Website Design Guide for Landscape Contractors
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Corey J. Halstead
Co-owner, Halstead.
Professional landscapers put considerable time and effort into creating and caring for outdoor spaces, to make them look polished and practically perfect. Similarly, this is exactly how a professional website should be constructed. But what are the most important elements of a website built for growth?
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When the right balance of design and function is met, your website can act as a critical sales and marketing tool that will educate and pre-qualify potential customers and generate qualified leads that result in sales.
While you know landscaping like the palm of your hand, designing a website is a completely different ballgame. Don’t try to do it yourself. Hire a website designer and marketing team to design your website and to keep it up to date with the latest trends. Think of it as an investment that will help you take your business to the next level.
Know the customer journey.
In a perfect world, a prospect would visit your website and immediately hire your company for a large project. However, it doesn’t work this way. The customer journey is fragmented and takes longer than you may think to progress from that first click to purchase.
At Halstead, we like to go by the 79-days-online rule, which means that it can take almost 80 days to go from the initial exposure to your company, to conversion, and ultimately to purchasing. Because of this, it’s helpful to understand what the average customer journey looks like.
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EXPLORE
The first step involves exploration. Prospects start out by performing a Google search for keywords along the lines of “landscape companies near me” or “pool builders near me.” This results in two types of search results: organic and paid.
Organic search results are listed and ranked according to a variety of factors including how well the website has been optimized for search engines. Paid search results are a form of advertising in which a company pays to have its website shown at the top of the search results. For Google ads, it will state “Ad” above the listing.
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FIRST CLICK
Prospects will look at the search results and click on the ones that appear relevant or enticing. Much of this decision can be influenced by search engine optimization (SEO) on your website. This applies to all of your informational content including headlines, articles, and any text.
For example, the description that appears below the link in the Google search results will include the SEO description, and when a talented copywriter has written the SEO description, you will likely get that first click to your website.
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RESEARCH
Getting deeper into their journey, more serious research begins, such as comparing landscape companies and their services, asking friends and family for recommendations, and seeing what kind of reviews companies have received on Google and Facebook. Having a positive and active online presence is of utmost importance.
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CONVERT
At this point in the journey, prospects begin engaging with your company in some way which results in a conversion. They may sign up for your email list, fill out a form with their contact information, or book a call—if your website offers these capabilities.
What happens next matters, even if the prospect is not yet ready to become a customer. Since many customer journeys take some time, you’ll want to hold on to this information as it gives you an in with prospects, to keep them engaged.
For example, a marketing agency can assist you with social retargeting, which means that once a prospect has visited your website, clicked on a specific pricing option or particular project type, the customer will be shown relevant ads on their social media feed. This helps keep your landscape company at the forefront with the use of segmented marketing.
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FIRST CALL
Traditionally, the first call step in the customer journey may have involved a phone call with the prospect. You would answer the prospect’s questions so that they can determine if your company is a good fit for them.
In today’s digital world, websites often fulfill the need for a first call. This is why knowing your niche and your target audience is essential. The content on your website should answer the basic questions that a prospect might have, which will eliminate any leads that aren’t a good fit for your company.
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MEETINGS
This is the step in the customer journey where a company representative will meet with the prospect. With a well-designed website and strategic positioning, your lead will be knowledgeable about the services that you provide, be comfortable with your pricing, and will be ready to talk about designs.
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PURCHASE
Finally, in the last step, a prospect officially converts to a paying customer by making a purchase. They’ve hired your company for their landscape project or ongoing services, and you are ready to meet their expectations with your best work.
Being digitally strategic with marketing as a landscape contractor.
What the customer journey teaches us is that a landscape company’s website and online presence can have a massive impact on the bottom line. Prospects and customers have certain expectations when it comes to the digital world, whether that be the speed of the website, the type of content they expect to see, or the website functions they have found useful on other websites.
According to Salesforce’s State of the Connected Customer, 62% of customers say their experiences with one industry influence their expectations of others. It is more important than ever that the landscape industry gets on board with current trends in website design and invests in marketing technology.
Value the customer experience.
The most important thing to note is that the website visitor experience comes first over all else. Now that we have an understanding of how influential the digital experience can be on the customer journey, we have some tried and true website tips for landscapers.
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RESPONSIVE WEBSITE DESIGN
Your website will be accessed on a variety of devices with varying screen sizes, whether that be on a desktop, laptop, smartphone, or tablet. A responsive web design will make your website look and work well no matter how it is accessed.
Most likely, your website visitors will be accessing your website via a mobile device, but that’s not always the case. They may see your truck at a job site and Google your company name on their smartphones right there on the spot. Mobile optimization is critical.
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LANDING PAGES
Your landscape company knows how to make a landscape look aesthetically pleasing. Likewise, on your website, where first impressions are made, every page should impress—particularly since prospects are going to stumble upon your site in different ways and it won’t always be the home page.
This is why it is a good idea to have a dedicated page for each of the services that you offer. These are called landing pages, and each one should have a clear headline with a subheading that shows the value of the services that your company offers.
For example, websites for pool builders may have landing pages for each type of pool, with headlines such as fiberglass pools or gunite pools. The subheading should be short but should include information to reinforce the value of the service or product that you offer. Think, “How can the customer benefit from this service/product?” or “How will this service/product solve a problem for the customer?”
This landing page strategy provides prospects with the information that they are searching for, without overwhelming them with the information they don’t necessarily need at that moment. They don’t need to know everything about your company and the services you offer from the first click. They can always click through to other areas of your website to learn more, but each landing page should give the customer a way to take the next step—with a call to action (such as a prominent “contact us” button).
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WEBSITE SPEED
Having a website that will quickly load is essential. In a survey shared by Kissmetrics, most participants would wait just 6-10 seconds before they would abandon a webpage. A 1-second delay decreases customer satisfaction by 16%. In a matter of seconds, your prospect could become frustrated and click off of your website and onto a competitor’s if your website speed is too slow.
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EASE OF USE
Your website should be organized, making it easy for visitors to find the information they are looking for. This comes down to the placement of information on each page and visual hierarchy, meaning that the most important elements are highly visible.
Typically, navigation elements should be included near the top of the page and also in the footer. These links go to categories like your services, contact information, and employment opportunities so that visitors can easily find their way around.
Using the example of the services navigation element, clicking on the service tab should bring your visitor to a page that includes detailed descriptions of what your company does. A simple click on this link will inform your visitor whether you do residential and/or commercial work, the size and scope of the landscape projects that you take on, or a breakdown of your seasonal services that you offer such as fertilization, mowing, pruning, fall cleanup, and snow removal. This helps further qualify your leads.
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TRUST INDICATORS
The more information that you can share about your company, the better. For example, include any license numbers, certifications, and awards. Your address, phone number, and other contact information should be easy to find. Providing names along with education, experience, and how many years your company has been in business will help you establish trust with your visitor.
The about section of your website could be used to establish trust. This gives you the opportunity to share your company’s mission and values that potential customers and employees may resonate with. You can also share information about charities that your company supports and awards you have won.
On a more technical side, one of the first things that a savvy internet user will look for is a website’s HTTPS protocol. The S at the end indicates that the website is secure and that sensitive data will be encrypted so that it can be transmitted safely. This is critical if you are collecting customer contact information and accepting payments online. You want your customers to know that you value them enough to keep their sensitive data secure. As a bonus, having this protocol will boost your website rankings in search engines.
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SOCIAL PROOF
Featuring reviews and testimonials can provide social proof that will encourage your prospects to establish trust in your brand. These should be easy to find on your website, but should not be limited to a testimonials page. Sprinkle these throughout your website so that your prospect sees them as they look at the services that they are interested in. Also highlight any high-profile mentions and link to any publications or media outlets where your work has been featured.
Be sure to link to your social media channels for further social proof. Currently, placing social media links at the footer of the website is the most common practice and customers know to look in this area.
The visual elements of great website design for landscape professionals.
As a green industry professional, you have an expert eye for visual design in landscaping. Just as the visual component is essential in landscape design, so is it essential to website design. Here are some important website design factors to consider.
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Clean and Crisp Design.
Company websites should look professional without clutter. If your company builds luxurious patios or pool areas, your website should reflect that level of luxury. Your company logo and branding should be clearly shown, and there should be a uniform look across every page of the website.
A clean and crisp design is achieved by building a website that features plenty of white space that allows the visitor to focus on what’s important on the page. White space helps direct the eye, similar to how outdoor lighting can direct the eye to features a customer wants to be highlighted in their landscaping. A full-width web design simplifies the experience by eliminating any sidebars that could slow down the site speed.
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High-Quality Photos.
When you are showing off the high level of craftsmanship in your outdoor kitchen project or other hardscaping projects, you want this work of art to be on full display with crystal clear quality. When it comes to your website, it’s a great idea to hire a professional photographer to take photos of your projects and edit them for you to post on your site.
One of the most important photos that you will include on your website is the hero header. This is the image that is used at the top of your homepage and potentially all of the pages of your website. It is the first thing that your visitors will see when they visit your website and it should grab their attention.
The hero header gives you the opportunity to showcase your work, keeping your target audience in mind. The photos that you display should showcase the kinds of projects that you want to get and will help inform the visitor of that too.
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Professional Videos.
The research found in the State of Video Marketing report by HubSpot found that 86% of businesses use video as a marketing tool. Consumers have begun to expect videos, and the landscape industry must get on board with this to stay relevant in the market. The use of video will allow your company to present projects in a way that customers expect to see them.
While professional videography isn’t cheap, it is a great investment. Production quality videos can provide a positive return on investment. In fact, 87% of video marketers have reported a positive ROI, which is 54% higher than what was reported in 2015. Plus, 86% of video marketers reported that video has been effective for generating leads, a stat that has risen 5% since 2019.
The importance of content for landscape, hardscape, & lawn care websites.
As the saying goes, “content is king,” and it couldn’t be more true than when it comes to websites for landscape contractors. Website content refers to any information that is provided on your site, such as informational text, articles, photos, and videos. Your website content serves as your sales team to any prospects that visit your website.
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Excellent Copywriting.
Copywriting is an undervalued marketing tool because not only does it help with SEO, but it helps answer questions and pre-qualify leads. Great copywriting is engaging, does not contain fluff, and sets itself apart from the vast amount of mediocre content on the internet. This applies to short pieces of informational text, as well as to longer blog articles.
Optimizing your content for search engines will help more prospects find your company. This is important because the majority of people will only click links that appear on the first page of the search results. If someone searched “pool builders in my area,” but your content does not include SEO efforts, your website will likely not appear in the top search results—which means that potential prospects will not find your pool building business.
Hiring a skilled copywriter will make your website more professional. Errors in grammar, spelling, and typos on your website will quickly cause the educated consumer to lose trust in your company. Copywriting services are an investment worth making.
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Project Case Studies.
Avoid compiling random photos into a gallery, but go in-depth about the project with storytelling. Tell the story behind a project with a project case study that includes high-quality images and copywriting. Be sure to feature numerous case studies that show a range of projects.
A complete case study that provides highly detailed information about how the project was completed, including details about how the design phase was approached, what materials and products were used, who worked on it, how you accomplished the results, and a customer testimonial can be an invaluable marketing tool.
Consider staging the outdoor space with patio furniture and have professional photos taken of your work. Include before and after pictures that will show the prospect how you can help them achieve their dreams of the perfect outdoor space or a lawn that has been properly fertilized all year long.
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Pricing and Packages.
Many landscapers shy away from providing pricing information on their websites, and this is a huge mistake. As a customer, it’s frustrating to visit a website and not be able to see if a company’s pricing will fit within your budget. Plus, clicks on specific pricing options will help with retargeting since you will know their budget range.
Providing pricing information is a customer-centric strategy that sets clear expectations that will help pre-qualify your leads, save both you and the customer time and prevent disappointment. Remember, the quality of your leads is more important than the quantity.
Pricing can be shown in a variety of ways that provide value to your prospects. You could include design packages with a range of budgets. Another great tool to feature on your website is a calculator that allows the customer to price out their project.
Talking about conversions.
All of the content on your website should feature a call to action that includes the next steps that your prospect should take. Use your website to create plenty of opportunities for conversions to occur.
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Intake Forms.
Intake forms are an easy way to get leads, and if your website is properly displaying information your leads will be pre-qualified. For example, you could include a form that the prospect can fill out to receive a free consultation or to request an estimate. Make sure to outline the process so that the customer knows what to expect, such as when they will be contacted, and then be sure to follow through.
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Online Booking System.
Even more effective than an intake form is an online booking system. This way, you can block out times that you will be available to make consultation calls and your prospects can book a time with you on the spot. This eliminates the need for you to make a phone call to arrange an appointment.
The 2021 State of Digital Customer Experience Report states that 40% of customers are familiar with self-service appointment scheduling, and this statistic is expected to grow and become another feature that customers will expect.
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Accept Online Payments.
While prospects may not view your website and purchase a $60,000 patio online or instantly sign up for a year’s worth of lawn care, it is still a good idea to provide the option for existing customers to make payments online. The truth is, the easier that you make it for your customers, the more likely they are to choose your landscape company over your competition.
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Digital Communication Options.
Millennials are known for their hatred of talking on the phone, with 81% reporting that they get apprehension anxiety before making a call, and 75% reporting that they avoid phone calls altogether. As more millennials become homeowners, they will be making up a large portion of the landscape industry’s customer base and it is critical to consider their preferences so that sales are not lost.
Many businesses have begun to include a chat function on their websites, which is something that an office employee could oversee. Clearly state that you reply promptly to emails, and you could even provide an option to text for information. This can be easily automated with systems such as Project Broadcast.
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Digital Application Process.
Feature a digital application process as part of the career center section of your website. Recruiting quality employees should be approached similarly to how you would approach sales. Including a career center section of your website will help potential employees find information about working for your company.
In addition to showing open positions, feature photos of your team, not just headshots of executives, but photos of your crew on the jobsite working. Make sure to include a career path so that these prospects can envision the possibilities that working for your company will make possible. Show them why they would want to work for your company.
The Technical Side of Website Design for Landscape Contractors
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Choosing a Platform.
Most landscape contractors are sold on building a website with WordPress, possibly because it is one of the well-known platforms out there. However, it is a difficult platform to use and requires constant updates to plugins. Not to mention, it’s costly to update.
Another important downside to consider if you’re thinking of using WordPress is that it often becomes a target for hackers. It is vulnerable and does not offer the security that is necessary for a website that collects customer data.
Choose a platform that is easy to use and makes updating your website a simple task. Your website can be made to easily integrate with complementary apps and tools that will be integral to your marketing strategy.
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Google Analytics Integration.
When Google Analytics is integrated into your website, you will be able to see large amounts of data that you can use to influence your marketing strategy. The best part is that Google Analytics is free. Some of the information that can be obtained using Google Analytics includes how your customers are finding you, how they’re engaging with your website, and insights into your conversions.
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Call & Form Tracking.
Call tracking software provides trackable phone numbers that you can use for your marketing campaigns, while all of these numbers are routed to your main phone number. This allows you to track where your prospects are seeing your information so that you can get concrete data on how well your marketing strategy is working across all areas of your website.
Form tracking software also lets you stay on top of the forms that are submitted on your website. This software makes it easy to create custom forms and combine this data with inbound calls. When a prospect submits information on your website, you can choose to receive an alert via phone call, text, or even email.
In addition, this software will provide data that will help you understand what marketing strategies are working. For example, you will receive information about what keywords were used to find your website and what marketing campaigns are producing the most qualified leads so that you can focus on those areas.
