How to Get Clients for Your Cleaning Business?

15 Proven Strategies to Get More Clients for Your Cleaning Business

Whether you’re running your own cleaning business or working as an independent cleaner, finding new clients can sometimes feel overwhelming. Don’t worry - you’re not alone! With a little guidance and the right approach, you can steadily grow your client list and build the business you’ve dreamed of.

Here are 15 simple, practical strategies to help you reach and secure new clients:

1. Define your target market
2. Understand your ideal clients
3. Develop a marketing plan
4. Brand your business
5. Build a website
6. Optimize your website SEO
7. Create a Google Business Profile
8. List your business on business directories
9. Join online marketplaces
10. Tap into social media
11. Email campaigns
12. Paid ads
13. Online reviews
14. Ask for referrals
15. Build a professional network

Let’s look at what each of these strategies entails in detail. Remember, for maximum success, you should try to incorporate as many of these strategies into your overall marketing efforts as possible.

Define Your Target Market

Who do you want to clean for? Busy homeowners? Small offices? Landlords managing rental properties? If you don’t know your target audience you cannot address them correctly. If you are offering private home cleaning services, there is no point in targeting big offices that need multiple cleaners for their entire building.

Thus, write down exactly your services and who will most likely benefit from them. No worries, it is of course possible to have multiple target audiences. However, make sure you divide them into primary and secondary target audiences. The primary target audience will be those who will bring in the most revenue / are your biggest clients.

Understand Your Ideal Clients

After you have identified your ideal audience, you need to understand their pain points for which you need to present a solution. A lot of times, you assume what your clients might want and need, but is this actually the truth?

How to Find Out What Your Ideal Client Needs?

If you’re unsure, just ask! Chat with your current clients or post a quick survey on social media. You’ll be surprised how much they’re willing to share. If you are already in the business and not a complete newcomer, ask your past clients not only what their pain points, needs, and wishes are but also what you could do or offer to improve your overall service.

If you don’t have the option to ask your previous clients and don’t have potential clients to seek opinions from, ask friends and family first. They can provide a great starting point and share a more neutral and unbiased view since they are not directly part of your cleaning business. Furthermore, use the good old internet to find more sources and conduct research. There is a lot out there to learn about your target audience.

Develop a Marketing Plan

Now you need to transform your findings into concrete actions. Start by developing a marketing plan for your target audience(s). Think of your marketing plan as a checklist. Start with clear goals: how many clients do you want to add this month? Then pick a few ways to get there, such as social media posts, email campaigns, or flyers in your community. Remember that the messaging should address your ideal client’s pain points.

Make sure you also meet them where they are searching. For example, clients for a cleaning business will not be searching for you on Pinterest, so you shouldn’t waste time creating massive content for this platform. Stay consistent on the platforms that matter, such as Google, online directories, or Facebook groups.

What Should be Included in Your Marketing Plan?

The following things should be part of your marketing plan (beginner edition):

• Create a professional website showcasing services, pricing, and testimonials.
• Optimize the website for local SEO with targeted keywords like "house cleaning services [city]."
• Claim and optimize your Google Business Profile (GBP) listing.
• Encourage satisfied clients to leave reviews on Google and Yelp.
• Use Facebook (groups) and Instagram to post before-and-after photos, cleaning tips, and client testimonials.
• Run targeted Facebook and Instagram ads for local clients.
• List your business on local directories like Thumbtack, Angie's List, and Nextdoor.
• Offer referral discounts or loyalty programs for existing clients.
• Post short cleaning videos or hacks on TikTok and Instagram Reels.
• Join and engage in local Facebook groups by offering advice or sharing promotions.
• Send regular email newsletters with cleaning tips and special offers.
• Create blog content like "Top Cleaning Tips for Busy Families" to drive organic traffic.
• Partner with real estate agents or property managers to gain referrals.
• Use paid Google Ads targeting keywords like "best cleaners near me."
• Run seasonal promotions (e.g., "Spring Cleaning Discount").
• Offer online booking for convenience.
• Respond quickly to inquiries via chat, email, or social media messaging.
• Share client success stories or reviews on social media.
• Host live Q&A sessions on Facebook or Instagram about cleaning tips.
• Build a strong brand identity with consistent colors, logos, and messaging.

No worries, we will pick up on the details of this marketing plan in the following sections! Thus, let’s dive into it!

Brand Your Business

Your brand is what makes you stand out. It’s your logo, your tone, and even the little things, like how you interact with clients. Are you known for being friendly and reliable? Make sure that comes across everywhere.

For example, if you’re a solo cleaner, let your personality shine through. A tagline like “Cleaning with care, one home at a time” adds warmth and makes your business memorable. Build a brand around yourself or your staff. There are many cleaning businesses and cleaners out there, so you need to set yourself apart by showing personality and having memorable branding. In the end, you or your staff will be in your clients’ personal spaces - their homes, offices, or buildings. Make sure you present yourself as trustworthy and professional.

How to Create a Proper Branding?

Choose a font, color pallet, logo, and business name that you will apply to:

• Website design
• Social media profiles
• Business cards
• Uniforms or cleaning attire
• Vehicle wraps or decals
• Email Signature
• Flyers and brochures
• Invoices and receipts
• Cleaning equipment and supplies (e.g., branded spray bottles)
• Promotional items (e.g., pens, notepads)
• Online booking forms
• Digital ads and banners
• Contracts and proposals
• Customer review requests or thank-you notes
• Branded social media content templates
• Google Business Profile and online directory listings
• Profile pictures and cover photos on social platforms (e.g. LinkedIn)

Build a Website

If you want to be perceived as a professional, you need to build a website. Nowadays, you can create a neat website for free and in practically no time. Keep it simple and easy to navigate. Highlight your services, prices, and contact information. Add photos of your work or testimonials from happy clients. Make sure to include a booking option that is easy to access on every page (e.g., a booking widget). Create separate pages:

• Homepage
• About Page
• Pricing/Hourly Rates Page
• Contact Page
• Booking Form/Page
• Services Page
• Blog Page/FAQs

Remember to apply your previously chosen branding to stay consistent with all your marketing channels and tools.

Optimize Your Website SEO

SEO (search engine optimization) might sound fancy, but it’s really just about helping people find your website on Google. Now that you’ve created your website, you need to optimize it to send out "signals" to Google that will improve your overall online visibility. If Google understands your business correctly, it can match it with the right search queries from your target audience.

1. Local Keywords: Use phrases relevant to cleaning services and your target area, such as "professional house cleaning in Dallas" or "office cleaning services in Miami." These attract local customers searching for cleaning solutions.
2. URL Structure: Structure URLs to be clear and keyword-rich, like www.cleanify.com/chicago-home-cleaning. This helps customers and search engines understand the page’s focus at a glance.
3. Headings: Use headings that highlight services and locations, such as "Expert Commercial Cleaning Services in Atlanta." Proper headings make your content easier to read and improve SEO.
4. Title Tags: Create concise, keyword-focused titles like "Top-Rated Home Cleaning in Denver | Sparkling Spaces." Stay within 60 characters to maximize visibility in search results.
5. Meta Descriptions: Write engaging descriptions under 160 characters, such as "Reliable and affordable cleaning services for homes and offices in Seattle. Book your spotless space today!" This helps entice users to click on your link.
6. Images: Optimize images with descriptive names like phoenix-cleaning-services.jpg and include alt text, such as "Expert home cleaning in Phoenix." This improves both accessibility and SEO rankings.
7. NAP Details: Clearly display your business name, address, and phone number on your website and ensure consistency across all directories. For example, "Sparkling Spaces LLC, 123 Elm St., Houston, TX, (555) 123-4567." This boosts local SEO and builds trust.

Don’t forget to update your website on a regular basis. Adding blogs, tips, or promotions keeps it fresh and boosts your chances of being found online.

Learn how to create content for local landing pages to ensure a local SEO-friendly website!

Create a Google Business Profile

If you don’t have one yet, creating a Google Business Profile (GBP) is an absolute must! GBPs aren’t just for physical locations - they’re also for service area providers (businesses that travel to their clients). Your Google Business Profile is one of the easiest ways to attract local clients. It’s free and shows up when people search for cleaning services nearby. A complete and accurate GBP is essentially the foundation of every local SEO strategy. By optimizing your online presence for local SEO, you can appear in searches like “cleaning business near me” or “cleaning services in [city].”

Follow these steps to create and optimize your GBP:

1. Claim or Create Your Google Business Profile: Make sure your business is listed on Google by claiming an existing profile or creating a new one. This is the first step to building your online presence and gaining control over your business information.
2. Verify Your Google Business Profile: Complete the verification process via postcard, phone, email, or instant verification. This step is crucial for confirming your business's authenticity and ensuring it appears in local searches.
3. Optimize Your Business Details: Ensure all business information - such as your name, address, phone number (NAP), website, hours of operation, and categories - is accurate and consistent across platforms. Consistency improves your credibility and boosts local SEO performance.
4. Add a Local SEO-Friendly Description: Write a concise, engaging description with relevant local keywords that highlight your services and location. A well-crafted description makes it easy for potential customers to understand your business and improves search engine rankings. Learn how to do keyword research for local SEO.
5. Add High-Quality Images and Videos: Upload professional photos and engaging videos that showcase your business’s interior, exterior, team, and services. High-quality visuals build trust and create a strong first impression.
6. Add Relevant Products, Services, or Industry-Specific Options: List your offerings with clear descriptions and, if applicable, prices. Whether it’s a restaurant menu or detailed service packages, this information helps customers quickly understand what you provide.
7. Pre-Fill the Q&A Section: Anticipate common questions customers might have and add answers to the Q&A section of your profile. This proactive approach enhances engagement and demonstrates your customer focus.
8. Use Google Posts Daily: Keep your audience engaged by sharing regular updates, promotions, events, or announcements through Google Posts. Frequent activity signals to Google - and customers - that your business is active and relevant.
9. Add a Booking Link: Simplify the process for your customers by integrating a booking link directly into your profile. This makes scheduling appointments or reservations quick and hassle-free.
10. Add Your Social Media Channels: Link your social media accounts to your profile to provide customers with more ways to connect and stay updated with your business.
11. Monitor Your Google Business Profile Insights Regularly: Use the insights provided by Google to track how customers are interacting with your profile. Analyze this data to identify strengths and areas where improvements are needed. Learn more about how to optimize your Google Business Profile for local SEO!

List Your Business on Business Directories

Citations of your cleaning business’s name, address, and phone number (NAP) on external websites (preferably business directories) are vital for local SEO. They enhance your business’s credibility and visibility on platforms like Google Maps and general Google search results. Consistent NAP information across these platforms signals to search engines that your business is legitimate, improving local search rankings.

For a cleaning business, securing listings in local directories and industry-specific platforms like HomeAdvisor or Angi is essential. Regularly updating your business information ensures accuracy and boosts your online presence. By actively managing citations, your cleaning service becomes more discoverable to potential clients in your area.

List of Business Directories for Cleaning Businesses

Start by creating a listing on the following pages:

1. Yelp
2. Angi (formerly Angie’s List)
3. HomeAdvisor
4. Thumbtack
5. Houzz
6. Bark
7. Porch
8. BBB (Better Business Bureau)
9. Nextdoor
10. Yellow Pages

Join Online Marketplaces

Joining online marketplaces can significantly boost your cleaning business’s visibility and customer base. Platforms like Angi, HomeAdvisor, and Thumbtack connect you directly with clients searching for cleaning services in your area. You can, therefore, not only collect the citations that are vital for local SEO (thus, for your online visibility) but can also foster direct client contact! These marketplaces provide an easy way to showcase your services, prices, and customer reviews, building trust with potential clients. By leveraging these platforms, you can tap into a ready-made audience, reducing the need for extensive marketing efforts. Additionally, many marketplaces offer tools to manage bookings and payments, streamlining your operations and allowing you to focus on delivering exceptional cleaning services.

Tap Into Social Media

Social media is an easy way to connect with your community. Share posts about your services, cleaning tips, or even a funny story about cleaning (who hasn’t battled a particularly stubborn stain?). Let’s look into suitable platforms.

Instagram for Your Cleaning Business

Instagram is a visual platform, making it ideal for showcasing the transformative power of your cleaning services. Post before-and-after photos of spaces you’ve cleaned, emphasizing dramatic results that grab attention. Share short, engaging videos or reels demonstrating cleaning tips, tools, or techniques to position your business as an expert. Use Instagram Stories to share daily updates, promotions, or behind-the-scenes glimpses of your team in action, helping to build trust and familiarity with your audience. Leverage hashtags like #CleaningService, #SpotlessHome, and location-specific tags (e.g., #DallasCleaning) to reach potential clients in your area.

Don’t forget to engage with followers by responding to comments and DMs as soon as possible, showing that you value their inquiries and feedback.

Facebook Groups for Your Cleaning Business

Facebook Groups offer a unique opportunity to connect directly with local communities and potential clients. Join groups dedicated to your local area or those centered around home improvement, organization, or parenting - audiences likely to need cleaning services. Share helpful content, such as cleaning tips, checklists, or seasonal cleaning advice, to establish your expertise and provide value.

Avoid overly promotional posts; instead, focus on being a helpful and active participant in the group. When group members ask for cleaning service recommendations, subtly mention your business or encourage satisfied clients to recommend you.

Hosting live Q&A sessions or posting educational videos about cleaning challenges can also spark interest and engagement.

Email Campaigns

Email campaigns are a powerful way for a cleaning business to connect with potential clients, nurture leads, and retain loyal customers. Start by building a mailing list through website sign-ups, offering incentives like discounts for first-time bookings, or collecting emails at community events.

Always prioritize opt-ins to ensure compliance with regulations and to target an audience genuinely interested in your services.

Use email campaigns to share valuable content, such as cleaning tips, seasonal offers, and reminders for deep cleaning services, keeping your brand top-of-mind. Personalized emails tailored to customer needs, such as reminders for scheduled services or recommendations based on past bookings, can increase engagement and loyalty.

Paid Ads

Paid ads are a simple and effective way to attract more clients to your cleaning business, especially when starting small. Instagram ads and boosting posts are beginner-friendly options that don’t require a lot of technical knowledge. With Instagram ads, you can target specific audiences, such as people in your local area or those interested in home improvement, ensuring your cleaning services reach the right potential clients. Boosting an Instagram post is as easy as selecting a popular post, setting a small budget, and choosing your target audience - this helps increase its visibility beyond your followers.

These ads can showcase before-and-after cleaning transformations, special offers, or customer testimonials to grab attention. They also provide useful metrics, like how many people viewed or clicked on the ad, so you can see what’s working and refine your approach. As you get comfortable with these tools, you’ll gain confidence in running more advanced campaigns, like Google Ads, which require a larger budget and more setup but can offer broader reach. Starting with Instagram ads allows you to promote your cleaning business effectively without feeling overwhelmed.

Our tip: While paid ads make sense for many businesses, organic search traffic typically has a higher conversion rate. You can increase organic traffic through local SEO, attracting more quality leads to your GBP or website. Prioritize local SEO first before diving into paid ads. The Obenan Local SEO Tools help you achieve exactly that - boosting your online visibility among local searchers looking for a cleaning business nearby!

Online Reviews

Google reviews are essential for a cleaning business as they act as powerful social proof, showcasing your credibility and the quality of your services. Potential clients often rely on reviews to decide whether to trust a business, and a strong collection of positive reviews can make your cleaning business stand out. Platforms like Google, Yelp, and Facebook are go-to places for customers searching for services, and a high rating combined with glowing testimonials can significantly influence their decisions. Reviews also improve your local SEO, making it easier for your business to appear in local search results and attract more clients. In essence, a solid reputation built on reviews helps build trust and win over more customers.

How to Collect Reviews

To collect reviews, make it easy and convenient for satisfied clients to leave feedback. Send follow-up emails or texts after completing a job, politely asking clients to share their experiences. Provide direct links to your review pages, such as Google or Yelp, to simplify the process. Offer incentives like discounts on future services or entry into a raffle for leaving a review, but always ensure this is in line with platform policies. Additionally, train your staff to ask for reviews in person at the end of a successful job, emphasizing how much their feedback helps your business grow.

Learn more about how to get clients to leave a review!

Replying to Reviews

Responding to reviews promptly - whether they’re positive or negative - is crucial for maintaining a good reputation and building trust. For positive reviews, a quick thank-you shows appreciation and reinforces the client’s satisfaction. Negative reviews should always be addressed with professionalism and empathy, offering solutions to rectify any issues. This demonstrates to potential clients that you’re committed to excellent customer service and open to feedback. Ignoring reviews can come across as unresponsive, while timely replies show that you value your clients and their opinions, further strengthening your brand.

Our tip: With the Obenan Review Management Tool, you can automatically respond to all incoming reviews in your preferred tone of voice. This ensures that no review goes unanswered, enhancing your online visibility and attracting more clients.

Ask for Referrals

Referrals are one of the most effective ways to grow your cleaning business because they come from trusted recommendations. Start by identifying your most satisfied and loyal customers - those who are likely to speak highly of your services. Politely ask them if they know anyone who could benefit from your cleaning services, making the request casual and friendly. Offer incentives, such as discounts on future services or small gifts, to encourage them to refer others. For example, you could create a referral program where both the referrer and the new client receive a special deal.

Timing is key when asking for referrals - reach out shortly after successfully completing a job when the client’s satisfaction is fresh. Use tools like follow-up emails or thank-you notes that include a clear referral request and the benefits of participating. Social media is another great channel to ask for referrals; you can run a promotion encouraging clients to tag friends or share posts about your services. Most importantly, make the process simple by providing referral links, cards, or easy instructions for spreading the word. By actively encouraging referrals, you can turn happy customers into valuable advocates for your cleaning business.

Build a Professional Network

Lastly, you should partner with businesses in your area. Join local business groups or associations to meet people who can help you grow and learn from others’ experiences. Stay active on platforms like LinkedIn as well - sharing tips or success stories can attract attention and build credibility.

If you establish a strong position within your local community, other professionals can refer you to their clients. For example, think of a hairdresser who chats with clients daily. At some point, those clients might mention needing a cleaning service. If you’ve built a good professional relationship with the hairdresser, they’ll confidently recommend your cleaning business over one they barely know. Networking can take you far - especially in the long term!

Wrapping Up

Running a cleaning business means using the right strategies to get noticed and attract local clients. Simple steps like optimizing your Google Business Profile, collecting reviews, sharing useful content, and asking for referrals can go a long way. Local SEO ties all these efforts together, helping your business show up when people search for cleaning services nearby.

This is where Obenan can help. They take care of the local SEO tasks that can be tricky or time-consuming, like managing your online listings, improving your Google rankings, and making sure your business stands out on Google Maps. With better online visibility, more people will find your business, which leads to more inquiries and new clients. By letting Obenan do the heavy lifting to get you new clients, you can spend more time focusing on providing great cleaning services. They make it easier for your business to grow and succeed in your local area.