If you’re a landscaper or hardscaper, you probably rely on word-of-mouth and reputation to land most of your jobs. But in 2025, your website is just as important as your handshake.
Here’s the catch: you could be doing amazing work out in the field — but if your website doesn’t look and feel trustworthy, Google won’t rank it… and customers won’t call.
Google’s algorithm now works a lot like a skeptical homeowner: it looks at your website and asks, “Would I hire this person?” If the answer isn’t a clear “yes,” you may be invisible in search results — even if you’re the best in town.
Let’s talk about what makes a website trustworthy in the eyes of Google — and how you can build that trust online just like you do in real life.
6 Trust Signals Google Looks for on Local Service Websites
When it comes to showing up in Google search — and earning the trust of homeowners — your website does a lot of the heavy lifting. Whether you’re a landscaper, hardscaper, or another local service pro, it’s not just about looking good online. Google is paying attention to how trustworthy your site seems — and so are potential clients.
If your site gives off the right signals, you’re far more likely to rank higher, get more qualified leads, and book the kinds of jobs you actually want. Below are six trust signals Google looks for on local service websites — and why they matter more than ever.
1. Clear Business Information
It may sound basic, but one of the most common mistakes local service businesses make is leaving out the essential details. Google wants to know who you are, where you work, and how people can reach you — and so do your future clients.
Make sure your website includes your full business name, a recognizable logo, and a real phone number. Don’t rely solely on a contact form. You should also list the cities or towns you serve, and use a professional email address (think info@yourcompany.com, not lawnpro1987@yahoo.com). This all helps establish credibility.
A quick tip: Include this information in the footer of every page on your website. It makes it easy for both people and search engines to understand your service area and get in touch.
2. Real Photos and Real People
Stock photos may be high-resolution and polished, but they also feel generic — and both Google and smart homeowners can tell the difference. What builds trust is showing your real work, your real crew, and your real personality.
Post before-and-after photos of your landscaping or hardscaping jobs. Include candid shots of your team on-site, whether they’re laying pavers, pruning trees, or working on a big backyard transformation. Adding a short “About Us” or “Meet the Team” section helps visitors connect with the people behind the business.
You don’t need fancy equipment, either — even smartphone photos can go a long way. Authenticity always beats perfection when it comes to trust-building.
3. Specific, Local Service Pages
Generic service pages like “Landscaping Services” or “Our Work” aren’t enough anymore. Google — and your clients — want specifics. That means creating dedicated pages for the exact services you offer, in the exact locations you serve.
For example, instead of listing “Hardscaping,” consider pages like “Paver Patios in Asheville, NC”, “Retaining Wall Installation in Hendersonville”, or “Seasonal Yard Cleanup for Western North Carolina Homes.” These kinds of pages help signal to Google that you’re not just a generalist — you’re a local expert.
Specific pages also help customers find the exact service they’re looking for. They boost SEO, reinforce your authority, and help convert browsers into buyers.
4. Client Reviews and Testimonials
Few things build trust faster than positive reviews. Google pays close attention to what others say about you, and so do potential clients. If your website lacks any sort of testimonial or review presence, it can feel like a red flag.
Make sure to embed your Google reviews directly on your website. You can also feature short testimonials from past clients — ideally including their names and the towns they live in. Review widgets on key service pages can also boost your credibility without overwhelming the design.
And here’s a small but powerful tip: reply to your Google reviews. Even a quick “Thanks, Bob — we loved working on your patio!” shows you’re active, engaged, and appreciative.
