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Marketing for Landscapers: 15 Strategies to Grow Your Business

March 11, 2024 10 min. read
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Landscaping marketing puts your business in front of new customers, educates them about your services, and encourages them to contact you.

Whether you’re just starting your business or you’ve been in business for years, keep reading to learn how to market a landscaping business, impress potential customers, and win new work.

1. Identify your ideal client

Before you start 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
  • Neighborhood
  • Project value

Let’s say you want to bring in more jobs worth over $10,000. An ideal landscaping customer for this might be someone who 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)

Here’s what your lawn care or landscaping company branding may look like:

image of lawn care branding

3. Build a landscaping website

A landscaping website is your first step to building an online presence to promote your services and attract new leads. Your landscaping website design should include:

  • A home page that tells potential customers who you are, the area you serve, and how they can get in touch
  • Description of your landscaping services, including any winter landscaping options
  • Photos or videos of previous projects
  • Links to your social media pages
  • Customer testimonials that tell visitors why they should work with you
  • An online quote request form that allows visitors to book a consultation or job right from your website.

Jobber’s quote request forms help you collect, track, and manage new customer requests. Customers can fill out those request forms with their landscaping requirements and availability.

Here’s how it works:

  • Collect customer requests through your website, social media, or client hub, your customer’s self-serve portal. 
  • Create requests manually when customers call in to manage all your requests in one place.
  • Manage quote requests to see which ones are overdue for an on-site assessment or quote.
  • Schedule on-site assessments instantly and assign it to a team member in just a few clicks.

JT Madison Landscaping & Snow uses Jobber’s online quote request forms to quickly capture new leads right from their website.

image of a quote request form on JT Madison Landscaping & Snow's website

If you offer lawn care services like lawn mowing, hedge trimming, or spring or fall cleanups, try Jobber’s online booking system to fill your schedule with less effort.

4. Send email marketing campaigns

Email marketing lets you reach past, current, and potential customers with content that educates or entertains them. Here are 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

Jobber Campaigns help you send the right message to the right customer with professional, branded email campaigns.

  1. Easily create your email campaign using Jobber’s prebuilt templates that include your company logo and brand colors.
A customer re-engagement email from a landscaping company built with Jobber Campaigns. Surrounding it are email elements that can be customized and a rich text editor.

2. Choose who to send the email campaign to based on their client tags, job history, or by service.

A visual representation of clients who are part of a “past clients” email segment.

3. Then, track of your email campaigns’ performance to see which ones drive the most engagement and revenue for your business.

A graphic of email engagement results for a “Re-engagement campaign,” including open rate, click rate, and revenue.
Local Services Ads and Google search ads examples

Google Local Services Ads appear at the top of Google’s search results page when local customers search for landscaping services. 

Potential customers can book a service or consultation directly from the ad, and you only get charged when someone contacts your business.

Search ads appear just below the Local Services Ads, when you bid on terms a customer may use to search for your services, like “patio builders,” “garden design,” or “deck refinishing.”

These ads run on a pay-per-click (PPC) model, which means you’ll be charged your bid amount every time someone clicks on your Google ad—whether they contact your business or not.

6. Use 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.

Here’s how to use local SEO to market your landscaping business:

Claim your free Google Business Profile

Your Google Business Profile is a free online business listing that appears on Google Search or Maps results whenever someone in your area searches for a landscaper.

Google Business profile example showing landscaping businesses

Your Google Business Profile includes important information about your landscaping business, such as:

  • Business hours
  • Company description
  • Contact information
  • Photos of completed landscaping jobs
  • The areas you service
  • Customer reviews

Get listed on online directories

Getting your landscaping company listed on online directories makes it easier for potential customers to find your business.

Try these tips:

  • Make sure your business is listed on all the major directories, including Google, Yelp, and Bing Places
  • Become a member of your local Chamber of Commerce to connect with new customers in your service area
  • Use WhiteSpark or BrightLocal to find other local directories to list your landscaping business on.

Optimize your website

Optimizing your website for SEO will help you appear higher on the search results page when a prospective customer is looking for landscaping services in your service area. 

Here’s how to optimize your landscaping website:

  • Create individual web pages for all of the services you offer, like yard cleanup, gardening, patio installation, or turf installation
  • Include all the locations you serve
  • Make sure your website is quick to load and easy to navigate
  • Share your knowledge through a landscaping blog. Also known as content marketing, writing expert blog posts helps you attract customers to your website, show off your expertise, and build trust in your skills.

7. Get active on social media

Social media marketing involves using your Facebook, Instagram, and other social networks to connect with potential customers, send visitors to your website and increase sales. 

Regularly share content on your social media accounts to connect with prospective customers where they hang out online.

Start by creating a Facebook business page to share before-and-after images of landscape jobs, customer testimonials, and tips for lawn or landscape maintenance.

Primero TX Landscaping uses their Facebook account to share images of completed jobs to show prospects the quality work they do.

image of Primero TX Landscaping's Facebook post

8. Pay for Facebook ads

Facebook ads let you target potential customers based on their zip code, gender, age, or income to get the best bang for your buck. Use these ads to improve your brand awareness, generate new leads, or increase traffic to your website.

Precision’s Landscaping and Grading uses a Facebook ad to promote their sports turf installation.

image of Landscaping Facebook ad

Their ad lists the different types of landscaping services they provide and offers potential customers an easy way to get in touch.

9. Create a customer referral program

A customer referral program turns a satisfied customer into new business for your landscaping company.

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:

landscaping referral card example

10. Ask customers to write a review

A collection of positive online reviews can help you build a reputation as a trusted landscaping business and stand out from the competition.

You can ask for reviews in person when the job is complete, over the phone, or automatically with Jobber Reviews. Here’s how:

  1. Automatically ask clients for a review via text message once they’ve paid their invoice.
A list of customer reviews on a mobile phone that came from selecting “Yes” for the “Ask for review: option in Jobber Reviews.

2. Connect Jobber to your Google Business Profile to improve your visibility on Google search.

3. Monitor your Google rating and latest reviews from your dashboard in Jobber. You’ll see your latest reviews, your average rating, and resources on how to manage your business’s reputation.

11. 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.

Mullins Lawn Enforcement uses their truck wrap to get their name out when working on big projects, like dirt work.

image of Mullins Lawn Enforcement truck wrap

People normally just take a picture of it and call us later if they see that we’re busy

Ramona Mullins Mullins Lawn Enforcement

WATCH NOW: Learn what tools and equipment Mullins Lawn Enforcement uses and set yourself up for success.

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.

12. 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.

13. 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.

14. 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

Here’s what your direct mail marketing could look like:

landscaping flyer and door hanger

Pro Tip: Include a promo code on your direct mail pieces so you know which postcards, flyers, or door hangers successfully brought in leads.

15. Put out yard signs while working

When you’re working at a customer’s home, place a sign on their front lawn so passing neighbors can see who you are, what services you offer, and the quality work you perform.

Your lawn sign could look something like this:

landscaping lawn sign example

The sign should include your business name, logo, and contact details at the very least.

The right marketing ideas can help you attract new customers and grow. 

To create the best marketing plan for your business, start with two to three of the tactics above, see which works best, and adjust your strategy as you go.

Originally published in May 2023. Last updated on March 11th, 2024.

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