We’re here to let you in on a little secret: your lawn care website’s homepage could be the most underrated element for attracting your ideal customers. And it’s something you can improve dramatically with a few smart moves.

This handy checklist will help you revitalize your lawn care company homepage and attract more customers than ever before. So, grab a cup or a mug of your choice beverage, step back and consider some ways to transform your online presence!

Essentials of a Lawn care Company Homepage

Your lawn care company’s homepage is your digital storefront. It’s the first thing potential customers see when they search for “lawn care services near me” or “best local lawn care companies.” You want to make the most of your first impression. 

We can tell you from experience that there are certain essential elements every lawn care company homepage needs to convert visitors into paying customers.

Clearly Communicate Your Unique Value Proposition

What sets your lawn care services apart from your competitors? 

All-organic products? 

A 100% satisfaction guarantee? 

A team of certified lawn care experts with 20+ years of experience? 

Whatever your differentiator is, make sure it’s front and center on your homepage. State it simply in a way that speaks directly to your target customer’s pain points and desires. 

For example, instead of just saying “We offer lawn mowing services,” put yourself in the customer’s shoes and try something like: “Tired of spending your weekends pushing a mower? Our expert lawn care team will keep your grass looking greener than the 18th hole at Augusta National – so you can spend your free time doing what you love.”

Make It Easy to Get a Quote or Schedule Service

The goal of your homepage is to make it as easy as possible for potential customers to do business with you. We find that adding a prominent “Request a Quote” or “Schedule Service Now” button above the fold (the part of your homepage visible without scrolling) can boost conversion rates by as much as 30%. 

Keep it short and sweet about the info you ask for – just the basics like name, email, phone number, and a brief description of the services they need. 

Showcase Your Service Area

Lawn care is a locally-driven business. Most folks searching for a provider want one that services their specific area. That’s why it’s crucial to clearly display the cities, neighborhoods, or radius you serve on your homepage. You can even embed a Google Map that shows your service area. 

Your customers will benefit from the convenient locator and you’ll get a significant local SEO boost. Search engines like Google prioritize local results, so including location-specific keywords like “lawn care services in [your city]” on your homepage can help you rank higher for those valuable searches.

Building Local Citations

A local citation is any online mention of your lawn care company’s name, address, and phone number (NAP). Common citation sources include online directories like Yelp, Angi, and HomeAdvisor, as well as local Chamber of Commerce websites and industry-specific directories. The more consistent citations you have across the web, the more credible your business appears to Google. This can give you a boost in your local search results. Use a tool like Whitespark or BrightLocal to audit your existing citations and find opportunities to build new ones.

Leveraging Social Proof to Build Trust

If your homepage is doing its job, the reader is going to start feeling some tension as they scroll down and realize they may be interested. They need assurance that you are the real deal and not just good at writing homepage content.

This is where social proof comes into play. Relieve the tension by showing them what others say about your work. A picture may be worth a thousand words, but social proof could be worth thousands of dollars.

Display Customer Reviews and Testimonials

Customer reviews and testimonials are the most powerful forms of social proof. The smart move here is to tailor them to the most common objections your prospects have about buying. Feature your best reviews prominently on your homepage, either as text quotes or even video testimonials if you have them. 

Be sure to include the customer’s full name and a headshot if possible. Showing a real, smiling customer’s face is golden here. If you don’t have many reviews yet, start actively soliciting feedback from satisfied clients. 

Highlight Your Experience and Expertise

Don’t be afraid to toot your own horn a bit on your homepage. If you’ve been in business for 10, 20, or even 30+ years, mention that longevity as a testament to your lawn care expertise. 

Spotlight the experience, qualifications, and “going the extra mile” stories of individual team members. For example, if you have a certified arborist or horticulturist on staff, feature their headshot and bio on your homepage. Give homeowners the evidence they need to entrust you with their lawn care needs.

Regular Updates and Content Freshness

A stale, outdated website isn’t just a turn off to potential customers—Google will also be unimpressed. If your homepage looks like it hasn’t been updated since the Clinton administration, visitors will assume your lawn care services are behind the times too.

Refresh Your Content Regularly

The answer here is to review and refresh your homepage content at least once a quarter. Whether it’s updating your service offer or pricing or adding new customer reviews, make it a point to make changes regularly. Even swapping out images or rearranging the layout can give your homepage a fresh look and feel.

Publish New Blog Posts and Resources

In addition to updating your static homepage content, it’s important to regularly publish new blog posts, articles, or resources on your website. 

Aim to publish at least one new piece of content per month, if not more frequently. When it comes to topics, consider offering how-to guides on maintaining a beautiful lawn. Fresh content keeps visitors coming back to your site and provides email marketing and social media content to share.

Promote Your Content on Social Media and Email

Speaking of social media and email, be sure to promote every new piece of content you publish across all of your marketing channels. Share blog post links on Facebook, Twitter, and LinkedIn. 

Consider a monthly email newsletter highlighting your latest ‘how-to’ articles and resources. Repurposing content into different formats like infographics or videos is a great way to get even more mileage out of each piece. 

The more eyeballs you get on your fresh content, the more opportunities you have to drive traffic back to your homepage and convert visitors into leads.

Key Takeaways: 

Make your lawn care homepage shine with these must-haves: a clear value proposition, easy quote requests, local service areas. Boost trust with customer reviews and keep content fresh to attract more visitors.

Show the best side of your business

We know we cover a lot of ground here, but we hope this checklist inspires you to take your website to the next level. Remember, a killer homepage is all about making it easy for your ideal clients to say “yes” to your services by winning their trust.

You’ve done the hard work of creating the kind of lawn care business more people need to know about. Now’s the time to use your homepage to let them know!

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