Whiteboard Wisdom: Measuring the Value of SEO for Your Lawn Care Business
As a lawn care entrepreneur, I used to wonder whether investing in SEO actually made the phone ring. It felt like paying for air, because I couldn’t connect rankings to revenue. That changed when I sat down with digital marketing expert Dennis Yu in front of a whiteboard. He broke down how marketing works in a way that any small business owner can understand.
He explained that there are four key stages in the journey from search to sale: impressions, clicks, calls and booked jobs. Impressions come from search results or ads – the number of times your business is seen online. Clicks are how many people actually visit your website. Calls represent leads, and you can track them with unique phone numbers. Booked jobs are the customers you close, tracked inside your CRM. When you connect these stages, you can trace every booked job back to the marketing activity that generated it.
As the owner of Triangle Lawn Games and a partner in the Mo Money team at Local Service Spotlight, I’ve applied this model to my own lawn care businesses. When I send out postcards or run a Google Ads campaign, I watch how many new sessions it drives in my analytics. I use call‑tracking numbers so every call is tied to a campaign. My CRM records which jobs are booked and how much revenue each customer generates. This data tells me where to invest and where to adjust.
In the video below, Dennis and I walk through the entire whiteboard session to show how to set up this measurement system. If you’re a lawn care business owner wondering whether SEO is worth it, watch our conversation and learn to turn marketing into a scoreboard.
I hope this helps you measure what matters so you can grow your business with confidence. Reach out if you’d like to chat about lawn games, marketing strategies, or anything in between.
Explore my businesses and mentors: Triangle Lawn Games for lawn game rentals, Mo Money at Local Service Spotlight for marketing services, Dennis Yu’s blog for marketing insights, and Alex Makowski’s site for digital marketing tips.