Your Website: The Foundation of All Marketing
Every marketing effort drives people somewhere — usually your website. Before investing in advertising or marketing, make sure your website makes a strong impression. A professional site with clear services, good photos, and easy contact options converts visitors into leads.
Key points
- Your website should load in under 3 seconds on mobile
- Include your phone number prominently on every page
- Show photos of your actual work, not stock images
- Make contacting you as easy as possible
Google Business Profile: Free Local Visibility
Google Business Profile (formerly Google My Business) is free and essential. When homeowners search 'lawn care near me', Google shows business profiles first. Claim yours, fill out every field, add photos regularly, and collect reviews. This is often the highest-ROI marketing activity for local service businesses.
Key points
- Complete every section of your profile
- Add new photos weekly during busy season
- Respond to every review, positive or negative
- Post updates about services and seasonal offerings
Customer Reviews: Your Best Salespeople
Reviews build trust faster than any advertisement. After completing a job, ask satisfied customers to leave a review on Google. Make it easy by sending them a direct link. Respond to all reviews professionally. A steady stream of 5-star reviews makes all your other marketing more effective.
Key points
- Ask for reviews right after completing great work
- Send a direct link — don't make them search for you
- Respond to negative reviews professionally and constructively
- Display reviews on your website too
Referral Marketing: Leverage Happy Customers
Happy customers refer friends and neighbors. Encourage this by providing excellent service, staying top-of-mind, and occasionally incentivizing referrals. A simple referral discount for both parties can generate your best leads — people who already trust you because their friend does.
Key points
- Thank customers who refer new business
- Consider a referral discount for both parties
- Leave door hangers at neighbors' homes (with permission)
- Mention your referral program on invoices and emails
Seasonal Marketing: Right Message, Right Time
Lawn care is seasonal. Your marketing should be too. Promote spring cleanups in late winter, regular mowing in spring, aeration in fall. Reach out to existing customers before each season with relevant services. Email past customers when you have availability.
Key points
- Plan marketing calendar around seasonal services
- Email customers before each season about upcoming needs
- Promote seasonal services on your website and Google profile
- Offer early-bird discounts for pre-season bookings
Paid Advertising: When You're Ready to Scale
Once your foundation is solid (website, Google profile, reviews), paid advertising can accelerate growth. Google Ads targets people actively searching for services. Facebook/Instagram ads build awareness in your area. Start small, track what works, and scale what converts.
Key points
- Only advertise if your website converts visitors to leads
- Start with Google Ads for high-intent searches
- Set a daily budget you're comfortable losing while learning
- Track which ads generate actual customers, not just clicks