A well-designed website is crucial in the self-storage industry today. The right design not only increases performance, it has a direct, positive impact on your business bottom line. You not only need an impressive user interface, you need content that defines your brand and initiates the conversion process.

Today’s digitally empowered consumers expect more from a self-storage website than just a basic design containing facility location, unit information and property amenities. They want a website tailored to your unique advantages in the market, plus one that lets them lease with ease. How do you meet these expectations? Here are some guidelines to follow.

Essential Website Elements

First, make sure all contact and location information is accurate and consistent. Provide directions, including proximity to nearby landmarks. Once you know potential renters can reach you, continue with the essential elements of a high-performance website. These include:

Designer Notes

Chances are, you’re going to outsource your Web design to a third party. If your designer doesn’t know the self-storage industry, bring him up to speed on your company, goals, audience and content. First, describe in detail what you need from your website, using visuals, design lingo and action items. Second, ask questions and respond with feedback. Finally, remember that most design decisions come down to time or money. Know which is more important and how it may change your overall vision for the project.

In the end, you want to give online searchers a reason to call, stop by your facility or lease a unit. You can encourage these actions on your website in several ways—through photos, video tours, unit descriptions, and overall layout and organization. Your website is the first point of contact for most prospective renters, so it needs to reflect what makes your property unique. But it’s more than that; it should deliver qualified leads straight to your management team. The right design does just that.

Celena Canode is a marketing campaign manager at G5, a provider of Digital Experience Management software and services to the self-storage industry. It’s a predictive marketing software-as-a-service company that uses artificial intelligence and other emerging technologies to help marketers amplify their impact. G5’s Creative Studio combines deep real estate industry experience, performance-driven creative design and a passion for making brands stand out. For more information, call 800.656.8183; visit www.getg5.com.