Sep 02, 2022
Your website is one of your most important marketing tools. Whether someone finds your business from a Google Ad, or even a word-of-mouth referral, most people will head over to your website to qualify your business and find more information.
As a landscaper, you understand that it is important to create something that is visually pleasing to the eye, and will stand out, but may not know how to do this through your website. While you are likely very talented when it comes to landscape design, this doesn’t necessarily directly translate to website design.
As we are re-doing our own website currently to give it a modern look that accurately reflects our current services, we are breaking down the components of what makes a website successful.
Here are some ideas and tips to consider when designing your landscaping website:
Where you build your website matters for a few reasons such as control over the website, design functionality, and even SEO.
We recommend using open-source platforms such as WordPress rather than having your website built on a proprietary platform. This is because the agency will always have control over your website making it non transferable should you decide to go another direction in the future.
It’s also important to do your research on which platform to use because of design functionality. For example you may want to consider the templates that are available, as you likely want to choose a format that best suits your business and industry. Or, if you are creating your website from scratch, you want to choose a platform that will be easy to navigate and build on. Lastly, some platforms are not ideal for best SEO practices so it is important to consider this in your research as well.
It’s not uncommon for landscapers to “info dump” anything and everything about their business. This may come as a surprise to some people, but your website shouldn’t be everything there is to know about your business because this ends up creating a very word-heavy website. Additionally, landscaping can be very technical, meaning there can be a tendency to talk over the heads of prospective clients. If prospective customers find your website overwhelming or confusing, they are going to leave.
Think about it this way, prospective clients are seeking your services because they have a problem and want quick answers on how you can help them.
One way to approach this is by putting yourself into the shoes of a prospective client and maintaining this perspective as you select images and write copy. Demonstrate your authority and industry knowledge strategically, focusing on what really matters, not what you want them to hear.
Messaging and layout should remain rather simple, as you want website visitors to easily understand who you are, how you will help them solve their problems, and how to get started.
In the same way that written content can be confusing, having too much going on with your visuals and layout can be frustrating for website visitors as well. You do not want your website to be too busy or confusing. 10 different competing messages floating around the main page and a busy sidebar just looks complicated, distracting people before they even have a chance to dive into the content. This typically results in people exiting your page, despite how qualified or talented you may be.
It’s great to see your website traffic increasing as this means your other marketing efforts are working. Although, you need to maximize this traffic by converting them into leads. That’s why it’s important to keep lead conversion at the forefront of your website design process.
It’s important to consider that many prospective clients may not be ready to request a free consultation right off the bat as they make their way through the decision making process. This is why you need to provide other items of value such as lead magnets that will keep them coming back until they are ready to commit. This could be in the form of various downloadable resources such as seasonal landscaping checklists, DIY guides, etc.
Also, seeing before and after photos can help convince a website visitor to select your landscaping business from the rest since they are able to see the one of a kind work that you do. Including a gallery for a service as visual as landscaping is essential. These galleries should be easy to navigate and view across different device types. We even recommend adding a high-quality video showcasing a landscaping project to really wow your website visitors.
As a landscaper, you know the customer gets the value they pay for, and the same goes for website design. Investing in experienced professionals rather than taking on the DIY approach may pay off in the long run. This is because a digital marketing team composed of website design experts and master copywriters will understand the intricacies of an intuitive layout, effective SEO, compelling copywriting, lead conversion techniques, etc. For example, what you name your page can make a huge difference on how well your website will rank on search engines. Even if your website is beautiful, without a strong SEO strategy, it may never be seen. While we have expressed the importance of the visual nature of a website, it still is important to keep SEO at the front of your mind so that your website is able to connect with people seeking out landscaping services.
Finding a company that is experienced in web design specifically for the landscaping industry can help make sure your content is spot on. Summit Creative Marketing is experienced in web design for landscapers and are excited to help you create a website that will draw in qualified leads and help you grow your business! Connect with our team today.