Let’s face it, cleaning businesses don’t sell excitement. You’re not launching rocket ships; you’re scrubbing baseboards and making kitchens sparkle. But you know what? People *love* clean. They crave it. They’ll pay handsomely to avoid dusting their own blinds. So if you’re running a cleaning business and wondering why your phone isn’t ringing off the hook, it’s probably not your work ethic; it’s your marketing.
Let’s fix that.
First things first: Google is your storefront.
Roughly 97 percent of people check out a local business online before ever calling or booking anything. That means your Google Business Profile isn’t optional; it’s the front door. If it’s half-finished or gathering digital cobwebs, you’re losing customers before they even know your name.
Fill it out completely. Add photos. List your services. Post updates. And yes, ask your happy clients to leave reviews; kind ones, preferably, but even the cranky ones help if you respond like a human and not a robot.
Also, don’t forget your keywords. Phrases like “house cleaning in Tulsa” or “move-out cleaning in Charlotte” should live in your description and service list. Google eats that stuff up.
Now let’s talk ads, but not the expensive, broad ones.
Hyperlocal ads are your friend. Facebook and Nextdoor let you target people by ZIP code, income range, and whether they own a home. That’s basically a cheat code for cleaning businesses.
Run ads that offer something useful: a seasonal deep clean, a first-time discount, or a “refer a friend, get a free fridge clean” kind of deal. And please, don’t just slap up a stock photo of a sponge. Use real before-and-after shots. Even better, short videos with a client saying “I didn’t know my bathroom could *gleam*.”
Video ads get 20 percent more clicks than static ones. That’s not a small bump; that’s the difference between a slow Tuesday and a fully booked week.
Turn your happy customers into your sales team.
Referrals are the holy grail. They convert 30 percent better than leads from any other source. Why? Because people trust people they know. If their neighbor swears by your service, they’ll give you a shot without blinking.
So, make it easy and worthwhile. Offer $20 off their next clean for every friend they send your way. Or a free oven detail. Something tangible. Automate it with tools like ReferralCandy or InviteReferrals so you’re not manually tracking who sent who.
Source: Nielsen Global Trust in Advertising and Brand Messages
Real estate agents: your secret weapon.
Think about it. Agents and property managers constantly deal with homes that need to look spotless, fast. They can send you a steady stream of new clients if you give them a reason to.
Offer a free trial clean for one of their listings. Give them a small commission for every referral. Or create co-branded flyers they can hand out at open houses. It’s old-school, but it works. And it gets you in front of people who are already planning to spend money on their homes.
Your website should work harder than you do.
A good-looking website is nice. A website that books jobs is better.
You need clear calls to action, like “Get a Free Estimate” or “Book Now.” Add online scheduling tools—Calendly, Jobber, whatever fits your workflow. And don’t forget trust signals. Display your reviews, insurance info, and any certifications front and center.
Also, your site needs to load fast; like, under three seconds fast. Otherwise, more than half of your mobile visitors will bounce before they even see your services.
Source: Think with Google: Mobile Page Speed Benchmarks
Don’t just chase stars. Respond to them.
Yes, you want 5-star reviews. But what you *really* want is a reputation for caring. So get on Yelp, Angi, Thumbtack, and
HomeAdvisor. Keep your info updated. And respond to every review like a real person.
Someone says you missed a spot? Thank them for the feedback and offer to fix it. Someone raves about how clean their baseboards are? Celebrate it like you just won an Oscar for “Best Use of Lemon Scent.”
Keep your name in their inbox, gently.
You’ve got a list of past customers. Don’t let it gather dust.
Send occasional emails or texts with seasonal offers, gentle reminders, or requests for reviews. Keep it short and friendly. “Hey Sarah, it’s been three months since your last deep clean. Want to get back on the schedule?” That kind of thing.
Platforms like Mailchimp and Podium can help you automate without sounding like a robot.
Write what people are Googling at 2 a.m.
Content marketing sounds fancy, but here’s what it really means: answer the questions your future customers are already typing into Google.
Think blog posts like:
– “How often should I deep clean my kitchen?”
– “Best non-toxic cleaning products for homes with pets.”
– “What’s included in a professional move-out clean?”
This kind of content builds trust, boosts your SEO, and drives free traffic to your site. Use Ahrefs or SEMrush to find the right keywords, then write like a human, not a brochure.
List yourself everywhere that matters.
Local directories aren’t glamorous, but they matter. Make sure your business is listed on Yelp, Bing Places, Apple Maps, the BBB, and your local Chamber of Commerce site. Keep your name, address, and phone number consistent everywhere. That consistency helps Google trust you, which helps customers find you.
Give people choices, and reasons to spend more.
Don’t just offer “cleaning.” Package it.
Create tiers like Standard, Deep Clean, or Move-Out. Then upsell extras like fridge detailing, window washing, or carpet shampooing. People like to feel in control, and they’ll often spend more when they see exactly what they’re getting.
You’re not just offering cleaning. You’re selling peace of mind.
So, what’s the takeaway?
If you want more customers, you’ve got to meet them where they already are: searching, scrolling, and asking their friends. Be visible, be trustworthy, and be easy to book. The rest is just elbow grease.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog