While the landscape may look dead in the winter, a lot is happening below the surface to prepare for spring. Seeds are stratifying in the cold, roots expand, and microorganisms are building nutrients that will enrich the soil for the next growing season.
During the months when your landscaping business is slow, you can still be growing—but just like a garden, growth will look different in these “off” seasons than in the peak of summer.
Here’s how landscape architects can build a budget-friendly, always-on marketing strategy that adapts to the natural, seasonal rhythms of the landscaping industry.
Don’t go dormant during slow months
While spring and summer typically bring high demand, fall and winter can mean fewer projects for landscapers.
Instead of slowing to a stop in slow months, use this time to invest in the core elements that will help you thrive when peak season returns.
In slow months, improve your business’s digital foundation:
Audit your website to ensure it reflects your best projects, is mobile-friendly, and loads quickly.
Update your portfolio with recent high-end residential, commercial, or municipal projects.
Refine service pages so potential clients clearly understand your offerings and expertise.
A strong online presence ensures you remain visible to property managers, developers, and homeowners who are in the planning stages of their next big project.
Adjust your marketing investments—don’t waste fertilizer
1. Keep SEO active by planting seeds for the future
SEO is like compost or slow-release fertilizer. It delivers nutrients that will feed your business and keep it growing over the long term.
You should be investing in SEO regularly, even during slower months, to help maintain the health of your business’s online presence. Neglecting SEO in the off-season is like ignoring routine maintenance. It can leave you scrambling when business picks up.
During the off-season, continue with SEO investments for cultivating long-term growth:
Refresh website content with seasonal topics like “spring landscape design trends” or “winter property maintenance tips.”
Optimize for local SEO so clients find you first when searching for phrases like “commercial landscape architect near me.”
Build authority by securing backlinks from industry publications or local directories.
SEO and authority-building efforts take time to show results—the off-season is the perfect time to strengthen your position.
2. Reduce ad spend in favor of organic growth
Paid ads are like fast-release fertilizer. It simply does not make sense to use costly fast-release fertilizer during the off-season when nothing is growing.
Your marketing investments should shift with demand, just as landscapes require different care through the seasons.
During the off-season, lower your spending on paid investments that make more sense for peak season:
Reduce PPC and paid social media ads when search volumes and engagement dip.
Increase networking through industry communities through forums, professional publications, or local business events. Connect with local contractors and developers.
Adjust your outgoing resources so you’re spending effectively while setting the stage for long-term visibility.
Maintain client relationships year-round
Client relationships don’t follow a seasonal cycle—they need consistent attention.
Stay top-of-mind by providing value to your clientele throughout the year, even when no one is actively booking your services.
Here are a few non-sales ways to connect with clients during the off-season:
Send seasonal newsletters with maintenance tips, design inspiration, or project planning advice.
Share insights on social media about industry trends, regulations, or innovative materials.
Host webinars or offer free consultations to help clients plan future projects.
Your thoughtful and consistent outreach will build trust for future collaborations. It’s also good for SEO to demonstrate your expertise online.
The early bird gets the worm: Offer discounts for early commitments
Wouldn’t it be wonderful to start your busy season with stable cash flow and booking?
Off-season promotions, like pre-season service packages, offer benefits for both you and your clients.
- You get peace of mind, insights for future capacity, and a full bank account year-round.
- Your clients get to lock in low rates and priority scheduling.
You could also try a referral program that rewards clients for bringing in new business during slower months.
The key is to encourage upfront payments, not just future bookings.
Hint: Early bird discounts work best when you’re already in regular communication with your clients and when you’ve got a solid year-round marketing strategy.
Review and next steps
Yours is a seasonal business. But slow months don’t mean that nothing is happening.
An effective landscaping business strategy doesn’t pause in the off-season—it shifts focus.
In the slow season, invest in your digital foundation, stay connected with clients, and plan ahead so you’re ready to hit the ground running when demand returns. A new website could be a great investment in the off-season. Bring us all your questions during a free consultation.
What steps will you take this off-season to prepare for your next busy stretch?