Your website is one of your top marketing channels and forms the foundation of your coworking marketing plan. In fact, an attractive, SEO optimized website can be the difference between having a successful space and one that struggles. According to a study conducted by Google and Costar, 88% of potential tenants start their search for commercial real estate search online. Another 40% signed a lease for a property they first found themselves online.
We’ve analyzed the most effective websites and market best practices from our more than 90+ operators to identify the highest performing websites for coworking operators -- and the features that make them so successful.
Optimized Websites for Coworking Spaces
Whether you are just starting out with a new website or are thinking about revamping an under-performing site, it’s vital for you to start with a step-by-step plan in order to make your website as attractive, effective, and meaningful as possible. Creating a website to more effectively market a coworking space begins with an actionable approach that defines the following elements.
Your Website’s Purpose
Your website’s purpose will be driven in large part by your overall marketing strategy for the coworking space. Your website should drive traffic, both online and in person.
Convince people who are interested to take a tour.
Convincing people to come in for a tour requires you to offer them the opportunity and provide a way for them to schedule their tour. The offer is called a Call to Action (CTA), and it should be part of the website’s content on each page.
The process for scheduling a tour will differ according to your personal preferences and your website’s setup. You may choose one of the following tools to schedule tours:
- Phone call
- Scheduling platforms like Calendly.com or Square’s scheduling tool
In addition, you may want to include an Open House or drop-in tour time in your CTA. Let interested leads know that every Tuesday at noon, for example, they are welcome to walk-in and look around, ask questions, and learn more.
Convince people to have and attend events there.
An event-based marketing strategy for your coworking space might involve holding a variety of relevant, interesting events there, including:
- Professional meetups for your target industries
- Mastermind presentations on a variety of topics
- Panel discussions with local business leaders
- Chamber of Commerce or Young Professionals Network meetings
- Lunch and Learn, Happy Hours, or Morning Coffee meetups with a variety of themes
- Wellness themed events for entrepreneurs and professionals
Your CTA for events will be two-fold: attracting people who create these types of events and attracting attendees to the events. Once they are there, you can more effectively convert them into members by including promotional information and a brief introduction at the beginning of the event.
Your Website’s Contents
The content on many websites is limited to a general statement of purpose or About Us page, a contact form, and little else. To achieve your coworking marketing goals, your website needs to describe these aspects of your space.
Describe the features of your coworking space’s location
Location is the number one selling point for most coworking spaces. In order to bring in new members, you’ll want to discuss the following on your coworking space website:
- Neighborhood / submarket: Tie your space to a popular local neighborhood or landmark so that interested leads can zero in on your location.
- Proximity to transit: In many markets, a major selling point is a location that is walking distance to rapid transit including buses, subways, light rail, and other means of transportation.
- Parking: If you live in a more commuter-oriented area, make sure that potential members know where to park when they come to your space. Dedicated parking and covered parking are particularly desirable features that you should be marketing.
- Local restaurants / shops: Is your location close to a popular mixed-use retail complex? Is it near a chic downtown with walkability and convenient shopping and dining options? Is it close to an area where everyone goes on Friday nights for happy hour? Situate your location in relation to popular local hangouts in order to emphasize its work-life balance potential.
- Multiple location: If you have multiple locations in one metro area, make sure that you provide a separate page on your website for each location, with organic content that emphasizes the varying amenities of each. This will be valuable for SEO purposes and help potential members better determine how to reach out to the coworking space that is most convenient for them.
Describe the memberships and suites you offer
You may offer various membership tiers and a variety of space plans for potential members. Be sure that your website clearly covers the following elements of your membership details:
- What is included / not included in the various types of membership?
- What is the cost for each?
- What is available in the next 60 days?
Describe available work environments and include professional photography
You may offer a variety of layouts in your coworking space, from hot desks to private offices to suites to event and training space. Your website should include all of these work environments and include beautiful, professional photography so that leads can visualize themselves and their teams in your space. Be sure to include photos of:
- Both open-concept and private offices
- Amenities and common spaces
- Reception areas
- Outdoor spaces
- Event spaces
Describe members and teams who work in your space
Let interested leads know the types of companies and professionals already working in your space and provide testimonials and reviews. This type of content provides social proof and adds to the credibility of your coworking space marketing strategy.
Your Website’s Special Features
Besides the written content, your website should include the following special features in order to make it truly interactive and functional for visitors.
Schedule a tour form
This type of interactive form allows visitors to your website to schedule their personal tour. Be sure to include the following elements in your form customization:
- Work email
- Move-in date
- Number of seats
For groups that are interested in holding or scheduling an event in your space, an events page, including an inquiry form, is a great way to bring in more foot traffic. The page should include:
- A CTA for event hosting
- Currently scheduled events calendar
- Currently scheduled events signup form
- Event inquiry form
Links to your social media
Add links to your other platforms in the header and footer of your website so that visitors can easily follow you on your various social media sites. Be sure to include links to the following platforms:
- YouTube or Vimeo if you have video content or tours
See how Upsuite can help your coworking and flexible office business attract the professional teams you’re looking for when you become a verified operator through our Operator Partners program. Book a consultation with the Upsuite Operator Partner team or just learn more about Upsuite's coworking solutions. Be sure to check back and download our upcoming guide Marketing Essentials for Coworking and Flexible Workspaces.