Podcast

Episode 02: Websites - Your Digital Storefront | Self Storage Lab

August 4, 2022
5 minutes

Welcome to Self Storage Lab — where we deconstruct how operators are adapting to today’s technology-driven landscape and how it might impact their business.

As the first true episode of our podcast, we wanted to dive into one of the most, maybe even THE MOST important tool an operator can use to ensure they have an Online Presence. Your Website.

Your digital Storefront.

The rise of digital marketing has created different touch-points for customers to engage with your brand. The goalposts have shifted and prospects are now further down the marketing funnel when they eventually talk to your store team.

Today we talk about how to think about your website customer journey, must have components and tools, and what the decision process look like.

  • 3:17 - Mason mentioned book about “Consumer Shopping Behavior in America vs. China”
  • 7:50 - Kyle talks about how people use Google Search and how it’s changing
  • 8:50 - Mason asks about SEO, bounce rate, and how an operator can use this to personalize what is shown to a customer
  • 9:10 - Rodolfo defines SEO, what components to keep in mind when optimizing your website, and talks about the most expensive keyword in storage.
  • 11:26 - Rodolfo discusses the importance of Backlinks and Local SEO.
  • 13:05 - The old way of doing Marketing: billboards, foot traffic, newspapers.
  • 13:50 - How to think about the Digital Customer Journey: the education involved and the purchase funnel
  • 15:50 - Mason discusses the world of Apple and their superior experience between digital and  
  • 17:10 - Must have Components of a Self Storage Website — e.g. Showing Scarcity, the User Experience, relying less on barriers, and the “3-click” Philosophy
  • 21:30 - Misconceptions and the not-so-obvious
  • 25:14 - A/B Testing, Optimization, and the tools to look into (27:35)
  • 30:28 - The important of Mobile Design
  • 32:30 - The components and the tech stack of good website + Kyle’s favorite website tool
  • 36:00 - Self Storage Specific Website Options and the Build v. Buy question
  • 38:15 - Questions to Ask Website Providers
  • 44:45 - Resources and Tools to Consider

Mentioned in This Episode

Start thinking about your audience

  • Who and how do customers get to your digital storefront?
  • Consumer shopping habits Chinese v American Shoppers. AI Super Powers https://www.aisuperpowers.com/
  • 4 second impressions “above the fold”

Components of a website

  • Logo, Title, Why Should I care
  • Don’t make me read

Click Funnels

  • SEO
  • Mind the Google

A look at the digital customer journey

  • Brochure and e-commerce
  • The world of Apple
  • 3 clicks to what I want

The non obvious

  • “What time do you open?”
  • Confused about how to pay


A/B Optimization

Mobile Design

  • Meet your customers where they are
  • 62% of website traffic comes from mobile
  • 4.3B mobile users

Technology Stack

  • “CMS” or your Content Management System
  • Wordpress is massive
  • Kyle’s starry eyes: Webflow
  • Self Storage options

Questions to Ask

  • What does it cost?
  • Can I customize it?
  • Do you know your brand?
  • When should I use paid acquisitions?
  • How do you help my SEO?

Other Resources

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