The Google 10 pack and the organic results are the most commonly clicked on results, making them the most important. If your facility’s website doesn’t appear in these search results, your potential customers probably won’t be able to find you.
It’s important to continually monitor how often your website receives visitors, where these visitors come from, and if they’re converted into customers. There are analytical websites, such as Compete.com, that can calculate the number of unique visitors your website receives.
The larger self-storage companies receive between 200 and 300 unique visitors per month per facility. This large number is directly attributed to the amount of money spent optimizing their websites, as well as their advanced pay-per-click strategies.
If your website is not appearing in search results or has few unique monthly visitors, re-evaluate your Web strategy or align yourself with a larger management company that can quickly incorporate your site into its Internet presence. Because the larger companies understand the importance and power of the Internet, they’re spending the money necessary to have each of their sites listed at the top of all self-storage-related searches.
Often, funds are being pulled from Yellow Pages advertising and redeployed into Internet strategy. The customers acquired from the Web are much less expensive than Yellow Pages customers; they tend to stay longer and come from farther distances.
If your facility is not receiving a substantial amount of customers from the Internet, your Web strategy should be re-evaluated and modified. Potential customers are looking for your self-storage facility. If they can’t find it, they’ll go to your competitor.
Noah Springer handles the management of all strategic partnerships for Extra Space Storage. In 2007, he helped create the Extra Space Storage Joint Venture Program, in which the company joined forces with local developers to build self-storage facilities nationwide. To reach him, call 801.365.4628; e-mail firstname.lastname@example.org; visit www.extraspace.com.