Your coworking website will be a key marketing channel in 2022 and the basis of your coworking marketing strategy. A well-designed, SEO-optimized coworking website can make the difference between a successful and unsuccessful space. A study by Google and Costar found that 88% of potential tenants begin their search online for commercial real property. Another 40% signed a lease on a property that they found online.
To identify the top performing websites for coworking operators, we have analyzed market best practices and websites that are most successful from more than 90+ operators.
Optimized websites for coworking spaces
It doesn’t matter if you’re just starting a website or looking to revamp an existing one, it is important to have a step-by, detailed plan. This will help you make your website attractive, efficient, and meaningful. A step-by-step approach to creating a website that will help you market your coworking space more effectively starts with these elements.
Your Coworking Website’s Purpose
Your overall marketing strategy for coworking spaces will play a large role in determining the purpose of your website. Your website must drive traffic both online and offline.
Persuade people to go on a tour.
To convince people to take a tour, you must offer them the chance and give them a way to book their tour. This is known as a Call to Action (CTA) and should be included in each page’s content.
Your personal preferences and the setup of your website will determine how you schedule a tour. To schedule tours, you can use one of these tools:
- Phone call
- Calendly.com and Square’s scheduling platform are two examples of Scheduling Platforms
You might also want to add an Open House or drop in tour time to your CTA. Inform interested leads that they can come in to look around, ask questions and learn more every Tuesday at noon.
Get people to attend and sponsor events.
A coworking space could use an event-based marketing strategy that includes holding various interesting and relevant events.
- Meetups with professionals in your target industries
- Mastermind presentations on a range of topics
- Panel discussions with local business leaders
- Meetings of the Young Professionals Network or Chamber of Commerce
- Meetups for Lunch and Learn, Happy Hours or Morning Coffee with a range of topics
- Events focusing on wellness for professionals and entrepreneurs
The CTA for events should be double-purposed. It should attract people who organize these events as well as attendees. You can convert them more effectively into members once they are there by providing promotional information and a brief introduction at each event.
Your Content for the Coworking Website
Many websites only have a statement of purpose, About Us page, contact form and a general statement. Your website must describe the space you are working in order to achieve your coworking marketing goals.
Please describe the location of your coworking space.
Coworking spaces are known for their location. To attract new members to your coworking space, it is important to discuss the following issues on your website.
- Transit proximity: This is an important selling point in many markets. It is possible to walk to all forms of rapid transit, including subways, buses, light rail and light rail.
- Parking: Make sure potential members are aware of where to park if you live in an area that is more commuter-oriented. You should market covered and dedicated parking.
- Local shops and restaurants: Is it close to a mixed-use shopping center? Is your location near a trendy downtown that is walkable and offers convenient shopping and dining options? Is it near a place where people go on Friday evenings for happy hour? Consider the location of your business relative to local hangouts to maximize your work-life balance potential.
- Multiple locations: If there are multiple locations within a metro area, you should create a page for each one on your website with organic content that highlights the different amenities. This will help potential members find the most convenient coworking space for them.
Please describe the membership options and suites that you offer
There may be a number of membership levels and space plans available for members. Make sure your website covers these elements:
- What are the different types of memberships?
- How much does each one cost?
- What’s available within the next 60-days?
Provide information about available work environments, and include professional photography
Your coworking space may have a variety of layouts, including hot desks and private offices. You might also offer suites or training spaces. All of these areas should be included on your website. Also, make sure to include professional photography that captures the space and allows leads to visualize their team in it. Include photos of:
- Open-concept as well as private offices
- Common spaces and amenities
- Reception areas
- Outdoor spaces
- Event spaces
Give details about the people and teams that work in your space.
Provide testimonials and reviews to let interested parties know about the companies and professionals that have worked in your coworking space. This content adds credibility to your coworking space marketing strategy and provides social proof.
The Special Features of Your Coworking Website
Your website must contain more than just the written content. It should also include the following features to make it interactive and useful for visitors.
Request a Tour
This interactive form allows users to book their own tour by visiting your site. These elements should be included in your form customization.
- Name
- Work email
- Move-in date
- Number of seats
Section Events
An events page is a great way for groups to get more foot traffic and can be used by anyone who is interested in scheduling or holding an event at your space. It should contain:
- CTA is required for event hosting
- Calendar of upcoming events
- Sign up for the current events
- Request for information
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