Over the last several years, I've worked with dozens of lawn care and landscaping companies on how they can improve their lead generation strategy (both online and offline). In that time, there has been a lot of trial and error - some things worked great, while others failed miserably. But, that's just part of the process. Fortunately, it has revealed strategies we've been able to use repeatedly to capture tons of new leads every week.

In this document, I'll be highlighting six of those strategies that ultimately create the foundation for how we capture new leads.

If you have any questions, please let me know. My email addressis below.

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Founder of ScheduleTalk​

A website without SEO (Search Engine Optimization) is the equivalent to a business card that doesn't get shared - if you don't physically make an effort of sharing it with everyone you meet, no one will know it exists. SEO gives your site the ability to rank on Google and capture new traffic organically (without paying for it). But, SEO is not a one-and-done solution, your site will perform at it's best when these things are done consistently:

• Perform keyword research to identify which relevant keywords need to be on your website
• Create useful, long-form content, such as blog posts, on a regular basis (YouTube videos that get transcribed are another great option)
• Set up online listings with Google My Business, social media, etc and include your company name, address, phone number, and website (keep this information consistent across all listings)

If you want your website to convert traffic into leads, it needs to do three things out of the gate:

1. Answer their questions (Are you right for me?)
2. Establish trust and credibility (Do you do good work?)
3. Make it easy for them to reach out (How do I start?)

If your website doesn't do these things, it doesn't matter how much traffic you get or how much money you throw at the issue, your site will FAIL.

Think about it - If you were hiring a company, what would you need to see before you're ready to give them money? Do they offer the services you need? Do they have good reviews? Do they serve my area? Etc, etc, etc.

These are things your visitors are looking for as well.

Once you've put them in a position to buy, make it easy for them to contact your business.

Sending out a direct mail campaign can be a great way of generating some interest around your business. BUT, it needs to be done right. A good direct mail campaign can see anywhere from a 1.5% - 3.5% response rate.

​That means, if you send 1000 post cards, you'll get 15 - 35 new leads.

If done incorrectly, your campaign can easily fall flat.

Here are some things you can do to create a great direct mail campaign:

• Keep your design simple, with one image on each side, a compelling and clear offer, customer-focused messaging, and multiple methods to contact you.
  
• Create a unique call/text tracking number for clear reporting.
  
• Direct prospects to a landing page on your website that has the most important information, a form, and the call tracking number.
  
• Use social proof like a great Google Review on postcards.
  
• You can even use a QR code to make it easier for prospects to get to the right landing page on your website.

It amazes me how many established companies still run plain, and in some cases, unbranded trucks. Your vehicles should be moving billboards for your company.

If you want to build brand recognition, this is an awesome way to do it.

Here are a few tips for wrapping your company vehicles:

• Pay for a professional! Not all graphic design companies are created equal, nor do they all do vehicle wraps. If you find a good company that knows what they're doing, it'll make your life a lot easier.
  
• Make sure your logo is big enough to be seen driving down the street -- same with your phone number.
  
• Wrap the back of your trucks as well, not just the sides.
  
• Vehicles with lots of surface area are best. Vans, pickups, etc are ideal for company wraps.
  
• QR codes codes can also be used to make it easier for people to find your website -- especially if they want to quickly save your info at a stop light or gas station.

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I'm going to preface this by saying you should ask the property owner before you start sticking stuff in their lawn, but none the less, this can be a creative and effective way of creating brand awareness.

People often take note of how homes look around their neighborhood, so if you can put your name on all the great work you're doing for their neighbors, you'll create some serious brand recognition and credibility.

Tips for Lawn Signs:

• Bigger is better. Ideally use a sign 6” or larger.
• Post them along the street/sidewalks where people will see them.
  
• Opt for the protective coating so they last longer and won’t easily droop or fade.
  
• Keep it simple. Include only your logo and other legally required info. Your phone number isn't super necessary since people likely won't stop to give you a call, they'll look you up online later.

A shotgun, no strategy approach isn't going to cut it on social media. You will ultimately be buried in the algorithm and see no real impact on your business. If you want to win, go in there with a strategy and have one or two platforms that you are going to dedicate all of your social media attention to.

Facebook, Instagram, and YouTube are the main platforms to consider. Personally, if you had to choose one, I would go 100% on Facebook. From my experience, if you do residential work, Facebook offers the best opportunity for capturing new leads.

Some Tips For Social Media:

• Be consistent with your posting schedule. Inconsistency will reduce your engagement.
• If your schedule is slow, create posts ahead of time and use a product like Hubspot to schedule their release date.
• Create posts that are likely to get shared - the more people share your stuff, the faster your page will grow. Posts that highlight completed projects or helpful tips & tricks are all great shareable content.
• Partner up with other companies who have large followings to create co-opted content. This can often give you the opportunity to grow your own brand using someone else's audience.​
  

A great referral program focuses on making it worth while for your customers to share your business. $10 for each referral isn't exactly exciting, so people likely won't go out of their way to promote you.

BUT, if the reward is exciting enough, you could stir up some serious business.

For example, you could create a challenge for your customers where the first person to refer 20 new customers wins a trip to XYZ.

Come up with some ideas and make sure they make financial sense for your business!

Creating a solid referral program:

• Create a very compelling reward that they’ll remember
• Give them a variety of ways to submit referrals (phone, website, etc.)
• Thank everyone that sends you a referral, regardless of whether they turn into a customer or not. A hand-written card is a nice touch.
  
• Track and follow up on referrals.