Cleaning company website: how to win more clients

Business or private: choose your entry point

A facilities manager looking for a cleaning company for three office buildings has different questions from a family looking for weekly help. Don't try to convince both in one text. Create two clear entry points.

• Business clients want to know: which premises do you clean, how do you ensure quality, who is my fixed contact, how do you handle keys and alarms?
• Private clients want to know: will the same person come each time, what does it cost per hour, how flexible are you around holidays?
• Specialist clients, for example for window cleaning, post-construction cleaning or floor maintenance, search specifically for that service.

Do you mainly focus on businesses? Then say so in the first sentence of your homepage. A clear choice attracts the right clients and saves you conversations that go nowhere.

Do you do both? Then put two buttons side by side at the top, for example 'For businesses' and 'For homes'. Each button leads to its own page with its own examples, its own questions and its own form. That way every visitor feels spoken to straight away.

What should a cleaning company website include?

• A homepage that says what you clean, for whom and in which region.
• A page for each service: office cleaning, window cleaning, post-construction cleaning, floor maintenance, domestic cleaning.
• An explanation of how you work, from the first meeting to a regular schedule.
• How you check quality, for example with standard checklists and inspection rounds.
• Information about your staff: familiar faces, screening and training.
• Reviews and, with permission, names of business clients.
• A quote form that suits both business and private clients.

Building trust with your cleaning company website

Because you get access to someone's premises, trust counts for more than with many other services. Show that trust instead of just promising it.

• Real photos of your team in company clothing, not the familiar stock photo with a bucket and a smile.
• An explanation of how you handle keys, access passes and alarm codes.
• What you do when someone is ill: does a regular stand-in come?
• Whether you're insured for damage, explained in plain language.
• Quality marks or certificates you really have, with a short explanation of what they mean.
• A fixed point of contact with a name and photo.

For business clients, a short description of the kind of premises you clean works well. For example offices up to a certain size, practice rooms or shops. Only name clients if you have their permission.

Prices and quotes for cleaning

Commercial cleaning is almost always tailored. The number of square metres, the type of floor, how often you come and how many toilets and washrooms there are all set the price. A fixed price list works badly there. A smart form works better.

• Ask for the type of premises and the approximate size in square metres.
• Ask how often cleaning is needed.
• Ask which times work: during or after office hours.
• Ask whether there are special requirements, such as window cleaning or a kitchen.
• Offer to visit for a free survey.

For private clients it's different. There, an hourly rate or a starting price actually helps. People want to know quickly whether it fits their budget. Want to know how to put quotes together faster yourself? Read our article on automating quotes.

Getting your cleaning company found on Google

People search for 'cleaning company' or 'window cleaner' plus their town. Businesses also search for specific terms, such as 'office cleaning' or 'post-construction cleaning'. A page for each service helps Google show you for those searches.

• A complete Google Business Profile with your service area and photos of your team.
• Reviews from both business and private clients.
• A page for each service with its own clear title.
• An honest description of your service area. If you only work in the region, say so.

Read more about local findability in our article on local SEO. Want extra enquiries from a new region quickly? Then advertising can help. Read about it in Google Ads for SMEs.

Finding new cleaners through your website too

For many cleaning companies, the biggest problem isn't finding clients but finding good staff. Your website can help with that too. A separate 'Work for us' page attracts applicants who really fit your company.

• Describe what a working day looks like, with hours and types of premises.
• Be honest about what you offer: hours, transport, support and how you treat your people.
• Let colleagues speak for themselves, with their permission and their own photo.
• Keep the application form short. Name, phone number and availability are often enough.
• Put vacancies in a fixed place, so you can easily update them or take them offline.

A good recruitment page helps with clients too. A company that shows how it treats its people comes across as more trustworthy. And business clients increasingly ask how you treat your staff.

Mistakes on cleaning company websites

• Copy that promises you clean 'everything', for 'everyone', 'everywhere'.
• Not a single photo of the real team.
• No explanation of quality control or cover during illness.
• Only a general email address, without a name or phone number.
• A quote form that doesn't distinguish between an office and a home.

A website for your cleaning company with Violexa

At Violexa a custom website starts from €1,799 excl. VAT (€2,177 incl. VAT) per project. That includes design, build, a design that works on every screen, basic SEO, Google Analytics, a CMS and training. We can easily build in a quote form with separate routes for business and private clients. We work from Amsterdam for businesses across the Netherlands.

Want to know what your cleaning company needs? Request a free quickscan. In 30 minutes, online or on site, we look at your situation together. Afterwards you get short written advice with a price indication, with no obligation.

Frequently asked questions