Landscaping & Lawn Care Marketing Agency Weighs Out SEO vs. PPC

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.

This video explains everything you need to know about both methods for getting more landscaping leads and clients.

landscaping and lawn care marketing agency

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

Google Ads is Google’s pay-per-click (PPC) advertising platform. This allows your business to bid on search appearances when a prospective client types in a relevant keyword such as “outdoor living designer near me” in the Google search. You pay when someone clicks on your ad. Using pay-per-click is extremely advantageous because you can turn them on and off with a few clicks, adjustments to the ad copy can be made when needed as well as targeting specific geographical areas.
 

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.

Landscaping Marketing Company Discussing Lawn Care Business Income Potential

Seeing The Earning Potential For Your Lawn Care, Landscaping, or Irrigation Business Based on the Value of Each Client

When a lawn service or landscaping business calculates its numbers, it gives them the clarity of raw numbers it needs to know which allows them to know how much they can spend to acquire leads/clients and this is what big businesses (not just the green industry such as TruGreen or Brightview, but Target, Best Buy, etc.) primarily focus on:

This can somewhat be a technical subject for those who are new to business ownership or have never broken down their numbers in this fashion – but it’s imperative to know.

is owning a landscaping company profitable

This Crucial Unknown Metric Most Lawn & Landscaping Businesses Don’t Know

One of the most important metrics in your business is knowing how much each client you obtain is worth to your business.  Once these numbers are calculated, everything else (labor, materials, equipment, office staff, etc.) can be fit into place when it comes to budgeting.

Giving you an accurate picture to grow your business in all aspects – hiring employees, investing in new equipment, and more. It all begins with knowing how much a client is worth to you.

This cannot be stressed enough, these numbers are POWERFUL because they give your company the ability to know exactly how much can be spent to acquire clients.

One of the best ways to describe how essential knowing the value of every client is to your business is if you’ve ever seen advertisements (online and offline, generally from larger local & regional or even national companies) for services at prices far below the “going rate”.

Most green industry business owners will simply balk at this & lash out by saying…

“Man! How are we supposed to compete and make a living with prices this low?! I’m done!”

The most unfortunate part of this thought process is that it’s incredibly short-sighted!  The biggest profits are in the higher ticket & higher-margin back-end services, for example in lawn maintenance this would be having the front-end service be weekly/bi-weekly mowing and the up-sell (back-end) services such as:

  • Spring Clean-Ups/Dethatching
  • Fertilizing/Weed Control
  • Shrub Trimming
  • Overseeding/Aerating
  • Fall Clean Ups & Leaf Removal
  • All Landscape Design/Construction Services

The same process can be replicated when advertising to acquire landscape design/construction clients (dropping margins to obtain sales) with the ever-present goal to sign on as many of those clients into recurring maintenance packages. This practice can also be done with any first service to entice a client to sign on and then up-selling them (ie. 1 free fertilizing application if they sign on for the season with 5 total fertilizing/weed control applications). . . the possibilities of these promotions is endless and requires testing which offers convert best (get the most clients) and the direction you want to take your company.

When a business knows the average lifetime value of a client, they know their numbers and how long it takes for them to get an R.O.I. on their advertising and then eventually make a profit after a certain point in time.

Calculating How Much Your Lawn Care or Landscaping Business Can Make

When a company is willing to run an ad promoting low-priced front-end at break-even or potentially lose money strategically (such as the free month of mowing when a client signs on for the season, or free spring clean up with signing on for mowing for the season are just some of many examples), the majority of the time they know their numbers and how long it takes for them to get an R.O.I. on their advertising and then eventually make a profit after a certain point in time because they know the average lifetime value of a client.

So many business owners don’t know these numbers and it really hinders knowing how much they can invest into advertising and worse, it prevents them from calculating how to grow strategically.

“He who can outspend his competition to acquire a client, wins.”

– Business Owners That Know Their Numbers

The company that’s spending more on advertising (for ex. beating their competition in the organic search rankings or bidding higher to pay more per click on Adwords/Facebook) is certainly well aware they may be losing money at their front-end (ex. deeply discounted weekly mowing for the first year or a landscape installation that’s 20% off, etc.) but they will make their money back & eventually become profitable from:

This puts your company in a powerful spot by purely being able to outspend and push out your competition (especially online with pay-per-click on Google Adwords & Facebook Ads) who is still complaining about your ad for a low-cost front-end service and how it’s “undercutting”.

Calculating Long Term/Lifetime Client Value

There are two main factors that must be determined right away:

Landscaping Marketing Agency Explains How To Get Landscaping Customers Fast

The world of online marketing for lawn care, landscaping, tree service, irrigation and snow removal contractors is quite vast and can frankly be overwhelming for even the most seasoned business owner. Venture onto YouTube to gather insight on marketing your landscaping business and you will have dozens of techniques to learn about. Everything from using Facebook Ads for lawn care, posting engaging video content on Instagram that goes viral, traditional methods such as postcards or door-hangers, the ever-reliable website design that is essentially an online billboard, being patient but winning big over the long haul with search engine optimization, and who could forget turning on pay-per-click Google Ads? The choices are seemingly endless.

How To Get More Landscaping Clients

When a landscaping company opens, it can be confusing to figure out the best strategy to get clients or jobs. Landscape Marketing Pros, a digital marketing agency that provides services to the green industry, shared insight on how they were able to generate inbound phone calls and contact form leads for a new client within 1-2 weeks of their website presence being in existence. While this is atypical as search engine optimization does take time to “kick in”, which is anywhere from three to six months, or in some cases nine to twelve months depending on the age of the website and competition in the search results.

This video explains how they were able to make this happen by utilizing a tactic called on-page search engine optimzation to maximize online presence.

Marketing Strategies For Landscaping Businesses

Each of the aforementioned methods and tactics listed will work. However, one must assess their landscaping company’s personality, budget and service offerings to see which would work best. If your personality and company culture is mostly operations focused, get-in and get-out while doing commercial lawn service – creating a highly visual and interactive video for Instagram in hopes it will go viral may not be the best option because your target market is probably not hanging out on social media.

If your company is a landscape design and build firm that specializes in renovating back yards that may otherwise be plain and boring, and transforming them into beautiful and functional outdoor spaces complete with an expansive yard, trendy outdoor kitchen with bar and BBQ with a pergola for shade, built atop a paver patio and complete with an outdoor fireplace – then a video from a drone with unqiue camera angles posted on Instagram may have a good chance of going viral and obtaining interest from your ideal prospective client.

These are just two examples of dozens of different combinations available. When seeking out the best strategy, the seemingly boring method such as a website with proper SEO is often what outweighs everything else because it just plain works.

Landscaping Marketing Agency Partners With Isanti, MN Landscaper

Landscape Marketing Pros, a leading digital marketing firm for outdoor service contractors, stated recently that they believe is that the entire purpose behind any small business investing in digital marketing services should be with a return on investment in mind. Whether a company is generating $150,000 per year or $1,500,000 per year, if they seek out a partner for digital marketing for their landscaping company the intention and motive between both parties should be increasing sales and client retention to increase the value per client over the long term. That may be up-selling recurring maintenance services after a landscape installation project, or keeping a company in the mind of the prospect if they are looking to do multiple projects at their home or business property over the course of several years.

Recently Landscape Marketing Pros featured a landscaping SEO client testimonial on their YouTube Channel. This client is Lush Landscape & Irrigation, an outdoor services company based in Isanti, MN.

They first partnered with Landscape Marketing Pros in 2019, at that time their online presence was a business Facebook page and a basic website they built themselves. It was seriously lacking in the department of producing leads and displaying a professional image. It had virtually no search engine optimization and frankly, it looked atrocious. It was not optimized for mobile devices, did not provide adequate information and so forth.

SEO for landscapers

Immediately upon Landscape Marketing Pros taking the reigns, they started with a fresh slate and completely rebuilt their website with search engine optimization in mind. Over the course of several months, their pages began to index and rank, showing up for top keywords in their service area such as “landscaping Isanti, MN” and “irrigation Isanti, MN”. This placement and presence is single-handedly what drove copious amounts of web traffic from high-interest prospects looking to purchase services from Lush. This helped them scale from just two crews to 250% growth in terms of personnel with 5 crews at the end of 2020. Their sights are set to add at least one more crew in 2021 while increasing sales and profit across the board.

Landscaping Website Designer Partners With Brainerd Lakes Area Landscaper

In today’s tech-forward age, most are aware that every local business needs to have a website. However, it can not be something slapped together hastily with a logo and phone number on it. Thinking back to ten years ago in 2011 where the internet was nothing like it is today – you could get away with something as basic as that, but in 2021 that will simply not cut it. So a cutting-edge, modern website is a must. Especially for a landscaping business where the service they sell is something extremely visual. Many prospective clients want to see ideas, different examples of work done on properties similar to theres and much more.

Landscaping SEO Company Revitalizes Online Presence For Landscaper in Brainerd Lakes Area

Black Rock Landscaping websiteBlack Rock Landscaping is a locally-owned and operated landscaping company in Brainerd Lakes Area that specializes in high-end landscaping projects on luxury homes and lakefront cabins. The caliber of their work is truly second-to-none compared to their competitors and they needed an online presence in for the form of a landscaping website that reflects that. They recently paired with Landscape Marketing Pros, (a results-backed agency that provides unmatched landscape business marketing for companies in the low-to-mid 6-figures to low 7-figure revenue range) to refresh their online appearance to stand out in their market as the leading landscaping company in the Brainerd Lakes area.

Landscape Marketing Pros did just that – a complete start over from scratch. Dozens upon dozens of man-hours invested into the website rebuild and continual SEO work to keep them as close to the top of page 1 for the keywords Black Rock is aiming to show up for. The other goal with the website is the showcase their brand’s image and professionalism, not only with a visually appealing website but also displaying testimonials from previous clients. Beyond just showing the company’s range of services which include full-service landscape design & build, but also landscape lighting and small excavation projects. Also featured is a large gallery with many pictures of previous work performed by the company to provide prospects with ideas for their future project, all designed with ease of navigation in mind.

This recently redesigned online billboard will serve Black Rock Landscaping for years to come and help them drive more leads and close more sales.

Landscaping Website Designer Shares Tips On Improving Conversion Rate

6 Elements That The Best Lawn Care, Landscaping, Irrigation & Snow Removal Websites Have To Explode Calls & Leads

The goal with any lawn care, irrigation, snow removal or landscaping company website should always be to maximize its potential earning power. That potential earning power is the inbound phone calls and contact form submission leads it generates. Otherwise, your website is essentially a billboard in the middle of nowhere. In this case, nobody nobody would see it, and nobody visits it. Which means you would have to rely on other methods to grow your business. 

Landscaping Website Designer

This should never be the focus, a professionally designed website has the potential to practically become an ATM machine for your company when the right strategies and methods are put in place. In a recent video, Matt Wacek, CEO of Landscape Marketing Pros describes six elements and tactics you need to implement on your website to increase its conversion rate – the ratio of visitors that convert to your offer, which for a landscaping or irrigation company’s website is requesting a quote or making a phone call to talk with your team. The methods are 100% free to implement and the potential upside is exponential.

The ROI Potential Is Sky High

For example – if one invested approximate six to ten hours into changing these design aspects on their website and in turn, it converts one visitor who ends up spending $50,000 with your company, that ROI is truly massive, even if those labor hours equated to $1000 in expenditures.

With a basic equation like that, the math is very clear to demonstrate the value of using conversion optimization with a purpose-built website. Landscape Marketing Pros does just that for their clients, not only providing unmatched landscaping marketing services but SEO for lawn care companies, review syndication and more. 

Landscaping Marketing Company Launches New Comprehensive Service Package

Lawn Care, Landscaping & Irrigation Focused Digital Marketing Agency Unveils Results-Backed Service Package

For most digital marketing agencies, it is commonplace to serve businesses in all verticals, whether it’s the local construction company, a restaurant or an e-commerce shop. Sometimes they will stick with their local area and become the localized specialist, or they spread across the country and work with clients nationwide. However, an increasing trend among the digital marketing service industry is agencies that focus solely on a single niche or vertical. Such is the case with Landscape Marketing Pros, a digital marketing agency based in Minnesota. Their founder Matt Wacek, owned an outdoor service company that provided lawn care, landscaping, irrigation and snow removal services. He operated that business from 2011 to 2016 and in 2017, took his expertise and knowledge learned with over a decade of experience in the industry to launch Landscape Marketing Pros. He knew from the beginning that the best way to stand out in a crowded market was to become the go-to expert for marketing a lawn care, landscaping or irrigation system company.

Landscaping Marketing

Background

In the beginning stages, they took on whatever work they could – a lawn care website design, the sporadic opportunity to do SEO for landscapers, creating and managing cold-traffic Facebook ads for tree care companies. Albeit it was for companies in their niche, but the sizes of the companies were across the board – from mostly single operator start-ups to some 6 and 7-figure enterprises. Vastly different budgets, goals and implementation methods made for difficulty creating the big “wins” for their clients that would create social proof to help the agency bring in more prospects.

The Switch From Barely Treading Water, To Making Waves

Over the past three years working with dozens of companies across the nation, Landscape Marketing Pros discovered the real way to get results for their clients while simultaneously being able to grow and scale their agency was to create a productized offering. No more “a la carte” style services that many digital marketing companies to provide – as that can lead to running around aimlessly because the agency is saying “yes” to everyone. This can lead to plateaus in growth, whereas with a strict productized offer – it is much simpler to scale while providing a great service that gets results.

Landscape Marketing Pros was able to drastically increase the revenue to the tune of 6 and 7-figures, this yielded multiple case study examples and social proof to show future prospects the ability of their system. After seeing amazing results with a properly designed website combined with search engine optimization campaign and reputation management, Matt came to realization of putting these services together in a refined package, and their “digital marketing system” was born.

A Proven Online Marketing System

What matters most when any business is considering hiring an outside party for digital marketing is the agency’s ability to obtain results for their clients. For a boutique-style agency like Landscape Marketing Pros, creating a professional image while generating a return on investment for clients is the primary focus. Simply put, increasing a client’s online exposure brings more website traffic, then more inbound phone calls and contact form submissions that lead to in-person meetings and the client closes more jobs/projects.

What’s Included?

Website Design or Redesign

When a client starts with the program, if they do not currently have a website – Landscape Marketing Pros’ designers will create one from scratch. If a website is currently in place but could use some modernizing – a redesign will be in order with proper on-site optimization to the website is user and search engine friendly.

Lead Capture and Tracking

One cannot manage what they do not track. Call and web form lead tracking systems are put in place.

Link Building and Content

Building trust and authority with off-site backlinks such as claiming directory profiles and competitive link acquisition along with monthly blog posts.

Building Additional Website Pages

Most outdoor service company websites are basic with four to five pages, this does not allow for maximizing the opportunity to harbor traffic from search engines. Landscape Marketing Pros builds pages for each service the client provides and each city in the area their company serves.

Pay-Per-Click Google Ads and Social Media Advertising (Optional Add-On)

The majority of the work for the traffic generation with their program is organic, which takes some time to set up – for the companies with the budget and desire to bring in leads sooner, a pay-per-click advertising campaign is launched with retargeting previous website visitors to further entice prospects to reach out to the client for a quote.

Review Request System

Social proof sells any product or service better than anything else. It is important for any local service company to have reviews on their Google My Business listing and the program includes two options for making the process easy to request a review. Beginning with a branded custom card that features a QR code that a client can give to their customer that can scan and leave a review. Another strategy is once per month email broadcast campaigns to request customers to leave a review using a built-in system.

Landscape Marketing Pros works with lawn care/maintenance, landscaping design/build, irrigation system, tree service, and snow removal businesses across the United States. With their clients’ companies ranging from a few employees to firms with fifty or more employees. They place a heavy emphasis on bringing clients a solid return on investment while delivering great customer experience.