrigation, landscaping and snow removal company more leads. How do we know all this? Every week we talk with lawn care, outdoor living, irrigation and landscape contractors who paid a website & SEO agency as low as $399, $299 or even $150 PER MONTH, and after 6 months of waiting… there were no results. That “agency” is either nowhere to be found or just has excuses.
When growing your landscaping business and getting more lawn care clients, it’s critical to choose the right method to obtain these new customers. There are many platforms out there to generate leads such as Facebook, Instagram, even lead buying such as HomeAdvisor but in this video we showcase the true power of Google Search, specifically SEO as a means to acquire web traffic to convert into calls & estimate requests for landscaping, lawn care, tree services, snow removal, irrigation and outdoor living projects.
Landscape Marketing Pros CEO Matt Wacek explains the differences between search engine optimization and Google pay-per-click advertising for getting more clients for your lawn, landscaping, outdoor living, irrigation, tree service or snow removal company. Also included are weighing out the pros and cons of the two strategies and which is best for your business based on your current revenue situation and scaling capabilities.
Our video explains everything you need to know about both methods for getting more landscaping leads and clients.
Major Differences Between SEO and PPC
Search Engine Optimization
SEO, or Search Engine Optimization is the process of adding content to your website with the intent of improving your site’s visibility to the search engines and users of the aforementioned search engines, allowing your website to show up in relevant searches.
For an outdoor services company, this would be search such as “lawn care near me” or “landscaping [city, st]”.
Google Pay-Per-Click Ads
Which Should You Invest Into?
Unlike SEO, PPC ads can be set up and running within days whereas SEO is a multi-month plan, however, that’s not to say SEO is not a winning strategy because the cost per lead can often be much cheaper plus it contributes to a long lasting online presence as a whole. Both have their advantages and disadvantages, depending on a company’s current revenue, size and ability to grow.
Our YouTube video above explains which is best based on your company’s current revenue and other factors.
Our video explains the “roller coaster” of seasonal demand and trends of marketing for lawn care, landscaping, irrigation, tree and snow removal services.
How To Get More Calls/Leads By Increasing The Ranking of Your Google My Business Listing
If your Google My Business listing is in the top 3 map listings of the google search (map pack), you can capture more website traffic and calls. This article explains steps to take to increase the ranking of your GMB listing.
By Matt Wacek
Published: October 11, 2020
Updated: October 17, 2021
Google My Business For Lawn Care & Landscaping
The first step is to claim and verify your Google My Business listing. If you do not have one yet, check out our post and watch our tutorial video on how to claim your Google My Business listing, it’s 100% free to set up – the potential upside is exponential.
Once you have completed setting up your Google My Business (GMB) listing and you’ve received the postcard to verify it, you’re ready to go.
1. Complete The Profile Throughly!
Make sure to fill out everything on your profile – business categories, service areas, hours of operation, phone number (same number that is shown on your website), about, opening date (can use year and month), and add photos. Our video guide mentioned earlier explains how to set all this up. This is crucial because there’s a very low likelihood that Google will display incomplete listings near the top of the map pack.
This is one of the most overlooked factors that has a HUGE impact on the placement of your Google My Business listing in the search results. Google bots will crawl your website to ensure the data and information there lines up with what is displayed on the Google My Business listing. Including your company name, address, phone number and hours of operation. This needs to be written in the same exact manner on your website (this information should be placed in the footer).
Johnson Outdoor Services
Minneapolis, MN 55401
Everything from the company name, especially if you include “LLC” or “Inc” in your name, company phone number written with two parentheses ” (763)” then a space, first three digits, a dash “-“, then the final four digits. Same with the city your company is based. If the city name has commonly used abbreviations, then they should be in place on both your website and GMB listing.
3. Directory Listings/Citations
Get your business listed on as many local, national and industry relevant directories as possible. Beginning with the biggest – Yelp, Angie’s List, City Pages, Cylex, etc. The more of these profiles that you have claimed, the better. Google sees these profiles as building trust in your GMB and website since most directory profiles allow you to have a link placed to your website in your profile.
Another crucial factor of your citations is congruency! It is imperative that you make sure the information displayed on all the directory profiles is 100% synced with what is displayed on your website and GMB listing.
One of the main reasons Google My Business exists is to ensure that their users (Google searchers) have a great experience when navigating their platform. Meaning they are able to find the best lawn, landscape, irrigation or snow service provider for their property. Asking existing clients to leave a quick review after a project is completed at their property is one of the best ways to get your first reviews published.
Having the highest rating or most reviews won’t be the full deciding factor when it comes to ranking, but an upper 4.X or 5-star rating will most definitely help. Plus it drastically improves click-through-rate, which is the amount of people searching that will actually click on your listing to call or visit your website.
Use the tips in this article, plus the additional optimization guidance in our claiming a GMB listing tutorial and you will see your Google My Business listing start to climb the map search results eventually getting into the map pack and driving more calls and traffic to your website.
Our informative video below shares insight on how to do this process:
Hear From Our Clients...
Best Outdoor Services has increased yearly sales by over $1.2MM between 2019 through 2021.
Lush Landscape & Irrigation grew from 2 Crews to 5, and increased sales by 6-figures each year in 2019, 2020 & 2021.
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The Ultimate Guide To Snow Removal Marketing
Our informative article provides snow removal advertising ideas, templates & examples so you can plan when to start advertising for snow removal and how to get clients.
By Matt Wacek
Published: October 1, 2020
Last Updated: November 24, 2021
Snow plowing and ice removal is a completely different ball game compared to the spring, summer and fall season work. A few extra inches of grass during a rainy stretch is generally not a big deal, but a few inches of snow can lead to a slowdown in traffic, being susceptible to slipping and falling, and more. Snow removal is a crucial service for residential and commercial clients and can be quite lucrative with dense routes.
Important Questions To Ask Yourself Before Starting A Snow Removal Business
Before we get into the process for advertising and how to get more snow removal clients, there are a few things you need to write down and assess before you start advertising for snow plowing and ice removal.
Methods of Advertising For Snow Removal
When To Advertise For Snow Plowing
Ask any seasoned snow removal contractor when to start spreading the word to your existing clientele and advertising to get more clients, and you will get different answers. There is also a huge variance between residential and commercial properties, and there can even be a big difference between large retail or restaurant chains, office complexes, etc. depending on who your point of contact is – property management company or the actual business property owner.
The short answer to the question: “when to start advertising for snow removal” is long before winter begins!
Here is the general timeline for snow removal advertising that Landscape Marketing Pros’ CEO used in his Minnesota-based snow removal company that he owned from 2011-2016: (this timeline may differ slightly depending on where exactly you are located)
August: Decide what advertising methods to use.
If you are going to employ SEO (the best method to bring in the highest interest prospects) – start now! The sooner, the better.
September: Put your strategy together – are you going to offer a discount, special offers, etc?
Print Ads – Get them ordered from your designer/print shop!
Google, FB, IG Ads – Build any necessary landing pages
Existing clients – Initial reach out
SEO – link building to get your snow removal page ranking
October: Put the strategy to work.
Print Ads – Get them distributed throughout the month even into November – can continue until the snow flies
Google Pay-Per-Click Ads – Turn them on!
FB/IG Ads – Turn them on around the middle of the month – it’s also a great time for retargeting your existing clients
Existing clients – Reach out with up-sell letters, email broadcasts, etc.
SEO – Link building to get your snow removal page ranking
November: Continue generating leads. November is often when the first snow arrives – the week and days leading up to it your phone and inbox will be going crazy as prospects scramble to find a snow service provider.
Print Ads – If it has not yet snowed, continue distributing them
Google Pay-Per-Click Ads – Keep them running (they can run all winter long if you want to bring in new clients and your budget allows)
FB/IG Ads – Continue with them if you are seeing a positive return
Existing clients – Reach out email broadcasts, direct email, etc.
SEO – Link building to get your snow removal page ranking – if it’s ranking – maintain the positioning
December: Keep everything going if there has not been any snow yet.
January: Winter’s wrath has usually arrived by now. After the first snow event the demand will drop. The best method to generate new clients through the rest of the winter is with referrals, Google Search Ads (you don’t have to pay to run the ad unless someone clicks), and SEO (once your website is ranking – the direct cost for traffic is zero dollars)
Unless it’s near the end of winter, it’s not too late to advertise for snow removal, however, the bulk of the demand for snow removal will be in the fall and early winter for the prospects that plan ahead. You can always count on a lot of demand for residential service the week and days leading up to the first snow event.
How To Get Commercial Snow Accounts/Contracts
All of the marketing/advertising methods mentioned at the beginning of this article will work for generating commercial snow removal leads. One other method that worked well for me was cold calling. Some of the best commercial snow removal clients can be landed simply by finding the business property, locating their contact information, picking up the phone, having a short conversation and then putting in a bid via email. These properties were always locally-owned establishments.
Not Every Commercial Snow Removal Bid Process Is The Same
Most contractors that have been in the snow removal game for a while will know that there is a gigantic difference between bidding on chain retail stores & restaurants, government facilities, HOAs/Townhomes, a locally owned business property, and property management companies. Large chains often hire a regional or nationwide property management company, whom often have a network of contractors they provide a list of bid specifications to and do a Request For Proposal. This is typically the process for most large chain stores and restaurants. Cold calling these management companies can get you on their list of contractors.
Small, local property management companies may do the RFP process, but they reach out to a snow removal company via website – which is the best because they are coming to you, instead of you going to them.
The inbound marketing methods covered earlier in this article are great for bringing in local businesses, HOAs, and townhouses as clients where your point of contact is usually the business owner or association manager. These will primarily be smaller office complexes, retail shops, strip malls, local restaurants, banks and other service businesses. Being as many of them are small business owners themselves, both parties have similarities in which they both own companies and understand business ownership, versus the person that may just be an account manager for a large property management company. Which means that as long as your company provides great service, you can expect to retain them for the long haul, versus the RFP bid process where you could lose accounts after just one year even if your work was flawless.
Based on your current fleet of equipment and what is in your budget for expansion, use what is presented in this article as a guide to see what marketing methods you want to employ to get more snow removal clients for your company. If you have questions or would like to talk with us about growing your business using the internet, schedule a strategy session today!