Pages a landscaper's website should have

Most landscaping websites fail for a boring reason. They say too little, or they say the same thing as everyone else. A garden photo, a phone number, "quality work at fair prices." That's it. The visitor learns nothing.

So here's the fix. A site is a set of pages, and each page has one job. This guide covers the pages a small landscaping or garden-design business should have, what goes on each, and what to leave off. Build only what matches work you really do. Skip the rest.

Purpose: Tell a stranger in ten seconds who you are, what you do, where you work and what to do next.

Start with a plain headline. "Garden design and landscaping in [your area]" does the job. Underneath, one or two sentences saying what you actually take on: new patios, full garden redesigns, fencing, turfing, regular maintenance. List only what you do.

Then give the visitor a way forward. A clear button to request a quote. Your phone number, written as text so it can be tapped on a mobile. A short line on the areas you cover.

Add two or three real photos of finished jobs, and link each to the full page about that service. Link to your reviews and your accreditations too, if you have them. The home page is a signpost. It sends people to the right room.

Keep it short. A visitor should never need to scroll through four screens to learn what you do. If you can't say it in a few lines, you haven't decided yet.

Avoid vague slogans like "bringing your dream garden to life," stock photos of gardens you didn't build, and a wall of text about your history. Avoid listing services you've done once and won't do again. Avoid hiding the quote button.

Purpose: Give each main service its own page so a visitor with one job in mind lands on exactly the right answer.

Think about how people shop for this. Someone who wants a patio isn't looking for "landscaping." They want to know if you lay patios. So give patios their own page. Do the same for garden design, fencing, turfing and maintenance, but only the ones you really offer.

On each page, say what the service covers and what it doesn't. Describe how you work, step by step: the visit, the plan, the preparation, the build, the tidy-up. Say what the customer needs to decide or provide before you start. Mention the materials you commonly work with, if that's true.

Add photos from real jobs of that exact type, with a line or two on what the job involved. Finish with a button to request a quote.

If a job type is seasonal, say when work usually starts, but only if that's true for you. If you aren't sure, leave it out.

Each service page should read as though a person who does the work wrote it. Because one did.

Avoid copying the same paragraph onto every service page and swapping one word. Avoid pages for services you don't offer, just in case. Avoid vague promises about "all your garden needs." Avoid stating prices or timings you can't honour on every job.

Purpose: Show visitors in a particular town that you really work there, with proof from real jobs.

If you travel, you might want a page for each town you serve. Do this carefully, because it's easy to get wrong.

Google's spam policies treat lots of near-duplicate pages, made mainly to manipulate rankings, as spam. So a page for every village within an hour's drive, each with the same text and a different place name, is a bad idea. It's bad for visitors too. They can tell.

Each area page needs something genuinely different. Pick towns you've really worked in. Describe an actual job there: what the garden was like, what the customer wanted, what you built. Add photos from that job, with the customer's permission. Mention anything that's true of that area and affects the work, such as typical garden shapes or access you've dealt with.

If you've only done one job in a town, one real job page is enough. If you haven't worked there yet, don't build the page. Wait until you have something true to say.

Fewer, richer pages beat dozens of thin ones.

Avoid copy-and-paste pages with only the town name changed. Avoid listing places you don't serve. Avoid inventing jobs or customers. Avoid stuffing a page with a long list of nearby villages.

Purpose: Let visitors see the standard of your work before they ever pick up the phone.

Photos are the strongest thing a landscaping site can show. They're also the easiest thing to get wrong.

Use only real jobs that you did. Ask the customer's permission before you publish photos of their garden or their home, and respect a no. Don't show house numbers, street signs, or anything that makes the property easy to identify unless they've agreed.

Group the gallery by type of job, matching your service pages: patios, fencing, turfing and so on. Add a short caption to each project saying what the job was and what you did. Before-and-after pairs work well when you have them, because they show the change.

Use good light. Take photos on a decent day, and shoot the finished work from a few angles. A handful of clear photos beats fifty blurry ones. Keep the gallery fresh by adding new jobs as you finish them.

Link each project back to the service page it belongs to, and to the quote form.

Avoid stock images or photos borrowed from another firm. Avoid publishing a customer's garden without their say-so. Avoid unlabelled photos with no explanation. Avoid showing work in poor weather or half-finished states unless that's the point.

Purpose: Gather real customer feedback in one place so a nervous visitor can read what others said.

Collect reviews from real customers and show them as they were written. Don't tidy the wording into something nicer, and don't write any yourself. Don't ask a friend or relative to leave one.

Show the customer's first name or initials if they're happy with that, plus the type of job and, if they agree, the general area. Keep each review attached to the job it describes, and link to the matching service page where you can.

If you gather reviews on Google or another platform, say so and link to them. That lets a visitor check for themselves. Ask customers soon after a job is finished, while it's fresh. A short, polite message with a direct link is easier for them than a vague request.

If you get a bad review, reply calmly and factually. Never delete one from your own page just because it's awkward, and never argue in public.

If you have no reviews yet, don't invent any. Leave the page out until you do, and put your effort into asking happy customers.

Avoid fake reviews, paid reviews and edited reviews. Avoid reviews with no sign of who wrote them or what job they were for. Avoid a page that reads like one long advert. Avoid quoting customers without their permission.

Purpose: Show visitors what you're registered with and covered by, so they can check it themselves.

This page is about proof, so every line on it must be true. List the schemes and trade bodies you really belong to, with a membership number or a link where one exists, so a visitor can verify it.

TrustMark is the government-endorsed quality scheme for work done in or around the home. Mention it only if you're really registered for your trade. Check on trustmark.org.uk whether your trade is covered before you say anything about it. Not every trade is, and you shouldn't assume yours is.

For insurance, say what cover you hold only if it's true. Check the exact wording with your insurer before you describe it on the page. Policies differ, and a loose description can mislead. We aren't going to tell you what cover you should have; that's a question for your insurer or the relevant trade body.

If your work needs a licence or permit, or a qualification for certain jobs, check the rules with your local council or the relevant regulator rather than guessing.

Keep it factual and short. A clear list beats a long speech.

Avoid logos for schemes you don't belong to. Avoid vague claims like "fully qualified" or "fully covered" with no detail. Avoid stating anything about insurance you haven't checked. Avoid out-of-date badges for memberships that have lapsed.

Purpose: Answer the questions customers really ask, so fewer of them need a phone call to get started.

Build this page from real questions. Go through your emails, messages and call notes. What do people ask before they book? Those are your questions. Don't write ones nobody asked.

Likely topics include how a quote works, what happens on the first visit, what you need from the customer, how you handle waste and tidy-up, and how you deal with changes to a plan. Write each answer in plain words, the way you'd say it on the doorstep.

Don't give typical prices or typical timings here. Every garden is different, and a number on a page becomes a promise someone will quote back to you. Say instead that you price each job after seeing the space, and explain how you do that.

It's sensible to point homeowners to TrustMark's advice, which says to check a tradesperson is registered for the specific trade needed, get three quotes, take up references from previous customers, use a written contract, and pay only for completed work, avoiding large advance payments. If you're happy to be compared on those points, say so. Only reference TrustMark properly if you're registered.

Keep the list manageable. Ten good answers beat forty weak ones. Add to it as new questions arrive.

Avoid made-up questions. Avoid typical price ranges and set timings. Avoid answers that dodge the question. Avoid burying the page so deep that nobody finds it.

Purpose: Make it easy for a serious customer to tell you what they want, so you can reply with something useful.

This page is where interest turns into work, so keep it simple. A short form beats a long one. Ask for name, phone number, email, the address or area of the job, and a few lines on what they want done.

Add an optional box for photos. A couple of pictures of the garden save you an early visit and help you ask better questions. Add a line asking what they hope to achieve, and whether there's a date they're working towards.

Tell them what happens next. "We'll reply within [your real timeframe] and arrange a visit" is far better than a silent button. Only promise a timeframe you can keep.

Put your phone number beside the form for people who'd rather talk. Check the form works on a mobile, because many visitors will use one. Send yourself a test message, and make sure the notification really reaches you.

Link to this page from every service page, the gallery and the footer. A visitor who is ready shouldn't have to hunt.

Avoid long forms with a dozen required fields. Avoid a form that breaks on a phone. Avoid promising a reply time you can't meet. Avoid asking for payment details or large advance payments at this stage.

Purpose: Let visitors see who they'd be letting into their garden, and how to reach you.

People are inviting you onto their property, so they want to know who you are. Write a short, honest page. Say who runs the business, how long you've been working, and what you like doing. Add a real photo of you or the team, in work gear, doing the job.

Describe how you work. Do you do the work yourself? Do you bring a regular crew? Do you use subcontractors for some jobs? Say so plainly. Mention your local connection if there is one.

Put your contact details on the same page, or link to a separate contact page. Include a phone number, an email address and the areas you cover. If you work from home and don't want to show your address, you don't have to; a service area is enough. Say when you're normally reachable.

Keep your tone the same as on the rest of the site. You aren't writing a company brochure. You're introducing yourself to a neighbour.

Avoid a long life story that never mentions the work. Avoid stock photos of "the team" that isn't yours. Avoid contact details that are out of date. Avoid hiding your phone number behind a form only.

Purpose: Put the basic legal and contact information at the bottom of every page, where people expect to find it.

The footer is the strip at the very bottom of each page. It's dull, and it matters.

If you run a UK limited company, you must show the registered company name, the registered number, the registered office address and where the company is registered on your website (GOV.UK). Put them in the footer so they appear everywhere. If you're a sole trader or partnership, the rules differ, so check with the relevant regulator or your local council rather than guessing.

Alongside those details, add your phone number, email, service areas, links to your main pages, and a link to your privacy information. Keep it tidy and readable.

Check it twice a year. If you move your registered office or change your name, update the footer the same week.

It's an unglamorous job, and it does the quiet work of showing a visitor that a real, traceable business stands behind the site.

Avoid leaving out your company details if you're a limited company. Avoid out-of-date addresses or numbers. Avoid cramming in tiny, unreadable text. Avoid adding badges for schemes you aren't part of.

Purpose: Get your business listed on Google in a way that suits work done at customers' homes.

Strictly, this isn't a page on your own site, but it belongs in the same plan. If you travel to customers, Google treats you as a service-area business. That means you should remove your address from the profile and set your service areas instead. You can list up to 20. Edits to service areas can take up to 48 hours to show, so don't panic if nothing changes straight away.

Fill in the rest honestly: business name, phone, hours, services and a link to your website. Add real photos of real jobs. Reply to reviews, good or bad, in a calm and factual way.

Choose service areas you genuinely cover. Don't list twenty towns because you can. List the ones where you'd gladly take the job.

Keep the details matching your website exactly. Same name, same phone number. The service areas match too. Mismatches confuse people.

As a rough guide, "landscaper near me" gets around 2,900 UK searches a month. That's a national monthly estimate (DataForSEO, 18 October 2026), not a figure for your town, so treat it as a sign of interest in the wider market, nothing more.

Avoid showing a home address you'd rather keep private. Avoid listing areas you don't serve. Avoid inconsistent business details. Avoid reading that figure as a promise of leads.

Don't try to do everything at once. Build in this order:

1. Home page: say who you are, what you do and where, with a clear quote button.
2. Quote request page: make it easy for a ready customer to get in touch.
3. Your strongest service page: pick the job you do most and do it well, with real photos.
4. Project gallery: show real, permitted photos of finished work.
5. About and contact: tell people who you are and how to reach you.

Then add the rest as you have real material for it. Reviews, accreditations, FAQs and area pages all work best when they're built from things that have actually happened. Don't rush them. A thin page does more harm than no page.

You may already have some of these pages and wonder what's left. Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It's a quick way to see the gaps before you decide what to build next.