Hundreds of operators use Stora to generate thousands of online bookings each month. ~50% of online bookings come directly from search engines like Google — through organic listings or paid ads.
To give your Stora website the best chance of success, a few things need to be in place.
Stora provides the foundation: a platform designed to sell online, SEO-optimised out of the box, with booking and lead capture flows built for self storage. From there, it’s about building your online presence on top of that strong base.
The biggest mistakes we see operators make usually fall into two areas:
- Not attracting enough visitors
- Failing to convince those visitors to choose their business
This guide will help you avoid both pitfalls and set your website up to succeed.
Getting website visitors
Stora gives you a strong SEO foundation out of the box — but competitors have likely invested in their website presence too. To stand out, you need to go further. Google rewards operators who keep their websites active, relevant, and authoritative.
The most effective ways to climb the rankings are:
- Content strategy – Publish useful local content (e.g. moving tips in [Town], seasonal storage advice, targeted use case pages for demographics like students).
- Local SEO – Keep your Google Business profile accurate with hours, photos, and fresh reviews.
- Social presence – Stay visible where your customers spend time. Having a good social media marketing strategy can help you grow your business.
- Links – Get listed in local directories and partner sites.
Organic results take time, but consistent effort compounds. Operators who stick with it see steadily rising traffic and bookings.
Paid ads: the fastest route to leads — and recommended even if you rank well organically.
Google Ads
Most self storage operators invest in ads, particularly Google Ads, even if they already rank at the top of organic search results for their target keywords. This is because competitors are likely paying for these spots and appearing above your organic listings.
By not competing for paid ad positions, you risk missing potential leads.
There is an art to a good Google Ad, so we recommend you work with a specialist agency or freelance to get your Adwords campaigns set up.
If you’d like a recommendation, please reach out to our Stora support or your Customer Success Manager.
Social media advertising
Less common, and not essential, but it can be effective for raising awareness and generating leads in local markets. Platforms like Meta (Facebook/Instagram) allow you to target by location, age, and interests, making it easier to reach people who might not be actively searching for storage but still need it.
They work best alongside Google Ads as part of a wider campaign. However, if you can only afford to do one thing, we'd strongly recommend that you make it Google Ads.
Setting up your website to convert
The biggest mistake we see operators make is failing to communicate the essentials customers look for on a storage website.
1. Trust & credibility
- Trust (we’re a real, professional business)
- Social proof (others choose us and are happy)
- Security (your belongings are safe)
- Professional images (clean facility, strong brand, modern look)
2. Clarity & relevance
- Clarity (what we offer, where, and at what price)
- Local relevance (we’re nearby and easy to reach)
3. Value & convenience
- Convenience (simple, fast, online booking and move-in)
- Value (why choose us over competitors)
Here’s how to avoid common pitfalls and make sure your Stora Storefront communicates what customers expect:
| Principle | How to Communicate It |
|---|---|
| Trust | Show a professional, modern design. Include clear contact details, physical address, and photos/videos of your team/facility. Use a consistent brand identity. |
| Social proof | Add customer testimonials, Google reviews, case studies, and ratings. Highlight how many customers you’ve served. |
| Security | Display security features (CCTV, alarms, gated access, staff on site). Use photos to make it tangible. |
| Professional image | High-quality facility photos and videos, a polished logo, and clean brand design across the site. Keep the copy free of typos and jargon. |
| Clarity | Be upfront about pricing, unit sizes, and availability. Make location and contact details obvious and use simple, scannable content. |
| Local relevance | Use local place names (e.g. “self storage in [Town/Neighbourhood]”), include maps and directions, and mention nearby areas you serve. |
| Convenience | Highlight online booking, instant move-in, easy payment, and account management. Show the booking process step-by-step. |
| Value | Explain what makes you the better choice: transparent pricing, flexible terms, modern units, extras like 24/7 access. Use comparison points if relevant. |
If you can communicate these principles clearly, your Storefront becomes more than a website — it becomes your best salesperson. Done well, it builds trust, answers questions before they’re asked, and turns visitors into paying customers.
Examples of good Stora Storefronts
Here are some good examples of how some businesses are using the Stora Storefront:
Example of a good hero section:
Example of a nice illustration:
Container website example:
A great example of font and colours that complement the logo and brand:
Example of clean branding and illustrations:
Booking examples
Example of a nice grid layout with good branding:
Booking page example with no sidebar:
A booking page with longer well formatted descriptions:
Demo site example:
For more information, we recommend reading some of our other guides:
Want feedback on your Storefront?
Your Storefront should be working hard for you — and we’re here to make sure it does.
Reach out to Stora support or your Customer Success Manager any time for feedback on what’s working, what could be improved, and how to get the best results.
