If you can't get Rick Avelenda — owner of Clean Sweep of New Jersey in Brick, N.J. — by phone, his outgoing answering-machine message points you to his Web site.

A few mouse clicks later at www.cleansweepnj.com, you've got a good handle on what his company is all about. Such as, the date the company started (1990), different services offered, FAQs (frequently asked questions in Net-speak), and even a Cleaning Center message board. And after browsing through that information, customers can request an estimated price quote for their cleaning needs.

A recent perusal of the message board found topics such as Wash or Wax; Show Me the Money; and Not On My Carpet. Avelenda also added to the Web site tips for cleaning coffee stains, mildew and removing crayon marks. A calendar of cleaning conferences in another option— complete with registration forms — that encourages visitors to the Web site to network within the industry. Two other online functions are a downloadable job application and a customer-feedback form.

While obviously ambitious, this Web site might not sound all that unusual — until you find out that Clean Sweep, owned by Avelenda and his wife Debra, only has seven employees.

Except for a few large national cleaners and a few regionals here and there, most cleaning companies in Avelenda’s market are small mom-and-pop businesses, he says. And it’s all the more important for these smaller contractors to present a slick, professional image, especially on the Internet.

When Avelenda launched Clean Sweep in 1990, one of his first tasks was to invest in business cards and matching T-shirts. This gave Clean Sweep an immediate professional image.

But creating a Web page is one savvy step Avelenda took three years ago to push his company past the "dirty" and uneducated label that taints most small cleaning companies, he explains.

"There's the attitude that if you don't do your homework, you're going to be a janitor," says Avelenda.

Networking, Networking, Networking
Unfortunately, many BSCs — especially smaller operations — are intimidated by the Web and have avoided even setting up company sites. To help, Avelenda wants to design Web pages for other cleaning contractors who lack the technological know-how and general Internet knowledge to do it themselves.

In addition to not knowing the technology behind building a Web site, many contractors simply have no idea what Web visitors want.

“BSCs could do the job themselves but only if they know the psychology of Web users,” he says. "You can't just put a web site up there that says ‘ABC Cleaning Co. Call me.’ and that's it.”

BSCs with new Web sites also need to understand that while the ‘ABC Cleaning Co. Call Me.’ message may be effective on a billboard, Internet users need much more information. When presented correctly, that information can lead to greater sales.

For instance, via the Web site, Avelenda has managed to draw in clients from other parts of the country. Most often, it's when a large out-of-state corporation wants to establish a new office in New Jersey and needs to contract with a cleaner before making the move. Researching companies on the Web is one way to secure the contract. In this case, those companies without an online presence can't win.

"A lot of people these days feel more comfortable reading about a business before they contact them for service," says Avelenda.

And that’s something he never could offer as a small New Jersey contractor without his polished Web presence.

Kristine Hansen is a frequent contributor to Contracting Profits. She is based in Madison, Wis.




POSTED ON: 8/1/2001