🌱 When You’re Too Close to the Yard…

Hi there,

Ever stared at a lawn for so long you missed the one patch of crabgrass?

It happens. When you’re focused on one thing—like perfect edging or a clean mow line—you can overlook something obvious.

Your website works the same way.

You know exactly where your service pages live. You know what you want customers to do. But your visitors? They’re seeing it for the first time and they’re probably not seeing it the way you think they are.

They might miss your “Get a Quote” button.
They might not realize you offer monthly lawn programs.
They might bounce because they’re overwhelmed or confused.

Here’s what to do instead:

1. Step back. Look at your site like a potential client would. Is the path from the homepage to the contact form clear, or clunky?

2. Watch the flow. Pay attention to how people are using your website. You could try asking a friend or customer to click around your site and say what they’re thinking as they do. You’ll quickly spot what’s working and what’s confusing.

3. Adjust. If visitors aren’t seeing or doing what you want, it’s time to move things around. Test a new headline. Rework the layout. Make the next step stupidly obvious.

Good marketing isn’t just about showing up—it’s about being seen.

Landscaper Marketing Example

Great Outdoors offers residential and commercial landscaping services in Southeast Michigan, including lawn care, landscape design and construction, and snow and ice management.

Why I Love It

• Clear Services. They make it so easy to find what you’re looking for. Not only do they have each of their services in the top navigation, but if you happen to miss that, they’ve repeated those same services further down the homepage. It’s a simple but effective way to make sure visitors don’t miss anything important.
• Imagery. Their site features a great carousel and portfolio of high-quality photos. Images from actual projects help clients connect with the business and see the quality of work they can expect. It builds trust and gives users a true sense of what the company can do for them.
• Local SEO Blog. They consistently include location-specific keywords in their blog titles. By including city or region names in the titles, they improve their local SEO rankings. This helps make it easier for potential customers in those cities to find their services.

Website Teardown

Watch me tear down Mulkern Landscaping & Nursery

In this video, Lance discusses the unique design elements, the importance of clear messaging, and the need for more detailed service information. We recommend enhancing visibility through SEO strategies and expanding content to attract the right audience.

Action Items

• Consider pricing transparency. While upfront pricing can build trust with some users, it’s not always necessary for every business. Evaluate whether revealing pricing on your website aligns with your business model and if it helps or hinders customer acquisition. Some businesses may benefit more from discussing the value of their services before showcasing price.
• Optimize for local SEO. For businesses targeting a specific region, it’s essential to focus on location-based searches. Create individual service pages that target local keywords, such as “[Location] landscaping services.” This can help improve your visibility win local search results.