Marketing your lawn care services puts your business in front of potential customers and is an important part of building a successful lawn care business.
After all, you’ll have a much easier time winning new clients if they know you exist.
Get lawn care marketing ideas from lawn care expert Ed Ramsden (Enviromasters Lawn Care) and decide which ones are right for you.
Try these ideas for marketing a lawn care business:
1. Claim your Google Business profile
Your Google Business profile (formerly Google My Business listing) is one of the best ways to appear on local maps and search results when potential customers are looking for your services.
This encourages potential clients to click on your profile, learn more about what you offer, and contact you to book your services.
Your Google Business listing will include:
- Company name and logo
- Contact information
- Client reviews
- Service area
- Lawn care services
For example, if a potential customer is looking for lawn care services in a specific city, here’s what they would see:
It’s easy to set up a Google Business profile. Just enter your business name, contact details, and operating hours. Then add your logo and photos, plus any special descriptors (like 10+ years in business), and you’re good to go.
Pro Tip: Don’t forget to also create your Bing Places for Business listing to make sure your lawn care services are found on any search engine.
READ MORE: Running a successful lawn care business
Online business directories
There are plenty of other websites where you can create profiles for your business to bring in potential customers.
List your business in online directories like Yelp, or lead generation sites like Homeadvisor or Angi.
2. Invest in digital ads
To reach a larger audience, you can invest in digital ads. These ads promote your lawn care business by appearing on search engines or social media.
Search engine advertising includes your ads in search results on Google or Bing. These can be text-based search ads or specially formatted Google Local Services ads, which look like this:
Social media marketing can take the shape of Facebook or Instagram ads. These ads show up in your potential clients’ feeds alongside the pages and people they follow. They often look like this:
Both Google and Facebook ads let you set an advertising budget and see exactly how well your ad performs.
By tracking actions like website visits or phone calls, you can get a clearer picture of which ads are creating the most leads for your business.
Once you know what type of advertising works best for your business and brings in the most money, raise your budget and focus on the platform that brings you the biggest success.
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3. Manage your online reviews
84% of consumers trust online reviews just as much as recommendations from friends and family. This is why reviews are one of the most effective ways to promote a lawn care business.
To get more lawn care reviews:
- Identify your happiest clients. Go through your lawn care CRM and find the customers who ask for services most often or give you the best feedback ratings. Many of them may be willing to leave you a good review online.
- Ask for reviews. When you send service follow-up emails, include a link to your Google Business profile where satisfied customers can leave a review. Encourage them to use lots of detail, too. 5-star reviews are great, but 5-star reviews with a description of your great services are even better.
- Say thank-you for positive reviews. When a client takes the time to leave a kind review, respond with a quick thank-you note. It only takes a second, and it makes your client feel even better about your business.
- Respond to negative reviews. Not every review will be a good one. Always respond to negative reviews quickly and try to make things right. If you can fix the problem, you’ll win over unhappy clients by showing you actually care about them.
Asking for and responding to reviews can be uncomfortable when you’re first getting started. Don’t worry, that’s normal. The more you do it, the more natural it’ll feel.
4. Build a lawn care website
Your lawn care website helps people find your business when they’re searching for services online. Build a site that speaks to your ideal customer and gives them what they’re looking for.
The first step in building a website is deciding how you’ll do it. You can build it yourself using a tool like WordPress or Squarespace, or hire a freelancer or web agency to do it for you.
Your lawn care website design should include:
- Business name and logo
- Service area
- Contact details
- Lawn care services list
- Lawn care pricing
- Customer reviews and testimonials
- Online booking form
- Before-and-after photos of your work
- Information about your lawn care company and team
- Links to your social media pages
Plan to update your website regularly, too. This can mean adding new images, writing monthly blog posts, or even just making sure your services and pricing are up to date.
Pro Tip: Your site should be mobile-friendly. This will ensure it looks great and works properly on any device visitors are using, whether it’s their desktop, tablet, or phone.
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5. Set up a Facebook Business page
Facebook is free to use, is easy to set up, and can help you connect with potential clients who are already spending time there.
Once your Facebook Business page is up and running, try these tips for maintaining an effective page and using it as a marketing tool:
- Share regular updates, offers, service reminders, and before-and-after photos
- Create a posting schedule you can stick to (e.g., daily, weekly)
- Use original company photos taken on the job
- Ask clients to leave reviews on your page
- Invest in digital ads that direct viewers to your page
READ MORE: A month of Facebook post ideas
6. Send out email marketing
An email marketing campaign lets you send mass emails to a specific client list. You can also schedule certain emails at important times or milestones.
For example, you could email customers to:
- Measure your service quality with a customer feedback survey
- Offer special promotions or discounts
- Share useful information, like DIY lawn care tips
- Remind them about spring cleanup services
- Send an invoice for finished work
Keeping track of all these emails can be tricky. Jobber helps you send ready-to-run email and postcard marketing in the same place you manage your work, using your client list as an email list.
You can also create and send your own campaigns with an email marketing service like Mailchimp or Constant Contact.
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7. Distribute a lawn care flyer
If you want to target a specific neighborhood, lawn care flyers might be your best bet. Creating flyers and sending them out to a large area is an easy way to reach lots of potential clients, fast.
The best flyers and postcards use your service business branding (like your logo and colors), a special promotion, and your contact details. Here’s an example:
You can create a flyer design yourself using a lawn care flyer template, or have a graphic designer do it for you. (If you don’t have a business card yet, this is a good opportunity to take care of that, too.)
Then head to a local print shop, or use Jobber’s postcard marketing feature to print, mail, and track your flyers.
“Lawn care decisions are made by both people in the house. A postcard is a good way to pass on information, cut through the noise, and help them make a decision to hire you.”
—Edward Ramsden, Enviromasters
8. Start a customer referral program
We mentioned earlier that people trust recommendations from family and friends. A customer referral program encourages those recommendations by clearly offering something in exchange.
This type of marketing is especially useful because it brings in clients who are ready to trust your business. It also doesn’t cost you anything until you actually get a referral out of it.
9. Buy local newspaper ads
Local newspapers cast a wide net and reach lots of potential clients with your message.
Newspaper ads can be an expensive investment in larger communities with lots of publications, but they’re a good fit for small towns and suburbs with just a few papers.
“Small-town paper readers have a lot of trust. If you’re advertising in a larger paper and you’re a small business, it can be expensive. But if you’re in cottage country, that local paper probably gets read a lot.”
—Edward Ramsden, Enviromasters
Grab a copy of each newspaper in your area and check out the ads inside. Pick which papers appeal to you the most and contact their advertising team about cost, design, and run time.
Success can be harder to track than digital ads, but not impossible. When business is booming, just stop running ads for a few weeks and see whether demand slows down or stays the same.
10. Set up sandwich boards
Place a branded sandwich board on the lawn while you’re servicing a property. The sign should have your business name, contact info, and an eye-catching design. Some of your clients might also let you keep signs on their lawn for a few days after service.
When local residents know you’re doing work for their neighbors, they feel like they can trust you, too. They can also see that you’re doing a good job—and they can always chat with their neighbors (your clients) about your services.
Advertising is an important step in building a profitable lawn care business. With these lawn care advertising ideas, you’re ready to create a marketing plan and run a campaign.
Set your budget, pick the ideas that you think will work best for you, and make adjustments as you go. You’ll be raking in revenue before you know it.
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Originally published January 2020. Last updated on April 22, 2022.