Running a lawn care business takes grit and dedication, but marketing your business is an entirely different beast. Whether you’re a seasoned pro or just starting out, you need a dialed-in marketing strategy to attract more customers and grow your business. 

We’ve got you covered with fresh, innovative lawn care marketing strategies you can put to work in your business. So pull up your lawn chair, sit back, and let’s dive in.

1) Claim your Google Business profile

First things first, if you haven’t claimed your Google Business profile yet, you’re missing out on one of the easiest ways to get noticed. Your Google Business profile is like a digital storefront that pops up when people search online for lawn care services in your area. It’s free, it’s easy to set up, and it’s incredibly effective. Here’s how to get started:

1. Visit the Google Business website: Head over to Google Business Profile and click on the “Manage now” button.
2. Enter your business information: Fill in your business name, address, phone number, and website. Make sure all the details are accurate to help potential customers find you.
3. Verify your business: Google offers several ways to verify your business depending upon your business category and a number of other factors. You may need to verify your business using more than one method: phone, text, email, video, or mail. They will send you a verification code, and once you receive it, log back into your profile and enter the code to confirm your business.

But don’t stop there; to make the most of your profile, follow these tips:

• Add photos: According to Google, businesses with photos receive 42% more requests for directions via Google Maps and 35% more clicks to their websites than those without. Get out in the field and snap some high-quality photos of your team in action, your best lawn care projects, and even your lawn care equipment. Potential customers love seeing visuals of your work.
• Encourage reviews: Reviews are gold — they build trust and improve your ranking in local searches. Make sure to ask every satisfied customer to leave a review and then respond to each one, whether it’s positive or negative. For more guidance on gathering positive reviews for your lawn care business, read our guide.
• Keep it updated: Make sure your hours of operation, contact details, and services are always up to date. This helps avoid any customer confusion and keeps your profile looking sharp.

By claiming and optimizing your Google Business profile, you’ll give your lawn care business a head start in the digital landscape. It’s a simple yet powerful tool to help you get found by new customers who are ready to green up their lawns.

2) Build a lawn care website

Alright, you’ve got your Google Business profile up and running. Now, let’s talk about your online HQ: your website. A professional website is a must-have for lawn care businesses today. It’s where potential customers go to learn about your services, read reviews, and (fingers crossed) book an appointment. Here’s how to get your lawn care website spruced up and ready for action:

1. Choose a domain name: Pick a domain name that’s simple, memorable, and reflects your business. Something like “www.GreenThumbLawnCare.com” works perfectly.
2. Select a website builder: Platforms like Wix, Squarespace, or WordPress make it simple to build a website, even if you’re not a tech wizard.
3. Create engaging content: To start out, your website doesn’t need to be extensive. We recommend focusing on a few core pages:
• Home page: Welcome visitors with a friendly greeting and a brief overview of your services.
• About us page: Share your story, introduce your team, and explain what makes your business special.
• Services page: Detail the services you offer. Include clear descriptions, pricing (if possible), and photos.
• Contact page: Make it easy for customers to get in touch. Include a contact form, phone number, email, and your service area. If possible, incorporate scheduling software so visitors can easily book an appointment online.

Pro tip: Optimize your site for mobile. More than half of all web traffic in 2024 came from mobile devices. A mobile-friendly site gives your visitors a smooth experience, no matter where they’re browsing from. Thankfully, most website builders include mobile responsiveness in their offerings.

Add some SEO power

To make your website perform in search results, sprinkle in some search engine optimization (SEO). Local SEO can pack a big punch for local service businesses like lawn care; an important aspect of this strategy involves keywords specific to your location. Think about what you would input in a Google search if you were looking for a service provider, like “lawn care in [city name]” or “landscaping services in [your city].” Then incorporate these keywords naturally throughout your site. Type your keywords into Google search and see what other suggestions come up to give you more ideas.

Also include title tags and meta descriptions for each page and make sure your images have alt text. To preview these elements and see how your page will show up on Google, use a tool like this. These minor on-page SEO steps can make a big difference in how easily customers find you online. We’ll jump into more SEO strategies in a bit.

3) Set up a Facebook Business page

Next up, tap into the power of social media with a Facebook Business page. With over 3 billion monthly active users, Facebook is a goldmine for reaching potential customers. Setting up a Facebook Business page is simple and can help you connect with your community, showcase your work, and attract new clients. Here’s how to get started:

1. Create your page: Once you’re logged into Facebook, go to the Pages section and select the “Create a Page” option in the upper right-hand corner, then follow the prompts. Choose “Local Business or Place” and fill in your business details.
2. Complete your profile: Upload your company logo as your profile picture along with a cover photo that represents your brand — think lush green lawns and smiling customers.
3. Add business info: Fill out the About section with your business hours, services, contact information, and a short company description.

Engage and grow your presence

Once your page is set up, the fun begins… Here are some tips to make the most of your Facebook presence:

• Post regularly: Share updates, photos of your latest projects, lawn care tips, and seasonal promotions. Aim for a mix of content to keep your audience engaged.
• Run Facebook ads: Even a small-budget targeted ad can go a long way in getting your business noticed. Choose your audience based on location, interests, and behaviors. 
• Interact with followers: Respond to people’s messages and comments in a timely manner. Engaging with your audience helps build trust and demonstrates how much you care about your customers.
• Host contests and giveaways: Encourage followers to engage with your posts by hosting a contest or giveaway. For example, you could offer a free lawn care service to one lucky winner. It’s a great way to increase your page’s visibility and attract new followers.

With your website and Facebook Business page up and running, you’re well on your way to dialing in a high-performing lawn care marketing strategy.

4) SEO (Search Engine Optimization)

As we already touched on, SEO is the secret sauce that helps your website rank higher on search engines like Google. When your website ranks higher — ideally on page 1 of search results — more potential customers will find you. Recent stats show that 40% of local SEO campaigns earn more than 500% ROI. That’s a lot of revenue. Here’s how to incorporate some SEO juice into your lawn care website:

1. Keyword research: Start by identifying the keywords your potential customers are searching for. Tools like Moz or Ahrefs can help you find popular search terms related to lawn care. Since your business is local, make sure to incorporate your location into your main keywords. Think phrases like “lawn care services in [city name]” “landscaping in [your city],” and “best lawn care tips for [your state/city].”

2. Optimize on-page SEO:

A) Title tags and meta descriptions: Include your primary keywords in your title tags and meta descriptions (more about those here). Keep them short and interesting to encourage clicks.

B) Header tags (H1, H2, H3): Use header tags to structure your content. Include keywords in your headers to help search engines understand the context of your content.

C) Content optimization: Naturally incorporate your keywords throughout your content. Don’t go beyond a keyword density of 1-2% to avoid keyword stuffing. (To calculate keyword density, divide the total word count for the page with the number of times a keyword appears in the text).

D) Alt text for images: Add descriptive alt text to your images. This not only helps with accessibility but can also improve your SEO.

3. Build quality backlinks: Backlinks are like votes of confidence from other websites. Reach out to local business directories, industry blogs, and strategic partners to get them to link back to your site. Guest posting is another great way to earn quality backlinks.

4. Local SEO: Since your lawn care business is local, focus on optimizing for local searches. Include your city and state in your keywords, and create a Google Business profile if you haven’t already (see our instructions earlier in this guide). And remember, consistent NAP (name, address, phone number) information across all online platforms is a must.

5. Create quality content: If you have enough time and resources to publish a blog, do your best to post regularly, sharing helpful insights and tips related to lawn care. Even if you don’t have the time to write articles every week, consider featuring completed lawn care/landscaping projects through a photo story. Sharing job photos is an easy way to keep your content fresh and showcase the quality of your work. 

SEO might seem like a lot of work, but these steps will pay off in the long run by driving more organic traffic to your site and increasing your business’s visibility to customers that are actively searching for your services.

5) Invest in digital ads

SEO is powerful, but sometimes you need a little extra push to get noticed. That’s where digital ads come in — a channel that can help you reach a broader audience quickly. Here are some types of digital ads to consider including in your lawn care marketing strategy, even with a small budget: 

Google Ads

Google Ads allow you to create promotional content that appears when people search for specific keywords related to your business. Following cost-per-click (CPC) pricing, you only pay when someone clicks on your ad, making it a relatively cost-effective way to attract new customers, depending how competitive your chosen keywords are (the more competitive, the higher the cost).

To get started with these ads, create a Google Ads account, set your budget, and choose relevant keywords. Write short but attention-grabbing ad copy that includes a clear call to action like “Book a Free Lawn Care Estimate!” 

Google Local Service Ads

Google Local Service Ads are designed to connect you with customers in your area. When someone searches for your services within a specified mile range, your ad appears at the top of the search results with a “Google Guaranteed” badge, which helps build trust.

Sign up for Local Service Ads through your Google Business account. Complete the required background checks and licensing verification to get the “Google Guaranteed” badge and then start running your ads.

Facebook Ads

With Facebook Ads, you can target individuals based on specific demographics, interests, and locations. Create image or video ads that showcase your services and direct users to your website or Facebook page.

Go to Facebook Ads Manager, set your budget, and create an ad campaign. Use high-quality visuals and short and catchy text to attract your audience. Test different ad formats and targeting options to see what works best.

6) Get more online reviews

It’s no secret that online reviews can make or break a business. Have you ever looked up a local company recommended by a friend and been completely turned off by a terrible customer review? It’s every business owner’s worst nightmare. This makes it extremely important to gather a significant number of positive reviews for your lawn care biz. Here’s how to improve your online review game:

• Ask for reviews: The simplest way to get more reviews is to ask for them. After a job well done, kindly ask your customers if they’ll leave a review on Google, Yelp, or Facebook. Make it easy by providing a direct link to the review site.
• Automate requests: Use an all-in-one field service platform like GorillaDesk or a CRM or email marketing tool to automate review requests. Send a follow-up email after a service, thanking the customer and asking for their feedback. Be discerning about who you send requests to, though — consider implementing filters like length of time they’ve been a customer, and ensuring they haven’t voiced any complaints or concerns in the past. 
• Incentivize reviews: Consider offering a small incentive for leaving a review, like a discount on future services or entry into a giveaway. Just make sure your incentives comply with the review platform’s guidelines. For example, Yelp prohibits offering incentives for reviews.
• Respond to reviews: Show your customers you care by responding to their reviews, whether positive or negative. Thank them for their feedback and address any concerns they shared. This shows potential customers that you’re attentive and professional. 
• Shine a light on positive reviews: Display positive reviews on your website and social media pages. This helps build trust with potential customers and also encourages loyal customers to leave their own reviews.

Keep in mind that 73% of people report only paying attention to reviews written in the last month — all the more reason why you need a steady stream of fresh, positive reviews to maintain a strong online reputation.

7) Email marketing to grow your lawn care business

Email marketing is a powerful way to keep your customers engaged and attract new ones. It’s cost-effective and provides a direct line of communication with your audience. Here’s how to leverage email marketing for your lawn care business:

• Build your email list: Start by collecting email addresses from your customers. The easiest way to do this is to invite them to sign up for your monthly email newsletter. Add a simple form to your website and share it on social media. During in-person appointments, ask customers if they’d like to be added to the list. You might even offer a small incentive, like a discount on their next service, for signing up.
• Segment your list: Divide your email list into different segments based on factors like customer location, service history or service type, and engagement level. This allows you to send targeted, relevant content to each group. For example, you could send a re-engagement email just to customers who haven’t used your service in 6 months or longer.
• Create engaging content: Make your emails informative, engaging, and visually appealing. And always keep them short! No one wants to read a book from their lawn care provider. Use a mix of text, images, and videos to keep your audience interested. Some ideas for email content include: 
• Quick lawn care tips
• Seasonal promotions
• Company news
• Customer testimonials
• Photos showcasing completed projects
• Personalize your emails: Make your emails feel more personal by using your customers’ names, referring to their past services, and tailoring your content to their interests. Since personalized emails can improve open rates by up to 26%, it’s worth putting in the extra time to tailor your content accordingly — plus, most email marketing platforms make it simple to incorporate simple personalizations like customer name using merge fields.
• Automate campaigns: Set up automated email campaigns to save time and engage with customers on a regular basis. Consider:
• Welcome emails for new subscribers
• Follow-up emails after services
• Seasonal reminders with specific recommendations for your area
• Re-engagement emails to customers who haven’t been serviced for a specific length of time (3 or 6 months, for example)
• Track and optimize: Use email marketing software like Mailchimp to track metrics including open rates, click-through rates, and conversions. Monitor the data to see what’s working and what needs improvement. A/B testing different subject lines and content can also help optimize your campaigns.

Remember, consistent, valuable communication can lead to repeat business and referrals. Once you set up an email marketing program, it can drive a ton of value for your lawn care biz.

8) Incentives and referral programs

A small incentive can go a long way when it comes to attracting new customers in a competitive industry like lawn care. Here are some ideas:

• Discounts and promotions: Offer seasonal discounts, bundle services, or create special promotions for new customers. For example, offer a 10% discount for the first lawn care service. Change the promotion based on the season; for instance you could offer a “Spring Lawn Clean-Up” or a “Fall Lawn Refresh” service at a special promotional price.
• Giveaways and contests: Host giveaways or contests on your social media channels. Have your followers share your content with friends and family for a chance to win a free lawn care service or a gift card to a local garden center.

How to create a successful referral program

Happy customers are one of the most effective (and least expensive) sources of new business out there. And referral programs are an easy way to turn your satisfied customers into brand ambassadors. Here’s how to set one up:

1. Define your offer: Decide what you’ll offer customers who refer new clients to your business. It could be a discount, a free service, or a gift card. A common structure is to offer both the new customer and referring customer a specified discount off their next service (say 10 or 15%).
2. Promote your program: Let your customers know about your referral program by announcing it over email, social media, and your website. Make sure your customers know how they can participate and what they’ll get in return.
3. Track referrals: Use a CRM or referral tracking software to keep track of referrals and make sure your customers receive their rewards. 
4. Thank referrers: Show appreciation to those who refer new customers, even if they don’t qualify for a reward. A simple thank you goes a long way in building goodwill.

If you discover some outstanding brand ambassadors that are sending you consistent referrals, consider establishing a more formal referral arrangement with them individually to help incentivize them even more.

Building a customer loyalty program

Long-time customers tend to offer more value to your business compared to recruiting new customers. A customer loyalty program is a no-brainer for rewarding your long-time customers and encouraging repeat business — especially since customers are 70% more likely to recommend a brand that has a formal loyalty program. 

Steps to create a loyalty program include:

1. Set up a simple rewards structure with clear benefits, like discounts, free services, or bonus perks (like priority scheduling). For example, after every fifth lawn care service, offer a 10% discount on the next booking.
2. Identify your top customers by reviewing your client list and service frequency. Reach out to these individuals directly to invite them to join your program.
3. Promote the program by including information in your email newsletters, invoices, and social media.
4. Track customer engagement using your CRM or appointment scheduling software to distribute rewards fairly.

By implementing a well-structured loyalty program, you can show appreciation for your long-time customers while also building stronger relationships and securing steady revenue for your lawn care business.

Other bonus marketing strategies for generating lawn care leads

Now that you have the basics covered, let’s jump into even more ways to generate lawn care leads:

9) Pass out lawn care flyers

Old-school? Maybe. Effective? Absolutely. Handing out flyers in your local area can help get your business in front of potential customers. Make your flyers eye-catching and include all the essential information, including your: 

• Available services
• Contact details
• A special offer for new customers

Once the flyers are ready, pass them out in neighborhoods, local businesses, and community centers. You can even leave them on doorsteps or mailboxes for maximum reach.

10) Buy local newspaper ads

Digital media may be popular, but local newspaper ads can help you reach individuals in your immediate community. Many people still read their local newspaper, and placing an ad can help you tap into this audience.

Pinpoint which local newspaper is the most popular in your area and contact them for advertising rates and instructions. Take your time to create a compelling ad that highlights your services and any special promotions you’re running.

11) Make your lawn care trucks and vans BOLD

Your vehicles are moving billboards, so put them to work for your biz. A well-designed vehicle wrap or decals can turn heads and make your brand memorable. 

Make sure to include your logo, contact information, and a slogan or tagline on your vehicle wrap or decal. A bold, colorful design will be easy to read from a distance.

12) Plant landscaping ads directly in customers’ yards

After completing a landscaping job that you’re proud of, ask happy customers if you can place a small sign in their yard for a week or two. This is a fantastic way to showcase your work and grab the attention of neighbors who might need your services.

13) Always keep communication open with your clients

Clear, effective communication is important for keeping your customers happy and loyal. Make it clear how to reach you and keep customers informed about upcoming service appointments and any changes in your schedule or offerings. Make sure to:

• Provide multiple contact options, including phone, email, and social media
• Send regular email updates and check-ins to keep your clients in the loop

14) Ask for referrals — as 92% of people trust them

Referrals are one of the most powerful forms of marketing because 92% of people trust recommendations from friends and family compared to other advertising types. 

Ask your satisfied customers to refer your services to their network. This is where a referral program comes in handy.

15) Use your blog to generate 4.5x more leads

Blogging can be an excellent way to attract new customers and establish yourself as an authority in the lawn care industry. Companies that blog at least 4 times weekly generate 4.5 times more leads than those that don’t. Yes, this is a high volume, but building an effective blogging program can pay off in spades.

Consider publishing: 

• Helpful articles
• Lawn care tips
• Landscaping guides
• Project showcases 

To extend their reach, make sure to share your blog posts on social media and in your email newsletters.

16) Improve your Google ranking with search engine optimization (SEO)

We’ve already touched on SEO, but it’s worth mentioning again. Improving your Google ranking can significantly increase your visibility and attract more customers.

Make sure to continuously optimize your website and content for relevant keywords. Monitor your SEO performance using Google Analytics or other web analytics tools and make adjustments as needed to remain competitive. 

As your service offerings change and your business evolves, update your website accordingly with new keywords and content that reflect these changes.

17) Close up to 80% more sales by automatically following up with leads

Automating follow-ups with potential customers can help you close more sales by keeping people engaged and moving through your sales funnel while their interest is high. Since 80% of sales require at least 5 follow-ups, automating the first one increases your chances of timely follow-up across these five or more touches with a prospective customer. 

Use your CRM or email marketing tool to set up automated follow-up emails to new leads as soon as they engage with your company. Make sure to personalize messages using merge fields and incorporate attractive offers to encourage customers to choose your services.

18) Create goodwill (and landscaping jobs) with neighborhood involvement

Getting involved in your community is a win-win: it helps increase locals’ awareness of your company and attract new customers. You could: 

• Participate in local events like street fairs or festivals
• Sponsor community activities or sports teams
• Volunteer your services to benefit those in need
• Join community clean-up days

19) Reach out to other similar businesses and form strategic partnerships

Partnerships with other local businesses that offer complementary services can help you reach new customers and create mutually beneficial relationships.

Look for other small businesses in your area that offer related products and services, like: 

• Garden centers
• Hardware stores
• Landscape architects
• Contractors
• Home improvement companies 

Network and connect with local business owners to discuss partnership opportunities and cross-promotions.

20) Up your phone game to track and close more leads

Many customers still prefer to call for information, so make sure your phone game is strong. Answer calls promptly, provide helpful information, and follow up with leads. 

Consider implementing a cloud phone service (VOIP) to better manage your phone communication with potential and current customers. An incorporated call tracking system can help you monitor leads and follow up with potential customers more effectively.

21) Create a FREE offer (or two) your prospects will call you for

Free offers can attract new customers and give them a taste of your services. Consider offering a free lawn assessment, consultation, or a small service like a lawn trim.

Promote your free offer on your website, social media, and through local ads. Make it easy for potential customers to claim the offer and schedule a service.

22) Advertise on radio stations or podcasts

Radio or podcast advertising can help you reach a broad audience in your local area. Create attention-grabbing ads that highlight your services and special offers. Make your ad script simple and easy-to-follow with a clear call-to-action that listeners can easily act upon.

23) Run magazine ads

Similar to local newspapers, local magazines often provide targeted advertising opportunities. Look for publications that cater to homeowners and gardeners.

24) Sponsor events and organizations

Sponsoring local events and organizations can help you build brand awareness and connect with potential customers. Look for opportunities in your community that align with your values and target audience. For example, you might sponsor a tree planting or community beautification event that enables you to showcase your expertise in lawn care and landscaping.

25) Buy billboard advertising

Billboards are a high-visibility advertising option that can reach a large audience. Choose billboards located in strategic, high-traffic areas to maximize exposure.

An easy-to-read billboard design is key; it should prominently feature your business name, logo, and contact information. 

26) Purchase print or digital yellow page ads

A lot of marketing has moved online, but many people still use Yellow Pages to find local services. You could purchase ads in both print and digital Yellow Pages to reach a wider audience.

27) Air television commercials

Television commercials can be pricey, but they can potentially help you reach a broad audience and build brand recognition. Since these ads are highly visual, they can be more memorable than a radio or podcast ad. 

If you have beautiful landscaping projects to showcase, a TV ad could make a splash. It will require creating a professional commercial that highlights your lawn care services, so keep your budget in mind when considering this strategy. Start by contacting local TV stations to see what their advertising rates are and the airtimes they have available.

Start transforming your lawn care marketing

Marketing your lawn care business doesn’t have to be a daunting task. If you invest time up front to set up a strong marketing foundation following these strategies, you’ll be well on your way to gaining more customers and growing your biz. Remember, consistency and creativity are important factors to stand out in the competitive lawn care services market.