As a cleaning company, you obviously need regular cleaning work. Many contractors have built up long customer lists over the years, a reputable name, a good track record and so on. This means they always have a stream of cleaning projects throughout the year without having to think about where the next contract is coming from. However, you don’t start with all of these assets. You have no referrals, no testimonials for your work and no track record. So getting your first cleaning jobs can be tricky. So how can you overcome this? Digital marketing! Today we wanted to explain how you can get cleaning projects through digital marketing specifically. Don’t fret if you don’t yet have any contracts to work on as of yet. Bare in mind all our commercial cleaning services we provide in Bedford come through these tips. Implement this tips and you will have cleaning enquiries before the end of Summer for sure. Without spending any money!
1. Get a website
A website is just about necessary for digital marketing. You need a presence even if you don’t use a traditional website specifically – like a Twitter or Instagram page. But a website of some sort is absolutely necessary, realistically. It’s the main platform which things like an Instagram or Twitter page can stem from. It’s your home base, you control the platform, what goes on it etc. – you only have so much control over channels on other platforms like Instagram and Twitter. It is also much harder to rank an Instagram or Twitter page than a website as they are not designed to rank for local search terms that we are going to get to the top of Google for.
Website builders these days allow you to make your own first basic site. Ideally it will have at least a few pages, like a home, services, contact and blog. You can go from nothing to completed within a day or two. It’s that easy these days. Sure, you won’t have an all singing all dancing website, but you don’t need one. Something basic is more than enough as we will need to focus more on getting the site seen than how it looks, initially. Alternatively, you can also pay a pro to do it for you. Make sure you get with someone you know like and trust as you will be speaking to them more than once throughout your business. Most site builders these days have themes you can choose, like for a tree surgeon, roofer or even a cleaner. This will lay your site out like a typical ‘cleaner’ website – meaning images will already be there, suitable colours, a suitable lay out and so on. Then you can edit it from there rather than starting from completely fresh, which takes ages! Thank god for WordPress.
2. Get your site seen
A website has to be seen to be effective. And seen by the right people who actually need your service. You want your website to appear in Google for local search terms to you. By ‘local search terms to you’ this is likely going to mean any variation of the word cleaner or cleaning and your local areas that you serve, as well as other specific cleaning services you carry out. Only a couple of years ago it was easier to top Google compared to now. Don’t let that discourage you though. Everything gets harder, not easier. There’s just more competition, more agencies, more apps, data and knowledge. It’s like London house prices. Sure, if you bought there 10 years ago, your money would worth a lot more now, but that’s just how it is. You have to get into the game eventually. It will be even harder for the people that delay the move.
The easiest way as a cleaning company to get your site seen on Google is through the written word. Content. It seems basic but it is definitely true. If you click any local cleaning websites you will notice that there are very few pages. Services, home, testimonials and a contact page. Also, there are barely any words on the entire site. Think about this logically. How could Google really know who you are, what you offer and where you operation without extensive description? Google is just a machine and powered through algorithms – it can’t think like a human despite its intelligence. They can’t look at your site and infer your perfect customer and location. You have to make it obvious to them. So, writing weekly article about what you’ve been doing and where is going to show this to them. And as you remember after checking your local competitors – there is very no competition on the articles side. Even if you have no cleaning jobs to speak about, you can talk about your preparation, mission, starting the business and more. Don’t over complicate it. Just get your words out there. Create a blog page and start documenting what you are doing in detail and you will soar past the competition. Keep the articles between 400-800 words long at a minimum. The longer the better.
4. Internal site linking
This will sound complex, but it really is not. It is essential though. So pay attention to this part. The content is the main bulk of the operation. It’s virtually all the work. Now we need to tie it all together. Within the articles you need to link them back to your homepage. You might think the page is linked up and it’s all good already as the article and the homepage are both on the same website… But it’s not linked how it should be. We are tactically doing all of this remember – we are going for specific positions and search terms on Google. So, somewhere near the start of the written article you will use this equation. Add a link of the words you are trying to rank in Google for (service and area) BACK to your homepage.
Let’s say the words we are ranking for are cleaners in Milton Keynes. We know there’s thousands and thousands of people living here. That search term will definitely get searches throughout the days weeks and years. We then want to link those four words (cleaners in Milton Keynes) back to the homepage, without the link opening in a new window (from WordPress it will show a box that you can tick or untick asking you to open the window in a new page). Just make sure the link doesn’t open in a new tab but takes you straight to the homepage from that tab. This is due to the way the Google robots work.
All of this linking sounds weird. It really does But all we are trying to do is communicate to Google what this content is about. Then when we link the article back to the homepage – we are ‘strengthening’ our site. The homepage is what appears in Google, not the article page itself. The content is what helps the homepage TO rank. That is why we link each article to the homepage. If you really want to get technical, reach out and find out more on how we are using these strategies.
5. Extras you can do
Although these strategies will work by themselves, there are more things you can do to support and boost your efforts. They’re also relatively low effort. Another thing you can do is to create all of the main social channels for your business. This means Instagram, Facebook, Twitter, Blogger.com etc. This shows Google that you are a real business entity and spreads your digital footprint and brand. Easy. You can also then post your articles on these pages, as well as link out (open the link in a new tab as opposed to the same one) from the articles to these pages. Again, spreading your digital brand on Google and reinforcing the local cleaning search terms you are going for. Another thing you can do is hire an SEO specialist who will clean up your onsite SEO. This means getting your titles, tags and more to communicate with Google what your site is about and what it should rank for. As you rarely have to update your main site (not your blog), you will only need to do this every so often. However, it will have a massive impact, so it’s worth doing. Even getting the correct page names across your site is important. For example, you could have a cleaning page with several cleaning pages underneath it. How you organise those pages (how they link together) and the names of those pages is extremely important to Google and its algorithms.
That’s everything for your website for now. Hang in there if you don’t have any cleaning contracts right now. You will get there if you follow these tips. Make sure to be doing everything though. Speak to people, hand out fliers, do your writing etc. and you will eventually be getting your first cleaning job! Get in contact if you need help with any of this.