At first glance, thinking about what customers want from a cleaning business website might be obvious - they want to know who you are, what services you offer and how to get in touch, right?
Of course you should be using your website to make sure that all this information is readily available, but your customers (if they are going to end up being your customers!) need to know more than the bare essentials.
Well, for a start we realistically know that you're most likely not the only cleaning business that your potential customers will be looking at. They may well have a few businesses in mind to get quotes from, so what's going to make you different from the others and more approachable?
Winning the Zero Moment of Truth
This brings us on to one of the most important marketing facts to remember - The Zero Moment of Truth.
Whether you're B2B, B2C, product or service...it matters in today's information-littered world. When we want something, most of us get out the laptop, tablet or phone, and ask Google to help.
So what is Zero Moment Of Truth?
The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase. - Think With Google
'Winning' the ZMOT is the online decision-making moment. It's the point where a potential customer sends you a message through the website, books in for a consultation call, or picks up the phone and calls you. It's the point where they have enough trust in you to take the next step and contact you.
Now there is a statistic linked to the ZMOT, and it's that 70% of the buying decision is made BEFORE ZMOT.
70% of your potential customer's decision on whether to buy from you or not has been made before they even contact you.
Studies have been done across different B2B and B2C businesses and the result is the same. Whatever it is people want to buy, they want to make the right decision, and with the amount of information available to them online, they can make a much more educated decision than they ever could have in the past.
So, you probably have some sway in whether a prospect will ultimately become a customer in the home walkthrough/quotation stages - but in most cases, the decision has mostly already been made.
'How do we influence the buying decision before ZMOT in our favour?'
That's where your website and marketing come in.
The more useful, genuinely helpful information you have on your website, the more information is available from YOU to help your potential customers make a decision. And they'll find this information by searching in Google.
Let's go deeper now, and look at exactly what it is that customers want from your cleaning business website before they reach that ZMOT and reach out to you:
Cleaning business website content that builds the know, like, trust factor
Most website content ends up talking about the company, when in fact we can use the content to change the focus to the potential customer. What are their pain points (one of them being their house is unclean!), and what benefits to different areas of their life would having a cleaner bring?
Consistent website content is really useful for domestic cleaning companies - in a business where you and/or staff are often letting yourself in and out of people's homes, trust is a super-important factor.
A lot of business don't like 'giving away' too much information with the assumption that if the potential customer knows too much, they won't use them and will just do it themselves. This is less of an issue with something like cleaning because customers mostly either don't want to do it themselves or don't have time to.
However, if you're a trusted online source of cleaning tips and tricks, this shows people you are experienced and positions you as more trustworthy. They might learn from you how to clean their bathroom much quicker - but if they see you as a trustworthy source of information then they will be more inclined to contact you to do it for them.
And remember, if you're not helping a potential customer to make an educated buying decision, then who is? Your competitor?
Answers to their questions/objections
Make sure that in the copy you write for your cleaning business website, you're addressing any objections that might come up between the stages of a potential customer finding out more about you and signing up for your service.
What common objections have you noticed from people throughout the buying process? A common one is that they can't afford it; so this could be answered by pointing out the value to them, especially in the time they are getting back to do other things.
People may also be interested in your cleaning service but have things they want to know before they commit, especially to a contract or regular visits. Pay attention to questions that regularly come up during the quotation process - these questions can be answered on your website via an FAQ section, or even via a 'Problems we Solve' page, as we've done here on Cleaning Service Websites.
With so much emphasis now on making a buying decision before even contacting a company, it's a really wise idea to have some form of social proof on your website.
This could be as simple as testimonials from existing happy customers, to more detailed examples such as customer case studies, which can work well for commercial cleaning businesses.
Before/after images can also be really useful if you can use them to successfully show the standard of your work.
A lot of businesses don't like putting their prices on their website. This is usually because of one of the following reasons:
- They are worried their prices will put potential customers off
- They don't want their competitors to see what they charge
- They don't charge a standard rate, and prices are calculated on a per-project basis
The problem is, potential customers want to know how much it's going to cost! Have you ever been looking to buy something online and you can't find any idea to what the costs involved are? It's frustrating!
So what's the best thing to do in regards to showing your prices on your website?
Firstly, don't worry about your competitors finding out about your prices - they most likely already know them! And even if they don't, it's usually best to focus on other factors that make your cleaning business the one to choose other than price alone. Cheaper does not equal better.
If you simply charge an hourly rate for your cleaning services, then you could display that on your website. In this case, it can be useful to add some more information alongside your prices that give a potential customer a bit more of an idea how long they will need to book you for (hands up who has had those clients who want you to clean their 4 bedroom house with 3 kids, a cat and a dog in 2 hours. A fortnight.)
You don't need to list specific prices, but a guide of how many hours it takes to do a X-bedroomed house, and factors which may increase that time, such as frequency of visits, young children, pets, untidy rooms etc.
Producing an article on your blog or as a standalone website page covering the subject of cost, why it varies and the factors that influence it is essential if you quote on a per-project basis.
Although you can't give a potential customer a specific figure for their own situation, you can help them get an idea of prices and understand why it may cost more or less - and the more you guide them through learning about this, the more likely they'll be to take the next step and contact you for a quote more specific to their needs.
Calls to Action
Your potential customers are busy people - so make it easy for them! Most pages on your website will benefit from having a single call-to-action so it's clear what they need to do next...whether that's fill in a contact form for a quote, entering their email address for a free download, or picking up the phone and calling you.
In this article, we've covered the main things that potential customers want from your website.
Some of these things will be quicker to implement than others - for example adding a call to action on your website pages can be done pretty quickly, especially if you're using a page builder.
Producing useful and helpful content for your site is a longer-term commitment, but can yield powerful results in both getting traffic to your cleaning business website, and converting that traffic into potential customers.
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