What to put on your lawn care website before homeowners will call

A homeowner looking for lawn care wants three answers before they call: do you do what I need, do you come to my street, and how do I get a price. If your site answers those in plain words, it's doing its job.

Here's what to put on each page, then a homepage text block you can fill in.

Homepage

• What you do and where, in the first line. "Lawn mowing and yard care in [Town] and [nearby town]," not "Welcome to our website."
• A phone number and a quote button near the top. On a phone, tapping the number should start a call.
• A short list of services, linked to the full services page.
• One line about your area, linked to the full list.
• One or two photos of your own work.

Set the page title, the text on the browser tab, to something like "Lawn mowing in [Town], [State] | [Business name]." Google recommends a descriptive, concise title on every page.

Services page

For each service, say what's included. "Mowing" means different things to different people.

• Mowing: how often (weekly or every two weeks), whether edging, string trimming and blowing clippings off the driveway and walks are included, and whether you bag clippings.
• Other regular work: hedge trimming, weeding beds, mulch.
• Seasonal services, grouped by season so people know when to ask: spring cleanup, aeration and overseeding, fall leaf cleanup, and any winter work. Say when you start scheduling each one.
• What you don't do. If you don't do tree work or irrigation repair, say so. It saves calls you'd turn down anyway.

Write services as text on the page, not inside a graphic. Google's guidance for its AI features is to keep important content available as text.

Service area page or section

List the towns, neighborhoods and ZIP codes you cover, as text. "Within 15 miles" makes the homeowner do the math. "[Town 1], [Town 2], [Neighborhood], [ZIP 1], [ZIP 2]" doesn't.

If you have limits, say so: "North of the river only" or "Minimum lot size for mowing: [size]."

Use the same list on your Google Business Profile. Google lets service-area businesses enter areas by city or ZIP code (not as a radius), up to 20 of them, within about 2 hours of driving from where they're based. If customers don't come to your address, Google says to remove the address from your profile.

Photos of your own work

Real photos of lawns you've cut tell a homeowner more than stock images. Before-and-after shots of a cleanup or a fresh edge work especially well. Take them in daylight, from the street, the way a neighbor would see the yard. Ask the client before showing their house number or anything else that identifies their home.

Give each photo a short description in the alt text field, which most website builders offer. Google advises describing what's in the image and not stuffing it with keywords. Its example of good alt text is "Dalmatian puppy playing fetch." For you, that might be "Front lawn after mowing and edging in [Town]." Google also advises placing images near related text, so put the cleanup photo next to the cleanup description.

Google lists adding photos among its tips for local ranking on your Business Profile, so use the same photos there.

How quoting works

Tell homeowners what happens after they ask:

1. What you need from them: address, which services, how often.
2. How you price: per visit, per month or per season, and whether you come out to look or measure from satellite images.
3. When they'll hear back: "within one business day," or whatever you can keep to.
4. Commitment: whether there's a contract or they can stop anytime.

You don't have to publish prices. If you give a starting price, make sure it's one you'll honor.

Contact form

Keep it short. Ask for:

• Name
• Phone or email
• Street address or ZIP code
• Which services (checkboxes are quickest)
• How often
• A notes box for things like "gate code," "dog in the yard" or "steep slope"

Put your phone number next to the form for people who would rather call. Then send yourself a test request and make sure it arrives somewhere you'll see it.

About you

A few lines are enough: your name, how long you've lived or worked in the area, and whether you do the work yourself. If you're insured, say so. Customers are letting you onto their property, and a name and a face help.

Fill-in-the-blanks homepage text

Copy this, fill in the brackets, delete what doesn't apply, and use it as the main text on your homepage.

Lawn care in [Town] and [nearby towns]

[Business name] mows, edges and cleans up yards in [Town 1], [Town 2] and [Town 3], including ZIP codes [ZIP 1], [ZIP 2] and [ZIP 3]. I'm [first name], and I [do every job myself / work with a small crew].

What I do: weekly and every-two-weeks mowing with edging, trimming and cleanup included. Also [hedge trimming], [mulch and bed weeding], [spring and fall cleanups] and [aeration and overseeding].

How quotes work: tell me your address and what you need. I'll [come take a look / measure your lawn from satellite images] and send a price within [one business day]. [No contracts. Stop anytime.]

Get a quote: call or text [phone], or use the form below.

[If you're insured, add a line saying so.]

For the page title and description, use the same facts: service, town and how to reach you.