The landscaping industry is more competitive than ever, whether you specialise in garden design, patios, driveways, fencing, artificial grass or complete landscaping projects. Today, most homeowners begin their search for a local landscaping company on Google, making a strong online presence essential for business growth.
Many landscaping businesses invest in a professional website but never develop a strategy to attract the right visitors or generate consistent enquiries. As a result, their website becomes little more than an online brochure rather than a reliable source of new business.
This was exactly the challenge facing one of our landscaping clients.
The Challenge: A Great Reputation but Limited Online Visibility
Our client had built an excellent reputation locally through word-of-mouth recommendations and had accumulated a large number of five-star Google reviews. Despite this, their website generated very little organic traffic, and their Google Ads campaigns had never been fully optimised.
Enquiries fluctuated throughout the year, making it difficult to forecast growth or scale the business. Like many landscaping companies, they relied heavily on referrals and repeat customers rather than generating a steady flow of new leads online.
Their goal was simple: attract homeowners actively searching for landscaping services across Hertfordshire and create a consistent pipeline of enquiries.
Developing a Combined SEO and Google Ads Strategy
Rather than relying on a single marketing channel, we developed an integrated SEO and Google Ads strategy designed to deliver immediate enquiries while building long-term organic growth.
We began by carrying out a comprehensive technical audit of the website to identify opportunities for improvement. This included optimising:
- Website speed
- Mobile usability
- Page structure
- Internal linking
- Metadata
- Image optimisation
- Local SEO signals
These technical improvements provided a stronger foundation for improved search engine visibility.
Creating Location-Focused Service Pages
To increase local visibility, we optimised every service page around specific towns and locations throughout Hertfordshire.
Dedicated landing pages were created for high-intent searches, including:
- Landscaping companies
- Garden design
- Patio installation
- Artificial grass installation
- Driveway installation
Instead of relying solely on the homepage to rank for multiple services, each page targeted a specific service and location. This significantly improved the client’s visibility across the local towns and villages they served.
Optimising Google Ads for Better Performance
Alongside the SEO campaign, we completely restructured the client’s Google Ads account.
The new strategy included:
- Split testing multiple campaigns
- Driving traffic to both dedicated landing pages and service pages
- Testing conversion rates and cost per lead
- Exact match keyword targeting
- Negative keyword management
- Improved advert copy
- Call extensions
- Accurate conversion tracking
- Ongoing landing page optimisation
Following extensive testing, we discovered that dedicated landing pages consistently generated the highest conversion rates, allowing us to focus the campaign where it delivered the greatest return.
Improving the Landing Page Experience
Generating clicks is only part of the equation. Converting visitors into enquiries requires a landing page that builds trust and encourages action.
Over time, we continuously refined the landing page by adding:
- Before-and-after project photographs
- Genuine customer reviews
- Clear service information
- Stronger calls to action
- Quick enquiry forms
- A WhatsApp chat button
These improvements helped increase user engagement and significantly improved conversion rates.
The Results: 300% Growth in Website Traffic
The combined SEO and Google Ads strategy delivered impressive results in just four months.
The website attracted almost three times as many visitors through Google search compared to previous performance. More importantly, these visitors were actively searching for landscaping services, resulting in a significant increase in high-quality enquiries.
The business experienced a noticeable rise in:
- Quotation requests
- Telephone enquiries
- Website contact form submissions
- WhatsApp conversations
The company also secured first-page Google rankings for a wide range of valuable commercial keywords, enabling it to compete successfully with larger, more established local competitors.
Increased Return on Advertising Spend
The improvements to the Google Ads campaigns also delivered a much stronger return on advertising spend.
As the campaigns became more efficient, the client was able to confidently increase their advertising budget, generating even more enquiries while maintaining profitability.
This created a scalable marketing strategy capable of supporting continued business growth.
Why SEO and Google Ads Work Best Together
One of the most common questions we hear is whether businesses should invest in SEO or Google Ads.
In many cases, the answer is both.
Google Ads provides immediate visibility, allowing businesses to appear in front of potential customers searching for their services straight away. Meanwhile, SEO builds long-term authority, increases organic rankings and delivers sustainable traffic without relying solely on paid advertising.
When used together, these channels create a powerful digital marketing strategy that delivers both short-term results and long-term business growth.
Looking to Grow Your Landscaping Business?
Every landscaping business is unique, but the principles behind successful digital marketing remain the same.
If you’re looking to generate more local enquiries, attract higher-quality leads and grow your business online, the team at Altitude Internet is here to help.
We offer a free website audit and can review your existing Google Ads campaigns to identify opportunities for improvement. We’ll show you exactly where your business can grow and create a tailored digital marketing strategy designed around your goals.
With more than a decade of experience helping businesses across a wide range of industries increase their online visibility, generate qualified leads and grow sustainably, you can be confident you’re working with a team that delivers measurable results.
As an award-winning Google partner Agency, we have deep internal experience to help your business scale online.
Click here to schedule a call with a member of the team and arrange your free Website audit.
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Altitude Internet is an award-winning digital marketing agency and Google partner that specialises in search engine optimisation and Google Ads management.
No matter what business sector you operate in, the chances are we can help you grow and flourish online.
Click here to schedule a call with a member of our team.
