Top 7 Things Your Lawn Care Website Needs

If one of your competitors is growing faster than usual, look at their lawn care website. Chances are, they're using it as an online sales machine.

Businesses with strong SEO and conversion strategy are able to:

• Scale faster
• Sell more work
• Establish a solid online presence
• Expand into other areas and services
• Cultivate an authoritative reputation

Here are the most important elements that can turn your lawn care website into a profit-generating sales machine:

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1. Prioritize SEO

The key to being a top-ranking website in search engines lies within choosing the right keywords to target.

Here's how to select the right keywords for your lawn care business:

• Be specific (e.g. Dallas lawn care services, Dallas lawn mowing, etc.)
• Choose 1-4 keywords per page to target to avoid keyword stuffing
• Use an SEO tool (e.g. Google Keyword Planner, Semrush, etc.) to identify search volume and competition

If you're optimizing for multiple service locations, then it's important to create separate pages for those areas to better optimize for those keywords. This is one of the best ways to avoid keyword stuffing.

2. Utilize AI Chatbots

If you're not using AI chatbots on your lawn care website, then you're behind the curve.

In comparison to businesses who don't use AI chatbots on their websites, those who use AI chatbots on their websites have seen:

• 23% higher conversion rates
• 18% faster client resolutions
• 71% success rate with query resolution

In addition to AI, it's also important to leave your contact information in multiple recognizable places on your lawn care website (e.g. top and bottom of your website).

As always, ensure the contact information and FAQs on your website are up-to-date.

Plus, consider adding a click-to-call button to your website. These can increase marketing ROI by 143% and have been found to amplify conversion rates by 10-15 times.

Here's an example of a lawn care website utilizing AI chatbots:

Notice how CitiTurf's website includes two different clickable phone numbers in addition to the AI chatbot in the lower right-hand corner of their homepage.

In addition, they have a several different additional ways that leads can contact them:

• Homepage request form
• Contact page
• Estimate page

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3. Feature an Irresistible CTA

By featuring an irresistible CTA (i.e. Call-to-Action), you can increase conversions.

Here's how to make your CTA stand out more on your lawn care website:

• Stick to one CTA per page
• Choose a concise and simple CTA (e.g. call now, get a free estimate, etc.)
• Eye-catching colors for the CTA button (e.g. red, yellow, green, blue, orange, purple etc.)
• Place your CTA in multiple different locations on the page (e.g. button at the top/bottom, form in the center of the page, etc.)

Let's take a look at an example of a great CTA on a lawn care website:

Notice how Top Turf's website is utilizing their CTA in a few different ways:

• CTA form in the center of the homepage
• CTA button in the upper right-hand corner of the homepage
• A clickable phone number button ("Call Today") in the upper middle

Plus, there's another CTA button on the lower bottom of the homepage:

A Client Example

Next, let's take a look of a real-world example of a client of mine at my website building business, RocketThruster.

Before I started working with A Cut Above, they were struggling with their CTAs.

They had all this great information on their website, but when the visitor was finally ready to get a free quote and schedule a lawn care service, they didn’t know where to go next.

In short, we did a thorough look around their website and found a number of places where we expected that a visitor may be ready to take the next step and get started.

After identifying those places, we placed CTA buttons that made sense with what they were originally offering (e.g. “Free Quote” button).

3 months after we made that change, they saw a 980% increase in the number of people that filled out a form and contacted their business.

Don’t underestimate the power of telling your visitor what to do next! It helped them out significantly and it will help your business too.

4. The Power of Testimonials

See how Buffalo Outdoor's homepage has their customer reviews featured at the bottom of their homepage? Some of the most successful lawn care websites use testimonials as social proof validation.

Here's why showcasing testimonials and reviews are so important:

• 88% of consumers trust online reviews
• 93% of consumers say reviews influenced their purchase decisions
• 72% of consumers say positive reviews improve their trust in businesses
• 94% of consumers say online reviews have caused them to avoid a business

Plus, here's what happens when consumers interact with reviews:

• 58% are more likely to convert
• 62% more revenue per site visitor
• Consumers are likely to spend 31% more with a business with excellent reviews

These are a few pages where you should consider placing testimonials:

• Blog
• Sales
• Contact
• Sidebar
• Landing pages
• Exit intent popups

What you are aiming for is to show those testimonials just before someone is ready to try your lawn care services or request a free quote.

This helps to reassure them that you are the right business for the job.

Pro Tip! As you are adding testimonials to your lawn care website, consider adding your client's headshot next to their testimonial. Having a face to place with the testimonial helps make it feel more real and personal.

5. Showcase Photos of Your Best Work

Stock photos are great filler images but they're empty and meaningless when it comes to sales. This is because stock photos don't convey the quality of your services.

By displaying photos of your best works, you're showcasing the high-quality of services your lawn care business is capable of producing.

In fact, a New Jersey moving company was able to increase their conversions by over 45% by simply removing stock photos!

The best part? You don't have to hire a professional photographer to start displaying photos on your website.

When your crews complete a project, you can add photo capturing to their checklist before leaving job sites (easily require before/after photos to your checklists in Service Autopilot).

Then, you can use these photos on your lawn care website. Remember, you don't need the best pictures in the world. The ultimate goal is to have real photos of your actual work (instead of stock photos).

Also, once you have enough photos of your best work, you can create a gallery page.

Take a look at this gallery page from Purple Care, which showcases pictures of the various services they offer:

Then, once you click on a service within their gallery page, they direct you to original photos relating to that service:

Pro Tip! Use Service Autopilot's mobile app to add photos to client accounts. Then you can use those photos on your lawn care website, social media, and more.

6. Maintain a Consistent Online Presence

Did you know, websites with active blogs have 434% more indexed pages and 97% more inbound links than websites without blogs?

Furthermore, businesses with blogs average 67% more leads per month than those without them.

Here are a few ideas for developing your own catalog of blogs:

• Have your executive assistant write blogs
• Hire a part-time (or full-time) copywriter or intern
• Record YouTube videos and publish their transcriptions as blogs (e.g. Rev, Descript, etc.)

7. Make Your Lawn Care Website Mobile-Friendly

Mobile devices made up 54.7% of global website traffic at the end of 2023. Plus, 63% of Google's paid search clicks originated from mobile in 2018, and 56% of Google clicks generated by mobile devices.

Also, Google began penalizing websites for not being mobile-friendly (and boosted those that were) back in April 2015.

Your lawn care website MUST be mobile-friendly in order to be healthy and discoverable.

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Use Your Lawn Care Website for Non-Stop Sales

By integrating these key concepts into your lawn care website, you can attract more leads and maximize conversions in no time at all.

If you want to know more about optimizing your website, check out my website-building company, RocketThruster, for a FREE website audit. 

Sign up here and you’ll get a free walk through your website, where we highlight the areas that will have the greatest impact on your success.

Feel free to reach out to me if you have any questions!

Related: 8 Lawn Care Website Design Ideas to Inspire You

Originally published May 28, 2020 2:30 PM, updated Sept 3, 2024 11:19 AM CT