Website vs Social Media: Where Should Landscapers Focus First?

This article covers why landscapers should consider a website vs. social media, when it might be impactful in their business and why it matters, and when it might make sense to do it. The important thing is not choosing one over the other, but understanding what your business needs first.

Why Social Media Comes First for New Landscapers

For landscapers starting, or a few years in with their business, having social media is critical. It's a place where you can have your email address and telephone number. Clients can direct message you. It doesn't take too long to setup Facebook page, Instagram, and TikTok. Simple to message all your contacts on your phone, along with your personal social media accounts, to make everyone aware and pass your details along.

After you have landed your first few maintenance or installation jobs, having before-and-after photos is typically where landscapers start. Using Instagram and Facebook to showcase content of past jobs. Maybe post offers and details of your services.

The Pros of Social Media for Landscaping Businesses

Social media is:

• Quick to setup
• Easy to control and manage
• Takes time to grow, it's all about being consistent
• Potential customers can reach you via dm
• You can add links, description to your account to be better found when potential customers search for you.

As you build your business on social media, you'll become aware of the fact that there is a world outside of it. A potential ocean of opportunity called Google and Bing (search engines).

When a Landscaping Website Starts to Make Sense

A website starts to make more sense as you start to build a portfolio of your own content from working different sites and collecting photos/videos together because it becomes much easier to populate a website.

After speaking with many business owners, especially the ones who are starting, they say I need a website, my initial response is, "Okay, great tell me about your business and do you already have any content we can use". When I hear no, it's one of two options:

1. stock content (getting free or buying commercial-quality images that you can use legally for your business).
2. Go and take some photos; have you got a tripod if you are a solo operator where you can set it up in the corner.

Stock Photos vs Your Own Job Photos

For stock content - it isn't necessarily a bad thing, but if it's overused or not handled carefully, it can become an issue. Customers want to see evidence of the work you're actually capable of doing.

Most landscapers didn't sign up to landscaping to also become a part-time photographer - now we must get our phones out of our pockets and point and shoot. At the same time, moving around the site to get the perfect angle where the direct sunlight doesn't ruin the photo and shows the installation in all its glory (hoping for an overcast cloudy day).

Back on topic now - When you have some content from jobs you have done (made the effort to remember to take photos), you have got your feet into the industry and spoken with several different types of clients on different jobs.

The website starts to become more of a reality. Ok so why does it help?

What a Website Gives Your Landscaping Business

1. You can connect it to your Google My Business Profile (google map widget) and social media accounts (adding links). This gives search engines more information about your business. Along with customers depending on their level of interest, it's easier to find you and build trust around your business.
2. Creating a customer journey, if anyone doesn't understand the term. Depending on if you are targeting homeowners, or corporate clients, or something in the middle. Presenting details about your business in a way that makes sense and is helpful.
3. Frequently asked questions - people always have questions; some of the questions are really obvious to a landscaping business owner but might not be to someone who hasn't viewed your social content and has come directly to you.
4. Reviews of clients you have worked with. Build trust with your audience
5. Area for case studies of jobs you have done and are proud of that you can showcase
6. Lead capture form - this is a form a customer would fill in, including name, company if applicable, what service they are interested in; you can also get them to submit more information
7. Have your logo and branding; customize it to fit your business, your brand.
8. The ability to start keywords that your audience is typing into Google.
9. Blogging to educate your audience and build more trust over time.

Key Takeaways: Social Media First, Website When You're Ready

Starting with social media makes sense for your marketing efforts. You, as the business owner control it, decide the content and doesn't require a lot of time to get it up and running and maintain it weekly. Growing your social presence and building your word-of-mouth reputation off the back of it.

It's when it might be a good time to have a website that goes with it. Well, once you have enough content to cover the main services you provide. Whether it's custom installation, maintenance and everything in between. Sometimes you might not have the perfect picture, or maybe 2-3 months before getting to the site where you think, yes, this is the content I need for my social media. Maybe the website is in view over the hill.

When you look at the facts - Google being 91% of the market. It's a strong place to be. No doubt your competitors are leveraging search engines to get more business that you are missing completely. (Reference: Statcounter search engine market share)

Not sure which one makes sense for your business yet? Take a look at how much content you already have available. Create a folder or gallery on your laptop or phone and start collecting your photos, videos and other content from previous jobs. Once you've got it all in one place, you can start to see what you have to work with.