Lawn care marketing ideas for small businesses

Key takeaways

• Improve your online presence with a well-designed, user-friendly website that makes it easy for customers to find and contact you
• Add or claim your Yelp Business Page to benefit from online reviews and cost-per-click (CPC) advertising
• Respond to all customer inquiries, reviews, and social media messages to build business relationships and brand awareness

Lawn care business owners have a lot on their plate. Running a lawn care business is such a hands-on endeavor that fitting in marketing efforts can seem impossible. Whether you’re sending emails to customers, posting content on social media platforms, or using traditional marketing materials and methods like direct mail, door hangers, and in-person networking, it can feel like there aren’t enough hours in the day to get a marketing plan off the ground.

But with the right combination of online and offline techniques, promoting your lawn care business doesn’t have to be daunting. With so many practical marketing tips available, you can easily identify and choose the best techniques for your situation and budget to help grow your lawn care business.

Online lawn care marketing ideas that generate leads 

Successful online marketing for landscape companies relies on two key areas: a high-quality, mobile-friendly website and the marketing strategies that help customers find and interact with it. Here are several techniques that can help set you apart from the competition and attract new clients online to your lawn care business.

1. Choose a memorable domain name

Small business website design goes beyond the actual look and feel of your website—it also includes choosing a memorable domain name. Your domain name is the address where your customers can find you online to learn more about your services.

Opt for a domain name that’s easy to remember and incorporate into other aspects of your advertising ideas. For example, take a look at these two domain names: 

• CastlefieldLawnPros.com
• CastlefieldLawnMowingandLandscaping.com

Which one stands out more? The first website is easier to read, repeat, and memorize. Keep your lawn care website name short and simple so you don’t have to worry about customers spelling it wrong or forgetting it.

2. Create a user-friendly website

Before doing anything else, make sure your website includes a working phone number, email address, and contact form for detailed inquiries. It should also work well on most mobile devices, which is easy enough to test—just look up your website on a variety of cell phones, tablets, and laptops to make sure it works smoothly.

To help build authority with potential customers, make sure your website includes:

• Client testimonials and case studies
• Your relevant certifications, licenses, and awards
• Service specialties
• Visual samples of your work

Set up a contact form or use the Request a Call or Request a Quote features on Yelp so it’s easy for potential customers to reach you.

3. Use online reviews to your advantage

Lawn care marketing relies largely on word of mouth, and online reviews are a digital version of this kind of advertising. In fact, 90% of people on Yelp are comparing their options before they decide on a business.

To capitalize on this type of word-of-mouth marketing, claim and maintain your Yelp Business Page. You can centralize your contact details, website link, and business info all in one place. You can also respond directly to customer reviews.

Reviews are an easy way to build a reputation, especially for new businesses that are just starting on their lawn care marketing journey. You can go one step further by setting up a referral program. Offer a discount to current customers who refer you to other businesses or homeowners who need lawn maintenance.

4. Launch an email marketing campaign

Getting new lawn care leads is one thing, but nurturing those leads so they turn into paying customers is another. One way to do that is with email marketing. Ask your existing customers to opt-in to your email list or create a lead magnet so new visitors to your website provide you with their contact information.

You can offer discounts to newsletter subscribers and encourage current customers to book services during the offseason when business is slow.

Use email templates to guide you so you don’t have to start from scratch every time, and include a call to action (CTA) at the end of every email to increase conversions.

5. Help new customers find you with SEO

Your website design could win all the awards in the world, but if potential customers can’t find it, it’s not going to do you any good. That’s where search engine optimization, or SEO, comes in.

Search engine optimization is a set of practices that make it easier for people to find you online by showing up higher in search rankings. The sooner they find you, the sooner you can start winning their business over your competitors.

Search online for your lawn care business name and see how long it takes you to find your business page in the search results. The farther it is from the top of the search results page, the less likely it is that people will choose you.

Here are some ways to get your listing to show up higher:

• Set up and maintain social media accounts using your business name
• Write regular blog posts that use commonly searched keywords, such as “lawn care maintenance,” “best lawn mowing service,” or “landscaping services”
• Add or claim your Yelp Business Page and update your service area and service offerings regularly
• Improve your local SEO by including links and partnerships to local businesses and events in your content

Most SEO activities are easy to do yourself if you have the time. Otherwise, consider using some of your budget to hire professional marketing support.

6. Consider pay-per-click (PPC) advertising

PPC advertising is a digital marketing tool that helps you zero in on new clients using targeted ads. These paid ads appear above the organic search results on platforms like Yelp, Bing, and Google so that potential customers see them first and are more likely to click on them first.

With PPC ads, you only pay for the ad when someone clicks on it, and when you use well-researched keywords to reach your target audience, you can unlock leads more quickly.

Start by setting your budget, and monitor it to see how it affects your lead growth. When using a platform like Yelp Ads, you can set a daily ad budget and adjust or pause your campaign at any time. Plus you can target the leads you desire most by both location and keyword.

You should also keep an eye on the metric cost-per-click (CPC) which can help you determine if the price you’re paying per click on your advertisement is worth the investment. It takes into account how often that search term is used (for example, “best lawn care 2023”) and how much competition there is from other businesses. 

To find the most success with advertising your lawn care business online, be sure your website and online profiles are complete, accurate, and easy to navigate. Potential customers who click on your ad will be exploring your online presence so you want to hold their attention and convince them you’re the right choice.

7. Engage potential customers on social media

Social media marketing is a great way to promote your lawn care company. Use social media to stay connected to your local community, share behind-the-scenes content, and offer tips and tricks, all of which can strengthen your brand. 

For instance, you can create a Pinterest page with low-cost DIY garden ideas to connect with potential customers. Or consider creating Instagram reels to show before-and-after videos of your favorite landscaping projects.

8. Create and share lawn care videos 

New customers are looking for experts, not newbies. Brand yourself as an expert in the lawn care industry by putting together a few short video clips that demonstrate easy lawn care tips for potential clients. Post these videos to your website and share them on social media.

Don’t worry about using fancy equipment. Most cell phones are equipped with a decent camera, and you can shoot in the morning or evening for the best natural light. Make a list of what tips you want to share in your 3-5-minute videos and start recording. If you don’t know how to edit videos on your phone, record it all in one take.

Don’t forget in-person marketing

Online marketing isn’t the only way to attract new business. These traditional in-person strategies are tried-and-true methods for reaching new customers.

1. Attend home shows 

Home shows are where homebuyers go to get inspiration and learn about helpful home services. Booths are generally expensive, but they can be an incredible source for lead generation that may pay for itself. Here are some best practices to consider:

• Introduce yourself to everyone who comes to your booth. 
• Have a concise elevator pitch ready to showcase your specialties and services.
• Create a contest for booth visitors to win a service or product—this will give you a guaranteed lead list. Collect entries in a branded bucket or jar and wait until the end of the event to draw a winner. In the meantime, you have the names and numbers of potential customers who require lawn care services. Make sure you state your intention to follow up with anyone entering the contest.

2. Sponsor or host local community events

When it comes to marketing a lawn care or landscaping business, it can help to focus on specific neighborhoods. Word of mouth goes a long way, but to get those referrals, you’ll need to build brand awareness and gain community trust.

If you can’t create your own event, find existing events and sponsor them to get exposure. This can be anything from an outdoor concert in a local park to the opening of a new garden center. 

As people in the community see your lawn care logo pop up, it can pique their curiosity and keep you top of mind when the time comes to look for lawn care services. 

3. Build a local business network

Connecting with other local businesses is a winning lawn care marketing strategy that creates mutually beneficial relationships, helps build trust, and generates referrals. You can join your local chamber of commerce or look for other professional associations in your area.

Establishing relationships with complementary businesses, such as real estate agencies and landlord associations, or home improvement and garden centers, is another good way to generate leads through referrals. In return, you can recommend those businesses to your lawn-care clients when appropriate. You can also leave business cards in high-traffic locations, like at coffee shops and on community boards.

Growing your lawn care business with a solid marketing strategy  

With these lawn care advertising ideas, you can nurture a company that gets plenty of repeat business. Create a trustworthy brand that your community knows, and generate word-of-mouth interest with customer reviews and referrals, a polished website, and relevant social media strategies. 

Be sure to follow up on all customer reviews on your Yelp Business Page and other business listings. Address any concerns or criticisms and show your gratitude for any positive reviews you receive. These small gestures can have a big impact, making customers feel cared for and encouraging them to remain loyal for years to come.

At the same time, don’t forget to try proven in-person ways to market your lawn care company, such as networking at industry events and attending trade shows. Even in the internet era, the personal touch from a business owner is always noticed and appreciated. 

FAQs

When should I start marketing for lawn care?

In many places, lawn care is a seasonal business, and you won’t get as much interest or business in the offseason. Still, that doesn’t mean it’s not a good time to focus on lawn care marketing. While you have the time, spend the offseason creating social media content, growing your email list, and improving your local SEO.

At the same time, encourage existing customers to book your services in advance. That way, when the busy season rolls around, you won’t have to spend as much time on marketing.

What is the market size for lawn services?

U.S. customers spent over $171 billion dollars on landscaping services in 2022. That number has been growing year on year and will continue to increase in 2023.

How much do most lawn mowing companies charge?

The cost of lawn mowing depends on the size of the lawn and what other services are required. Lawn Love estimates the average cost of mowing for the typical lawn is $120 per service. Fertilization, leaf removal, and weed control can drive up the price significantly.

What is the target market for lawn services?

Residential customers, especially homeowners with high incomes, are ideal lawn care customers. But hotels, apartment complexes, office buildings, and retail centers are often also in the market for lawn care services.