How To Attract New Leads

Let’s break down each of these strategies into actionable steps so you can execute them effectively and start generating quality leads for your lawn care business.

1. Offer a Free Lawn Assessment or Consultation

Offering a free lawn assessment is a fantastic way to get potential clients in the door without asking them for any commitment upfront. It builds trust, demonstrates your expertise, and gives you the opportunity to sell your services while offering value.

Steps to Execute:

1. Create an Attractive Offer:
   • What to Offer: A free lawn consultation or lawn health assessment. This can include inspecting the current state of the lawn (soil health, grass type, pest problems, etc.) and offering actionable recommendations.
   • Highlight the Value: Emphasize how valuable this consultation is. For example, “Find out what’s harming your lawn and how to fix it! Get a free, no-obligation lawn assessment worth $50.”
2. Set Up a Lead Capture System:
   • Create a Landing Page: On your website, create a specific page for this offer. The page should highlight the benefits of the free consultation, such as how it will help improve their lawn's health and overall appearance.
   • Lead Capture Form: Have a simple form for people to fill out to schedule their free consultation. Collect basic info like name, phone number, address, and an optional question about their lawn (e.g., “What issues are you facing with your lawn?”). This helps you prepare before the consultation.
   • Call to Action (CTA): Make your CTA clear and persuasive, such as “Get Your Free Lawn Assessment Today!” or “Claim Your Free Consultation Now.”
3. Promote the Offer:
   • Local Online Listings: Post about this offer on local listing platforms like Yelp, Nextdoor, and Facebook Marketplace.
   • Social Media: Post regularly about the offer on your social channels (Instagram, Facebook, etc.). Use eye-catching graphics or images of lawns you've worked on with the text “Free Lawn Consultation.”
   • Paid Social Media Ads: Run a short, targeted Facebook or Instagram ad campaign to promote the offer within your service area. You can target homeowners, people interested in gardening, and local neighborhood groups.
   • Google Ads: Run a Google search ad targeting local keywords like “free lawn consultation” or “lawn care service in [Your City].”
4. Follow Up & Convert:
   • Personalized Proposal: After the consultation, send a personalized proposal based on the client’s specific needs, detailing the services you offer and how they’ll improve their lawn.
   • Incentives: Offer an incentive for people to sign up on the spot, like a limited-time discount for new clients or a free service with their first paid service (e.g., "Sign up today and get 20% off your first lawn mowing!").

2. Leverage Paid Ads on Google & Social Media

Paid advertising allows you to target specific audiences and capture leads who are actively searching for lawn care services. Here’s how to get started with Google and social media ads:

Google Ads Execution:

1. Set Up Google Ads Account:
   • If you don’t already have a Google Ads account, set one up by visiting Google Ads. It’s easy to create an account, but you’ll need a Google account (Gmail).
2. Keyword Research:
   • Use tools like Google Keyword Planner or Ubersuggest to find local keywords people are searching for related to lawn care. Look for terms like “lawn care near me,” “affordable lawn mowing,” or “lawn maintenance in [Your City].”
   • Long-tail Keywords (more specific phrases) tend to be more affordable and lead to higher conversion rates. For example, “lawn care services in [Neighborhood Name].”
3. Create Targeted Ad Campaigns:
   • Campaign Type: Choose a Search Network campaign to show your ads when someone searches for specific lawn care terms.
   • Ad Copy: Craft an eye-catching ad that speaks directly to your audience. Example: "Get Your Lawn Looking Perfect Again – Affordable Lawn Care Services Near You. Book Your Free Consultation Today!"
   • Ad Extensions: Add extra information like phone number, location, and customer reviews in your ad to make it more compelling.
4. Set Geographic Targeting:
   • Location Settings: Ensure that your ads are only shown to users in your specific service area. Google allows you to target by postal codes, cities, or a radius around your business address.
5. Create Landing Pages:
   • Create a specific landing page for your ad. This helps keep the message consistent and improves your Quality Score (Google's metric for ad relevance). Ensure the landing page clearly describes the offer (e.g., "Book Your Free Lawn Assessment").
6. Monitor and Adjust:
   • Track your ad performance regularly (weekly or monthly). If certain keywords aren’t working, adjust them. You can pause poorly performing ads and focus more on high-converting keywords.

Facebook/Instagram Ads Execution:

1. Create an Ad Campaign:
   • Use Facebook Ads Manager to create your campaign. Choose Lead Generation or Traffic as your objective if you want to capture leads directly through Facebook.
2. Targeting:
   • Geographic Targeting: Ensure your audience is within your local service area.
   • Interest Targeting: Target people interested in gardening, home improvement, or outdoor activities. You can also target homeowners specifically (Facebook offers this demographic option).
3. Ad Creative:
   • Use high-quality images of your work or a short video showcasing your lawn care services (before and after transformations work great). You could even use carousel ads to showcase different services you offer (e.g., mowing, aeration, fertilization).
   • CTA Button: Use a strong CTA like “Get a Free Consultation” or “Claim Your Discount.”
4. Use Lead Forms:
   • Instead of directing people to your website, you can use Facebook’s lead forms to capture information directly within the platform. Once they fill out the form, you can follow up with them directly.
5. Set a Budget and Schedule:
   • Start with a modest budget, especially for the first campaign. Monitor how each ad performs and adjust accordingly. Facebook’s algorithm can help optimize your ads to show them to the most interested people.

3. Host Local Community Events or Workshops

Hosting a local event helps you engage directly with potential customers, allowing you to showcase your knowledge and build trust in your community.

Steps to Execute:

1. Pick a Relevant Topic:
   • Choose a topic that will draw people in and provide value. Example topics could be “How to Keep Your Lawn Healthy in Summer,” “Basic Lawn Care Tips for Beginners,” or “DIY Lawn Aeration Techniques.”
   • Keep the workshop practical and interactive. People love to learn something they can apply right away.
2. Find a Venue:
   • Host the event at a local community center, library, or garden center. If you have the budget, you could even rent a small venue or outdoor space.
   • If a physical location is a challenge, consider doing the workshop virtually via Zoom or Facebook Live (this can extend your reach beyond your local area).
3. Promote the Event:
   • Flyers: Distribute flyers in local cafes, libraries, grocery stores, and community bulletin boards.
   • Social Media: Post the event details on your social media profiles and local community groups. Create an event page on Facebook and invite people to RSVP.
   • Email: Send an email invitation to your current customer base and encourage them to bring friends or neighbors.
   • Local Press or Blogs: Contact local news outlets or community blogs to promote your event.
4. Offer Incentives:
   • Offer discounts or giveaways for attendees who sign up for services on the spot. For example, “Sign up for a service at the event and get 20% off your first mowing!”
5. Engage During the Event:
   • Share tips, engage with the audience, and answer questions. People who interact with you are more likely to trust you with their business.
   • Have business cards or brochures on hand so people can learn more about your services after the event.
6. Follow Up:
   • After the event, follow up with attendees. Send a thank-you email with a recap of key points, plus a special offer to encourage them to book a service with you.
   • Use this follow-up as an opportunity to remind them of the value you can provide and the expertise you shared at the event.

Final Thoughts:

• Start Small: Begin by running one or two of these strategies and analyze what works best for you. Adjust based on the results.
• Consistency Is Key: Whether it’s ads, workshops, or free consultations, consistency in your marketing efforts will yield results over time.
• Track Your Metrics: For ads, monitor conversion rates, cost per lead, and ROI. For workshops or free consultations, track how many leads you convert into paying clients.