Where do you start on a landscaper's website?

On the pages people already reach: the home page, the gallery and the contact page. We open them on a phone as the owner of an empty new plot would, and then as someone who only wants the lawn mown. The first findings tend to be alike: a gallery with no way to enquire from a picture, and a form that never asks for photos.

What usually helps enquiries about garden projects the most?

Letting the visitor enquire from the project they are looking at. A button under each garden that says ask about a garden like this, with the name of the project carried into the form, removes the hardest part, which is explaining what one wants. Stating the area you cover and the smallest project you take helps almost as much.

Visitors look through the gallery for a long time and then leave. Why?

Usually because the gallery gives them nowhere to go. They have seen dozens of pictures, cannot tell what was built on which plot, and the only next step is a contact page three taps away. We group the pictures into projects, put a short description and a request button under each, and watch whether people now write from there.

What if a change brings more requests, but for smaller gardens?

Then it goes back. Every change is followed through to what came of the enquiries: was there a site visit, a quote, a contract, and for what kind of work. A fuller inbox of jobs you have to decline costs the office time in the busiest part of the year. The measure is the diary you wanted, not the number of forms.

Plan for your industry

Conversion Rate Optimisation (CRO) for Landscaping Companies

Right before enquiring, a garden owner wonders three things, and conversion work for landscapers answers them on the page: is my budget big enough to bother you, does a visit oblige me to anything, and what if the plants die.

Letting them attach photos of the garden to the form, instead of writing a long description, helps too.

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Landscaping team presenting a garden design with neat paths

Market realities

Online challenges for landscaping companies

The biggest damage usually comes from simple obstacles on the way to a call or short form, especially when visitors in a hurry still have to guess whether you do the job.

Quote forms ask too much, too early

Long, awkward forms put off phone users who were ready to ask for a quote.

While people are still looking around, a short first step works better than a long form full of questions.
Ask the detailed questions after the first contact, not before.

Owners do not know whether their budget is worth mentioning

Someone ready to ask about a garden often stops at the price question, afraid of sounding cheap or of being pushed into a bigger job.

A page that says what a first visit involves, and that it commits to nothing, removes one reason to wait.
Comparing this spring's enquiries with last winter's tells you about the season, not about the page.

What we do

Conversion Optimisation approach for landscaping companies

For landscaping companies, we aim the tests at faster paths for visitors in a hurry: a simpler way to call, a shorter form and proof on the first screen.

The doubts of someone about to ask for a garden quote

A visitor ready to enquire hesitates over three things: whether the budget is too small to mention, whether a visit commits them, and whether the plants will survive.

Beside the button we answer each in a line: what kinds of project you take, that the first visit is free or costs what is stated, and how the planting is looked after in its first year.
Two projects of different scale are shown right there, with the plot and the scope in words, so the visitor can place their own garden between them.

A request form that takes photos, not essays

Owners find it hard to describe a garden in words and easy to photograph it.

The form asks for the address, three photos and one choice between a new garden, a part of the garden or regular care, and leaves everything else for the conversation.
On a phone the upload has to cope with large pictures and a weak signal at the bottom of the garden, so we test it out there and not at a desk.

Judging changes on a site that lives by the seasons

A landscaper's pages have a rush in spring and near silence in winter, so two neighbouring periods cannot be compared.

We change one important thing at a time and compare it with the same part of the previous season, counting project requests and care requests separately.
A change is kept only if the gardens that follow suit your crews. More forms asking for a single afternoon of weeding are a step back.

Conversion Optimisation process for landscaping companies

Where visitors stop

We look at where visitors leave and read the questions people ask by phone and email before they decide.

Doubts answered

We answer the main doubt next to the button and shorten the form or the booking path. For landscapers, the quote form asks for a few photos of the garden instead of a long description, and says plainly what the first site visit costs, if anything.

One change at a time

We change one thing at a time, because a small site has too few visits for quick tests.

Judging the result

We judge a change by the enquiries that follow, and undo it if it brings more enquiries of the wrong kind.

Discuss your project

Garden maintenance with lawn care and trimming, carried out in an organised way

Measurable outcomes

How we measure results for landscaping companies

We count finished quote requests from each page and compare them with the same months of the previous year, never with the month before.

Questions about Conversion Optimisation for landscaping companies

Plain answers about Conversion Optimisation, written for landscaping companies.

On the pages people already reach: the home page, the gallery and the contact page.

We open them on a phone as the owner of an empty new plot would, and then as someone who only wants the lawn mown.
The first findings tend to be alike: a gallery with no way to enquire from a picture, and a form that never asks for photos.

Letting the visitor enquire from the project they are looking at.

A button under each garden that says ask about a garden like this, with the name of the project carried into the form, removes the hardest part, which is explaining what one wants.
Stating the area you cover and the smallest project you take helps almost as much.

Usually because the gallery gives them nowhere to go.

They have seen dozens of pictures, cannot tell what was built on which plot, and the only next step is a contact page three taps away.
We group the pictures into projects, put a short description and a request button under each, and watch whether people now write from there.

Then it goes back.

Every change is followed through to what came of the enquiries: was there a site visit, a quote, a contract, and for what kind of work.
A fuller inbox of jobs you have to decline costs the office time in the busiest part of the year.
The measure is the diary you wanted, not the number of forms.

General questions about Conversion Optimisation, the same for every trade, are in our FAQ.

FAQ: Conversion Optimisation

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Conversion Rate Optimisation (CRO) for Landscaping Companies

Online challenges for landscaping companies

Quote forms ask too much, too early

Owners do not know whether their budget is worth mentioning

Conversion Optimisation approach for landscaping companies

The doubts of someone about to ask for a garden quote

A request form that takes photos, not essays

Judging changes on a site that lives by the seasons

Conversion Optimisation process for landscaping companies

Where visitors stop

Doubts answered

One change at a time

Judging the result

How we measure results for landscaping companies

Questions about Conversion Optimisation for landscaping companies

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