Remember a time before smartphones monopolized our waking attention? Neither do your customers. Change nowadays happens faster than a snail on wheels.
Google changes or tweaks its algorithm 500-600 times a year to keep up with the pace of customer demand. How does an owner of a self-storage facility keep up? What activities should self storage marketing teams prioritize to meet mobile customer’s evolving expectations to stay on Google’s radar?
In this post, we’re addressing those questions. You’ll learn:
The fact remains: mobile traffic surpassed desktop traffic. In Google’s mobile-first index Webmaster blog they indicated moving forward, mobile pages would be indexed and ranked above desktop pages on websites to serve their primarily mobile users.
What do we know about mobile users, self storage marketing pros?
They don’t have patience to wait through slow loading website pages. In fact, 40% of consumers will exit a website if it takes longer than three seconds to load.
Google’s Speed Update, which came after the mobile-first indexing algorithm update this past July, stifled speculation about page speed. We definitively know that mobile page speed factors into search engine results page (SERP) rankings. To improve the effectiveness of your self storage marketing endeavors and improve your profitability, your facility will need to test and improve the speed of slow loading pages. Don’t be the last one to show up to the party (or not at all).
Google’s Test My Site tool is a great place to start. Granted, it won’t provide detailed analysis behind the underlying issue causing a page to slowly load. But it will help your self storage marketing team see how your site’s speed stacks up (on average) with your competition in the industry. Your self storage marketing team should test pages crucial to your mobile user’s experience. This would include (but isn’t limited to):
Numerous factors weigh into how fast specific pages of your website load for prospective renters such as:
…and much more. Taking the above into account, you’d think people would give slow loading websites the benefit of the doubt, right? Wrong. For the most part, people will place the blame on your website if it takes too long to load, and not on other outside factors.
To improve your storage facility’s page speed for your hyperlocal, mobile site visitors, try AMP pages.
What are AMP pages? AMP stands for accelerated mobile pages and are an open source project that’s been adopted by the likes of Google, Twitter, and more. AMP pages use a stripped-down form of HTML code. So, while the open source functionality creates opportunities for functional plugins with your site to use, it’s not without its limitations.
How should your self storage marketing team use AMP pages? Specifically, two ways. One will require some cooperation with your site’s developer, but we’ll get to that in a moment.
1.) Install AMP pages WordPress plugin for Fast Loading Content – Helpful, authoritative content builds trust with your customers and helps your SEO ranking potential. After your self storage marketing team installs the AMP pages plugin for your WordPress website, it will allow your facility to seamlessly provide a faster loading mobile version of your site’s content for visitors. Not only does the AMP pages plugin for WordPress provide a better experience for your mobile customers, it also creates an opportunity for quicker conversions. And quicker conversions mean more units being rented, which shows the efficacy of your self storage marketing efforts. For storage customers expecting quality content to load quickly, AMP pages can prove to be invaluable.
2.) Use AMP pages for Faster Storage Unit Rentals – This is a trickier implementation, since AMP pages don’t work as well with dynamically changing pages that are common with ecommerce pages. Again, your self storage marketing team should consult with your site’s development team to work through any potential kinks. If your team can make AMP pages work for your storage unit rental pages, you’ll likely see less shopping cart abandonment. Ultimately, you’ll provide a better experience for your mobile self storage customer.
Though storage customers are expecting quality interactions with your storage facility on their phones, once they choose your facility, they tend to stay. At least 52% of your customers will rent their storage unit for at least a year.
If your facility needs help checking individual pages to improve its site speed, content quality, or mobile experience for storage customers, call our team. We’ll help your facility identify and improve its site speed.