Marketing for Landscapers: 16 Ways to Attract New Business
Marketing helps your landscaping business get in front of new customers, educates them about your services, and encourages them to contact you.
Whether you’re just starting a landscaping business or you’ve been in business for years, these 16 ideas will help you impress potential customers (also known as leads or prospects) and win new work.
(Want to see landscape marketing tactics in action? Check out these landscaping and lawn care advertising examples.)
Try these marketing strategies for landscape businesses:
- Identify your ideal client
- Develop your landscaping brand
- Build a landscaping website
- Focus on local SEO
- Sign up for social media
- Create lead generation profiles
- Ask for customer reviews
- Create a referral program
- Attract leads with digital marketing
- Network and partner with local businesses
- Support community events
- Write expert blog posts
- Send postcards, flyers, and door hangers
- Send email marketing
- Put out yard signs while working
- Wrap your work vehicle
1. Identify your ideal client
Before you start thinking about advertising, you need to understand your ideal client, also known as your target audience. Define this group based on factors like:
- Age and gender
- Education level
- Household income
- Family structure
- Project value
Let’s say you want to bring in more jobs worth over $10,000. This might mean your ideal customer just moved into a new construction home and needs a full backyard design where their family can spend time.
Or maybe you’d like to build structures like decks, patios, and gazebos. Your ideal client might be an empty-nester in a mature neighborhood who’s ready to remove their kids’ swingset and create a more elevated landscape design.
Defining your ideal client and their needs will help you better reach this group with a message they’re likely to respond to. This is an essential part of your marketing strategy.
2. Develop your landscaping brand
Branding your business tells a potential or new customer who you are, what you offer, and what makes you different from competitors. Your brand should include:
- A landscaping company name that’s easy to spell, say, and remember
- A landscaping business logo that customers will recognize (a logo generator like Looka can help with that)
- Consistent brand colors, patterns, icons, and photos
- A unique selling proposition describing what you do differently from other landscapers (e.g., same-day communication, sustainable materials, custom structure design)
3. Build a landscaping website
Every small business needs an online presence to promote their services and attract leads. A landscaping website is the key to creating that presence. Your site should include:
- A home page listing your services, the area you serve, and your contact information
- Description of your landscaping services, including any winter landscaping options
- Call to action (e.g., “get a free quote,” “call now”)
- Photos or videos of previous projects
- Links to your social media pages
- Extra details about your landscape business (e.g., company history, employee photos)
- Customer testimonials
4. Focus on local SEO
Local SEO (search engine optimization) helps your business show up on Google and other search engines when potential customers are looking for local landscapers.
One way to do that is by setting up a free Google Business profile. Let’s say prospects are looking for a Chicago landscaping company. Here’s what they would see on Google, right below paid ads:
And here’s the information that searchers see when they click on one of those business names:
Make it easy for potential customers to find your landscaping company online by setting up your own profile with your business name, logo, contact info, customer reviews, service area, and services list.
You can also help your site show up higher on search engines by:
- Making sure your site is mobile friendly
- Writing quality, engaging content that answers your ideal customer’s questions
- Getting other people to link to your site on social media, local directories, and their own websites
5. Sign up for social media
It’s a good idea to set up accounts on the social media networks where your ideal clients spend time. This lets you reach them with relevant content that improves the way they see your brand.
Pro Tip: Your customers are thinking about their landscaping projects long before they contact you, so start marketing before the busy season. That’ll help fill up your schedule fast.
6. Create lead generation profiles
In fact, the current top three Google results for “chicago landscape company” are all lead generation websites used by homeowners:
Creating accounts on these directory sites will help prospects learn about your services, see reviews, and contact you for more information.
For example, here’s some of the information that could be on your Thumbtack profile:
7. Ask for customer reviews
Word of mouth is one of the top landscaping marketing tools in your toolbox. Ask customers for reviews on Google, Facebook, and your online listing pages after you’ve finished the job.
Make sure you respond to all online reviews, even the bad ones. Responding to negative reviews shows customers that when there’s a problem, you own your mistakes and make it right.
8. Create a referral program
Another way to create word of mouth is with a customer referral program. Referral marketing brings in leads who already trust your landscape business, and it doesn’t cost anything until you win the work.
After a job well done, ask customers to refer your business to family, friends, and neighbors. You can even offer an incentive like a service discount or upgrade, gift card, or cash reward.
Here’s an example of a referral card for landscaping customers:
9. Attract leads with digital marketing
Digital marketing (or online marketing) helps you reach your ideal clients while they’re browsing the internet. You can do that by advertising through search engines and on social media.
Search engine marketing includes your ads in Google and Bing search results. These can be text-based search ads or Google Local Services ads, which look like this:
Social media marketing shows ads to potential customers while they’re browsing Facebook, Instagram, and other social networks. Your Instagram or Facebook ad could look something like this:
10. Network and partner with local businesses
Join local community associations like the Chamber of Commerce, community leagues for neighborhoods where you want to work, and neighborhood Facebook groups in your area.
This will help you keep up with the latest community news, find opportunities to advertise your landscaping service, and meet other business owners.
You should also attend trade shows and talk to other businesses about your services. You might find partners in other industries, like roofing and construction, who can send leads your way.
11. Support community events
Your customers like to support businesses who support their communities in return. Donate to or volunteer at local events, like fundraisers or holiday celebrations, to advertise your landscape business and build your reputation.
If you have the time and resources, you could donate your services to create a community garden, park, or other space that everyone in the neighborhood can enjoy.
12. Write expert blog posts
When potential customers have questions and are looking for answers online, content marketing helps you reach those customers with information that matters to them.
For example, let’s say local homeowners are searching for terms like “how much does a pergola cost.” You can write a blog article to answer that question and explain how you would price a pergola-building project.
This type of landscaper marketing content helps you attract potential customers to your website, show off your knowledge, and build trust in your skills.
It also helps turn readers into leads by encouraging them to take action—for example, making a phone call, sending an email, or filling out a client intake form.
13. Send postcards, flyers, and door hangers
Direct mail marketing helps you reach a large number of customers, right in their mailboxes. These are just a few ideas for using this type of landscape marketing:
- Get your mail provider to send marketing postcards to homes in a certain ZIP code, or to people who have recently redirected their mail (which often means they’ve moved)
- Print off lawn care and landscaping flyers and put them in mailboxes—but make sure to avoid signs saying “no flyers” or neighborhoods that prohibit ad mail and soliciting
- Go to the neighborhoods where you want to work and place door hangers on all the front doors
These are just a few examples of what your direct mail marketing could look like:
Pro Tip: Include a promo code on your direct mail pieces so you know which postcards, flyers, or door hangers successfully brought in leads.
14. Send email marketing
Email marketing lets you reach past, current, and potential customers with content that educates or entertains them. These are just a few ways you can use marketing emails:
- Tell new leads about your services and encourage them to buy
- Follow up after service asking customers for a review or referral
- Send a feedback survey asking customers about their experience with your business
- Offer special promotions, packages, or discounts
- Share useful information, like how to maintain stone walkways
- Remind subscribers about fall cleanup and yard prep before the snow falls
- Reconnect with old clients and remind them about your services
Pro Tip: Want to get potential customers’ email addresses and add subscribers to your email list? Offer a free guide, e-book, checklist, or other valuable piece of content in exchange.
15. Put out lawn signs while working
When you’re working at a customer’s home, place a wire sign or sandwich board on their front lawn. The sign should include your business name, logo, and contact details at the very least.
Neighborhood residents passing by will see the sign and may be curious about your work. Your business name is now top of mind, and they may even ask your customer about your services.
Your lawn sign could look something like this:
16. Wrap your work vehicle
Branded truck wraps are a moving billboard for your landscaping business. Just apply paint, decals, or a full-body vinyl wrap with your name, logo, brand colors, and contact info.
Whether you’re parked at a client’s home or driving around, potential customers will notice your vehicle and get the information they need to learn more about your services.