Start with who buys from you

A laundromat owner, a multi-housing property manager and a hotel’s facilities director all buy commercial laundry equipment, but they ask different questions. The owner wants to know about revenue per turn and financing. The property manager wants to know about service response and resident complaints. The facilities director wants specifications, utility consumption and lifecycle cost.

If your site has one generic “commercial laundry” page, it answers none of them well. Give each buyer type its own page, written in their language, and link to it from your homepage.

Show the lines you carry, the way buyers compare them

Buyers often arrive knowing a brand or a capacity they want. List the lines you carry, organise each by machine type and capacity, and link to spec sheets. A short “ask about this model” link on each one turns browsing into a conversation.

Make your territory obvious

Say clearly where you sell and service, on the homepage and in your footer. Then build a page for each important area you cover. Those pages help you show up in local searches, and they reassure a buyer that you’ll actually be able to service their machines.

Put service and parts up front

For most distributors, service and parts are the steady revenue. Make the service request form and parts contact easy to find from every page, not hidden in a footer.

Make it easy to ask for a quote

  • Keep forms short: name, email, company, territory and what they need is enough to start.
  • Put a quote button in the header of every page.
  • Show a phone number that rings a person.
  • Tell people when you’ll reply, and then do it.

Prove you know the trade

Name the brands you carry, the installs you’ve done and the customers who will vouch for you. Real photos of real installs beat stock photos of laundromats every time. Ask happy customers for Google reviews and show them on the site.

Measure it

Connect analytics and set up a goal for every form submission, so you know which pages bring in quotes. Then improve the pages that matter most.

Written by Mo at Solomon Watson.