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Building and Enhancing a Self-Storage Website: Factors to Consider

Chuck Gordon Comments

If you don’t already have a website to promote your self-storage business, you need to have one built. Expect to pay anywhere from $500 to $5,000 for the initial design and setup, depending on the site’s quality and functionality. A simple template site from a Web-hosting company such Go Daddy will be the least expensive, while a custom-designed, feature-rich site developed by an individual or a Web-development consultancy will be the most expensive. Most self-storage websites fall somewhere in the middle.

When deciding where you want to be on this spectrum, consider which features you need to achieve your goals. For example, if getting tenants to submit online payments is one of your aims, your website must be integrated with the payment portal of your management software. Most self-storage software providers offer a template payment portal you can link to from your site.

Consider what you want to achieve with your website, and then build in the features that match those goals. 

Capturing Customers on the Web

If you want your self-storage website to capture new customers, there are a few ways to accomplish this. Perhaps the most exciting is an online reservation system that allows customers to book storage units via the Web, just like hotel rooms. Most management-software providers offer a template for this as well.

However, it’s only worthwhile to offer online reservations if you invest the additional cash to fully integrate your software’s real-time inventory and reservation process with your website. Driving a customer from your website to your management software’s unfamiliar portal to will dramatically reduce the number of people who actually complete the reservation. The same look and feel of your website should be carried throughout the entire process.

Hiring a Web developer to do this custom work will bring you toward the upper limit of the price range, but the reservation volume from your site should pay for itself in a relatively short period of time. Real-time reservations will not only show your operation as technologically superior, it can help set you apart from competition.

If you want a more economical solution, you can direct customers to a lead form rather than offer online reservations. Instead of selecting a specific unit and actually pulling it out of your inventory, the customer simply submits his name and contact information to you for follow-up. The downside to this approach is leads require work. Managers may need to call and e-mail potential customers several times before completing the sale. On top of that, leads convert to move-ins at a much lower rate than online reservations. 

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