What to put on a gardener's website

A gardener's website needs six things to win the call. A clear list of what you actually do (maintenance, one-off tidy-ups, landscaping). The postcodes you cover. Pricing in plain English. Six to eight before-and-after photos of real jobs. Three Google reviews with names. A phone or WhatsApp number visible in three places. That's the whole list.

This is for sole-trader gardeners, two-person crews, and small landscaping outfits. Whoever ends up building your site (you, us, a freelancer), the six sections below are what should be on it, in order, with the reasoning for each.

1. Say what you actually do

Be specific. There's a big difference between “a gardener who comes round once a fortnight and cuts the grass” and “a landscaper who designs and builds a whole back garden”.

The list, roughly:

Regular garden maintenance. One-off tidy-ups for overgrown gardens. Hedge cutting and tree work. Lawn care and turfing. Landscaping and patios. Jet-washing decking and driveways.

Pick the ones you actually do. Lead with the one that's the most of your work. If 70% of your work is fortnightly maintenance for elderly homeowners, lead with that. People searching for that exact thing want to land on a page that says it.

2. Postcodes you cover

Gardeners are very local. The customer who's a 15-minute drive from you is a viable customer. The one 45 minutes away usually isn't.

List the postcodes. “LS1 to LS17, plus parts of BD3 and BD4” is good. “West Yorkshire” is too vague. The customer needs to see their postcode in the list.

3. Pricing in plain English

List it. Whatever it is.

“£35 per visit, fortnightly. Two-hour minimum.”

“£28/hour for one-off work. Free quote on jobs over £200.”

“Hedge cutting from £80 a hedge, depending on size.”

People who hide prices look like they have something to hide. People who show them get more calls.

The most common pushback: “but every garden's different”. Sure. The customer is not expecting a final quote. They want a starting number so they can decide whether to ring you or the gardener on the next page of Google. Give them a starting number.

4. Before-and-after photos

Six to eight is plenty. Real jobs. Phone snaps are fine.

The ones that convert best:

An overgrown front garden tidied up. A hedge before and after a trim. A patio you laid. A lawn after a renovation. A jet-washed driveway. Stuff where the “before” looks like a problem and the “after” looks like a solution.

Stock photos of perfect gardens are worse than no photos. They look like a template. A slightly rough phone snap of your real work tells the customer: you exist, you really do this, and what they've got isn't too far gone for you to fix.

5. Three real Google reviews

Three reviews with names and dates beats fifty fake five-stars. Pulled live from your Google Business Profile.

The reviews that convert mention specific jobs. “Sam transformed our front garden in two days - we'd been embarrassed about it for years” is worth ten generic reviews. Pick the specific ones.

6. Phone or WhatsApp, three times

Header, footer, button mid-page.

Add a WhatsApp link if you take WhatsApp. Most gardening enquiries come with a photo of the garden attached - customers know it's easier to send the picture than describe the brambles. If you let them WhatsApp you a picture and a postcode, you'll convert more enquiries than the gardener who only has a contact form.

What to leave off

A long history of the business. Stock photos of perfect gardens. A page called “Our Approach”. A list of generic platitudes (“passionate”, “reliable”, “eye for detail”) that could describe any gardener. A scrolling banner of every tool brand you use.

The test

When the site's done, ask yourself: if someone's looking at their overgrown garden in March and they've been on this page for 60 seconds, do they know what you charge, whether you cover their postcode, and what your work actually looks like?

If yes, you've got a good site. If no, simplify until they can.

We've also written about why a Facebook page isn't enough on its own - worth a read if you're wondering whether you actually need a website on top of the social posts you already do.

One last thing

You don't need to build this yourself. We do it for £20 a month, including all the changes you ask for afterwards. When you finish a job, send us the photos and we'll add them. See the dedicated gardener page for what's included. But whoever ends up building it, the six things above are what should be on it.