Building a Brand for Your Restoration Company | A 3 Part Series

Part 2: Giving Your Brand an Online Presence

Backlit silhouette of a construction site with cranes and steel structures building the word brand

In part one of this series, we talked about building a brand and company culture for your cleaning and restoration company. That is an effort that takes time and is something that is constantly evolving. Maybe you started with a very strong company culture and are just making some tweaks to improve it, or you’re starting from scratch with a new company or company experiencing too much division. No matter what side of the fence you are on, be patient and nurture the brand’s evolution. You are creating a fantastic marketing tool for your company, and it’s not something to be rushed. Fake culture won’t get you anywhere.

As you’re developing or evolving your brand, it is important to give it a voice, and the easiest way to do that is through online presence. These are some key elements to a slam-dunk website:

• Visually attractive. Your website can’t look like it’s straight out of the 90’s, or look unprofessional. Your logo and message need to be clearly displayed, along with your contact information.
• Easy to navigate. How long do you linger on a website where you can’t find what you’re looking for? Not long! Your website needs to be easy to navigate. Potential customers should be able to easily find what they’re looking for – and more!
• Call to action. This is a critical component for cleaning and restoration companies. There should be a clear call to action at the top of your homepage – something about “Have an emergency? Call XXX-XXX-XXXX for 24/7 Response” or something along those lines.
• Again, like we talked about in the first bullet point, if your website looks like it came straight out of the 1990’s with dated fonts, pixelated images, and impossible navigation, forget it. People are not going to view you as very credible if your website does not reflect the same professionalism and ability to meet their needs that your brand and culture are trying to convey.
• This goes along with the credibility point. You need to have a blog or other similar page on your website where you can establish yourself as a cleaning and restoration expert. Offer them helpful content – like blogs on holiday fire safety tips, signs of mold, how to choose a reliable cleaning and restoration company, and so on.
• Mobile friendly. The importance of having a mobile-responsive website grows daily. Today, most Google searches are done from tablets and cell phones, and having to try to navigate a full webpage on a small screen is nearly impossible. When someone pulls up your website on a mobile device, they should be able to click on your phone number immediately and give you a call. They should also be able to navigate your site just as easily on their phone as they can on their desktop computer.

Coming up in the finale of this series on building a brand for your cleaning and restoration company, we will talk about how to take your now rockin’ website and make it a lead generation tool to bring you more business than ever.