Consider your self-storage website a full-page color spread in a phone book. You have one shot to impress the viewer and convince him to choose you over your competition before he flips the page. This should be kept in mind when allocating your website development and search-engine optimization (SEO) budget. If the user doesn’t like what he sees online, he likely won’t even bother checking your prices before moving on to the next search result.
It’s inevitable that you’re competing for search-engine ranking with many other self-storage websites. Aside from ranking well in the search engines, having a website that’s both visually appealing and user-friendly can often be the determining factor in whether visitors will choose you over competition. Having a disorganized or difficult-to-navigate website will often drive users away, no matter where you rank in the search engines or how low your prices are.
Many, if not most, small self-storage companies have websites that aren’t optimized or properly maintained. This is partially due to operators underestimating the importance of this component as part of a good overall marketing strategy.
A high-quality website should consist of a well-designed and easy-to-navigate internal-link architecture, with easily accessible and quality original content. A basic rule of thumb is all content should be accessible within no more than four clicks. This makes website navigation easy for users, which mitigates the risk of them getting frustrated with your site and moving on to the next one.
Building On-Page Optimization
Once you have a website that’s visually appealing with a user-friendly interface, on-page optimization is the next step to gaining visibility in search engines. Titles, descriptions, keyword targeting, internal anchor text and other on-page attributes must be optimized for search-engine crawlers, commonly called spiders. This requires keyword research and term/phrase selection that will help you rank well for your targeted key terms.
An SEO consultant can help you determine the best titles, keywords, descriptions and more for your website to get you the top search-engine result placement. Once you’re finished with the development and optimization of your website, link building, content creation, social media and viral marketing are the next actions to reach page-one ranking on the search engines. Your SEO consultant can handle all of this as well.
Having followed the aforementioned suggestions, your final result should be an impressive-looking and fully functional website that satisfies visitors and search engines. When someone uses a search engine to find self-storage in your city, you’ll be among the top results with an attractive website. This will give consumers the good first impression that’s necessary to convert them from website visitors to paying tenants.
Get on Board
In the fast-paced, ever-changing world, business owners must observe and adapt to the way consumers behave to most effectively market their services. With more people using search engines than ever before, having an optimized website is more of a necessity than an extravagance.
With search engines currently at the top of how people are finding what they need, there’s never been a more opportune time for self-storage operators to use the Internet as a targeted and cost-effective marketing tool. Why wait for your competitors to take advantage of SEO before you do? Be the first on board and make your online presence known with a fully optimized website designed to showcase your self-storage facility and draw in the potential tenants you may be missing—the ones using online search engines rather than phone books.
Brandon Honeycutt is a content writer and marketing consultant for Storage Marketing Strategies, a full-service website-design and online-marketing company catering exclusively to the self-storage industry. For more information, e-mail firstname.lastname@example.org; visit www.storagemarketingstrategies.com.