How to Write Self-Storage Unit Descriptions That Convert

Most self-storage unit descriptions are written for the operator, not the customer. They list dimensions in square feet, describe the construction material, and stop there. A customer who does not know what 50 sq ft looks like in practice, or what they can realistically fit inside, is not closer to booking after reading that. This guide covers how to write self-storage unit descriptions that help customers make a confident decision.

Lead with what fits inside, not the dimensions

Dimensions are necessary, but they should not be the opening line. Most customers think in terms of contents, not square footage. Lead with what the unit is typically used for:

• “Ideal for the contents of a one-bedroom flat, a few pieces of furniture, or business stock.”
• “A good fit for a house clearance, a small commercial archive, or a full garage clear-out.”

Then give the dimensions as supporting information. This order respects how customers actually make the decision.

Use real-world comparisons for size

Storage customers have no frame of reference for abstract measurements. Relate every size to something familiar:

• 25 sq ft: roughly the size of a large wardrobe
• 50 sq ft: about the size of a garden shed
• 75 sq ft: similar to a large walk-in wardrobe or small box room
• 100 sq ft: equivalent to a single garage
• 150 sq ft: similar to a large single garage or a small transit van load
• 200 sq ft: a double garage; suitable for a three to four bedroom house contents

These comparisons do not need to be in a table. A single sentence per unit size, integrated naturally into the description, is enough.

Mention access clearly

Access arrangements are a common source of pre-booking anxiety. Customers want to know: can I get in when I need to? Is there vehicle access? How wide is the corridor? Address the most common access questions in the unit description or immediately adjacent to it:

• Access hours (and whether 24-hour access is available)
• Ground floor or upper floor (and whether there is a lift)
• Drive-up access where applicable
• Trolleys or loading equipment available on site

If ground-floor, drive-up units are available for larger items, say so explicitly. Customers with heavy or bulky goods will choose on this factor alone.

Name the practical uses

Give each unit description two or three concrete use cases. This helps customers self-identify, removes uncertainty, and makes the description feel helpful rather than generic:

• “Popular for student storage over the summer, small business stock, and decluttering between moves.”
• “Used by tradespeople for tools and equipment, small retailers for seasonal stock, and homeowners during a renovation.”

Be specific about what the unit includes

Customers making a decision online cannot physically inspect the unit. Be specific about what is included and what is not:

• Is the unit climate-controlled or ambient?
• Is it alarmed individually or monitored centrally?
• Is there power available inside?
• Is lighting provided?
• Is the floor sealed or bare concrete?

You do not need to answer every possible question in the description, but specificity builds confidence. A customer who knows exactly what they are getting is more likely to book than one who has to ask.

Keep the language plain and direct

Avoid filler phrases: “perfect for all your storage needs”, “a great solution”, “flexible options available”. They say nothing and customers have read them a hundred times. Plain, specific language converts better than vague marketing copy.

Write as if you are describing the unit to a friend who is asking whether it would work for them. Direct, honest and helpful is the right register for a storage unit description.

Test different descriptions against booking rates

Unit descriptions are not set and forget. If a particular unit size is consistently enquired about but rarely booked, the description may be creating uncertainty rather than resolving it. Try rewriting the description with a stronger lead, clearer size comparisons, or more specific use cases, and watch whether the booking rate improves.

If you display live unit availability on your own site via Amax Connect, you can update descriptions independently of your Stora settings and test different approaches without affecting your back office. See the live demo for how unit descriptions appear alongside live availability.