How to Name Your Cleaning Business

Published on October 26, 2017

Whether you’re starting a new cleaning business, or trying to re-brand your company, your name is a powerful tool to sell more work. This is why it's important you know how to name your cleaning business properly.

Most business owners slap a cute name on top of their company, and call it a day. However, they’re missing a huge opportunity to grow their cleaning business.

Your business' name is your first impression on any potential client. As clients make more snap judgements based on first impressions these days, the name of your cleaning business is critical.

This guide will give you a sure-fire strategy for creating an unforgettable, unique, attractive name for your cleaning business.


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Step 1: Choose Your Main Keywords

You want people to find your cleaning business, right? 

Then, you need to make sure your “main thing” is in your title.

For example, if you're a house cleaning business, then you'll want some form of house cleaning (home cleaning, residential cleaning service, etc.) in your name.

This "SEO approach" makes it easier for potential clients to find your business in search engines.

As a result, it's important you choose your main keywords so that your clients can easily find you.

For instance, if you’re a carpet cleaning company, and you name yourself something vague like “America’s Fiber Solutions,” then there’s no way clients will find you on Google.

SEO, or Search Engine Optimization, is the all-important method for getting your business discovered online.

To make this approach work best for you, you need to figure out what service you will be known for:

  • Do you specialize in window washing?
  • Are you an all-purpose maid or housekeeping company?
  • Do you want to build a business that thrives on basic house cleaning?

Go to your favorite search engine, and search the main service you want to sell.

You can also use Google’s free keyword research tool here to get an idea for what people are searching for in your area.

Click here to find out more about SEO for your cleaning business.

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Step 2: Choose Your Ideal Cleaning Client

Generally speaking, the “main service” will constitute the second half of your name, like so:

__________ Home Cleaning.

This is where we figure out the first part of your name, the part that will attract the right clients to your business…

... but who are the right clients? Who do you want to buy your cleaning services?

Consider the demographics in your target area:

  • What age are they?
  • What kinds of values do they have?
  • Which specific problem does your company solve for them?

For example, you probably don’t want to name your company “Affordable Cleaning” if you want to sell to high-end clients.

To speed up the process of defining your ideal client, click here to download our free cleaning client persona template to better pinpoint your idea clients.

The “Two Words” Approach

This strategy keeps your new name...

  • Sharp
  • Clear and Focused
  • and Very Attractive to Your Ideal Client

Start by answering this question: What are the two words that most define your business?

For example, our software is named Service Autopilot because we help business put their “Services” on “Autopilot.”

We chose these two words because they suggest that the software is higher end, like something you might find in a Jetliner or a futuristic car.

This isn’t “janky” software slapped together by a single programmer. This is powered by advanced, behind-the-scenes technology that makes it easier for anyone to run their business.

How the "Two Words" Approach Applies to Your Cleaning Business

Let’s say you’re going after a very high-end clientele (think million dollar mansions).

These people care about their stuff - it’s expensive, it’s valuable, and they need a very careful cleaning company.

Raggedy Ann’s Maid Service probably won’t fly.

What about: Noble Maids or Elite Cleaning?

Maybe even something that invokes an expensive-but-respectful image, like Velvet Glove Maid Service.

One of my favorite examples that sprouted out of the cleaning world comes from my friend, Martha Woodward. She runs a cleaning business in Oklahoma, but she also co-develops software, Quality Driven Software.

Now, maybe you don’t know exactly what the software does, but you can guess from the name alone that it’s there to help increase the quality of your business.

The “Two Words” approach helps focus your company on reaching one ideal.

In other words, your name will stick much better in your clients’ heads, as opposed to using a generic sounding name like, “Bob and Jim’s Cleaning Business.”

BONUS: 7 Things to Watch Out for When Naming Your Cleaning Business

  1. Make sure your name is easy to say out loud.
    • Avoid commonly used names, like “Squeaky Clean” or “Neat and Tidy”
  2. Generic names prevent your company from standing out.
    • Cute names are great, but don’t get “too cutesy” or nobody will take you seriously
  3. Don’t make your business name [Your Name] + [Your Service].
    • Unless your name has a special ring to it, most people’s names are easy to forget!
  4. Don’t name your business after your service area.
    • For example, “Dallas Area Cleaning” is a terrible name if you want to eventually service other cities. After all, no one Austin is going to hire someone all the way in Dallas!
  5. Keep your full business name as short as possible (4-6 words is best).
    • Don’t use numbers or characters in place of real words (“U” for You, or 4 in place of “for”).

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Perfectly Name Your Cleaning Business to Set Yourself Up for Success

Now, you have all the tools and information you need to perfectly name your cleaning business and have a much easier time attracting the right clients.

By using this strategy to name your cleaning business, you’ll save yourself a ton of headaches and “what if’s” in the future.

Use this article to help you name your cleaning business something that'll help you run a successful business for many years to come.

Related: Cleaning Insurance: The Complete Guide

Originally published Oct 26, 2017 5:40 PM, updated Feb 2, 2021 1:01 PM

Lisa Marino

Lisa Marino is the Sr. Marketing Director for Service Autopilot. She uses her 17+ years in direct marketing, sales, and product development to push entrepreneurs beyond their limits. She's passionate about helping others grow their businesses through time-tested marketing techniques. When not writing, you can find her belting out a mean Stevie Nicks at a local karaoke night.


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