When it comes to your self-storage facility’s website, it’s important to understand why your customers are using your website. If you know this, you can cater its design and function to fit the way it’s most likely to be used.
Within the self-storage industry, customer demand can change from city to city, and even vary between each individual storage facility. As an operator, it’s important you stay in tune with your customer’s wants and needs so you can serve them in the best way possible. Here are a few pointers on creating a website with our customers’ needs in mind.
Identifying Customer Concerns
To design your facility’s website around your customers’ needs, you need to first identify these needs. This can be achieved by monitoring what pages customers immediately access on your website or by keeping tracking of their questions and concerns when they call your facility.
What the customers want will vary from facility to facility, so be sure to avoid sweeping generalizations if you operate more than one site. Partake in some serious research to discover what information is actually important to your audience. The more effort you put into discovering their primary concerns, the more benefits you’ll see when you cater your design to them.
Some examples of common storage user concerns include security, pricing and available amenities. If you have experience handling these questions for your customers, it could be much easier to make that information easily available on your company website.
Customizing Your Website Around These Concerns
Website design is crucial for guiding customers to where you want them to go. Once you’ve identified your customers’ needs, you can then put the most important information in easy-to-find places on your facility’s website.
If you find most of your customers are concerned about pricing or security, you can highlight this information on the front page. If you notice your customers prefer to make reservations or ask questions via the phone, then your phone number should be more noticeable and appear at the top of your website.
These are simple design choices that can make a big difference. Your website is there to serve your customers, so you need to make sure it does so effectively. The easier it is for current and potential customers to find what they’re looking for, the more rentals you’ll see at your facility.
Nick Bilava is the director of sales and marketing for Storage.com. He has been an active member of the self-storage community for more than seven years and can be found at various industry events throughout the nation. Nick’s goal at Storage.com is to help self-storage operators market their business more efficiently and effectively.