We’ve all seen cringe worthy websites. You know the ones. The websites with misspelled content, the websites with enough ads to freeze even the fastest browser and—gasp—websites with 90’s style “under construction” graphics, as seen compiled here by internet historian Jason Scott.
If your storage facility’s website looks like a relic from another era (and not in a cool, #tbt way), bringing it into this decade can increase your search rankings by encouraging those who look at it to keep looking at it instead of clicking away. It can also help with web and mobile conversion, which will draw new tenants to your storage facility. Those who have a positive experience with your storage facility’s website and are able to easily find the information they need will be more likely to rent a unit from you.
Not sure if your storage facility’s website is modern or outdated? Here are 10 signs that it’s time to make some changes.
1. You don’t have a logo.
If you don’t have a recognizable logo, potential self storage customers will fail to recognize your brand from platform to platform. Having your facility’s name printed in a bold, colorful font doesn’t cut it. Invest in having a real logo made.
2. Your information is inaccurate.
If you have 500 units available for rent, but your website hasn’t been updated in five years and still says 300, you’ve got to make that change. You should also look out for missing information. Did you add wine storage last year but there’s no mention of it on your website? Add that information to reach those customers.
3. You’re using too many different colors or fonts.
The days of GeoCities are in the distant past. Blinking graphics, neon lettering and whimsical fonts aren’t impressive; they’re unprofessional. Stick to one easily readable font that isn’t too small and choose a simple but eye-catching color scheme for your storage facility’s website.
4. You’re using too much text.
Having lots of content is a good thing for search rankings, but is your storage facility’s website inundated with text at the expense of images? A modern website looks clean and approachable. Save the wordier sections of your website for your blog and keep the mainpage simple.
5. You website isn’t mobile optimized.
Many—if not most—of your self storage customers are going to find your website on their smartphones. If your website looks great on a laptop but falls apart when viewed on a mobile device or tablet, people aren’t going to want to spend time on it.
6. Your website doesn’t have enough information.
As we mentioned, inaccurate information on your storage facility’s website is bad, but not enough information could be even worse. Take a look at your storage facility’s website and see if it has the following information: 1) Where your facility is located, 2) How to contact you, 3) Hours of operation, 4) Types of storage units you have available and 5) Pricing. If any of these or any other essential information is missing, add it ASAP.
7. No links to social media.
You want your new and existing tenants to follow your storage facility on social media. Visitors to your storage facility’s website should be gently nudged in the direction of your Facebook and/or Twitter page, and they should also have the ability to share your content to their own Facebook pages or Twitter accounts. After all, this is free advertising for you.
8. You haven’t posted to your blog in years.
It’s an excellent idea to have a blog on your storage facility’s website. You can share storage tips, moving advice and all other self storage content. If you’re going to have one, however, you’ve got to update it on a weekly basis or risk having your website de-indexed by the almighty Google.
9. Your photos or graphics are poor quality.
Pixelated photos? Graphics that look like they were designed by an art school dropout? Graphics that literally were designed by a failed art school dropout? Replace them with something high quality and your self storage customers will take you seriously both online and in person.
10. Your website doesn’t tell people what to do next.
The phrase “call to action” gets thrown around a lot. And that’s because it’s an important one. If your website is attractive to look at and has the necessary information about your storage facility, it’s time for the next step: a call to action. You want to encourage mobile and web visitors to book a storage unit, or at least contact you for more information. Make this clear through readily available contact information, or better yet, a “book now” button that allows them to rent a storage unit online.