IN THIS ARTICLE · 8 PARTS
A cleaning company website has to answer four questions before anyone picks up the phone: what you clean, which neighbourhoods or towns you cover, roughly what it will cost and how to book a date. When those answers sit on the first screen of a phone, with from-prices or a small calculator and a form that takes a minute to fill in, the site starts bringing in enquiries instead of just existing. Below is exactly what to include, with a worked example for the calculator and a checklist you can copy.
Services: one page for each
"We offer professional cleaning" says nothing. People are looking for something specific: an after-renovation deep clean, regular office cleaning, upholstery cleaning, communal stairwells, windows. Give every service its own page, or at least its own clearly separate section, and answer the same questions each time:
| What to say | Example |
|---|---|
| What is included | Kitchen, bathroom, floors, dusting, inside glass |
| What is not included | Outside windows on high floors, washing curtains |
| How long it takes | A guide for a typical flat |
| What you bring | Your own products and equipment, or the client's |
| How many people come | One person or a team |
| Price | "from €…" or "€… per m²", with VAT if you are registered |
This table pays off twice. The client understands what they are buying without calling, and you get fewer enquiries from people looking for something you do not do. Separate pages also help on Google, because "after-renovation cleaning" and "upholstery cleaning" are searched for separately. How to write those pages simply and clearly is in how to write your website copy.
Prices: from-prices, a calculator, or both
People compare several companies, usually in the evening and on a phone. The company that shows a guide straight away has an advantage over the one that says "call for a price". In the EU, customers have to be clearly informed about the total price [3], so write your prices without surprises: whether VAT is included, whether there is a travel charge outside town, what an extra costs.
If your price depends on the size and the type of clean, a small calculator does a great job. Here is a worked example. The numbers are made up for the example; use your own:
| Client's choice | Example value | Sum |
|---|---|---|
| Type of clean | deep clean | €2.50 per m² |
| Size | 70 m² | 70 × 2.50 = €175 |
| Extra | inside windows | + €30 |
| Outside town | no | + €0 |
| Estimate | €205 |
Under the result, say honestly that this is an estimate and the exact price is confirmed after photos or a visit. The client gets an answer straight away, and you do not commit to a price for a flat you have not seen. If a calculator feels like too much to start with, from-prices for each service are perfectly fine.
Areas: where you go
A cleaning company goes to the client, not the other way round. So list the towns and neighbourhoods you cover on the site, and say whether some of them cost extra. Do the same in your Google Business Profile. Google names cleaning services as an example of a business that serves customers at their location, and if you do not serve customers at your own address, it advises removing the address from the profile and setting service areas instead [1]. Areas are set by city, postcode or another area type, up to 20 of them, and the whole area should not stretch more than about 2 hours' drive from your base [1]. Setting the profile up from scratch is covered in how to set up your Google Business Profile.
It is tempting to make an almost identical page for every neighbourhood. Don't. A page for a town or a large area only makes sense if it says something real about the place. More on that in website pages by city and local SEO.
Trust: photos, people, reviews
People are letting strangers into their home or office. Before they get in touch, they want to see that you are a real company with real people.
- Before-and-after photos from real jobs, only with the client's permission and with nothing personal in shot: documents, family photos on the walls, door numbers.
- The team: faces, uniforms, your van. Everyone recognises stock photos of smiling people in rubber gloves. See what photos to use on your website.
- How you work: do you arrive at the agreed time, who is responsible if something gets damaged, what happens if the client is not happy.
- Google reviews. Google suggests asking customers for a review with a link or QR code and replying to all reviews, good and bad [5]. Offering a discount or a free service in exchange for a review is prohibited [5]. Practical ways to do it are in how to get more Google reviews.
The client is not buying cleaning. They are buying the peace of mind that someone reliable will come into their home and do the job properly. The website has to show exactly that.
The enquiry: short, and on every page
Most people will find you on a phone. Google also uses the mobile version of a site when it indexes and ranks it [2]. So the call button and the form have to be easy to use with a thumb and visible on every page.
A cleaning company form needs few fields, but the right ones:
- type of clean (a dropdown, not free text);
- size in m²;
- town or neighbourhood;
- preferred date;
- phone number;
- optional: a note or photos.
Nielsen Norman Group advises marking every required field, usually with an asterisk, and keeping the effort for the person filling it in as low as possible [4]. If you have a calculator, carry the estimate into the form so the client does not have to type it again. More ideas for buttons and their wording are in call to action buttons that bring in customers, and for the path from visit to client in how to turn website visitors into customers.
The name, phone number and address in the form are personal data. Add a short line on how you use them and a link to your privacy policy. This is general information, not legal advice; check your exact obligations with a lawyer.
A checklist you can copy
- Every service has a page: what is included, what is not, how long, a from-price
- Prices say whether VAT is included and what the extras cost
- A calculator or clear from-prices, with a note that they are estimates
- Towns and neighbourhoods are listed, and the same ones are in your Google profile
- Real photos of the team and of jobs, with permission
- A short form and a call button on every page on a phone
- A line about personal data under the form
- A review link you send after every job
Who will keep it up to date
Prices change, you add a new service, the season changes what you offer. The site has to be easy to update or it gets out of date fast. If you would rather not deal with that, Studio V1 makes websites for small businesses for about €50 a month: design, build, hosting, maintenance and minor updates, with a real person to talk to and the first version live within 7 business days. See how we work or get in touch. If you want to compare the options first, read how much a small business website costs.
References
- Google Business Profile Help. "Manage your service areas for service-area & hybrid businesses." support.google.com/business
- Google Search Central. "Mobile site and mobile-first indexing best practices." developers.google.com/search
- Your Europe (European Union). "Pricing and payments." europa.eu/youreurope
- Nielsen Norman Group. "Marking Required Fields in Forms." nngroup.com/articles/required-fields
- Google Business Profile Help. "Tips to get more reviews." support.google.com/business
