You might be sure that the business of landscaping does not normally venture into the world of psychology, but it can do. Indeed, when planning a landscaping project, one of the objectives given by the client might be that the landscaping created provides a calming influence with a space for quiet meditation, for example.
Another area where psychology and the landscaping business could be intertwined is on a landscaper’s website. When websites are being designed, the assumption is often that it is merely a mix of technical elements that make the website function and aesthetics when it comes to the website’s appearance. Both certainly apply, but psychology can also be used to make the website’s performance optimal.
What we are talking about here is not some dark art that hypnotizes people into zombies who pick up the phone and call a landscaper. Nor are we suggesting that black-hat tactics are employed within a landscaping business website, such as annoying pop-ups and scripts that make it impossible to click away with ease.
Instead, we are talking about psychological triggers, many of which are unknown to most people, including landscapers, and are often classified as’secrets’. These psychological secrets can be incorporated into the website design of a landscaping business and help that website achieve its aims. As for what some of those psychological secrets are.
Psychology Secret #1 – Clarity
One of the prime objectives of your website’s design is to avoid any risk of confusing visitors. For this reason, your website should have an uncluttered layout, clear calls to action, a simple menu and navigation system, and above all else, avoid using landscaping jargon and terminology that only landscapers would recognize and comprehend. Most of all, seoperthexperts.com.au gives the searcher what they are looking for.
Psychology Secret #2 – Scarcity
Humans hate the thought that we will lose out on something. This possibly stems from our early ancestors having to hunt and forage for food to survive and the fear that they would miss out on it. You can use this within promotions that can include limits on the number who can have an offer or countdowns to a specific date when the offer ends.
Psychology Secret #3 – Reciprocity
Everyone loves to do something good for those who have done likewise for them, which is known as reciprocity. How it might be used to good effect on your landscaping website includes offering free landscaping reports or eBooks in return for visitors entering their email address or offering a gift or discount if the client recommends family or friends looking for landscaping services to you.
Psychology Secret #4 – Anchoring
This could also be called price conditioning. The most common example is where a business sets the expectation on its website that the prices of its landscaping services are high. However, when they give the customer the actual price quotation, it is always significantly lower than expected, meaning the prospect is more likely to go ahead.
Psychology Secret #5 – Loss Aversion
Most people will do more to avoid a loss than to make a gain, even if they are of equal value. This psychological trigger means that having 100% satisfaction guarantees and sales copy highlighting what people miss out on by not having a landscaped garden can be highly effective.
Psychology Secret #6 – Eliminate Choice Overwhelm
Ever seen a child in a toy shop running around excitedly, not knowing which display toy to play with next? That same psychology applies to visitors on your website if you overwhelm them with dozens of options. Give each landscaping service you offer a page of its own rather than overwhelming them with a long list on a single website page.
Psychology Secret #7 – Social Proof
Few people like to be a pioneer, so we wait to see if others do something before we do likewise. Your website visitors are looking for this social proof, so ensure that you have reviews, testimonials, and case studies that will provide them with it.