Landscaping Websites that Win Jobs
Do you notice anything different about the cover of the new Unilock product catalog? We did. There's people in the photo.
For years the landscape construction industry—perhaps more aptly referred to these days as the outdoor living industry—has been shelling out product catalogs filled with beautiful close-ups of concrete blocks and backyard projects that apparently weren't build for people to use. At least that's the way it seemed because there wasn't a human anywhere in site. And to give the fine folks at Unilock the credit they deserve, most catalogs and websites still don't include pictures with people enjoying the products.
Over the last few years, outdoor living spaces have become true extensions of the home. Our homes say a lot about who we are as people—what we value, our style preferences, and what we like to do with our time. All of this adds up to something very important for landscape contractors and pool professionals—outdoor living/landscape construction projects are super-emotional purchases. It's very difficult to close sales on emotional products without great photography that connects your end product to the prospect's personal life.
No more is all of this true than with landscaping websites. With almost 90% of home improvement shoppers researching online before doing anything else, it is critical for landscapers and pool professionals to own and maintain websites that entertain, educate, and connect with the desires and emotions of potential customers. And because we are dealing with such a visual industry, that means amazing project photography.
READ MORE about website design for landscapers here.
Incorporating people into your project photography is the best way to ensure your work pulls the heartstrings of your prospects. But the fact is, doing this is a lot more difficult and costly than taking a simple photo. It takes detailed planning, coordination across different parties, and many takes to get the right shot. Luckily, even if this is out of your budget, there are ways to improve the emotional mojo of your landscaping website—it's called staging. When Homeowner Sally sees the photography on your website of half-finished projects with hoses draped across the bluestone, she doesn't understand what's she's seeing. She can't relate that to her life and to her home. Help her out by taking some extra time to set the stage. Bring some flowers, set the furniture, and do your best to make the space lived in. You will be rewarded with increased sales and new customers.