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It is no longer enough for a company to simply have a website. Amazon has revolutionized online shopping, creating an experience that consumers value and expect from other service providers. As a self-storage operator, what you need is an interactive tool that engages customers and addresses their needs, not a static, featureless site that functions more like a billboard or yellow pages ad. This will only frustrate potential tenants.
To understand what consumers want in an online experience, all you have to do is look at what big players like Uber, GrubHub, Airbnb, Spotify and Netflix have to offer. The common denominators are comfort, speed and ease of use. If your self-storage website doesn’t meet these demands, you can still capture online business, but you won’t reach your potential. The following will help you understand what sets a great website apart from the competition, including key elements to include and elements to avoid. You’ll also get tips on choosing a professional to build your site, if you prefer to outsource.
Online rentals
The average customer is busy, which is why the big names in e-commerce are focused on making their experience as quick and easy as possible. If you are building or renovating your self storage website, include the ability to rent units online. Just remember, though, that not all web experiences are created equal. Once a potential customer has decided to rent, they don’t want to spend any more time on your site than necessary. If your process is difficult or slow, they will simply close the transaction and go somewhere else.
With this in mind, consider how many clicks it will take users to rent a self storage unit on your website. The goal should be to make the process as efficient as possible. It should also be intuitive, so customers don’t get confused. As you build your site, ask your friends and family to try it out and provide feedback. Also, check your competitors’ websites to see how yours compares.
Customer reviews
Once the reason for providing a superior online rental experience is to generate positive customer reviews. Renters who have a good transaction on the website are more likely to give you a helpful review or refer you to those they know. Conversely, a bad transaction can generate a negative review or word of mouth, which can cost more than a single rental.
Your website should convince potential self-storage customers that your facility is the best solution to their problem. Consumers are accustomed to reading online reviews of every product they buy. According to BrightLocal, a search engine optimization firm, 77% read reviews when searching for local businesses. By generating positive reviews and sharing them on your website, you’ll present your operation in a positive light and keep visitors engaged. It also prevents potential customers from having to look elsewhere. Finally, highlighting the most beneficial posts allows you to take advantage of your best marketing tool: satisfied tenants.
images
Website images are more than just decoration. In fact, vouchers can help you communicate directly with customers in a way that text can’t, in part because they’re digested faster. For example, pictures that illustrate the cleanliness of your facility convey more than a written point that claims your place is shiny. Are your facilities well lit? prove it Quality images can ensure that customers see your business in the best light, literally and figuratively!
Not only do people stay longer on websites with images, but they tend to read more when images are interspersed with other content. People want to see what they are buying. When creating your self storage website, include quality photos that highlight all of your best amenities.
Relevant content
You want to be discovered by consumers who have self-storage needs. Search engines will “crawl” your website content to determine what your business does and offers, so they can accurately present your site as a relevant search result. To help these engines do their job, include the most relevant terms and keywords, such as self storage, storage units, storage units in (your area), etc., so search engines will rank you as the right type of business.
As a self-storage operator, you already have a huge advantage over other types of businesses because you rarely have to compete with big brands, plus most customers will come from the immediate area around your property. When people search for “storage units near me,” they should see the closest facilities. If it’s you, and Google knows this is a service you offer, you should rank well. If it’s not you, there’s no black hat SEO magic to get you to the top of the search results.
In addition to using industry-relevant phrases in your content, you need to make your website useful as Google and other search engines measure how long people stay on your site. If users don’t immediately see the information they’re looking for, they’ll leave and search engines will determine that your website isn’t very useful. This also influences where you appear in search results.
Google tells marketers that the best way to attract search engines is to include good website content. Your customers will be the judge, so create a site that answers their questions and is easy to use and navigate.
Things to avoid
When used correctly, the four building blocks above can be the difference between your website’s performance being OK or amazing. The trick is that the Internet is constantly evolving. Self-storage operators who are implementing new technologies and features have an advantage over those who are not. Your website doesn’t need all the new features, but you should consider the ones that make your customers happy.
On the other side of the coin, there are elements you should avoid when building your self-storage website. Whether you do it yourself or have a professional do it, be careful of the following:
Overcomplication: Your website content and functionality should focus on what your self-storage customers need and how you can help them. Don’t put anything between them and the rental unit that isn’t absolutely necessary.
Walls of text: Remember that images help readers digest your content faster, so avoid large blocks of copy and include quality installation images whenever you can.
Keyword Stuffing: Search engines will penalize your site if they think you are trying to game the system. While you want to include relevant terms and keywords, don’t use them dozens of times on a single page, as it can come across as fake.
Losing your purpose: If any part of your website doesn’t help a potential tenant learn about your facility, find rental rates, or choose the right unit, consider reducing it. Don’t lose sight of the ultimate goal: closing rentals!
Hiring a professional
Building an effective website opens up an ever-expanding set of business potential, but it can be difficult to grasp all the modern tools and options. Not long ago, it was enough for a self-storage operator to have any website, but the functionality needed to compete today is not easy to build and maintain on your own. Also, the advanced features offered by a professionally built platform can usually provide a better user experience. For example, search engine optimization is one area where a professional can save you a lot of time and frustration. Search engines are constantly changing their algorithms, and if you can’t rank well for self storage in your area, it can be hard to figure out why without help.
Of course, cost is always an issue. If you have a small self-storage facility with little overhead, the extra income a professional website can generate may not be more than what it would cost to build the site in the first place. However, if you have more than 100 units, the investment can easily pay off. The extra functionality will not only drive rentals, but save you an incredible amount of time you would otherwise spend managing the site. A professional solution will almost always make financial sense for all but the smallest operators.
That said, it can be difficult to know which provider and platform will give the best performance. When reviewing companies, pay attention to:
Characteristics: Now you know the essentials of the website, so use them to help you compare services. The online rental component is especially important. If a web developer can’t include it, it’s probably not worth moving forward.
Industry knowledge: Choose a developer that specializes in self-storage. While general developers can create a functional website for you, if they design it the same way they would for non-industry clients, it may not convert visitors into paying tenants.
Legal knowledge: A professional developer should know accessibility best practices for users with disabilities, including vision-related issues. For example, they will know how to use header tags instead of complicated font changes and the importance of clean HTML to help screen readers and other accessibility tools.
Security: Since you’ll need to be able to process credit card payments as part of the online rental process, make sure your self storage website is secure. A good provider can ensure that customer information is protected.
Witnesses: Consult the references. Good web developers will be able and willing to put you in touch with current users. Also, read online reviews, check out industry forums, and attend self-storage events to see what your peers think about various options. It’s always helpful to find someone who uses the service you’re considering to gauge whether it’s right for you.
Your facility’s website is part of providing a great self-storage customer experience. Focus on what users value and want when they shop online. You’ll find that consumers want a simplified and engaging interaction and reward companies that provide it.
David Austin is a content specialist at StoragePuga Knoxville, Tenn.-based software company that helps self-storage operators attract new leads, convert them into paying tenants and rent units online.. Before joining the company, he worked as a content writer for the restaurant industry. For more information, call 865.240.0295.
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