The Trust Problem
Inviting a stranger into your home takes trust, and most homeowners look at reviews before they choose a cleaner. A new business has none. The answer isn't to fake them. Google removes fake reviews, and the FTC's 2024 rule allows penalties for fake reviews and testimonials. The answer is to earn the first few quickly and show other proof in the meantime.
Step 1: Set Up the Basics in a Week
- Google Business Profile. Complete every field, list your services and service area, and add real photos of you, your supplies and your work. See ranking on Maps without a storefront.
- A simple website with your services, prices or an instant quote, your service area and a phone number. See what a cleaning website should cost.
- Insurance and bonding. Get it, then say so everywhere.
- Consistent details (name, phone, area) on every listing. See local citations.
Step 2: Your First 10 Clients
- Tell everyone you know. Friends, family, former colleagues and neighbours. Ask them to share your page.
- Neighbourhood groups such as Nextdoor and local Facebook groups, following each group's rules.
- A founding-client offer: a discount on the first clean for the first 10 clients who book a recurring plan, in return for honest feedback.
- Realtors and property managers for move-out cleans. See how to approach them.
- A small Google Ads test on specific service-and-town keywords, once your profile and site are ready. See the 90-day budget plan.
Step 3: Get Your First Reviews
Ask every early client for a review, the same day the clean is done, with a direct link. A short personal text works best: "Thanks for having us today! If you were happy, a quick Google review would really help a new business like ours: [link]." See review scripts and timing. Don't offer rewards in exchange for reviews, which Google's policies don't allow.
Step 4: Borrow Trust While Reviews Build
- A clear guarantee: "If we miss anything, tell us within 24 hours and we'll come back free."
- Real photos of you and your work instead of stock images
- Your story: who you are and why you started
- Clear prices, so people don't have to guess
- Insured and bonded, background-checked, supplies included
Our 12 trust signals list covers the rest.
Step 5: Respond Faster Than Anyone
Once your first clients are in, follow the maid service marketing guide for what comes next. A new business can't compete on reviews yet, but it can compete on speed. Reply to every enquiry within minutes, and follow up with people who don't book. See the 5-minute rule.
What Not to Do
- Post reviews from friends who never used your service, or buy reviews
- Copy photos or testimonials from other businesses
- Claim years of experience or numbers of clients you don't have
- Spend heavily on ads before your profile and website are ready
Starting out and want a plan for your first 90 days? Book a free strategy call below. For the stages after this, read from 3 to 30 clients.
Frequently Asked Questions
How do I get clients for a new cleaning business?
Start with people you know and your neighbourhood, set up a complete Google Business Profile and simple website, offer a founding-client discount for recurring plans and reply to every enquiry within minutes.
How can a new cleaning business get reviews?
Ask every early client the same day the clean is done, with a direct review link and a short personal message. Don’t offer rewards for reviews or post fake ones.
Should a new cleaning business run Google Ads?
Yes, a small, tightly targeted test can work once your Google profile, website and lead follow-up are in place. Keep the budget modest until you know your cost per booked client.
