Your green industry company may have a website…but is it actually the website your company needs? And more importantly, do you truly own what you're paying an agency to build?
In this episode, Chad Diller sits down with Landscape Leadership® Digital Project Manager Kaitlin Funke to unpack what goes into building a website for a lawn care, landscaping, tree service, or other green industry company. They discuss everything from strategy, SEO, copywriting, design, photography, and development to the often-overlooked role the client needs to play in the process.
They also explain why a website should be viewed as a long-term business asset - not simply another marketing expense - and why ownership matters when choosing an agency and technology platform.
Key discussion points:
Why great websites require more than an attractive design
The three things contractors need to "own" during a website project
Why professional photography and video are valuable long-term marketing assets
The problems with cookie-cutter website templates
Why your website needs to be easy to update and portable
How hundreds of thin or repetitive SEO pages can create problems
Why fewer, stronger website pages can sometimes be the better strategy
Questions to ask an agency before hiring them to build your website
What green industry companies need to contribute during a website project
How delays on the client side can derail a website launch
Chapters
0:00 Intro 1:10 Meet Kaitlin Funke 3:28 What "Ownership" Means in a Website Project 4:32 What a Digital Project Manager Actually Does 6:13 Turning Marketing Strategy Into a Website 7:06 The 3 Things You Need to Own 8:20 Why Great Photography and Video Matter 10:05 Planning Visuals Around Your Website 11:50 Why You Should Actually Own Your Website 12:50 Custom Websites vs. Templates 15:30 Building a Custom Website That's Easy to Manage 18:26 The Problem With Proprietary Website Platforms 19:55 When Your Website Has Too Many Pages 21:52 Simplifying Your Website Without Sacrificing SEO 24:10 What You Should Own After Launch 25:10 Questions to Ask Before Hiring a Website Agency 26:00 Your Responsibility in the Website Project 28:25 How to Give Your Agency Better Feedback 31:55 Handling Creative Disagreements 32:45 How Much Involvement Does a Website Require? 33:25 Why Website Projects Get Delayed 34:10 What to Know Before Starting a Website Redesign 35:14 Own Your Visuals, Website, and Role
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