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THE DIGITAL TRANSFORMATION OF LANDSCAPE MARKETING


same as irrigation—just a different word choice.” By using the word “sprinkler” in page headings and content titles, a lawncare company is more likely to get found online by potential customers. “An effective website does not just generate visitors to the site, but it generates qualified leads that allow the company to convert those visitors to customers,” says Jostes. Although marketing companies that specialize in digital marketing have SEO experts who understand the algorithms that are used to prioritize search results, be sure the SEO expert understands your specific expertise in landscape services, he suggests. “The SEO expert must know the difference between tree removal and tree moving, or landscape installation and lawn maintenance, so that the proper keywords are used,” he says. “Even if the marketer is experienced with landscape companies, be sure to review the list of keywords with them before they edit your website content to ensure that the best leads are directed to your site. The last thing you want is a ton of calls during your peak season for services you don’t even offer.” Another effective strategy for websites is to establish specific pages for each of the services that you offer, so the search results go directly to that service page, suggests Christopher Yates, president of Success Landscape Marketing. Recently, one of his clients was promoting a spring clean-


up and mulch service, so a page describing that service was created on the website, with headlines that included key words that people would use to search for that service along with location information. The link that appeared in the search results led directly to that page, so the visitor would not have to search for information, he explains. In addition to making sure the website is optimized


for the way consumers conduct searches for services, be sure the website it easy to navigate and that your phone number is easy to find and prominent—preferably a standard header on each page that also includes your logo. In addition, your business address should be in the footer, recommends Yates. “Your website should also include access to an online form to request a quote. If the website includes an online form to request a proposal, the link to that form should also be on every page so the potential customer does not have to look for it.” One mistake many people make when designing a


website is to only test it while viewing it on a desktop computer, says Yates. With 95 percent of Americans own- ing smartphones, and almost all of them using the phone to research products and services at some time, it is critical that websites be mobile-friendly. “In fact, Google rewards mobile-friendly sites in its search results,” he says. “Don’t forget to check your website by using a smartphone or tab- let to view it as well as running a Google mobile-friendly


22 THE LANDSCAPE PROFESSIONAL > MAY/JUNE 2018


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