A website for a cleaning company is a site that tells a property manager or an office manager, within seconds, what you clean (offices, communal areas, after-builders), where you work, how often and how to book a site survey, while keeping buyers apart from job seekers. On 14 November 2026 we opened the 18 cleaning company home pages Google showed for "impresa di pulizie" in Bologna, Naples and Verona: none gave a price and none stated its official classification band, the size credential Italian buyers use in tenders.
Zero out of eighteen.
The demand is there. In the UK, "cleaning company near me" gets 1,900 searches a month (3,600 in October 2026), "commercial cleaning" 2,400 and "office cleaning" 1,600, with an average cost per click of $11.92 for the last one (Google Ads UK, last 12 months, DataForSEO). Someone typing "office cleaning" is usually a business with a contract to give out.
In the Italian sites we opened, three problems kept coming back:
- the details needed for a quote are missing: only 4 home pages out of 18 mention a site survey, 4 mention frequency, 1 mentions square metres;
- there is no form: 10 of 18 home pages offer only a phone number or WhatsApp;
- some sites no longer work: one domain Google showed does not resolve, another refuses connections without "www", a third shows an empty page unless JavaScript runs.
If your firm already gets work through word of mouth, do you really need the website?
You need it for enquiries from people who do not know you yet, and that starts with pages and forms, not ads. With Contesini Consulenze we fixed the landing page and tracking first, then switched campaigns on: 299 enquiries at €7.20 each, with 68% becoming sales opportunities.
With Bosatta the issue was two audiences treated the same way. Once consumers and dealers were separated, 127 enquiries from dealers and workshops came in over a year.
What has that got to do with cleaning?
A cleaning company has at least three audiences on the same site: the business or block with a contract to award, the household booking a one-off clean, and people looking for work.
In this guide:
- where a cleaning company website appears on Google, in three cities;
- what is missing from the 18 home pages Google shows;
- pages, form and documents a buyer looks for;
- costs and what ChatGPT reads.
Let us start with the results page.
Where a cleaning company website appears on Google (and why most results were about other cities)
A cleaning company website shows up in two places: as the "Website" link on the map listing, and in the "Related websites" block Google puts just below the map. In the organic results local firms were rare: on 14 November 2026, on mobile, we counted 5 out of 10 in Naples and none we could identify in Bologna and Verona.
In Bologna and Verona 16 of the 20 organic results were directories and portals for other cities: Ferrara, Faenza, Forlì, Modena, Pistoia, Siena, Cesena, Rovereto, Trento and Milan, on Pagine Gialle, Reteimprese, ProntoPro, Virgilio and StarOfService.
The maps had 4 listings in every city, with 121 and 105 reviews for the top two in Bologna. Below them, "Related websites": 6 in Bologna, 8 in Naples (one an Instagram page, one Facebook), 7 in Verona. An AI Overview appeared in all three.
The UK looks different. For "cleaning company website" the first page mixed cleaning brands (Cleaning Express, Fantastic Cleaners, Maid2Clean, Molly Maid, Housekeep, eMop, Regular Cleaning) with a "Find results on" strip for Bark, Fantastic Services and Checkatrade, plus a map with 3 listings. And 3 of the organic snippets showed an hourly price: Housekeep from £18.50, eMop from £17, The Happy House Cleaning from £19.
So does the website matter less?
It matters, but most people reach it from the listing: they compare reviews and photos, then tap "Website" to check you do their kind of job. The listing should point to the right page and be set up as a service-area business, as explained in our guide to the Google Business Profile service area.
The questions Google showed under the Italian results say what searchers want to know: "What is the difference between routine and deep cleaning?", "How many square metres can you clean in an hour?", "How much does it cost to have a cleaning company clean a house?". In the UK: "How much do cleaners charge for a 2 hour clean?".
We measured the office and block cleaning searches in Milan, Rome and Turin in our guide to SEO for cleaning companies. Here we look at what people find once they land on the site.
What is on the home pages Google shows (18 cleaning company sites opened)
The cleaning company home pages Google puts in front of searchers are built to get a call, not to win a contract: 16 of 18 have a tap-to-call number, only 8 have a form and none gives any idea of price.
| What we looked for on the home page | Sites that had it | Share |
|---|---|---|
| Tap-to-call phone number (tel: link) | 16 of 18 | 89% |
| Office cleaning | 16 of 18 | 89% |
| The word "quote" (preventivo) | 14 of 18 | 78% |
| VAT number written out | 12 of 18 | 67% |
| Block or communal area cleaning (condomini) | 12 of 18 | 67% |
| After-builders or post-renovation cleaning | 12 of 18 | 67% |
| WhatsApp link | 11 of 18 | 61% |
| Reviews or testimonials | 10 of 18 | 56% |
| LocalBusiness or Organization structured data | 9 of 18 | 50% |
| Insurance mentioned | 9 of 18 | 50% |
| Contact form on the home page | 8 of 18 | 44% |
| Link to a jobs or careers page | 6 of 18 | 33% |
| Site survey (sopralluogo) | 4 of 18 | 22% |
| Cleaning frequency (daily, weekly, monthly) | 4 of 18 | 22% |
| Square metres | 1 of 18 | 6% |
| A price in euros | 0 of 18 | 0% |
| Italian classification band (Law 82/1994) | 0 of 18 | 0% |
| An ISO certificate number | 0 of 18 | 0% |
Almost all list the same services: offices on 16 home pages, communal areas and after-builders cleans on 12, sanitisation on 10. Read one after another, the sites blur together. What is missing is the how: frequency, hours, site survey, who your contact person is, how quickly you can start.
Two cases stand out. One Bologna home page has "Installation of civil and industrial electrical systems" as its main heading. One Naples site only shows its text after JavaScript runs: a simple read finds two words.
The dead domain (it was the first "Related website" in Naples) is a reminder of a basic rule: domain, hosting and accounts belong in the company's name, with auto-renewal switched on. Google can keep showing a link after the site has gone.
Which pages a cleaning company website needs (one per type of client, plus one for job seekers)
A cleaning company that works for businesses and residential blocks needs one page for each type of client, because each decides on different criteria, and a separate page for job applications. The minimum list:
- Residential blocks and communal areas: stairs, entrance halls, lifts, glass, bin areas; typical weekly frequencies; how you cover holidays and absences; the log or report a managing agent can show residents.
- Offices and businesses: early-morning or evening hours, keys and alarms, one named contact, products supplied, tender documents (more below).
- One-off cleans: after-builders, end of tenancy, deep cleans. This is the household audience, which compares prices.
- Areas covered: the towns you really reach, listed once.
- Jobs: with its own form.
The last page looks like a detail. It is not.
In Italy "offerte lavoro pulizie" (cleaning jobs) gets 880 searches a month and "preventivo pulizie uffici" (office cleaning quote) 70. Only 6 of the 18 home pages link to a jobs page: on the others, job seekers fill in the quote form or ring the sales line.
| Search (United Kingdom) | Monthly searches | Average cost per click (USD) |
|---|---|---|
| end of tenancy cleaning | 12,100 | $8.29 |
| cleaning company | 3,600 | $2.69 |
| commercial cleaning | 2,400 | $9.09 |
| cleaning company near me | 1,900 | $3.53 |
| office cleaning | 1,600 | $11.92 |
| office cleaning near me | 480 | $8.06 |
| cleaning website design | 70 | $2.93 |
| cleaning company website | 50 | $4.17 |
What about a page for every town?
Only if it holds something different, such as a branch or work done there: Google's spam policies treat town pages that lead to the same content as doorways.
If you also work for households, our guide to SEO for tradesmen compares plumbers, electricians and removals.
The quote form (what to ask so you can reply the same day)
A cleaning company quote form should collect the four details needed to price a job: type of property, floor area or number of staircases, frequency and location. Without them, the first phone call only exists to ask for them.
On the 18 Italian home pages these details were rare: frequency on 4, site survey on 4, square metres on 1.
The form we recommend has seven fields:
- property type (residential block, office, shop, warehouse, home);
- floor area in square metres, or number of staircases and floors;
- frequency (daily, 2-3 times a week, weekly, one-off);
- preferred time slot;
- town or postcode;
- preferred start date;
- name, role (managing agent, owner, purchasing) and phone.
Role is the field that saves the most time: a managing agent with many blocks and a household with a one-bed flat should not be called back in the same order.
Then measure it: every form submission and every tap on phone or WhatsApp should be a conversion in Google Analytics. If enquiries arrive but go nowhere, read our guide to the website that is not generating leads.
Does your quote form ask for floor area, frequency and location?
Of 18 Italian cleaning company websites we checked in Bologna, Naples and Verona, 10 had no form on the home page and only 4 mentioned a site survey. In the UK a click on "office cleaning" costs $11.92 on average. Let us look at your site together: pages for each type of client, the quote form, tender documents and the link to your Google Business Profile.
Book a strategy callPrices, credentials and tender documents (the proof buyers look for and nobody publishes)
Before signing, a business or public buyer checks three things: roughly what the service costs, whether the firm is registered and sized, and whether it has the paperwork for the contract. None of the 18 Italian home pages covered any of the three.
Prices
No rule forces you to publish them. But "prezzi impresa di pulizie" (cleaning company prices) gets 140 searches a month in Italy, and the UK results already show hourly rates in their snippets. If your site has no figure, buyers will find one on a directory.
A price range for one-off cleans and the criteria behind a contract fee are enough: floor area, frequency, hours, materials.
Credentials
Italy has a specific one. Law 82 of 1994, article 1, requires cleaning, disinfection, pest control and sanitisation firms to be listed in the business register or the register of artisan firms. Article 3 of Decree 274 of 1997 adds, on request, ten classification bands, from "a" to "l", based on average turnover over the last three years, for taking part in service tenders.
In plain terms, it tells a purchasing team how big the firm is. Whatever the market, the principle carries over: write down the credential your buyers check, with its number.
Tender documents
In Italy, article 26 of Legislative Decree 81 of 2008 requires a company that brings a contractor onto its premises to check the contractor's technical and professional suitability, starting from its Chamber of Commerce certificate and a self-declaration.
A "documents for contracts" page that says what you send and how fast saves the purchasing team a step. Insurance, certificates (with the number, not just a logo) and references belong there too. Today half the home pages mention insurance (9 of 18) and none gives an ISO certificate number.
How much a cleaning company website costs
A cleaning company website costs anything from a few tens of euros for a DIY template to a few thousand for a custom site with pages for each client type, a quote form and tracking.
On the Italian first page for "realizzazione siti web per imprese di pulizia" on 14 November 2026 there was a Canva template on Etsy at €22.99, three site builders (SITE123, Yola and Website Inc) and an agency page, ZeroDigital, quoting from €250 a year for a custom site, €360 a year for an AI-built site and from €1,200 a year with SEO.
Our guide to website cost compares DIY, freelancers and agencies over three years. The technical choices to make first are in our guide to building an SEO-friendly website. How we do it is on our web development page.
Campaigns come next, in our guide to Google Ads for cleaning companies, and cost per enquiry in the one on lead generation for cleaning companies.
Your website and AI answers: what ChatGPT reads when a business looks for a cleaning company
ChatGPT, Gemini and Google's AI Overviews can name a cleaning company when they find, on its site and its listing, a clear and consistent account of who it is, what it cleans, where it works and how to ask for a quote. In all three Italian local searches there was an AI Overview.
On 14 November 2026 we asked ChatGPT, with web search on, what a cleaning company website for offices and residential blocks should include. It cited 4 sources (two English-language guides, a Confcommercio Roma handbook and our own English guide to SEO for cleaning companies) and suggested service pages, a form with floor area and frequency, and reviews.
It said nothing about prices, credentials, tender documents or keeping job applications apart. Those are exactly the gaps on the 18 home pages: the first firm in an area to write them down gives AI tools one more reason to cite it.
AI answers split a question into sub-questions (the query fan-out): "cleaning company in Verona" also becomes "how much does it cost". Structured data of the LocalBusiness type, with the same name, address and phone as your listing (9 of 18 home pages had it), helps, as does using one name everywhere. Nobody can guarantee a citation; the rest is in our guide to local AI visibility.
Frequently asked questions about cleaning company websites
It depends: no rule requires it, but buyers look for figures, and in the UK results for "cleaning company website" three snippets already showed hourly rates from £17 to £19. Publish a range for one-off cleans and the criteria behind contract fees (floor area, frequency, hours). None of the 18 Italian home pages we checked on 14 November 2026 did.
No. Google's spam policies treat town pages that lead to the same content as doorways. List the towns you cover and how quickly you can start in one place, and create a local page only if it holds something different, such as a branch or work done there.
Yes, with the number, not just a logo. Purchasing teams check them before awarding a contract: in Italy that includes the classification band set by Decree 274 of 1997, from a to l by turnover. None of the 18 Italian home pages we checked showed it, and none gave an ISO certificate number.
No, if you want contracts with businesses and residential blocks. The listing brings calls, but a managing agent opens the site to check frequency, areas and documents. In Bologna, Naples and Verona Google showed cleaning firms' websites in a block under the map, and in Naples two of those slots went to Instagram and Facebook pages.
It depends on pages and features: on 14 November 2026 the Italian first page showed a Canva template at €22.99 and an agency charging from €250 to €1,200 a year with SEO. A custom site with pages for each client type, a quote form and tracking costs more; our website cost guide compares the options over three years.
A cleaning company website in short (and who really reads it)
The home pages Google shows all look alike.
16 of 18 have a phone number, 8 a form, 0 a price.
One page per type of client, plus one for job seekers.
A form with floor area, frequency, location and role.
Credentials and tender documents, written down.
Our view: a cleaning company website is not read by someone typing "cleaning company". It is read by someone who has already seen your listing and must decide whether to call. Usually a managing agent or a purchasing team with three quotes open, and the firm that saves them phone calls wins.
If you want to know where to start with yours, get in touch.
Speak soon!
