Advice, Marketing

How to Make Your Cleaning Business Stand Out from the Competition

d. , Lærke Cecilie Ditlevsen

The cleaning industry is a significant and growing sector in the UK, fuelled by increased health awareness following Covid-19. It’s also highly competitive, with frequent price bidding. While clients often look for good prices, they also appreciate great service and shared values. Anyone can offer low prices, but true growth and competitiveness lie in identifying and effectively communicating your cleaning business’s unique strengths to clients.

Factors and Trends that Make Your Cleaning Business Stand Out

Documentation and Credibility

Documenting your cleaning service as a safety net for both you and your staff, providing evidence in case of issues or disputes. It also offers added value to clients, allowing you to show progress and results. This goes hand in hand with quality control, where you ensure that your business consistently meets the standards agreed upon with the client. Consistent documentation and quality control enhance your professionalism and demonstrate your commitment to responsible practices — key factors that make you stand out from the competition.

Orange icon of a hand holding a plant to symbolise environmental sustainability that makes a business stand out.
ESG and Sustainability

ESG stands for Environmental, Social and Governance. It’s a standard measure of a company’s impact on the environment, society, and its credibility. By prioritising these initiatives, your cleaning business can gain a competitive edge and enhance its reputation. 

For environmental sustainability, cleaning businesses can focus on using cleaning products with minimal or recycled plastic, encourage recycling, or utilise renewable energy sources. 

For more environmental sustainability tips — read A Quick Crafting-Guide for the GHG Account and Green Cleaning Practices.

Social initiatives could involve prioritising employee wellbeing, offering fair wages, and supporting local communities through donations and engagement. Participate in local community events and build partnerships with local businesses for mutual referrals. While not directly linked to sustainability, these actions are essential for fostering a thriving local community.

Lastly, governance reflects the credibility of your management, and how responsibly you run the company. Taking responsibility for your employees, society, and the planet not only gives you a competitive edge but also contributes to a better future for everyone, including yourself.

Orange coloured icon of a graduating student, which symbolises employee education.
Employee Education, Expertise, and Safety

Distinguish your business by being the best workplace, offering opportunities like safety training, cleaning courses, and specialisation in areas such as sustainable cleaning or technology. Prioritise mental health, fair wages, and a healthy work-life balance for your employees. This not only benefits everyone in the long run but also leaves a positive impression on clients and potential employees. Differentiating yourself in the job market makes your business an attractive place to work, helping you attract skilled workers who will set your cleaning service apart from the competition.

Orange coloured icon of a customer service agent with three stars underneath them to symbolise customer service and feedback that help a business stand out.
Customer Service and Feedback

Enhance your customer service by hiring employees dedicated to managing both complaints and compliments. This keeps you informed about your business’s reputation and enables you to make improvements based on client feedback. Such an approach is a valuable strength that will help you stand out, as every client wants to feel heard and understood.

Orange coloured icon of a computer screen and a smartphone, symbolising technology and digitalisation.
Technology and Digitalisation

Stay competitive and relevant by embracing technological advancements in the cleaning industry. Cleaning robots and automation improve efficiency and quality, easing the workload on your staff.  Utilise digital tools to streamline operations, simplifying management. These innovations ensure top-quality service for your clients.

Brand Yourself as an Investor

Position your cleaning business as one that invests in the future—whether in technology, sustainability, or employee development. Emphasise these investments alongside your high service and cleaning standards, to justify a fair service price.  Competing solely on price often results in underbidding and lost income. Accurate pricing ensures a clearer understanding of profit margins and supports sustainable growth. Demonstrating that your business’s unique strengths are worth more than just a low price is key to achieving long-term success.

Brand Image and Customisable Services

Become an expert in a specific area, such as sanitation, window cleaning, or carpets, and build your brand around these specialities. Use creative logos and slogans displayed everywhere – on cleaning vans, uniforms, websites, and social media. A distinctive brand signals expertise and a commitment to exceeding standard service levels. Focus on what aligns best with your cleaning company’s strengths to truly stand out in the market.

Growth diagram with cleaning employees in front that shows success in the cleaning company who stand out from the competition.

How to Promote Your Cleaning Business’ Strengths, Values, and Goals

Knowing what sets your cleaning business apart is one thing; clearly communicating it to potential employees and clients is another. Define specific goals for your company and establish a clear mission. What exactly do you aim to help your clients with, and how do you achieve that? Make sure your vision and mission statements are prominently displayed across all platforms—social media, websites, and physical advertising such as logos and banners.

Another important aspect of communicating your values and unique qualities is ensuring that your employees are fully on board. Involve them in the process through feedback and engagement, and your business will be well-positioned to display strong values and unique strengths. 

To understand the true value your cleaning service offers, try the “so what” method. This exercise helps you craft a message that resonates with clients’ feelings and needs.

For example, your company cleans a family’s home. So what? Well, then their house is cleaner. And so what? Then the family doesn’t have to do it themselves. So what? They will have more time together as a family. This means that they’re not only buying a cleaning service, they are actually buying more time together. So, instead of communicating a message like, “Get a clean home with our cleaning service,” you could say, “Want more time with your family? Then let’s handle the cleaning for you.” This thought exercise can be applied to any client to uncover the deeper benefits of your service beyond cleaning alone.

Here’s a collection of the tips for vision and values:
  • Keep it visible —  Ensure your vision and values are prominently displayed at all times.
  • Get everyone on board —  Make sure all employees understand and embody the company’s values.
  • Value employee engagement – ​​Encourage active participation and feedback from your team.
  • Use a variety of channels – Communicate your messages across multiple platforms. 
  • Choose your stories wisely – Highlight stories that truly reflect your company’s values and vision.

For more insight on how and where to advertise your cleaning company, then read our article How to Advertise Your Cleaning Business Effectively.

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