If you run a cleaning business but your own website is untidy, chances are that you might be losing customers online.
Today, 4 out of 5 customers check online before visiting a local business. This says how important it is for your cleaning business to have a website. But, what about the importance of having a good, optimized website?
Is your website optimized well?
That’s one of the most important questions to ask yourself if you continue to want to get leads and grow online. Most cleaning businesses who have a website choose to forget about it soon after it’s live. That attitude might be hurting your business. Here’s why.
While it is important to have a website for your local business, it’s more important to keep your website optimized, updated, fresh and user-friendly to continue to grow your online business and reputation.
Similarly, there is no meaning in having a cleaning business website if it doesn’t rank well in search engines like Google. If you are serious about getting your business to the top, your website should also be at the top of Google.
All this is possible only with a well-fitted marketing plan for your cleaning business. If you’ve no idea how to do that, consider hiring a reputable digital marketing agency.
Note: In this article, we will explain the best marketing ideas and plan for a local cleaning business through the real example of Clean Group, an Australia-based cleaning company for which SAG IPL developed and implemented a solid marketing plan.
- Cleaning Business Marketing Plan and Ideas
- How to Optimize Your Cleaning Website
- 1. Get a (good) website
- 2. Clean your website
- 3. Show price details
- 4. Contact information
- 5. Reviews
- 6. Responsive Web Design
- 7. Keep the load to a minimum
- 8. Before and After Pics
- 9. Link your social accounts with the website
- 10. Add a chatbot to your site
- 11. Make your website automated
- 12. Improve your brand value
- 13. What makes you unique
- 14. Showcase your achievements
- 15. Optimization location pages
- 16. Add a blog
- 17. Add a FAQ section to your site
- 18. Regularly update your website
- 19. Optimize for SEO
- 20. Optimize your domain name
- Off-Page Marketing Strategy for Cleaning Business
Cleaning Business Marketing Plan and Ideas
Any successful digital marketing plan has the following two components:
- An optimized website
- A strong off-page marketing strategy
We will take each component and discuss the best tips to market your cleaning business accordingly.
Let’s get started.
How to Optimize Your Cleaning Website
1. Get a (good) website
Something that doesn’t to be said, yet I am saying this because more than 50% of all local businesses still do not have a website.
If you don’t, get one right away. A website markets your business 24/7, like no man, will do.
Hire a trustworthy website developer or web development company for the job.
2. Clean your website
If you’ve already got a business website but haven’t checked it in days, it’s time to dust off the cobwebs.
And the most important thing is to keep your website clean.
No matter how much information and impressive details you have to show off your business, only include the important information on the website homepage. In no way, it should look messy or overwhelming. Users love clean websites that are easy to read and good looking.
See how we refreshed the Clean Group website with lesser but useful content displayed in an eye-catching layout.
3. Show price details
One of the reasons why users check your website before hiring your cleaning service is to check your price quote. So, make it easy for your potential clients to see your pricing structure by displaying it separately on the website.
4. Contact information
In SEO terms, we say that local businesses must optimize their NAP.
NAP stands for Name, Address, and Phone Number.
Make sure these three things are easily visible and reachable on your website. Put it everywhere, including the top, bottom, contact page, about page, etc.
Moreover, you can also consider adding an Online Booking option to make things easier for the customers.
When it comes to local services such as cleaning, consumers love businesses with great customer reviews. With the internet, it has become easier than ever for consumers to find reviews about a company before availing their services.
So, it’s important that your cleaning website has some genuine user testimonials and ratings to help build trust among new customers. You can either show user reviews on the homepage itself or by adding a dedicated testimonial page on your site.
Also, encourage your clients to share reviews about your services on your website or other platforms such as Google business page, YellowPages, etc.
As you can see, we have added a dedicated section for “Loved by thousands of commercial and office businesses around Sydney” on the Clean Group website to let everyone know that this business is reputable and recognized.
Today, more people use their mobile devices (smartphones, tablets, etc.) to access the internet.
Gone are the days when having a basic, desktop-ready website was enough. Today, if you want your online business to have maximum visibility, you need to make sure that your site is made to be accessible across all major platforms, including mobile devices.
Check out the clean-group.com.au website, which is made to be mobile-responsive and to open seamlessly across all device sizes and platforms.
7. Keep the load to a minimum
Page speed is another crucial factor to consider when optimizing your business site. The best way to optimize speed is to reduce the load on your website by removing unnecessary images, graphics, plugins, etc. or optimizing them for better performance.
But, that doesn’t mean that you should not have high-quality images and videos on your business site, in fact, original pictures and videos are some of the best ways to make your site stand out.
Just avoid using duplicate media and the ones with large size.
8. Before and After Pics
This works like a charm for renovation related businesses, including cleaning services.
Display ‘before and after’ photos of the places you’ve cleaned to let potential customers get an idea of how much difference you are actually making with your cleaning services and how effective you are at it.
It’s a good habit to socialize more, especially when you’re running a local business.
Thankfully, in the online world, you have options like social media sites, through which you can increase your business reach and client base by creating official business pages on websites like Facebook, Twitter, and Instagram.
Make sure to connect these social profiles to your official website to make it easier for customers to connect and interact with your cleaning company.
The Clean Group website has all the social icons placed at the bottom of the homepage, where they are easily accessible to everyone who wishes to engage with the company on social media.
10. Add a chatbot to your site
You might not be there 24/7 to serve or help your website users with their queries, but an automated chatbot will.
By integrating a chatbot or automated messaging system to your site, you will make it possible for users to get an instant solution to their queries, make cleaning service bookings, get price quotes, and more.
11. Make your website automated
What it means is that your website will notify you instantly whenever someone sends you a booking request or some other message.
Moreover, there are also tools to track the visitors, behavior, website performance, etc. which you can use to get the best out of your marketing efforts. For example, you can set up automated messages whenever a visitor attempts to leave your site without making a booking or inquiry.
This is a nice way to increase engagement on your cleaning business site.
12. Improve your brand value
Your online brand marketing starts with your website. How well you have optimized your company’s branding on the site will make all the difference.
Besides a great-looking and relevant logo, you should clearly include business name, photos, relevant colors, brand mission/vision and values on the site to help users understand and connect with your company.
Your website should clearly reflect your brand values and mission. The Clean Group website is a perfect example, where we have included a nice company logo along with company name and details like why it is a trusted and the best commercial cleaning company in Australia.
13. What makes you unique
It’s obvious that you’ll have competitors in whatever marketing your cleaning business is operating. So, what makes you better than them? It’s called the value proposition.
Find out your unique value proposition or USP (unique selling proposition) and use your website to market it properly to ensure that each and every one of your clients knows about it.
Now, your value proposition could be anything, like you offer eco-friendly cleaning services, so all your cleaning tools and techniques are friendly to the ecosystem. Moreover, you can offer a 100 percent satisfaction guarantee, which none of your competitors offer.
14. Showcase your achievements
Customers need to be able to trust you in order to work with you, and the best way to establish yourself as a trusted business is by showing your achievements, awards, and recognitions on the website.
Have you ever been awarded for wonderful customer service or been featured in a newspaper for an achievement? Feel free to include these things on your cleaning website to show your customers that you are reputable and can be trusted.
See how we have listed the top clients and partners of the Clean Group on the homepage to tell everyone that it is a well-known and trustworthy cleaning company.
15. Optimization location pages
If you’re serving in more than one location, make sure that your website has a separate page for each location.
Each location page must be optimized for specific services and service areas, including relevant content and maintaining transparency throughout. This will ensure that users are able to find the relevant service in their area. Moreover, it will help your website rank well for location-specific keywords in the search engines.
The Clean Group website serves three major locations – Sydney, Melbourne, and Brisbane – and therefore has separate and well-optimized pages for each of the locations.
16. Add a blog
Blogs are a must for business websites. Adding a blog to your cleaning website will give your potential and existing customers a better platform to connect with the company, get informed about new updates, ask questions and learn more about your services.
You can use your website blog to write about things like cleaning tips, guidelines, new product/service launches, business news, offers, among other things. The trick is to be consistent by posting at least one post every one to two weeks and regularly replying to comments.
Your business blog will not just ensure a great user experience but also will help you become more visible on search engines.
17. Add a FAQ section to your site
Frequently Asked Questions or FAQs are specifically important for service-based websites where customers often have a number of common questions. Here, you can address all these questions without having to repeat them for each customer separately.
For example, customers of a cleaning company would ask questions like –
- Which locations do you serve?
- What are your service rates?
- Can you provide a free quote?
- How much time will cleaning my office take?
- What cleaning techniques you follow?
You can collect more questions by asking your customers directly through social media for your blog
FAQs are also a great way of improving transparency and trust in your business.
18. Regularly update your website
Updating your website is important for many reasons. It keeps you in line with the latest industry trends and ensures that your site keeps providing high-quality services and relevant information to the visitors.
If you forget or simply avoid updating your site, it will harm both your business and branding.
19. Optimize for SEO
SEO (Search Engine Optimization) is what makes your website optimized for search engines to ensure that it appears when people are trying to find a cleaning business in your area.
Local SEO Services include improving your website for things like target keywords, contact information, content quality and relevance, speed, meta tags, robots.txt, images, etc.
During the local SEO of the Clean Group website, we optimized each page to include contact information in the header as well footer, making it easier for prospects to get in touch with the company.
20. Optimize your domain name
Among other things to improve on your site, one is your domain name.
The domain name is the URL by which your site is accessed on the internet. Ideal, Google-recommended practice is to keep your domain relevant to your business name. A good idea is to use a combination of your business name and primary keyword.
For example, if your company name is Clean Group and you provide cleaning services in Australia, you can pick a domain name as Cleangroupaustralia.com.
Also, make sure to keep your site URL short and readable.
To sum up, your cleaning business website should be clean, fresh, informative, impressive, responsive, professional-looking, search engine friendly, and easy to access, use and navigate.
Off-Page Marketing Strategy for Cleaning Business
Once your website is ready in all aspects, the next thing to do is to build a strong plan for marketing. For that, you must have a basic knowledge of technical SEO Services (Search Engine Optimization).
The first step to increasing leads to your cleaning business is making sure that people are able to find your cleaning business/website on Google. (That’s also the most difficult part.)
We enhanced the overall industry reputation of the Clean Group business, increased leads and made it popular through a meticulously crafted marketing plan, a major part of which included increasing the organic rankings of their website on Google. Here’s how we did it.
21. Network with other sites
While most SEO experts will focus on creating backlinks to their own website, we at SAG IPL also link other sites from our site. Here’s how it works.
Suppose that you are writing a blog about cleaning tips for offices, you can link to a well-known website like Wikipedia in the content, or add links to relevant “How-to videos” or sites like Amazon. These are called outbound links, which happen to be a great way of networking with other sites in your industry.
Just avoid stuffing too many links on a single page; Google hates it.
Good links are the ones that are high in quality, value and can do a lot of good for your website. Links from top sites like Forbes, Entreprenuer.com, and other popular news sites are a great example.
So, how do you get backlinks from such a website?
To be honest, it’s not going to be easy. You will have to keep your eyes open for the right opportunity.
For instance, you can approach your local news website, offering to write about a recent/trending subject that you have good knowledge about, and in exchange get a link back to your site.
For Clean Group, we built links from some of the prominent websites in the industry as well as built networks with many leading niche sites.
23. Guest Posting
Guest posting is another fruitful way of getting links from good websites. But again, it’s not going to be easy.
Top sites like Forbes won’t even consider your content unless it’s really good. But if you somehow manage to get it done, it will be totally worth it.
Link building through guest blogging will not only send good traffic to your site but also will help boost your search engine rankings by telling Google that the top sites in your niche recommend/support you.
24. Send Email/Newsletters
Newsletter emails are one of the best direct marketing approaches in today’s tech-dominated business world.
If you have a cleaning business blog, you can send weekly emails notifying subscribers about your latest blog posts, news, and updates. You can also send tips or ask them to check out a new service on your website
If you send newsletters to your existing and potential customers, make sure to include your website/blog link in it.
25. Send a gift card
Send free/promotional gift cards to your family, friends and potential customers, asking them to try out your cleaning services.
Word of mouth continues to remain a good way of getting leads. But if you’re a new business, there won’t be many people who can talk good things about your business. So, the best way to get started is by offering promotions and discounts to people.
Remember, as a new business, your primary aim is to bring customers to your site. If you can do that by giving away bonus offers, it’s a good deal.
Once you have served many customers, you can expect to start receiving new leads through word of mouth.
26. Google My Business listing
Ever since its launch in 2014, Google My Business has been a tremendous help for local businesses. It is a listing site where you can list your local business in a relevant category.
Depending on how well your GMB listing is optimized, it may appear in Google search results for your business relevant keywords.
The trick is to optimize your listing page by providing proper, valid and up-to-date information about your business, adding photos, address, business timings, contact number, etc.
More than that, you need to gather some positive reviews about your cleaning business. Ask your existing and past clients to share reviews on your Google listing page.
You can check out Clean Group Australia’s Google Listing page for a brilliant example of an optimized Google My Business listing.
27. Blog posting
Blogging is also an excellent way of building quick and good quality backlinks to your cleaning website.
By writing relevant, high-quality and informative blog posts (both off-site and on-site) about your business, you can surely help boost its search engine rankings.
Just make sure to avoid spam or duplicate/spin content, it does more harm than good.
28. Directory Listing
Other than Google My Business, there are many other business directories where you can (and should) get your business listed.
Business directories are used by people all over the world to find information, such as contact details, etc. about local businesses, including cleaning services.
By listing your cleaning business to popular online directories like YellowPages, Yelp, Foursquare, etc., you can increase your exposure and reach to millions of customers. Just make sure to keep your business listing up-to-date.
29. Socialize on Social Media
Merely existing on social media is not enough. You need to be active. Here are some ways to do that –
- Post new, interesting things on your Facebook/Twitter page. Here are some social media post content ideas
- Post business updates and news
- Post offer
- Answer users’ questions and comments
- Ask reviews
Besides these, you can also consider using paid advertisements to further increase your business reach and gain more customers on social media.
30. Get an app
This is not compulsory but highly recommended. Today, most people like to surf the internet with their mobile devices (smartphone, tablet, etc.) rather than a desktop computer.
Whether it’s shopping online or availing a service, mobile apps are the best and easiest way to do the job. By getting your cleaning business a dedicated mobile app, you will give your customers the ability to easily reach you, make a booking and share reviews right from their smartphones.
This is a foolproof and comprehensive marketing strategy for cleaning businesses of every scale and type and can be used by local businesses everywhere.
A perfect marketing strategy is a combination of website optimization and off-page marketing techniques. With these proven marketing tips, you can increase both the visibility and ranking of your cleaning company as well as convert more traffic into leads.
This is also a case study of how we optimized the Clean Group (Australia) website and helped improve their online branding and leads through an effective digital marketing plan. If you are also looking to hire cleaning business marketing services, feel free to reach us for a quote.