Skip to content In the digital age we live in, having a website is crucial for any landscaping business looking to generate leads online. However, even when a landscaping business invests in a website, it rarely generates any leads or enquiries.
In today’s guide, we’re going to break down exactly how to build your website in order to actually consistently generate local leads.
You’ll learn exactly what elements your website needs, the proper layout structure and some tips to ensure your website is favoured by Google and ranks high in search results.
After reading this guide, you’ll be fully equipped to build a website that effortlessly wins over customers and gets them enquiring for your services.
Let’s get straight into it.
In marketing and website design, “Above the fold” refers to the portion of a web page that is immediately visible when someone lands on a page.
This fold is super important, and on most landscaping sites, it’s where potential customers make the split decision between calling, filling out an enquiry form, or leaving the site.
Every page above the fold section should include the following:
The service the page offers (patios, fencing, turf, maintenance)
The areas you service (your towns/service area)
Call-to-Action (CTA button/lead form)
Social proof (reviews, accreditations, years trading)
The image below shows a great example of an above-the-fold section done well. This section should be optimised for both desktop and mobile for the best results.
Every page should have one clear CTA. You can feature it multiple times on a page, but make sure it’s the same each time. This helps minimise confusion and decision paralysis.
Where it should be placed:
Above the fold (near the main headline)
In the header (top right on desktop)
Near the bottom of the page, just before the footer
Create the button in a way that is clear and easy to spot on a page. A simple rule to follow: ensure you use a colour for the button that isn’t used anywhere else on the page; this way, the CTA is always the most noticeable element on the page.
Keep CTA wording consistent throughout your site. If you say “Request a Quote” on your homepage but switch to “Get in Touch” on service pages, your click rate could be affected, as these subtle changes prompt visitors to pause and think.
For landscaping websites, adding real photos of the transformation you have undertaken is one of the most powerful ways you can build trust and improve your conversion rates.
Your images should highlight:
– Before and after photos of recent jobs (transformations etc.)
– Your team (pictures of your team working on a job)
– Your vehicles (images of your branded work vehicle)
Before-and-after photos of jobs you’ve undertaken are gold as they show visitors the quality of your craftsmanship, provide reassurance and get them thinking about what their garden could look like if they were to hire your services.
In addition to adding photos on your service pages, create a gallery page and pin it to your website header. This page should be a treasure trove of different transformations you have undertaken.
Remember to avoid uploading images straight from your phone. Compress them before uploading to avoid affecting your site speed.
In order to extract the maximum conversion potential from your website, you have to work hard to build trust with the users who land on your website.
Landscaping services can be expensive, so naturally, users require much more trust-building before they get in touch with you.
To build trust, we use signals called ‘social proof’. These signals help users build trust and confidence, breaking down the barriers that prevent them from enquiring.
Here’s how to add social proof to your website:
– Add reviews on every single page
– Place reviews near your call-to-action buttons and lead forms
– Add any awards or accreditations you have received on every page
– Show plenty of pictures of you, your staff and anything that shows your business is legitimate
These days, most Google users are on mobile devices, not desktops. Google knows this, and that’s exactly why it prioritises websites that provide a strong user experience on both mobile and desktop.
If your site is slow to load on mobile, looks messy and unorganised or is difficult to interact with, users will abandon your site and call a competitor.
What’s even worse, if this happens enough, Google will perceive your website as low quality and de-rank you, making it super difficult for web traffic to even find you in the first place.
Here are some requirements for mobile:
– Click-to-call button (easy to tap)
– Tap-to-map address link
– Big buttons, short text blocks
– Forms that are easy to fill (no tiny fields)
– Fast Loading Speed
– Hamburger Menu
Try this quick test on your site: Open your homepage and main service page on your mobile device and go through the process of (1) calling, (2) getting a quote, and (3) finding your service area.
If you find any of those steps frustrating or not straightforward, focus on fixing it as a matter of priority.
If your website is slow, you’re losing leads. The most frequent causes of slow site speed for landscaping are:
– Uncompressed images (the biggest one)
– Bloated code (heavy themes/builders and extra scripts)
– No caching
– Poor hosting
If you’re using WordPress, and after an easy win. WP Rocket will handle your caching and common site speed settings in one place.
When fixing site speed, prioritise your money pages first. These are:
– Homepage
– Top service pages
– Gallery pages
We often see landscapers who copy a brochure-style of writing on their websites. People are not looking for huge chunks of text online. They want information formatted in an easily digestible manner. Do this by using:
– Short paragraphs
– Bullets
– Clear headings like “What’s included” and “How long it takes”
Making a page layout clean isn’t about looking fancy; it’s about helping customers make a decision easily.
Don’t just list all of your services together on one page. You’ll never rank and generate leads by doing this. Instead, focus on creating one high-quality service page for each core service you offer and then link them together.
In terms of linking the pages together:
– Your homepage should link to all core services
– Each service page should link to related services
Example:
– Patio page links to fencing and landscaping builds
– Turf page links to maintenance and edging
– Fencing page links to gates and decking (if you offer it)
Internal links across your site allow Google to understand what each of your pages is about, as well as helping to spread authority between them.
These internal links also keep visitors moving through your website, creating more opportunities for conversion.
You don’t want to use too many different colours on your website. All that does is overwhelm users and reduce conversion rates. Instead, pick 3-4 colours max and stick with them. Typically, these colours should match your branding. We advise:
1 main colour (often green or dark grey)
1 accent colour for buttons
1 background colour
Keep fonts easy to read
For landscapers, neutral colours are usually best. The only exception to that is your Call-To-Action button, which should be bright and loud on every page.
Traffic from Google Maps is high-intent. Users searching for “landscaper near me” are looking for a quick path to contact someone.
Ensure your website structure aligns with your Google Business Profile. Across both your website and Google Business Profile, ensure they show the same details for the following:
– Phone number
– Business Address
Additionally, ensure that all services and categories added to your Google My Business Profile have dedicated service pages on your website. By doing so, you make it way easier for Google to understand your business and what it offers. In turn, this will help you rank higher in Google and get more conversions.
A landscaping website must fulfil two key functions: Build trust and get the quote request.
If you only implement a few changes from these tips for landscaping website design, make it these:
– Create a strong Above-The-Fold Section on each page, with a clear title, a call-to-action, and reviews.
– Use real project photos and place reviews on the pages that sell
– Make the site fast and easy on mobile
– Build separate service pages and link them so visitors keep moving
– Align your landscaper website with Google My Business (Google Business Profile) to help Maps visitors convert into leads.
If you’re looking for a professional web design agency to implement all this on your behalf, look no further than Landscaping Leads.
With over 5 years of experience helping local businesses with web design and lead generation, we know exactly what it takes to build a best-in-class landscaping website that attracts and converts customers effortlessly.
Our Landscaper web design services include basic website SEO and conversion rate optimisation at no extra cost. There are no contracts, and we offer a free, no-obligation consultation call to discuss your requirements.
Get in touch with us today to discuss your requirements!
Joe is the founder of Landscaping Leads. With years of experience in digital marketing and entrepreneurship, he is very experienced in developing and executing effective digital marketing strategies that help companies generate more leads.
Looking to generate more leads and enquiries for your business? Landscape Leads specialises in helping businesses in the green industry with Google Lead Generation.
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