What Is Conversion rate optimization (CRO)?

Conversion Rate Optimization (CRO) is the systematic practice of increasing the percentage of website visitors who complete a desired action. These actions—called “conversions”—might include submitting a quote request, signing up for a newsletter, or calling your office.

CRO involves analyzing user behavior through tools like heatmaps and A/B testing, then making adjustments to layout, messaging, calls-to-action, and overall design to boost effectiveness.

In the context of a landscaping website, CRO aims to ensure that the site doesn’t just attract traffic but encourages visitors to take steps toward becoming paying clients.

This might mean testing different layouts for your service pages, rewording the hero banner to emphasize local expertise, or simplifying the contact form to improve form submissions.

Investing in CRO ensures you maximize the value of the traffic your site already receives. While strategies like search engine optimization and Google Ads focus on driving more people to your website, CRO focuses on converting those visits into actual leads and revenue.

For landscaping businesses with limited ad budgets or strong seasonal fluctuations, improving conversion rates can deliver a higher return without needing to increase traffic volume. It’s a cost-effective strategy for growth, especially in competitive local markets where every lead counts.

A landscaping company runs a Google Ads campaign driving traffic to a lawn care service page. Despite high traffic, leads remain low.

A CRO audit reveals the call-to-action button (“Contact Us”) is buried at the bottom of the page. By repositioning the CTA above the fold, simplifying the form, and adding a trust badge (like “Locally Owned & Operated Since 2010”), conversions double within a month.