Self Storage Website Design & Development in 2024

John Reinesch

An effective website is crucial for any self-storage business looking to attract and convert online customers. A website serves as the “digital storefront” and primary touchpoint for tenants searching for storage units in their city.

Investing in professional web design pays dividends by establishing credibility, trust, and brand awareness. Most importantly, it increases conversions, and more people will book units when they land on your website.

Many storage facilities use outdated or poorly designed websites, which can negatively impact conversions and cause tenants to leave and go to one of your competitors.

By contrast, a modern, mobile-friendly website with an easy booking process helps drive more booked units, improves SEO, and increases occupancy rates over time.

Self Storage Website Design

Key Insights

  • A professional website design is essential for self storage facilities and has the largest impact on online booked units. A strong website can drive am immediate ROI and can make all of your marketing campaigns perform better.
  • Mobile-friendly responsive layouts, intuitive navigation, and real-time pricing are crucial design elements that enhance user experience and drive conversions.
  • Building trust through testimonials and reviews and integrating interactive features like virtual tours and live chat fosters customer engagement and boosts conversions.
  • Choosing the right platform, such as Storagely.io for advanced marketing features or WordPress, for a DIY approach is a key decision that impacts the website’s functionality, customization, and ongoing maintenance.

Building Trust and Credibility

A self-storage website must establish trust and credibility through its design and content. Professional branding elements like logos, color schemes, and images should align with the company’s values and reputation.

Customer testimonials and reviews build trust by showcasing real-life experiences. Integrating platforms like Google, Facebook, or Yelp for reviews demonstrates confidence in the service quality. Testimonials should cover diverse customers and highlight satisfaction across factors like cleanliness, security, ease of renting, customer service, and overall value.

Overall, the website content tone should communicate competence and care for customers. Avoid overly salesy or boastful language. With multiple trust elements woven throughout the site, visitors gain confidence in engaging with the brand and converting into customers.

Essential Design Elements

A self-storage website must have certain essential design elements to attract and convert customers effectively. Here are some of the most important ones:

Mobile-Friendly Responsive Layout

The majority of web traffic comes from mobile devices like smartphones and tablets. A mobile-friendly responsive layout is critical for providing a good user experience for site visitors.

The site layout should seamlessly adapt to fit any device’s screen size. Content should dynamically resize and rearrange itself as needed. Key site elements like navigation menus, calls-to-action, and forms need to be accessible and usable on mobile.

Responsive design improves usability and helps with SEO, as Google factors mobile-friendliness into search rankings. For self-storage sites, responsive design is non-negotiable.

Easy Navigation

The site navigation should make it effortless for visitors to find what they need. Key pages like locations, online booking, unit sizes, storage types, and contact info must be accessible from a prominent main menu.

Ideally, the menu always remains visible at the top of pages, so users never feel lost. A responsive menu that collapses into a “hamburger” icon on mobile is one way to maintain easy navigation across devices.

Intuitive site menus, sitemaps, internal links, and clear CTAs guide visitors to take desired actions. Uncluttered layouts also aid navigation.

Real-Time Pricing and Availability

One of the top things potential customers want to know is the cost of self-storage units and what’s currently available.

The website should display real-time rental rates for each unit type and size. Integrations with management software can pull availability data, show vacant units, or prompt booking. Integrating revenue management and adjusting rates based on occupancy is another critical feature to have built into the website to maximize NOI.

Prominently featuring pricing and availability reduces friction in the customer journey. Users can easily check rates and reserve units without needing to call or visit.

Conversion Optimization With an Easy Online Booking Process

Optimizing your self storage website for conversions is critical for driving online bookings and generating NOI. Implementing seamless online rental and reservation systems should be a top priority. Allowing customers to check real-time unit availability, select a unit, enter payment details, and complete the entire rental process online is hugely beneficial.

Storagely has one of the best online rental systems I have seen. A potential tenant can reserve a unit in 30 seconds or less, which is absolutely critical to increasing bookings. The longer this reservation process takes, the more users abandon the checkout process and reserve a unit elsewhere.

The money you invest to improve your reservation process in the short term will pay dividends for life as more users book units monthly at your facility.

Integrating online bill pay and recurring auto-pay options is also important. Allowing customers to pay their storage bills online via credit card or ACH payment eliminates hassles and ensures on-time payments.

By focusing efforts on streamlining your online reservation system, you can improve all of the marketing you are doing and maximize NOI.

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    Content Strategy

    A strong content strategy is crucial for self storage websites to educate customers and build trust. The website content should focus on providing helpful information to site visitors rather than overt sales messaging.

    Frequently Asked Questions

    Having a robust FAQ page and FAQ section on your location pages is extremely valuable for self storage websites. It allows you to proactively answer customers’ common questions about your facility and services. The page should be easy to find through site navigation and address topics like:

    • Rental unit sizes and features
    • Security and access
    • Payment options
    • Cancellation and termination policies
    • Packing and moving supplies
    • Climate controlled vs non climate controlled units
    • Insurance

    The goal is to be transparent and set proper expectations by covering prospects’ key questions when evaluating your facility. This helps build trust through your content.

    Industry Information

    Beyond just answering common FAQs, self storage sites should also educate visitors by providing general industry information and guidance. For example, articles and guides on:

    • How to downsize and declutter before moving
    • Recommended storage tips for different types of items (e.g. furniture, seasonal decor, documents)
    • How to safely move and transport items into storage units
    • Checklists for moving preparation and packing essentials
    • Overview of storage unit sizes and how to determine what you need

    This industry-specific content demonstrates your expertise and provides value to prospects during their research process. It enables your website to become an educational resource on self storage, not just a sales tool.

    SEO and Online Visibility for Self-Storage Website Design

    A self-storage website’s visibility in local search results is crucial for driving qualified traffic and booked units. The majority of your new tenants will come from Google if you have strong SEO.

    Optimizing for local SEO requires building a strong Google Business Profile and location pages on your website. Having a complete and verified GMB listing helps you rank prominently in Google’s Local Pack and map results for searches related to your geographic area. Your location page will help you rank in the traditional organic listings.

    Key elements for local SEO include:

    • Optimized Google My Business profile with complete information, photos, accurate location, and regular posts to stay active.
    • Business name, address, and phone number (NAP) listed consistently across directories and citations.
    • Schema markup for local business info helps search engines understand your location.
    • Positive reviews on Google help establish local relevance.
    • Fast mobile-friendly website with clear call-to-actions to book units
    • Location and contact information are clearly visible. Directions and facility maps on location pages.
    • Blog and social media focus on community involvement and local area.

    Key Elements for your location pages to maximize SEO:

    • Optimized and clean URL structure (example: /storage-units/north-carolina/charlotte/)
    • Title tag containing your main location-based keyword (example: Storage Units in Miami)
    • Property management integration with an easy online reservation system
    • Reviews integrated onto the location page
    • Name, address, phone number, and hours information at the top of the page.
    • Images of the facility
    • Video tours of the facility
    • Section with your locations core features
    • FAQs at the bottom of the page

    With local SEO best practices implemented, your self-storage website can rank higher in local search results and maps. This increases your visibility to prospective customers in your geographic region, leading to more conversions.

    Interactive Features

    One of the most important parts of a self storage website is having robust interactive features that make it easy for customers to learn about your facility, view available units, and make reservations. Some key interactive elements to consider include:

    Virtual Tours and 360 Views

    Allowing customers to take virtual tours of your facility and storage units is extremely valuable. 360 degree views, 3D walkthroughs, and video tours give customers an inside look so they can make decisions remotely. Virtual tours bring your facility to life online.

    Live Chat

    Instant live chat capabilities enable real-time communication with prospective tenants. This allows you to answer questions, provide pricing, and guide customers seamlessly through the process. Live chat makes connecting with your facility personal and convenient.

    Easy Account Management

    It is also important to allow tenants to manage their accounts and payments through an online portal. Tenants should be able to pay their bills, change credit card information, set up autopay, and handle account details through a secure customer dashboard. This provides convenience and improves customer retention.

    Interactive features remove friction from the customer experience and make it easier for customers to do business with you.

    Integrations and Functionalities

    A self-storage website needs to integrate with various software systems and tools to enable efficient facility management and optimized operations. This can be challenging when building a website.

    Many storage operators choose their property management software company to build their websites. However, that isn’t always the best option, as those companies specialize in making the software, and their websites aren’t as strong.

    Management Software Integration

    Integrating the website with a self-storage management software platform is crucial for real-time unit availability, online reservations, and automated billing. Popular management systems like storEDGE and SiteLink offer open APIs allowing website integration. This enables key features like:

    • Real-time unit availability checking
    • Online rental agreements and payments
    • Contactless check-in via gate access integration
    • Automated late fee assessments and tenant notifications

    With management software integration, the website serves as the customer-facing interface while the back-end system handles all the heavy lifting of facility operations.

    Tenant Communications

    Self-storage operators need to communicate regularly with tenants regarding payments, facility notices, auctions, etc. The website should facilitate easy tenant communications via email and SMS integrations.

    Built-in support for email marketing and bulk email services like Mailchimp allows easy newsletter campaigns and targeted messaging to website visitors. SMS integrations enable automated notifications and reminders to tenants’ mobile phones for more urgent communications.

    Google Analytics Integration

    Understanding visitor behavior on the website provides valuable insights to optimize conversions. Google Analytics integration allows tracking key metrics like:

    • Traffic sources
    • Booked units by marketing source
    • Conversion rates
    • Visitor demographics
    • Most visited pages

    It is important to make sure your website company can set up conversion tracking in Google Analytics 4 (or another analytics platform that you own) so you know which marketing is leading to new tenants.

    The reporting dashboards and data from Google Analytics can guide the website optimization strategy and help improve performance.

    By leveraging modern software integrations, self-storage operators can transform their websites into a comprehensive platform that drives revenue through better facility management and tenant experiences.

    Inspirational Examples From the REITs

    When designing a website for your self storage business, it helps to draw inspiration from the best in the industry. Here are some the things the REITs do well with there websites:

    Public Storage

    The Public Storage website excels at:

    • Clean, uncluttered layout on both desktop and mobile
    • Prominent calls-to-action for reservations
    • Easy online rental process
    • Interactive map to find nearby Public Storage locations
    • Abundant visuals of storage spaces

    CubeSmart

    CubeSmart makes excellent use of visuals to showcase its storage facilities. Their site stands out with:

    • High-quality photos and virtual tours
    • Visually engaging graphics and icons
    • Prominent display of awards and certifications
    • Responsive mobile design
    • Intuitive navigation

    Extra Space Storage

    The Extra Space Storage website uses video effectively to engage visitors. Key features include:

    • Informative videos explaining storage solutions
    • Virtual tours of storage units
    • Prominent FAQ section to answer common questions
    • Easy online rental process
    • Clean layout and navigation

    Life Storage

    Life Storage excels at showcasing its security features, with design elements like:

    • Videos demonstrating security protocols
    • Badges for security certifications
    • Prominent display of security technology
    • Filterable unit sizes and prices
    • Locator map to find nearby facilities

    By studying designs that work well in your industry, you can identify best practices to implement on your own self storage website. Evaluate which features would be most valuable for your customers and aim to provide a similarly positive user experience.

    Choosing the Right Website Platform

    When designing a website for your self storage business, one of the most important decisions is choosing the right platform and tools. The platform you choose will determine your site’s functionality, customizability, ease of use, and ongoing maintenance. Here are some of the top options to consider:

    WordPress

    WordPress is the most popular content management system, powering over 30% of all websites. It is open source, has a wide range of free and paid themes and plugins, and gives you full control to customize the design and features. With WordPress, you can easily update content, add pages, and optimize for SEO.

    The main downsides are the challenge of integrating your property management system and the need for regular security updates and maintenance.

    WordPress provides maximum flexibility and is great for developers, but it may be difficult to integrate your property management system without the right technical expertise.

    Storagely

    Storagely has built a website and marketing automation platform that requires no coding knowledge. It has the best looking and customizable templates, along with one of the best rental booking systems in the industry.

    The Storagely websites are easy to set up and update without an expensive developer.

    You also get marketing tools and analytics features that go beyond just a website platform. Instead of having to purchase subscriptions to various marketing software like SEMrush, Bright Local, WhatConvetrs, etc., which can easily cost you hundreds of dollars per month, you can use the suite of marketing tools available inside Storagely.

    My two favorite features are the marketing source report and the abandoned rental recovery system.

    Marketing Source Report

    The marketing source report allows you to see booked units and revenue by marketing channel. This is the go-to report to determine how to reallocate your marketing budget to maximize booked units. This report will tell you which part of your marketing is actually driving business results. Learning how to use this report properly will make you more money than any other report.

    Many storage operators don’t realize they aren’t tracking this data and are only tracking at clicks instead of actual booked units. If you are only tracking clicks, optimizing your marketing based on where your booked units are being generated is impossible. Don’t make that mistake.

    Abandoned Rental Recovery System

    Every storage facility website loses money when a user abandons the reservation process; the question is just how much revenue is lost (not if).

    The abandon rental recovery feature is one of the only tools that can instantly make you more money and increase booked units. When a user starts the reservation process but does not complete it, this tool automatically sends them an email to complete the process.

    Inside the tool, you can track exactly how many people completed the booking process due to this feature. This allows you to see the ROI of this tool instantly

    Custom Platforms

    For some large self storage operators, a custom designed platform built from the ground up can be a good option. This allows complete control over the architecture, features, design, and ongoing enhancements tailored to your specific business needs. The downside is the time and significant development costs involved.

    Custom platforms are best suited for storage facilities with the in-house technical expertise and budget to build and maintain a proprietary system. For most storage facilities, a platform like Storagely or an off-the-shelf CMS like WordPress provides sufficient flexibility.

    The downside of custom-built platforms is that you are not leveraging existing technology that have been tested on hundreds of storage facilities across the world.

    When weighing your options, be sure to evaluate ease of use, features, scalability, and long-term ownership costs. WordPress, Storagely, and custom development all have their own pros and cons for self storage websites. Aligning your platform choice with your business goals, technical abilities, and resources will help ensure you choose the optimal solution.

    Get Started With Self Storage Website Design Today

    Whether you are looking to revamp your existing website or create a new one from scratch, the importance of a professionally designed website that resonates with your target audience cannot be overstated. Don’t let your storage facility fall behind.

    Book a Free Strategy Call with me, and I can walk you through choosing the right website for your business and help you put together an SEO strategy to maximize your website investment.

    john reinesch

    About the author

    John's expertise lies in crafting tailor-made marketing strategies for the real estate industry that drive results. Whether it's optimizing Lead Generation funnels, implementing data-driven SEO techniques, or improving advertising campaigns, John will help find the biggest growth lever in your business.

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