Potential customers often think lawn care and landscaping companies are all the same. And when they read “About” pages on their websites, they’re even more confused.…and unimpressed.
About pages on green industry websites are frequently mediocre at best.
They use corporate lingo. They often don’t show the people who lead or work at the company. They’re uninspiring and ineffective.
But they don’t have to be.
Creating an About page that resonates with prospects and potential team members is both an art and a science. Lawn care or landscaping websites can showcase your company's personality, values, and unique selling points, if you take the right steps.
Image Source: Shades of Green Lawn & Landscape
Today, I’m going to give some insights and examples regarding About pages that wow website visitors. Take these tips to heart and you could become the brand everyone wants to do business with (or the company they’d love to work at).
A Few Notes on Structure and Content
In today's fast-paced digital world, attention spans are short. Break up your content into digestible chunks.
Use concise paragraphs, high-quality images, and engaging videos to make your page scannable and appealing. When we design lawn care and landscaping websites, we call these bite-sized morsels of content, “flexible modules” we can fashion however we see fit.
This approach ensures visitors can quickly find the information they seek without feeling overwhelmed. Each content module could have an opportunity to click a button and dive into a page with more specific information about that topic.
1. Craft an Instantaneous Hook
First impressions matter. Start with a compelling “hero” image featuring your team—think smiles, camaraderie, and a glimpse into your company culture.
This is not an opportunity to show off your full fleet of vehicles. (Honestly…your customers don’t care.) Vehicles can be a prop but not the focus.
Image Source: Seacoast Tree Care
Pair this “hero image” at the top of your About page with a headline and optional subheadline that immediately convey who you are and what you stand for. An engaging introduction sets the stage for the story you're about to tell.
2. Tell a Better Company Story
Every company has a story—share yours. Discuss your origins, challenges overcome, and milestones achieved.
However, authentic and impactful storytelling creates an emotional connection with your audience, making your brand memorable. Avoid corporate jargon. Instead, use a conversational tone that reflects your company's personality.
Video Source: Outback Landscape
And whenever possible, tell your story through the lens of your customers. Even though your About page should be mostly about you, don’t forget that the people reading this are the center of their own story, whether they’re looking to hire you or work at your organization.
[RELATED READING: See How Easily You Can Use These 5 Elements of Storytelling to Sell More Work]
3. State Core Values in an Atypical Way
Ah, the important but often meaningless core values. They frequently communicate the same things in practically verbatim terms.
Of course, we all want to be known for integrity. Obviously, we’re committed to quality. Yes, companies thrive when they embrace teamwork.
Use interesting words to convey the same concepts. This will engage the reader and not make them skim and roll their eyes. Here’s an example of how we do this at Landscape Leadership® with our core values:
Count on each other: We embrace our accountability towards one another.- Get it done right: A job well done starts with approaching priorities with a proactive mindset.
- Work and play: Our work is more meaningful when we take care of ourselves.
- Celebrate wins big and small: When we do good work, we acknowledge it.
- Achieve impact and profits: Our clients’ success leads to our financial success.
Your core values are the heartbeat of your company. Instead of generic statements, delve into what truly sets you apart by creatively stating it differently. Then provide more explanation. But whatever you do, keep it concise and visual. People will skim these.
4. Feature Real Team Members in Quality Visuals
I’m dumbfounded by how often I visit an About page and do not see a single team member’s picture. Or if I do see a picture, it may be a 20-year-old shot of the owner and no one else.
People don’t hire companies. They hire people. And people’s careers aren’t based on organizations. The people they work with make or break them.
Image Source: Level Green Landscaping
Most green industry companies are missing a huge opportunity for connection. Your entire website, specifically your About page, should be packed full of professional visuals. Whether photos or videos, they should feature smiling people who clearly love what they do.
Beyond fun group pictures, be sure to feature key leadership, salespeople, and customer service reps. If you have a small company, feature your entire team.
You may even want to create short bios for each team member. If a visitor clicks their name, it can open a box that highlights their expertise, passions, and a few personal details. This can create a deeper unique identity for your company.
Bonus tip, you could even write in-depth articles about some team members’ career journeys and personal lives. Extra bonus tips if you also create a video version!
[RELATED READING: 14 Examples of Landscaping & Lawn Care Videos for Marketing or Recruiting]
5. Stand Out With a Unique Selling Proposition & Testimonials
What makes you stand out in a sea of competitors? Clearly articulate your unique selling proposition (USP). You can do this in a “How We’re Different” section or weave it throughout the rest of your content.
Just beware of using hyperbole. Try to avoid claims that all of your competitors make. Words like “unparalleled”, “reliable”, and “high-quality” are meaningless to visitors. These are bare minimum expectations and your competitors are not a proponent of the opposite.
If you’re going to prove you are truly unique, you better be able to say something most of your competitors cannot. And instead of making empty claims, use customer testimonials throughout your content. No one says it better than a raving fan.
Image Source: Limbwalker Tree Service
When you feature customer testimonials, link to a page that shares more of them.
6. Clearly Define Your Role in the Local Community
You’d also be shocked to know how many times I go to landscaping and lawn care websites and have to hunt for where they actually perform services. Yet service areas are a big part of your company’s positioning. Call this out in a section and you can link to a page that goes into more detail.
Image Source: Tropical Gardens Landscape
Be sure to also showcase your involvement in local events, charities, or initiatives. This not only establishes your presence but also demonstrates your commitment to the community. A bulleted list of organizations you support can effectively convey this information. If you have more info to share, create a link to a page that shares more details.
7. Use Authority Elements Sparingly
There is an epidemic in the green industry. Brands are hitting their audience over their heads with awards, certifications, and associations.
Image Source: Turf Pride Lawn Care
These elements are important but think of them as salt in a recipe. Sprinkle them into content but have a link to a page that explains more.
8. Link to Resources for Job Seekers
Great future team members will likely check out your website. People want to work for winners and your About page on your lawn care or landscaping website can help them discover how you fit into their career journey.
Just remember that your About page doesn’t also need to be your website’s career center. Create a small module on careers and link out to more information elsewhere.
Bring Your Story to Life
Your "About" page isn't just a section on your website; it's a powerful tool to connect with both potential clients and future team members. But it’s not going to automatically happen without thinking it through thoroughly.
It’s going to take a new perspective and challenging the norms you see on lawn care and landscaping websites. You also would be wise to look outside of the green industry for some fresh ideas.
You’ve got a great, unique story to tell about what your organization is all about. Go for it.
If you’d like to create a landscaping or lawn care website packed full of fresh ideas and lasting impressions, subscribe to our blog. We regularly share tips just like these. And if you need help pulling your website and your entire marketing strategy together in a more compelling way, contact us to request a consultation.
