Cleaning Up Your Company's Online Reputation
When operating and growing a business, your reputation is everything. Word of mouth is excellent, but unless you are only serving a small village where everyone talks in person and no one accesses the internet (extremely unlikely), tending your online presence is how you will build your name and reputation.
The first thing to consider is your website itself. Is there something on your page that is turning prospective customers off? You want your website to look professional and welcoming. Colors should draw customers in rather than repel them. You should not have a wall of text that people have neither the time nor the inclination to read. Finally, you want prospective clients to be able to easily navigate your site.
Your website, as well as all of the other social media platforms you use, should be constantly updated with new content. Don't allow it to stay exactly the same for a period of time. Even the best website in the world can seem stagnant if it never changes. Things you can update:
- Photographs: Your before and after photos should be frequently refreshed. You don't want people to assume that you only provide service to the same one or two local businesses. Give the impression that you are a successful and professional janitorial company (even if you are just starting out). Provide a variety of scenarios.
- Videos: People appreciate short videos either showing your cleaning technicians in action or demonstrating cleaning tips. Add to your videos frequently so that this content doesn't get stale.
- Blogs: This type of informational content should also be updated on a regular basis. Not only does it keep your current clients interested and engaged, but it also shows future clients that you are knowledgeable and on the ball.
Now we get to the really important part: online reviews and testimonials.
Your reputation can be damaged if you don't handle these carefully. You must respond in a timely manner to all comments and reviews.
Positive reviews:
If you answer these quickly in a friendly manner, making sure to thank the person who took the time to offer praise, you will show others that you truly care about your clients. Your tone should reflect the culture of your commercial cleaning company. People like to feel that they are appreciated, and they will be more likely to write positive reviews in the future if they know that you read them, value them, and respond to them.
Negative comments:
By answering these quickly, you can put whatever went wrong in context, show that you are responsive, and possibly turn the situation around. Think of any negative Yelp reviews or Google restaurant reviews you have read. If the owner of the restaurant replies politely, “Thank you very much for your feedback. We are so sorry that you had to wait for a table last Friday night. We have hired additional staff, and we hope you will stop by to enjoy our excellent food on another occasion,” you are far more likely to regard the restaurant's reputation as unblemished than if the remark were ignored. All reviews work like that. Use them as an opportunity to highlight your strengths and to put right any problems. Communication is key.
If a client is unhappy with the service you have provided, it may be because he or she had unrealistic expectations. Make sure that you have provided clear communication and information every step of the way. Don't over-promise and under-deliver. That never works out.
If you have several negative reviews that seem to be making the same points, you can't simply clean up your reputation through messaging. You need to actually make changes. Perhaps you are not adequately training your cleaning technicians. Perhaps they are not using the detailed checklists you have created. Maybe you actually have a problem employee who is not performing his or her duties to the appropriate standard. Maybe your cleaning equipment is subpar - or even the cleaning solutions you use. It is your job to investigate and find a solution.
If you have had a problem that is now fixed, you can be transparent about it so that people feel able to trust you. Guard your credibility at all costs.
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