From Outdated to Outstanding: A Digital Makeover That Delivered Results
EZ Pro Cleaning Services came to Luminary Software facing visibility problem. Their online presence was almost non-existent despite being the leading cleaning company with excellent service in Regina. The website was built using a GoDaddy template and failed to generate leads, or showcase their professional cleaning services.
"We knew that we provided the best cleaning services in Regina but customers couldn't find our website," explained the owner during our initial consultation. "Our competitors appeared everywhere on local searches, while we were invisible."
The template site was outdated, difficult to navigate and lacked service descriptions. It also did not provide a clear path for customers to book or request quotes. This digital disadvantage created a serious barrier for growth in the highly competitive cleaning industry.
Digital Audit: Finding the Problems
We found several issues in their online presence.
- GoDaddy template-based website with poor mobile functionality and generic design
- Search engines and local searches are not optimized
- There are no dedicated pages for cleaning services
- Content that is generic and lacks targeted keywords
- Missing schema markup for local business
- Unclaimed and unoptimized Google Business Profile
- Local business directories have a minimal presence
- Lack of a coherent social media strategy
- There are no clear calls to action throughout the site
The website received minimal traffic and those few visitors that they did receive didn't convert into leads. The majority of their new business came from referrals and word-of-mouth, which severely limited their growth potential.
Digital Makeover Strategy
We developed a 6-month digital transformation plan after two strategy sessions with EZ Pro.
- Create a WordPress site that is optimized for users as well as search engines
- Design dedicated pages with conversion-focused design for each cleaning service
- Develop keyword-rich content targeting Regina cleaning searches
- Complete technical SEO, including schema markup
- Optimize Google Business Profile with regular updates
- Create citations in local business directories
- Create and implement a content strategy for social media
- Provide ongoing performance tracking and optimization
The EZ Pro team approached digital marketing with enthusiasm but caution, after being disappointed in previous attempts. The operations manager said, "We tried working with web developers before but they didn't understand the cleaning industry or our specific needs. We're hoping Luminary will finally help us reach out to our potential customers."
Phase 1: Building a High-Performance Website
We started with a full WordPress website rebuild that focused on visual appeal as well as lead generation.
- Modern, clean design that reflects their professional cleaning standards
- Navigation intuitive categorized by service categories
- Responsive design with mobile-first approach
- Quick loading (under 2 seconds)
- Placement of quotes request forms strategically throughout the website
- Pages dedicated to:
- Residential cleaning
- Commercial cleaning
- Cleaning services for moving in/moving out
- Deep cleaning services
- Specialty Surface Cleaning
- Recurring Cleaning Packages
Each service page is carefully designed with:
- Descriptions of services in detail
- Benefits and unique sales propositions
- Professional cleaning process explanations
- Before/after cleaning galleries
- Customer testimonials for each service
- Buttons that are prominently displayed to "Request a quote"
Phase 2: Comprehensive SEO & Digital Marketing
We implemented our multi-faceted Digital Marketing Strategy with the launch of the new website:
Keyword Research and Content Optimization
We have identified more than 30 local keywords that are a perfect blend of search volume and potential conversion:
- “Cleaning Company in Regina"
- "airbnb cleaning Regina"
- "top cleaning company Regina"
- "Deep cleaning services Regina"
- "Best cleaning company in Regina"
The pages were then optimized using these keywords, while maintaining natural and informative content to highlight EZ Pro's professionalism.
Technical SEO Implementation
- Local business markup complete
- Structured data specific to services
- Geo-targeted Metadata throughout the Site
- Custom XML sitemap prioritizing high-value pages
- Internal linking structure focusing on key service pages
- Image optimization with descriptive Alt Text
- Page Speed Optimization
- Enhancements to mobile usability
Local Search Domination
- Optimize Google Business Profile with detailed service descriptions
- Weekly updates and photos showcasing cleaning projects
- Strategic management of customer reviews and responses
- Build citations across 35 relevant local business directories
- Local backlink outreach to Regina businesses and complementary businesses
- Neighborhood-specific landing pages for different Regina areas
Social Media Engagement Strategy
- Create branded profiles on Facebook, Instagram, and LinkedIn
- Content calendar developed focusing on cleaning, before/after transformations and team highlights
- Regina-based engagement strategy
- Promoted posts targeting specific demographics in the Regina area
- Interaction with local pages and groups
The Results: A Sparkling Clean Success
- Increase in traffic to the website by 500% compared to numbers before launch
- Google now ranks 50% of keywords on the first page of Google
- More than 600 likes on social media and engagements with content
- Google Business Profile appears in local 3-pack when key cleaning is searched
- Increase of 285% in the number of quote requests through our website
- Increase of 37% in the number of recurring cleaning contracts
- Expanding service area to include surrounding communities
- Three new cleaning teams added to meet the increased demand
- The office manager said: "We struggled for years to get noticed online. We now receive multiple quote requests every day through our website. To keep up with demand, we've hired additional staff. Working with Luminary Software completely transformed our business."
The Key Learnings from This Project
Each project has valuable lessons to teach us.
- An industry-specific approach is important. By understanding the cleaning business, we were able to highlight specific benefits and services which drive customer decisions.
- Local SEO makes all the difference for service businesses. While general cleaning terms were highly competitive, neighborhood-specific terms like "Harbour Landing house cleaning" converted at 3x the rate of generic terms.
- Before/after photos are the most engaging. Cleaning transformation photos have become their most engaging content. This proves that visual demonstrations of results in the cleaning industry is powerful.
- Specific pages are more effective than general pages. Pages dedicated to each cleaning service convert at 4.5x higher rates than pages with general information.
EZ Pro Today: Sustainable Growth
EZ Pro Cleaning Services has continued to grow digitally for over a full year. Their website generates new business inquiries and they have a strong presence in local search results. Through keyword research and analysis of the market, the company identified two new service opportunities: specialized eco-friendly packages and post-construction cleaning services. The social media presence of the Regina company has grown to be a valuable asset. They have a large portfolio of before/after transformations, which serve as social proof. The EZ Pro team understands and is actively involved in maintaining their digital presence. They've also taken control of their online reputation, updating their portfolio regularly and responding to reviews. The owner recently stated: "Before we worked with Luminary- Regina's trusted web design agency, our online presence was non-existent. Our website has become our best salesperson, working 24 hours a day to bring in new clients. Our company has grown from a family-run business to become one of Regina's leading cleaning companies. I only wish we had done this years earlier." Luminary Software specializes in helping local businesses dominate their markets with strategic web design and marketing. We are based in Western Canada and understand the challenges that regional businesses face. We create digital solutions tailored to their needs.
