[Webinar Video Recording] Increase Your Lawn & Landscape Leads With SEO

Video Transcript

Introduction

[0:01] Keelie (Host):
We’ll be getting started in just a minute. I’m not your presenter today—I’m Keelie, the Sales and Marketing Lead here at Avalanche Creative. Lance will be joining us shortly. He’s our presenter.

[0:2] Lance (Presenter):
Hey Keelie, thanks for warming everybody up. Are we good? You can see me and the screen? Great.

[0:42]
I’m excited to be here! Looks like we’ve got a good turnout. If you’re somewhere cold like me, this is the perfect time to focus on your business. Probably not a lot of lawn care going on in January, which is why we hold this webinar now.

[1:07]
Quick housekeeping—your video and mic are off. This is being recorded. Use the Q&A for questions and the chat for casual conversation. I’ll check in on both throughout the session.

[1:45]
Feel free to drop your name, title, and company in the chat—always fun to see where everyone’s tuning in from!

Some (Terrible) Landscaping Jokes

[2:18] Lance:
Alright, I’ve got some landscaping and lawn care jokes—courtesy of ChatGPT.

• Why was the tree good at math? It had square roots.
• Why did the scarecrow win an award? Because he was outstanding in his field.
• Why do landscapers bring shovels to parties? They like to dig in.

They’re terrible, I know. But I’m a dad, so I like dad jokes. Let’s move on!

What You’ll Learn Today

[3:05] Lance:
Here’s my goal for this hour:
You walk away with actionable steps to generate more online visibility and grow your business with SEO.

About Me & Avalanche Creative

[3:51]
I’ve been married 11 years. My wife Ranne is also co-owner of Avalanche. We have two kids and a 10 lb dog.

[4:59]
Avalanche is a fully remote SEO agency based in Grand Rapids, MI. We’ve been around 10 years, and our team of 14 focuses exclusively on SEO and websites for local service businesses—especially landscaping and lawn care.

What Is SEO? (And Why It’s Worth It)

[6:00]
SEO stands for Search Engine Optimization. It’s about getting your site to show up for the right keywords on Google—and increasingly, AI tools like ChatGPT.

[7:02]
Here’s a real client report. These service pages generated 50–100 leads/month, compared to just 5–10 before they invested in their SEO.

Building a Service Page That Converts: Section Overview

[9:03] We’re going deep into the #1 thing that helps landscaping companies get more leads: a strong service page.

Header Section

[9:27]  Your header (the part of the page people see before scrolling) should:

• State the service name + location
• Include a punchy benefit line
• Have a clear call to action (form/button)
• Include quick jump links to other sections

Social Proof

[17:09] Show reviews with real names and faces. Link to your Google profile. This builds immediate trust.

Service Overview

[18:16] Quickly explain:

• What’s included and not included
• Any custom options
• Use bullet points or short paragraphs

If you have lots to say—link to a full blog post.

Service Categories

[19:25] If your service has sub-services (like landscape design → patios, retaining walls), list and link them here.

Google rewards organized, detailed content.

Service Areas

[20:59] Make it obvious where you work. Even better—link to location-specific service pages.

Why Choose Us

[22:17] This is your brag section:

• Awards, recognitions, values
• Short video of your team or owner
• Build emotional trust with real stories

Who You Serve

[23:34] Be clear about who you work with:

• Residential? Commercial? Both?
• List industries (education, HOAs, etc.)
• Link to dedicated pages if possible

Case Studies / Project Photos

[25:05] Use before-and-after images. Tell stories. Let prospects imagine themselves in the transformation.

FAQs

[26:01] Answer every common question:

• Costs (give a range)
• Frequency of service
• Service-specific questions

Avoid overly educational FAQs—focus on buying questions.

How To Get Started

[28:08] Use a 3–5 step process like:

1. Fill out form
2. Schedule a visit
3. Get a proposal
4. Sign & start

Also include a bio/photo of the person they’ll talk to. It personalizes the experience and builds trust.

Educational Content

[31:07] Add blogs and videos to answer broader questions (e.g. “Best Time to Hydroseed”). This builds authority and supports your main service pages.

5 Quick SEO Fixes You Can Do Today

[34:24] Lance:

1. Add every service you offer to your Google Business Profile
2. Add a booking link to your quote form
3. Add “Free Estimates” to your title tags (if applicable)
4. Set up automated emails or texts for form submissions
5. Regularly add photos to your Google Business Profile

10 Do’s & Don’ts for Better Website Performance

[42:18] Do These:

• Put your phone number in the top navigation
• Show real faces of your team
• Add reviews everywhere—especially service pages
• Infuse your brand with personality
• Use Google Analytics to track results

[47:22] Avoid These:

• Long, complicated forms
• One generic service page
• Overusing stock photos
• Letting your site “collect dust”
• Making people hunt for basic info (who/where/how much)

Final Thoughts

[51:38] Lance:

To grow your online visibility in 2025:

1. Build or improve your individual service pages
2. Measure what’s working with analytics
3. Take a continuous improvement mindset

Even if it feels slow at first, keep going. SEO compounds—and the ROI is worth it.

Q&A Highlights

[41:04]

Q: Why add “Free Estimates” if we charge for consultations?
A: Don’t! Use that space to focus on clarity or other benefits.

[56:05]

Q: How would you adjust for a high-end brand?
A: Use strong imagery and messaging that showcases high-value work. Case studies help a lot. You can still offer a great experience to anyone—even if they’re not a fit.

[54:50]

Q: Best platform to build a site?
A: WordPress. It’s powerful and SEO-friendly. If budget is tight, Squarespace or Wix are okay for starters.

What’s Next?

[59:06] Keelie:
We’ll send out:

• A follow-up email with a resource folder
• A survey to enter the free website giveaway
• Certificates for anyone who requested continuing education credit

[59:58] Lance:
Thanks again for joining us!
If you have follow-up questions or want personalized advice, feel free to email me at lance@avalanchegr.com. We’re happy to give feedback—even if you’re doing it all yourself.