Your 2025 Online Marketing Health Check
Are You Maximising Every Opportunity to Grow Your Business?
How to Audit Your Online Presence: A Guide for Cleaning & Restoration Professionals
In today’s digital world, your business’s online presence is just as important as the quality of the services you provide. Whether you’re attracting new clients, building trust with insurance companies, or showcasing your expertise, a strong and consistent digital footprint sets you apart. Here’s a step-by-step guide tailored for cleaning and restoration businesses to review and refresh your key platforms: Facebook, Instagram, Google Business Profile, and LinkedIn.
1. Start with a Brand Health Check
Consistency is credibility.
Logo & Branding: Make sure your logo, brand colours, and business name are the same across all platforms.
Contact Details: Phone number, email address, and website must match everywhere.
Service Areas & Offerings: Double-check that your list of services and coverage areas are current.
Tip: Create a single “master document” with your latest details and use it to update each profile.
2. Understanding the different platforms and where to invest your time and resources.
Platform |
Core Audience & |
Key Benefits for Cleaning & Restoration Businesses |
Website |
All potential clients—homeowners, property managers, insurance companies |
|
Commercial clients, insurance companies, property managers |
|
|
Google Business Profile |
People actively searching for cleaning/restoration services nearby |
|
Local homeowners, property managers, commercial clients |
|
|
Visual, lifestyle-oriented audience, ideal for before/after visuals |
|
3. Google Business Profile
Your Google Business Profile is crucial for local search and leads.
NAP (Name, Address, Phone): Must match your website and other platforms.
Business Categories & Services: Select accurate categories and list all services.
Reviews: Encourage satisfied clients to leave reviews and always reply – even to negative feedback.
Photos & Updates: Add fresh project photos and post regular updates about services or seasonal offers.
4. LinkedIn
LinkedIn helps you connect with commercial clients, insurance companies, and industry peers.
Company Page: Ensure the logo, banner image, and description reflect your brand and expertise.
Team Profiles: Encourage key staff to update their personal profiles with consistent branding.
Content: Share industry insights, case studies, and event updates to build authority.
Networking: Join restoration and cleaning industry groups to engage with potential partners.
5. Facebook
Facebook remains a key channel for local service businesses.
Profile & Cover Photos: Use clear, professional images – ideally before-and-after project photos or a team shot.
About Section: Refresh business hours, services, and contact info.
Local Groups: Join and engage in local community and business Facebook groups. Sharing helpful advice, showcasing projects, and being active in these groups can increase visibility and generate word-of-mouth referrals.
Content Strategy: Post a mix of educational tips (e.g. mould prevention), project spotlights, customer testimonials, and quick DIY maintenance advice.
Easy Content Ideas: Snap quick before-and-after shots, share client feedback, or post short updates on current jobs. Raw behind-the-scenes photos or videos—like setting up equipment or tackling a challenging clean—build trust and show your passion and dedication.
Engagement: Respond promptly to comments and messages. Consider using automated replies for common questions or direct messages.
6. Instagram
Instagram is perfect for visual storytelling.
Bio & Highlights: Your bio should succinctly state what you do and who you serve. Use highlights to group key content: projects, testimonials, tips, and behind-the-scenes.
Visual Consistency: Use consistent colours and filters to make your grid professional.
Reels & Stories: Short videos of restoration projects or equipment in action can boost engagement.
Hashtags: Mix industry-specific hashtags (#waterdamagerestoration, #carpetcleaning) with local tags (#GoldCoastBusiness) to reach the right audience.
7. Measure & Monitor
Analytics: Check Facebook and Instagram Insights, Google Business Profile stats, and LinkedIn analytics monthly.
Benchmarking: Track key metrics – follower growth, website clicks, review ratings.
Quarterly Review: Schedule a quarterly check to update content, refresh photos, and ensure your information stays accurate.
8. Don’t Forget Your Website: The Heart of Your Online Presence
While social platforms and Google listings capture attention, your website is where potential clients decide to take action. A quick marketing audit will ensure it works as your best sales tool:
First Impressions & Branding: Within seconds, visitors should know what you do and where you operate. Keep your headline clear (e.g. ‘24/7 Flood & Water Damage Restoration – Gold Coast & Brisbane’) and your logo and colours consistent with your social profiles.
Local SEO & Google Visibility: Double-check that your Name, Address and Phone (NAP) match your Google Business Profile. Create dedicated pages for key suburbs and services, and use Local Business schema so Google shows your details in search results.54rtg
Detailed Service Pages: Go beyond a simple ‘Services’ list. Give each service its own page with a descriptive headline, examples of real jobs, and clear benefits for the client.
Conversion & Lead Capture: Make it easy to book or call. Prominent “Request a Quote” or “Emergency Call Now” buttons, click-to-call phone numbers, and a short, tested contact form can dramatically lift enquiries.
Speed & Mobile Optimisation: Aim for a load time under three seconds and ensure every page looks and functions well on mobile, where most urgent cleaning and restoration searches happen.
Trust Builders: Showcase testimonials, before-and-after galleries, industry certifications (e.g. ACRA, IICRC), and a blog or tips section to demonstrate expertise and reliability.
Your website is the hub that every social profile and Google listing should point back to. Keeping it fast, clear, and conversion-ready turns online visitors into paying clients and ensures the rest of your digital presence delivers measurable results.
Final Takeaway
Your online presence is often your first impression. A regular audit—at least twice a year, ensures every platform is up-to-date, professional, and aligned with your brand. For cleaning and restoration professionals, it’s not just about marketing—it’s about building trust and proving reliability when customers need you most.