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Coping With the Tough Cleaning Services Competition
Wherever your cleaning business is located, there are probably many other similar companies targeting the same market and offering more or less the same services. To stand out from the competition and attract more clients, you must use your website to make a strong impression and convince new visitors that you are their best option for cleaning and janitorial services.
Is your website effective enough to achieve this goal and boost your performance?
Right Choice is a Los Angeles based cleaning company. Although they claim to be a trustworthy cleaning company, their website doesn't reflect this statement. In fact it has so many design and content problems that it will send away many of their new visitors.
The homepage shows a nice visual, but most of it is hidden by an ugly black banner. That's not the way to place a headline on an image. There is no logo or business name on top, just a tagline which looks like a page title. The navigation links are all capital and huge, wasting too much space.
Instead of an opening text, Right Choice placed on their homepage an 'about us' text. This is a mistake because homepages and about pages have different goals and should contain different texts.
LA House Cleaning is another example of a poorly designed and structured cleaning website. Although the site is secure and responsive, it looks more like a brochure than a web page.
The pages are narrow, which makes them look bad on desktops. Instead of a powerful headline, LA House Cleaning placed on their main visual their business name. This is a mistake and a huge waste of valuable space. The navigation menu has only 3 links, which is definitely not good enough for this type of websites.
Beneath the main visual they placed a very large welcome title and a list of services. This is exactly the type of content businesses put on flyers or brochures, but it's a very bad idea to do it on a web page. A well structured website needs an opening text on the homepage and a detailed services section on the inner pages.
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Benchmark Cleaning placed their content on a background image of NYC. Yes, they serve the NYC area, but this is not a good reason for using such a background image. It doesn't really add any significant information, it makes the pages slower, it distracts attention and it has nothing to do with cleaning.
The main visual on top of the homepage is made out of cards that lead to the inner pages. Cards are effective tools, but not as the top homepage visual. Placing linked cards on top is like telling new visitors to click one of the links and ignore the rest of the page. It doesn't make sense.
The homepage doesn't have any introduction, it just starts with 'why choose us'. Although an opening text is important, starting with a list of professional advantages is fine. Only that most of the text that follows has nothing to do with professional advantages, which is wrong.
The homepage goes on displaying a "complete list of services". That's a big mistake! The website has a dedicated services section, so why would Benchmark Cleaning overload the homepage with this information? No wonder the page gets a very low score on Google's speed test.
The inner pages of this website look like Word documents, not like web pages. For example, the office cleaning page displays a huge, full-width text with just a tiny image. No large and relevant office cleaning images, no headlines, no graphic features. This poor design will not convince offices to order their cleaning services, even if they're very good at what they're doing.
When people land on your website you have just one short opportunity to explain why your cleaning services are their best choice and why they should trust you. Don't waste it!
Cleanzen is an example of an effective cleaning website. The homepage starts with a nice video, after which they use a very well structured logic flow to deliver their most important messages. The page is airy and clean, making it easy to read the content.
The texts are clear and well phrased. Cleanzen displays their advantages without using cheesy or pompous statements. They start by explaining how the cleaning process works, which is very useful and makes sense.
Cleanzen's services page does a great job presenting their specific home cleaning solutions. They use beautiful images and short texts to cover everything a home needs to stay clean. They're even displaying a list of services they do not provide, which is very useful.
Any website can deliver plain information. But only a well developed website can convert visitors into clients.
There are many things you can do to bring new visitors to your website, but mainly 3 things to make them choose your cleaning services: effective messages, good rapport and strong confidence.
It doesn't matter if you own or manage one of the best cleaning services in your area. If your website has an outdated design with cheesy content, slow pages with irrelevant images, ineffective layout with a poor marketing structure..., then it's a totally useless marketing tool. And the worst part - it can severely damage your business image and reputation.
Remember! The first impression shapes your visitors' confidence. If your website makes a favorable first impression, your visitors will feel confident enough to contact you and order cleaning and janitorial services. If not, they'll click away disappointed, looking for other options.
If you're planning to launch a new cleaning and restoration website, ask me to send you a quote. I can design and build your new responsive website from scratch, including design, content and images.
If you already have a website and want to improve it, ask me to send you a FREE review report. The website review is a $500 value service that you get totally FREE, with absolutely no commitment! It's an essential kickoff for making improvements that can boost your cleaning website's performance and profits.
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I am Eddie, owner of Ediwriter.com. I specialize in developing persuasive website content, producing creative branding and building powerful websites.
Ediwriter is all about creativity, insight and competence - the single most important elements that distinguish excellence from mediocrity. My work affects impressions, opinions and decisions. My job is to shape your business image and increase the credibility of your messages. I do that successfully since 2001. Work with me and you'll be proud of your choice!