More UK households and offices are asking for eco friendly cleaning, and a growing number of them will happily pay a little more for it. That is good news if you already use gentler products, and it is a genuine opportunity if you have been thinking about changing the way you work.
The catch is that “eco” has been used so loosely in advertising that customers have become sceptical. Say the wrong thing and you sound like every spray bottle on the supermarket shelf. Say the right thing, backed up with detail, and you stand out from every other cleaner in your area.
This guide covers what eco friendly cleaning actually means in practice, which customers pay for it, what you can and cannot claim under UK rules, how to price it, and how to market it locally without sounding like a marketing brochure.
What eco friendly cleaning actually means in practice
There is no single legal definition, which is exactly why the phrase gets abused. In real working terms, eco friendly cleaning usually covers a mix of the following:
- Products with plant derived or readily biodegradable ingredients rather than harsh solvents
- Concentrates and refills instead of single use plastic bottles
- Microfibre cloths and mops that clean effectively with less chemical
- Steam, hot water extraction or mechanical agitation instead of heavy chemical reliance
- Reduced water and energy use on site
- Sensible route planning so you drive fewer miles between jobs
- Correct dilution so you use only what the job needs
Notice that most of that is about method, not just about what is in the bottle. Customers who care about this tend to notice the details, and those details are what make your claims believable.
Which customers actually pay more for eco friendly cleaning
Not everyone will. Plenty of clients only care about the result and the price. But there are clear groups who choose eco friendly cleaning on purpose and will pick you over a cheaper competitor because of it.
- Families with babies and young children. The concern is usually residue on floors, worktops and high chairs rather than the planet.
- People with asthma, eczema, allergies or chemical sensitivities. Fragrance free and low irritant matters more to them than any green badge.
- Pet owners. Cats and dogs lick floors and paws, so product choice becomes a health question.
- Environmentally minded households. Often the same people who already sort their recycling and buy refills.
- Offices and small businesses with sustainability commitments. Some tender documents now ask suppliers what they do to reduce environmental impact.
- Nurseries, therapy rooms, salons and holiday lets. Anywhere the end user is sensitive about what is used in the space.
If you want to grow, aim your message at these groups specifically rather than shouting “green cleaning” at everyone and hoping. Targeted beats general every time, as we cover in our guide on how to get more cleaning clients.
Choosing products you can stand behind
Before you advertise eco friendly cleaning, get your product list in order. You want a small kit you actually understand, not a cupboard full of half used bottles.
- Pick a core range: a multi surface cleaner, a bathroom and limescale product, a degreaser, a glass cleaner and a disinfectant where needed
- Favour concentrates you dilute on site, as they cut plastic, weight and cost per job
- Read the label and the safety data sheet, not the front of the bottle
- Look for recognised third party certification rather than vague wording invented by the manufacturer
- Test on your own home or a friendly client before you switch every job over
Be realistic about performance. Gentler products often need a little more dwell time and a bit more agitation. Some jobs, heavy limescale, mould, or oven carbon for example, may still need a stronger product. That is fine. It is far better to be honest about where you make an exception than to overclaim.
Safety and paperwork still apply
Natural does not automatically mean harmless. Concentrated plant based degreasers can still irritate skin and eyes, and mixing products is never a good idea. Your COSHH assessments, safety data sheets, gloves and correct storage all still matter.
Clients in commercial settings will sometimes ask to see this paperwork, so keep it tidy and available. It also builds trust with domestic clients when you can explain what you use and why. If you are still building your kit, our guide to the cleaning equipment you need to start a cleaning business covers the basics.
The claims you can honestly make about eco friendly cleaning
This is where a lot of small businesses trip up. The Competition and Markets Authority publishes the Green Claims Code, which sets out how environmental claims must be truthful, clear, not leave out important information and be capable of being backed up with evidence. It applies to a sole trader with a Facebook page just as much as it applies to a national brand.
You can read the guidance on the CMA Green Claims Code. In plain terms, for eco friendly cleaning it means:
- Be specific. “We use plant based, biodegradable concentrates diluted on site” beats “eco cleaning”
- Do not imply your whole business is carbon neutral or zero waste unless it genuinely is
- If a claim only applies to some products, say so
- Do not hide the trade offs, for example if you still use a stronger product on ovens or mould
- Keep evidence, such as product certifications and data sheets, in case anyone asks
None of this is difficult. It mostly means writing what you actually do rather than borrowing wording from a competitor.
How to avoid sounding like greenwashing
Customers have a good nose for waffle. Vague green language now triggers suspicion rather than trust. Compare these two lines on a website.
Weak: “We are an environmentally friendly cleaning company committed to a greener future.”
Strong: “We clean with plant based concentrates and microfibre, refill our bottles instead of buying new ones, and use fragrance free products in homes with children, pets or allergies. Ask us for the product list.”
The second one says something. It gives the reader a picture of what will happen in their home. Specific detail is the single best defence against sounding like greenwashing, and it is also better sales writing.
How to price eco friendly cleaning
Eco products often cost more per litre, although concentrates narrow the gap once you account for dilution. The bigger factor is usually time, since some jobs take slightly longer without aggressive chemicals.
Do not apologise for that in your pricing. Work out your hourly rate properly, include products, travel, insurance and unpaid admin time, then quote with confidence. Our guide on how to charge for cleaning services with confidence walks through the maths.
A few practical pointers:
- Do not run a separate “eco surcharge”. It invites debate. Build your approach into your standard rate.
- If you want an entry point, offer a standard service and a fragrance free or sensitive service at the same price, and let the customer choose.
- Sell the outcome, not the ingredient. “Safe for crawling babies and pets” lands better than “pH neutral surfactant”.
- Expect a slightly slower sales cycle from price led enquiries and a much higher retention rate from value led ones.
Marketing eco friendly cleaning locally
Most of your work will come from within a few miles of home, so aim your marketing there. The message is simple: you clean to a high standard using products people feel comfortable having in their home or workplace.
- Say it in your Google Business Profile description and post photos of the products you actually use
- Mention it in the first two lines of any local Facebook group post, then say which area you cover
- Put a short line on your van or your uniform, something specific rather than a leaf logo
- Speak to nurseries, yoga studios, salons, vets and health clinics, they often care and they talk to each other
- Ask existing clients whether product choice matters to them, then use their words in your marketing
If you also want to reach small offices and other local businesses, the same message can be adapted for tender questions about sustainability. Our post on finding office cleaning clients in your local area covers how to approach those decision makers.
What your website needs to say
Your website is where an eco friendly cleaning claim either becomes believable or falls flat. A single sentence on the home page is not enough for someone who is choosing you specifically for this reason.
Give it a proper page, or a clear section, that covers:
- Which products you use and why you chose them
- What fragrance free means and who it suits
- How you reduce plastic and waste in your day to day work
- Any exceptions, stated plainly
- What it means for children, pets, allergies and asthma
- Your areas covered and a simple way to get a quote
Photos help enormously. A real picture of your kit on a worktop is worth more than a stock image of a leaf. If you are unsure what else to include, our guide to the pages a cleaning website needs to win work sets out the full structure.
Reviews and proof beat adjectives
When someone is choosing between two cleaners, reviews decide it more often than anything else on the page. Reviews that mention your approach are especially powerful, because they are someone else confirming your claim.
After a job with a client who chose you for eco friendly cleaning, ask them directly: “Would you mind mentioning the products in your review? It really helps other families find us.” Most people are happy to. A handful of reviews mentioning fragrance free products, pets or a child with eczema will do more for you than any slogan.
Small changes that cut waste and cost at the same time
Not every improvement needs a new product range. Some of the most credible parts of eco friendly cleaning also save you money.
- Buy concentrates in bulk and refill trigger bottles that you label clearly
- Switch to washable microfibre cloths with a colour code system instead of disposable wipes
- Plan your week by area so you drive fewer miles and waste less fuel
- Use dosing caps so you stop pouring product away
- Repair or service equipment rather than replacing it early
- Go paperless for quotes and invoices, which also makes you look more organised
These are easy to describe honestly and they are things a customer can picture. They also make your business cheaper to run, which protects your margin.
Common mistakes to avoid
- Claiming more than you do. One strong product in the van is fine. Pretending otherwise is not.
- Leaning on vague badges. Made up logos and unverified symbols undermine trust.
- Ignoring results. Eco friendly cleaning still has to leave the bathroom sparkling. Standards come first.
- Charging too little. If you position yourself as the careful, considered option, do not price like the cheapest.
- Only saying it once. Repeat it on your website, your profile, your quotes and your review requests.
- Assuming everyone cares. Some clients will not. Lead with reliability and quality, and let the eco angle be the tie breaker.
Turning interest into bookings
People searching for a greener cleaner tend to do more research than average. They will read your website properly, look for photos, check reviews and want to know exactly what will be used in their home. That is a good thing, because it filters out the price shoppers.
Make the next step obvious. A short enquiry form, a phone number that works on a mobile, and a clear list of areas covered will convert far more of that interest than a Facebook page alone. If you are weighing up your options online, our comparison of Facebook versus a website for cleaning businesses explains why a site you own tends to win the more considered enquiries.
Frequently asked questions
Do I need a certificate to call my business eco friendly?
No certificate is legally required, but any claim you make must be truthful, clear and something you could back up. Recognised third party product certifications help, and being specific about your products and methods helps even more. Vague claims are the risky ones.
Can I charge more for eco friendly cleaning?
Often yes, particularly with families, allergy sufferers and pet owners. Rather than adding a surcharge, build your approach into a rate that reflects the care and time involved. Clients who choose you for this reason tend to stay longer and haggle less.
Will gentler products clean as well?
For most routine domestic and office work, yes, especially combined with microfibre, correct dwell time and a bit of elbow grease. Some specialist tasks such as heavy limescale, mould or oven carbon may still need a stronger product. Be upfront about that with clients and they will respect you for it.
Let us handle the website while you handle the cleaning
A clear, professional website is what turns interest in eco friendly cleaning into booked jobs, because it gives sceptical customers the detail they are looking for in one place. At CleaningProWebsites.com we build and fully manage that site for you. You tell us what you use and who you help, we write it, design it, host it, keep it updated, backed up and secure. You never have to log in or edit anything.
Plans start from £24.99 +VAT/mo, and you can see what is included on our packages page or browse our domestic cleaning website design option if you mainly clean homes. If you would like a quick chat about how to present your eco friendly cleaning properly online, get in touch and we will talk it through with no pressure.
