Wesley Smith, CEO of Tree Service Digital, is very active in customer engagement. He conducts regular training webinars and coaching sessions. He shares strategies to help tree care contractors find more customers. Wesley also provides coaching on developing customer engagement strategies and more. 

In this article, you will read about Tree Service Digital. You will know more about its success in the tree care niche market. The article will also explore Wesley Smith's background. The article will also explore why reviews are important to B2C service niches like the tree care market. If you’re keen on building your tree care service website, we will present an alternative option you can use on a small business budget.

The Pros and Cons of Using Tree Service Digital Reviews and Paid Ads

People read online reviews to get an idea of a product or service before spending their money. That’s where online reviews come in. Online reviews offer insights from past customers. It makes them more relatable and trustworthy than ads or social media posts. Reviews can influence buyer opinions and buying decisions. For B2C service companies like tree care contractors, online reviews are an important part of their business. It should be a critical part of their marketing strategy.

Paid search advertising is a proven digital marketing method. It involves putting your ads on a search engine's results page (or, SERP). The most common of these is advertising on Google. To do that, you bid on keywords to display your ads on Google's SERPs. Paid ads are called Search Engine Marketing (SEM) or Pay-Per-Click (PPC) marketing. They are measurable and controllable and are used to gain increased website traffic and online visibility. 

Using online reviews and paid ads to execute your marketing campaigns is a sure way to gain immediate results and better search rankings.

The Pros of Using an Online Reviews Strategy for Your Tree Care Business

• You get free advertising on Google and review and discovery websites.
• Reviews are social proof you can use for social media and marketing campaigns. 
• They increase lead conversions by improving customer trust and confidence. 
• Reviews improve search rankings through mentions of your tree care business. 
• They attract interest and traffic by making you more visible online.
• Your successful resolution of negative reviews can be used for your marketing efforts.

The Cons of Using an Online Reviews Strategy for Your Tree Care Business

• Running your online reviews strategy is constant. There's no downtime.
• Updating the reviews on your website is tedious but necessary. 
• Addressing negative reviews is good but be careful of blowback. Be polite.
• Signing up to review platforms to monitor reviews is costly and time-consuming. 
• 30% of your potential customers will find your lack of negative reviews suspicious.

What Are the Pros of Using a Paid Advertising Strategy for Your Tree Care Business?

• You’ll get guaranteed placement at the top of SERPs.
• Paid advertising is affordable and quick to launch.
• Google estimates this strategy pays out $8 in profit for every $1 spent on paid ads.
• This strategy offers better market targeting and display scheduling.
• Paid ads increase awareness of your brand and push traffic to your website.
• It delivers measurable results and detailed analytics for longer-term campaigns.
• Paid ads generate better-interested prospects and qualified leads for conversions.
• As a strategy, paid ads offer optimized geotargeting for personalized ad experiences.

What Are the Cons of Using a Paid Advertising Strategy for Your Tree Care Business?

• Paid ads are extremely competitive; keyword selection can be expensive.
• Incorrect keyword selection can spoil your campaigns
• Inaccurate targeting and tracking can waste your time and money.
• You need to pay to keep your ads up. The moment you stop, your ads are dropped.
• The text-based format of paid ads limits online visibility to search only, not social media.
• Search engine users skip paid ads on SERPs; they scroll down to the organic results.

How Do Tree Service Digital Reviews and Paid Ads Work?

Tree service digital reviews are types of online feedback. Customers of tree care contractors post these reviews after hiring their services. These reviews can be posted on the tree care contractor's website as social proof. They are also posted on discovery and review platforms like Yelp and the Better Business Bureau (BBB). Digital reviews may also be posted on social media. 

Digital reviews are especially important to B2C services. Prospective customers want to learn about the reviewer's experiences. They use reviews as a gauge for the quality of the services provided. Reviews have an impact on customer purchasing decisions. In the tree care niche market, reviews can directly affect the revenue of contractors and companies. 

Paid ads, also known as pay-per-click (PPC) advertising is the use of digital advertising to attract leads. A paid ad can redirect potential customers to your website or to your lead capture form. Paid ads strategies include Google ads and ads on business discovery platforms. It also uses social media ads for lead generation. 

Separately, reviews and paid ads are effective forms of lead generation. Together, help businesses maximize their digital marketing efforts. They bring in more digital traffic and potential lead conversions.

A Multi-Billion Dollar Niche Reliant on Tree Service Digital Reviews and Paid Ads

Tree care service, also known as tree trimming, is a multi-billion-dollar-a-year niche market. It is a segment of a larger market that includes other niches like tree pruning, urban forestry, arboriculture, and more. Tree care is divided even further. Tree contractors may specialize in residential, commercial, or municipal projects. The niche market is affected by the seasons. Spring and summer are the busiest; work and projects wind down during fall and winter. 

The tree care niche market's revenue in 2023 was $160.3 billion. It is expected to grow to $163.9 billion by the end of 2024. According to IBISWorld, as of 2023, there are over 30,365 tree contractors and companies operating in the niche. Over 185,000 professionals work in the niche. 

Despite these numbers, finding customers can be challenging. This is where agencies like Tree Service Digital come in.

Providing the Internet Marketing Services That Tree Care Contractors Need

Wesley Smith, CEO of Tree Service Digital, wanted to focus on a niche market where his team could do their best work. He explained that he wanted to focus on a niche where he enjoyed working with clients. Where his team could thrive and grow. 

In his interview with Josh Nelson of Seven Figure Agency in February 2022, Wesley was torn between two niche markets: family law and tree care services. Ultimately, he chose tree care services for three reasons:

1. Significant opportunities for growing his digital agency in the tree care niche.
2. The tree care service niche was a high-ticket market with many potential clients. 
3. A personal connection to the contracting world. Wesley’s father was a contractor. He knew their language and work. He also knew their worries about getting more customers. Wesley felt a strong desire to help tree service contractors succeed. 

Convincing customers to hire their services is a major concern. That’s why online reviews are so important. Redditor bluedog111111 asked fellow tree care company owners how they started. Fellow redditors, quacksdontecho and MicHAELmhw, suggested getting the small wins to gain momentum. They add that targeted advertising is important. Equally important is asking for well-balanced Google and Yelp reviews.

Organic traffic building and online reviews are important but they are not enough. Redditor Dr-Stimpy asks how he can find more customers for his newly opened tree service business. Fellow redditor, GenXDad76 suggests investing some of his marketing budget in Google ads.

Fellow redditor neildmaster suggests two more tips. First, target the apartment and rental market. Then, set up a Google Business Profile.



The US Small Business Administration (SBA) suggests B2C service companies use 7% to 10% of their gross annual revenue for marketing. For a small tree care company with $1 million annual revenue, this would amount to $70,000 to $100,000 a year.

Eco Tree Experts and East Coast Arbor Pro: Bridging Client Success and Growth With Tree Service Digital Reviews and Paid Ads

Eco Tree Experts and East Coast Arbor Pro are Tree Service Digital’s top clients. They are two of the larger companies operating in the tree care niche. The agency published case studies about the companies' digital marketing successes. Both companies reached out to Tree Service Digital. They each had existing lead generation programs but still struggled with conversions. They both did poorly on local search (local SEO) too. Their websites had poor online visibility. 

Eco Tree Experts needed to revamp their lead generation strategy. It was not working and was costing the company a lot of money. Tree Service Digital executed a marketing plan that included a website revamp and paid ads to boost online visibility. East Coast Arbor Pro, on the other hand, needed a more robust SEO and marketing strategy. The agency drew a plan that included online review management and a paid ads strategy. This on top of a new SEO and lead generation campaign. 

Tree Service Digital began by revamping their websites. The team also implemented Google Ads plans that include local ads for each company. The paid ads strategy for each client included Google Local Service Ads. Important for improving conversion rates. Each campaign included Facebook Ads for social media advertising. For social proof, Tree Service Digital implemented review management. For lead engagement, Tree Service Digital used strategic retargeting. 

Within three to six months, Eco Tree Experts and East Coast Arbor Pro began seeing higher organic search rankings. At the end of three years, Eco Tree Experts saw its revenue grow from $1 million to $3 million. East Coast Arbor Pro would also have a successful campaign, enjoying a 200% year-on-year revenue growth.

Who is Wesley Smith?

Wesley shifted his internet marketing agency from general to niche marketing in 2017. Today, Tree Service Digital works with tree care clients across the US. The agency has account managers in different cities across the States. They work directly with clients to ensure the services they need are provided.

Why Tree Service Digital Reviews Are Important to Brand Reputation and Growth

Online reviews are important to tree care companies. They help with conversions—turning leads into paying customers. A Spiegel Research Center study notes that online products with five reviews or more have a conversion rate of 270%. 

Reviews help build a positive image and draw interest and online traffic to your website. 49% of online customers purchase a product or service based on positive reviews seen on a business website, states a Trustpilot study. When reviews come from a trusted platform like Google Revies, Yelp, Trustpilot, or the BBB, 92% of online users are more likely to read and act on them. 

But not all companies use reviews to build a positive image and for social proof. G2 notes that only 20% of businesses use reviews as part of their online marketing strategies. For B2C service businesses like tree care contractors, digital reviews are essential. Tree Service Digital helps its clients use online reviews to raise their profiles. The agency also helps clients manage and learn from their negative reviews.

How Tree Service Digital Helps Clients Deal With Negative Reviews

Negative reviews can affect a company's reputation, but they can help, too. A study on G2 states that 67% of online customers check positive and negative reviews. They read both types to get a sense of the company before they buy products or services. 

Most customers read negative reviews to see if companies are putting effort into resolving them. Having one or two negative reviews on your website does not make your business bad. But it's important to make an effort to resolve any negative reviews. Doing so will even give your brand a modicum of respectability and legitimacy. Tree Service Digital helps clients understand that negative reviews are constructive feedback. They help clients know how to improve their services. 

Redditor grizzlygrizet laments about getting a negative review of her new business. But fellow redditor MurderousTurd assures her that negative reviews do happen. The least help they can offer is setting customer expectations about your services. MurderousTurd adds that if it’s a genuinely bad experience, acknowledging the review and thanking the reviewer is a good idea. Working on a resolution to the issue is even better.

Fake reviews, on the other hand, need to be removed. Paid and fake reviews skew public perception. If a company’s products or services do not deliver as these reviews say, the goodwill they built up could quickly turn to distrust.

The Effects of Paid and Fake Tree Service Digital Reviews

Paid and fake reviews can do a lot of damage to your business and reputation. They can mislead potential customers. Fake reviews undermine the credibility of customer feedback about your business. Even the genuine ones. That's why platforms like Google Reviews, Trustpilot, and the BBB  have guidelines in place. 

Alternatively, businesses should avoid using paid or fake reviews for the very same reasons stated above. If customers find out, it could have severe repercussions for your business. Worse, the proposed FTC rule could charge your business with severe penalties.

The FTC Proposes Rule to Ban Fake Tree Service Digital Reviews and Testimonials

Last July 31, 2023, the Federal Trade Commission (FTC) published a Federal Register notice. It is proposing  a new rule to ban fake online reviews and testimonials. The notice is called 16 CFR Part 465: Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (NPRM). It is currently undergoing examinations and revisions based on scheduled hearings. 

The new rule intends to penalize the use of fake reviews and testimonials. The FTC is including the purchase of reviews and testimonials. It includes fake followers, likes, and views, too. Suppression of negative reviews that are honest and truthful will also be penalized. 

The proposed rule seeks to protect paying customers and honest businesses. Customers have a right to access real and honest feedback. Fake reviews violate this right. The FTC also wants to protect the honest businesses affected by negative publicity. This also covers businesses that lost consumer trust and income because of malicious and fake reviews. If the proposed rule becomes final, the FTC may be able to seek civil penalties. An example of a civil penalty is the payment of a fine of $51,744 for each violation of using a fake review or testimonial.

The Curious Case of Zero Tree Service Digital Reviews

Tree Service Digital does not have reviews on Google, social media, or any business review platform. This is very interesting because there are only two scenarios of how this can occur. 

First, the Google algorithm decision-making. Google uses AI and machine learning to analyze and identify fake reviews. This includes purchased (or paid-for) reviews. Google uses this system to detect and remove reviews that it deems suspicious. This covers all reviews whether positive or negative. Many businesses and users have been affected. It has gotten to the point that genuine reviews are being tagged as fake and removed. Some of the users most affected are the Google Local Guides. 

Google Local Guides contribute to the accuracy of local business information. This is crucial for the accuracy and reliability of Google Maps. Local Guides contribute reviews, photos, and other content. These make it easier for other people to find local businesses, venues, events, services, and products. 

Recently, some Local Guide reviews were removed by the updated Google algorithm. In the Google Local Guides subreddit, redditors are reacting to issues with their accounts. Storenplier64, ruffpack, and PassengerOld4439 share issues like reviews being pulled, lack of account updates, and shadow banning.

It is curious to note that there are no negative reviews online about the agency. Having zero negative reviews or feedback is exceedingly rare. They often only occur to new businesses (until they receive their first negative review). Most businesses have one or two negative reviews. These reviews are even regarded by online users as social proof of a business’s legitimacy.

Furthermore, not having negative reviews is like having a red flag. It throws doubt on a business and opens speculation as to whether there is a suppression of negative reviews. Unless Tree Service Digital truly has 100% customer satisfaction which seems to be the case. 

The second reason could be the nature of your niche market. Many niche markets have small digital and social media presence, regardless of industry or size. Jewelry, for example, has many niches. It has some very select and lucrative markets that do not command online attention. Another is a very segmented market is forestry. The tree care niche is just one of the many market segments under forestry. Language learning, hobbies, and the maker community are three other examples of niche markets. Their sizes could be a reason they have such a small digital demographic.

Does this affect Tree Service Digital’s SEO ranking and searchability? Yes, it affects Tree Service Digital’s SEO ranking and online presence. Tree care may be a multi-billion market, but it is still considered a niche. This is because of the uniqueness and specificity of the services and work involved. 

It becomes more complicated. Tree Service Digital is not a tree care services provider. It caters to the contractors and companies that provide those services. In a way, Tree Service Digital targets a specific group within a niche. This further narrows its searchability. If you are looking for reviews outside of those on its website, they may be few if nonexistent.

Final Thoughts: Is the Tree Service Digital Reviews and Paid Ads Strategy Effective?

Yes, Tree Service Digital's use of reviews and paid ads in a two-pronged approach is effective. The agency's strategy brings in more organic traffic and customers for their clients. B2C service companies need referrals in the form of customer reviews. These are crucial to building their credibility and reputation. However, the organic traffic that reviews bring in is not enough. That's why Tree Service Digital’s use of paid ads (Google ads and paid search) is an effective solution to bring in more leads. 

If you’re a tree service contractor who can afford to spend up to 10% of your gross annual revenue on marketing, Tree Service Digital is that agency to call. Wesley Smith and his team are extremely qualified. They know the tree service niche market well. They know what tree service contractors need in terms of digital marketing. They understand the pain points tree service contractors have. Tree Service Digital has help clients like Eco Tree Experts and East Coast Arbor Pro gain more leads. 

However, not every tree service contractor or company has a solid marketing budget. What alternative do they have to hiring an agency like Tree Service Digital? They can get a user-friendly drag-and-drop website-building platform like Snapps.ai.

Building Your Tree Service Website on a Small Business Budget With Snapps.ai

Snapps.ai helps build your website quickly and launch your online presence just as fast. It also provides SEO and local lead generation integrations. These tools will help with increasing your organic traffic. The best part? Drag-and-drop website builders like Snapps.ai can help establish your online presence on a small business budget. Snapps.ai also gives access to apps that help with local SEO and lead generation. It can help you set up your Google Reviews, Click 2 Call integration and more. Try Snapps.ai today!