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Cleaning Business Marketing Strategies to Increase Leads and Booked Jobs

Don’t feel like reading, but want to at least visualize the anatomy of a Google search?Take a look below at this video I just recorded:


Consumers’ needs are rapidly changing and the house cleaning company who best adapts their cleaning business marketing strategy will be the ones that see more phone calls, more leads and more booked jobs.


The marketing strategies that worked in 2017 aren’t going to cut it in 2020 and beyond.


We compiled some tips for marketing your cleaning business based on best practices, trends and our experience. Below you’ll find 5 cleaning business marketing strategies that will help you increase leads and booked recurring jobs this year. They’re the same strategies we used to get more results for our existing cleaning business clients.


Running a home cleaning service is not easy. Your focus should always be on the business itself, not just the marketing.


Keep reading to see the cleaning business marketing strategies that will get you the results you have desired for far too long and contact us if you want a cleaning business marketing partner to do it all for you.


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The modern home cleaning service consumer and how to turn them into a new recurring customer

Gone are the days you could rely strictly on word of mouth to fuel your leads and book jobs. Not to mention the days where customers would stay loyal to a company just for loyalty’s sake. Customers have many options in today’s world and often time it can be a fairly frictionless transition from one service provider to another.

So, what can you do to better market your cleaning business? Let’s get into it.


Build a better cleaning business website

Your website is the “face” of your company online. You know how much first impressions matter. Don’t blow this opportunity to impress a potential customer.

Not only should your cleaning business website look good, but it shouldn’t be difficult for a user to find your contact information. In other words, it should be optimized for lead generation. Items to look at:

  • Where is your phone number located? Is it at the top of your homepage?
  • Do you have a live chat widget? Is someone actually managing it, or do you have a bot?
  • Do you have a form on your site? Where is it located? If you’re sending traffic to a landing page for a specific offer then you should consider placing the lead form above the fold.
  • Can users book an appointment directly on your website? If so, how easy is the user experience?

These are just a few “contact” or “touch-point” related items to be aware of. Some others include:


Your website loading speed might be losing you business

Users don’t have time to waste. Website speeds impact your bottom line. You must invest in a mobile-friendly website that loads quickly.


How mobile-friendly your website is

83% of mobile users say that a seamless experience across all devices is very important to them. Not only is mobile-friendliness important to you users, but it is important to Google from a ranking perspective.

Your cleaning business website must be responsive and must be easy to navigate with a mobile device.


Improve your local SEO

There’s no doubt that organic results are shrinking. Google and other search engines are increasingly becoming a pay to play platform, BUT there are still some effective tactics you can use to appear in organic search results.


Optimize your Google My Business Page

Your GMB listing is one of the most vital signals for Google when it comes to organic search optimization. Customer reviews, business information, a link back to your website, business hours and much more all make up the information that is listed within Google My Business. It is necessary for your cleaning business to have a well-optimized Google My Business page.


Website structure and on-page optimizations

Don’t sleep on your sitemap, title tags, meta descriptions and other technical essentials that make it easier for your website to be crawled. Having these factors properly setup and continuously optimized will help improve your rankings and give your home cleaning business a better chance of getting into the local pack.


Make sure your website is mobile-friendly

We touched on this above, but it’s important to mention again. Mobile search is here to stay. As a matter of fact, most searches are conducted on a mobile device.


Associate your website with local directories

Ensure your business’ information is correct across all directories. Local consumers tend to use directories to find cleaning business near them, so it’s important to use them to your advantage.


Consistent information across social profiles

Similar to the directory information that we mentioned above, your social media profiles should have consistent information as well. Name, address and phone number (NAP) shouldn’t vary from one platform to another.


Proximity to the searcher

Proximity plays a huge role in local SEO. All other things equal, the closer you are to the search, the higher chance you have of appearing in the local pack.


Learn search engine marketing (aka pay per click marketing)

Search engine marketing is one of the best ways to advertise your cleaning business because you can connect with homeowners at the exact moment they’re searching online for a home cleaning.


With search engine marketing, or pay per click marketing, every time your ad is clicked, you pay the publisher. Essentially, you are buying targeted traffic to your website in hopes that you can convert the user into a paying customer.


With tight targeting (high intent keywords) and a quality account build, you will be able to reach users who are ready to buy at the very second they make a search.


We are extremely well-versed in pay per click marketing for cleaning business and we go into detail about some of the many aspects that make-up this form of marketing in this blog post.


Some of those factors include:

  • How well your account is structured
  • Budgets and bidding setup
  • Keyword targeting & types of keywords used
  • Ad copy and ad extensions
  • Conversion tracking setup
  • Audiences


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Utilize Google Local Service Ads

Google Local Service Ads (LSA) are fairly new, but pack a mighty punch. They show above the traditional Google Ads (previously AdWords).


Take a look below at what a Google search results page looks like today:


As you can see, the LSAs show directly at the top of the page and the organic search results at the bottom. It’s getting harder and harder to appear organically, so it’s important to be investing in Google LSA and PPC Ads.


The beauty of Local Service Ads is that you are charged per qualified lead.


Obtain more online reviews

Reviews are massively important. Users are frequently reading them to determine if they should or should not use your business.


94% of consumers say that a negative review has convinced them to avoid a business.


A high review rating can help you get into the local pack and can also help your Local Service Ads to appear more frequently.


The increasing importance of video

Video is becoming more and more important. You can use your current customer-base as a means to create video content (of course, make sure to get their approval first). You can create before and after videos, how-to videos and many other themed videos to help educate potential customers and promote your brand.


Don’t hesitate to:

  • utilize video within blog posts
  • upload videos to your site, YouTube, Facebook/Instagram and other social profiles
  • go “live” on social profiles


Need help executing any of these marketing strategies for your cleaning business?


As always, if you want help getting more customers via paid or organic search, contact us to see if we can help.

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