Websites for cleaning companies
What a cleaning company’s website has to do to turn a visitor into an enquiry.
Letting a cleaner into the house is a trust decision. A cleaning company's site needs vetting stated, services split by type and an easy quote or booking.
Hiring a cleaner means letting strangers into the house, often when nobody is home. Before price, the visitor wants to know who will come, whether they are vetted and insured, and whether the same people come each time. A cleaning site that answers that first gets the quote request.
The second thing is what kind of clean. A weekly house clean, a deep clean before guests, a move-out clean and an office contract are different customers. The site we build for a cleaning company states the trust facts up front, separates recurring and one-off work, and makes getting a quote or booking a visit take a minute.
Why cleaning companies lose the visitors they already have
Trust is assumed, not shown
Most cleaning sites say 'trusted' and 'reliable' and stop there. Homeowners want the specifics: background checks, insurance and bonding, whether staff are employees, whether the same team comes each time. State the ones that are true.
Recurring and one-off work are mixed together
Someone wanting a biweekly clean and someone wanting a one-time move-out clean want different information and a different ask. Separate them, and the recurring customer, who is worth far more over a year, finds what they need quickly.
Getting a price takes a phone call
People want an idea of cost before they talk to anyone. A short quote form asking for the size of the home, the type of clean and how often is quicker for the customer and gives you what you need to price it.
No faces on the site
A page with no team photos leaves the homeowner imagining who will turn up. Real photos of your cleaners, with first names, make the decision much easier.
What your visitor arrived wanting
“Book it — what does it cost and can I trust you in my home?”
In their words, the problem
- I do not have time to do this myself
- I want it done regularly without chasing
- what will it cost
What they want to leave with
- book it and forget it
- a price before I commit
- people I am happy to have at the house
A cleaning company’s customers think in terms of a visit; the page should use their word, not the trade’s.
The page, top to bottom
This is the order a cleaning company’s homepage runs in when we build it. Core sections are on every site of this kind; strong ones are there whenever the business has the facts to fill them. Nothing is padded to look full.
- 01
The first screen: what you do, where, and how to reach you
Core
- 02
Services, as a list a customer can scan
Core
- 03
The promises you can keep
When the facts exist
- 04
A maintenance plan or membership
When the facts exist
- 05
Reviews, with the source named
When the facts exist
- 06
The towns you cover
When the facts exist
- 07
The questions people ask before they call
When the facts exist
- 08
The closing ask
When the facts exist
- 09
How to reach you, with a form that delivers
Core
One ask: “Get a quote”
The primary action for a cleaning company is get a quote. It sits in the first screen on a phone and repeats on every page; a second, quieter route to the form sits beside it. Two equal buttons pointing at the same place read as filler and cost calls.
On a phone, the sections a visitor must reach within the first three screens: services, as a list a customer can scan; the promises you can keep.
The services to name
Each of these is a search someone in your town types. Each gets its own line on the homepage and, where it matters, its own page.
- Recurring house cleaning
- Deep cleaning
- Move-in and move-out cleaning
- Office cleaning
- Post-construction cleaning
- Airbnb and rental turnovers
- Window cleaning
What a customer checks before they get a quote
- Background checks on staff, stated if you do them
- Insurance and bonding, stated, with an offer to show proof
- Whether cleaners are employees, and whether the same team comes each time
- What a standard clean includes, room by room
- Google reviews linked, especially from recurring customers
- What happens if something is missed or broken
Photographs: what belongs and what does not
The look to aim for is fresh and trustworthy.
Use
- the clean result
- the crew at work
- before and after
- the branded vehicle
Avoid
- stock gloved hands
- generic sparkle graphics
- a face filling the frame
No stock photography in a work role: a photo captioned as your work is a claim, and a stock one is a false one.
Local SEO for a cleaning company
- Google Business Profile primary category: House cleaning service, with Commercial cleaning service as a secondary if you do office work.
- You go to your customers, so set a service area of the towns you cover and hide the home address.
- Before-and-after photos of kitchens and bathrooms work well on the listing; never show a client's home without permission.
- Ask recurring customers for a review after the first month, when the routine is established.
Questions cleaning companies ask us
- Should a cleaning company show prices on its website?
- Say how you price, by home size, type of clean or hourly, and offer a quick quote form. A starting figure can work if it is honest and you stick to it.
- Is online booking worth it for a cleaning company?
- For recurring and simple one-off cleans, yes. Customers like choosing a day themselves. Larger or unusual jobs are better as a quote request first.
- What does a cleaning site need most?
- The trust facts stated plainly, photos of the real team, and a quote form that takes under a minute. Those three do more than any amount of design.
The two questions your own customers ask, which the site answers for you
- How much will it cost?
- It depends on the size of the place and how often you want us. Tell us both and we will give you the figure before you commit to anything.
- Do I need to be home?
- Not usually. Tell us how you would like us to get in and what you would rather we did not touch, and we will work around it.
Free, automatic, about 30 seconds
See what your cleaning company's site is missing.
The free audit checks the first screen, the title, whether Google can read the page, whether it is mobile-friendly and whether there is a way to get a quote.
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