image of designing a lawn care website

With more than 90% of consumers researching products and services online, your lawn care website should be carefully planned out so that it includes website best practices. From including testimonials to refreshing your content regularly, there are several ways to help your lawn care website be the best it can be.

We’ve reviewed eight of the most impressive lawn care websites out there and pulled four additional tips to help you build an awesome lawn care site that brings in new clients.

Editor’s Note: This article originally appeared on Jobber Academy in July 2013 and has been updated numerous times for accuracy, and to fit and today’s web design trends for this industry.

Interested in the top lawn care industry trends for 2020? Read our Annual Trends Report Here!

1. Put your value proposition upfront

When a customer lands on your website, you need to consider how you can sell your services best. The value you bring to the customer is what you must share first and foremost. This is called your value proposition.

Your value proposition is the unique edge or offering you bring to the market. Determining the value of your service, communicating that to consumers, and figuring out how to bring all of this to the marketplace takes a bit of brainstorming and research.

For example, your value proposition could be that you’re passionate about the environment, so you’re committed to using green fertilizers or less water than your competitors, for example.

Dunner’s Lawn Service makes a point of highlighting their service guarantee. This communicates that customer satisfaction is their top priority.

Not only does this help potential clients feel confident, it also helps convince anyone who might be hesitant to try out a new service provider.

How? By letting them know that if they aren’t satisfied, Dunner’s Lawn Service will work hard until they are.

image of great lawn care website ideas

How to improve your website:

Highlight the information you want your customers to know the most. Put it on your homepage and your “about us” section and make it visible. Another option is to put this in your logo, or your business tagline.

If you’re unsure about what your value proposition might be, then consider what makes you stand out from the competition. A guarantee, special equipment, a skilled workforce, or company values all work well. Work with your passions, strengths, and any gaps in the market.

2. Highlight customer reviews and testimonials

Customer testimonials are a great way to take advantage of word of mouth without having to rely on client referrals. Lawn Doctor puts customer testimonials right on their homepage. This shows some proof that others have used (and been happy with) their services.

Which review site is right for you? Check out our comprehensive contractor lead gen comparison guide to find out.

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How to improve your website:

You can add testimonials to your site in a variety of ways. For example, you may want to to showcase video testimonials from happy clients, or have a section with written reviews from your happiest customers that you can simply copy/paste in.

Another option is to link to review sites like Yelp where you have great ratings. Some review sites allow you to integrate their reviews into your own website.

Depending on how your site is built, you may also be able to add a widget to specific pages. For example, WordPress offers a variety of different testimonial plugins that you can customize and edit to match your site.

3. Communicate customer expectations

Charlottesville Lawn Care does an awesome job of setting up customer service expectations right out of the gate. Using Jobber’s online booking feature, Charlottesville Lawn Care created a simple quote form that communicates three key features of their business:

  • They offer a satisfaction guarantee
  • Clients will hear back within a day
  • Getting work done is easy and hassle-free

This also helps the client understand that they need to communicate what exactly they want from Charlottesville Lawn Care. By outlining their personal goals, they get an understanding of how much this team cares about customer service.

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How to improve your website:

Don’t leave potential customers in the dark. Share important information with them like:

  • when they should hear back after requesting a quote
  • your terms and conditions
  • what you need from them so they know what to expect from you

Try uploading a work request or online booking feature to your website to make it easy for customers to work with you, and to make organizing leads in your CRM easier too.

4. Show customers who you are

While you don’t need to share all your personal details on your lawn care website, it doesn’t hurt to show customers who you are.

Mowing and Growing uses their “about us” page to introduce their founder and share their vision, mission, and values as a company.

Doing this helps your prospect build trust with your business. They can associate a face to a name and get to know you before they call or email you. Building strong relationships is really important–especially in residential lawn care.

Stanley Genadeck explains:

“when you work on residential work, you got to become the client’s job partner. You’re not an estimator. You don’t just go out and hand them a quote and walk away. You become their partner on their project. You have to make them feel like you have their back.” So, don’t miss out on this important step!

Want to hear Stanley talk more about residential and commercial work? Watch his talk from IMPACT LIVE here.

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How to improve your website:

Share your company’s vision, mission, and values on your site so that customers can see what’s important to you.

Take a selfie, snap some photos of your crew on the jobsite, or hire a photographer to photograph everyone. Clean and clear photos of your team are really important!

5. Keep site content fresh

Just like grass, a healthy website needs to be maintained. By keeping the content on your website fresh and up to date, you can take advantage of search benefits and keep your customers informed.

Mad Mower Lawn Care publishes new content regularly. It’s right on their home page, which helps their website get found through search much easier. Plus, by including location names and promotions, they’ve got great SEO and marketing nailed down.

Not sure how to optimize your website so it gets found on search? Learn more about SEO for contractors here.

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How to improve your website:

Don’t let your site content get stale. Consider posting about promotions, new services, or tips and tricks and seasonal best practices so you can offer visitors something when they stop by your website. This all helps you build your search potential and keep clients in the know.

6. Leverage your location

No one wants to have to search all over a website to find out where your area of service is or how to contact you.

By listing your service area and phone number clearly like CLARK UNLIMITED, you’ll save your clients time and avoid receiving quote requests outside of your location.

As an added bonus, you’ll get search benefits by targeting specific areas.

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How to improve your lawn care site: Make sure to mention which areas you service upfront so that clients and search engines can find you. You can include this information in your navigation bar, in the footer, and on your “Contact Us” page.

7. Be transparent about your services

How you communicate the services you offer makes a big difference in how many clients contact you through your website.

Being transparent about the different packages or services you offer helps clients understand more about what your business does and how they can use you. Plus, by highlighting options you want your clients to use, you’re nudging them in the right direction.

One Step Lawn Care does an excellent job of featuring packages on their home page. Clients can click through on each package to find more info, helping them to figure out which option is best for their needs.

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Not sure how to create a pricing strategy? Check out these 11 tips to help you price your services and create pricing packages.

How to improve your website:

Highlight what you offer strategically to steer clients towards packages or services that make the most sense for your business. Provide the info upfront so it is easy to find and access.

If you’re unsure about how to price your lawn care services, check out what two experts have to say about it.

8. Build a strong brand

The fonts, colors, images, and content on your website all communicate your business values to your potential clients. This is your brand.

Branding is the part of your marketing strategy that attributes personality and values to your business.

Branding brings your business to life, it helps prospects identify your business from competitors, and it helps them establish a relationship with it.

Your brand includes your logo, business name, colour choices, photos, language, mission and values, and visual appearance.

The more thought you put into these aspects, the more professional you look.

It’s clear that Premier Lawns has spent a lot of time on visual branding. From custom icons and unique fonts to a cohesive color scheme, their website is well put together and their brand is easily recognizable.

They even showcase video testimonials from customers, and make sure to include their company vehicle with their logo in the shot.

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How to improve your lawn care site: Take time to think about the personality you want your business to have. Then consider how you will represent that using colors, fonts, and website layout when building your lawn care website. If you aren’t comfortable doing it yourself, consider hiring a web or graphic designer to do it for you.

9. Make your website mobile-friendly

81% of Americans own smartphones, and most of them use them to do the same things they would do on a desktop, like review websites and make purchases on their mobile devices.

If you’ve ever visited a website that looked good on your computer but had warped images, misaligned content, and misshapen buttons on your phone, it’s probably because it wasn’t mobile-friendly.

If your customers have too much trouble using your website to request a quote, browse your services, or find your contact information, the chances of them hiring you drop significantly.

We Kill Weeds has a terrific website to begin with. Their competitive edge is that it isn’t limited to desktop. Their clients can have the same smooth, visually pleasing experience whether they’re on a phone or a computer.

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How to improve your website:

Hire a website developer to clean up the code on your website so it’s mobile responsive. The good news is that most website hosts already offer mobile-friendly websites. If you’re just starting out and need to make a lawn care business website, then consider using mobile-first website platforms like Squarespace, for example.

10. Use chatbots to communicate with prospects

Chatbots can be helpful by answering customer questions online. They can take on the brunt of general inquiries about your services, pricing, and more depending on how sophisticated of a bot you choose. Keep in mind, they do require some upfront work to input the right questions and answers.

How to improve your website:

Use chatbot software options like Hubspot or Snatchbot, which easily integrate with your website. Remember, these platforms can get pricey. Using Facebook chat on your website is a great free alternative. You can even use optional plugins which allow you to create a chatbot within this free Facebook feature too.

11. Highlight before and after photos

One of the benefits of having a lawn care business is that it’s easy to show clients the work you do. Consider taking before and after photos of particularly challenging or visually pleasing jobs to show clients what an awesome job you do.

As a bonus, you can use before and after photo tools to really make your photos shine.

12. Address FAQs

FAQs play two important roles on your website. First, they answer questions you frequently get from clients, saving you from a phone call or email. Second, they have great SEO value and can help you to leverage your search potential as a contractor.

Plus, they can be a great way to keep your website updated with fresh, relevant content.

How to improve your website:

Decide on the best FAQs to include on your website based on actual questions you get asked. Only include FAQs that will help a client decide to hire you. For example, ease of payment, satisfaction guarantees, your employee standards and expectations, and client expectations.

13. Link to your social media accounts

If you have social media accounts for your business, be sure to include links to them on your website. This helps clients see what your online presence is like, especially since different platforms are used for different things.

For example, maybe you use Instagram to show off all your best jobs and only a select few are actually featured on your website.

How to improve your website:

Most website hosts make it really easy to integrate your social media feed or links to your website header and footer.

Interested in getting more leads from your website?

Check out Jobber’s online booking feature, which helps your clients self-serve appointment slots that you can approve.

Check it out