JN Cleaners is a family-owned cleaning company located in Melbourne that provides residential and commercial cleaning, including cleaning up at the end of lease, and carpet cleaning in suburban areas. With a good reputation based on referrals, their main issue was converting trust from offline into continuous web-based recognition. The cleaning business in Melbourne is very competitive. That is the reason JN Cleaners realized that to expand their reach and attract prospective customers from all over the globe, they needed to be highly ranked in local search results.
Before joining forces in conjunction with WebGX, JN Cleaners was confronted with a range of problems that made it difficult for them to compete in the online market. The website was dated and lacked speedy loading times and a poorly-organized navigation system and the design was not adaptable to smartphones. This is a serious issue considering that over 60 percent of all searches within the local area are made using smartphones. Without a mobile-friendly design the majority of potential customers experienced an unpleasant experience. This resulted in an excessive bounce rate and even lost sales.
Furthermore, JN Cleaners had no established keyword strategy. Their website’s content was mostly generic, and did not focus on highly-valued, specific keywords that related to their services and local locations. The absence of an SEO-specific focus meant they weren’t accessible to local searches such as “end of lease cleaning Melbourne” or “affordable carpet cleaners near me,” and competitors, with some having bad service, dominated the webpages of the search engine (SERPs).
In addition, JN Cleaners had minimal presence on Google’s local map packs, a critical area for service-oriented businesses searching at local prospects. The company’s Google Business Profile was incomplete with vital information such as actual hours of operation, current details on contact numbers and high-quality photos. In addition the business had poor reviews from customers which diminished its credibility as potential buyers. Reviews have been found to influence local rankings and customer choices, and this was a major drawback.
In the final analysis, JN Cleaners struggled to create leads that were organic and relied heavily on word-of-mouth as well as other offline sources of referral. This method was not sustainable and as competition increased, it became clear that without a strong digital strategy, the company’s growth was slowing. They required an entire strategy that dealt with all aspects related to SEO’s technical aspect, relevancy to content and the local SEO and management of reputation to stay competitive and win more of their customers via the internet.
Our Marketing team implemented a comprehensive local SEO strategy that was tailored specifically for JN Cleaners’ services and the area. We started with a thorough examination of their existing web presence to identify any technical SEO issues, gaps in keywords and obstacles in the user’s experience.
We designed and restructured their site for more efficient navigation, quicker loading speeds and mobile responsiveness. Our content team designed high-value landing pages aimed at local keywords, such as “vacate cleaning in South Melbourne,” “eco-friendly house cleaning in Richmond,” and “commercial cleaners near Docklands.” Each page was designed to match the needs of the search engine via external and internal links and SEO on-page.
The profile was also revamped. Google Business Profile with updated categories for services as well as geo-tagged hours of operation photos along with review generation techniques. A citation-building strategy was launched later by putting JN Cleaners on relevant directories like Oneflare, TrueLocal, and Yellow Pages to strengthen local credibility.
On the technological side we fixed broken links, included schema markup for local businesses, improved web crawlability and ensured that each page on the service had the identical Meta title, as well as an explanation.
In only 4 months of implementing WebGX’s SEO-based approach, JN Cleaners began seeing significant improvement across all its channels on the internet:
Organic Traffic Growth:
The organic traffic on the site grew up to 170% and reached an average of 338 visits per month to over 1,025 monthly visitors. The majority of the new traffic came from local searches, such as “end of lease cleaners Melbourne,” “carpet cleaning Richmond,” and “affordable house cleaners near me.” Google Analytics showed that a majority of users visited the pages that were optimized for new services.
Keyword Rankings:
Key phrases within the top 10 keywords is now 220 percent. This improves the visibility throughout the Melbourne metropolitan area.Google Business
Profile Performance:
A conversion percentage of inquiry-to-booking has was increased by 24% from 16.6% to 24 percent due to a mobile-first user interface, as well as improved CTAs.
Bookings & Revenue:
The average amount of revenue per client also increased slightly as a result of improved upselling due to the introduction of brand new pages of service to sell packages.
Client Satisfaction & Retention:
Users who used the service have reported that they were able to locate the company online and recommend others to the business through the search. JN Cleaners has also noticed that they are getting increasing inquiries from corporations about commercial cleaning services. something they had not considered prior to increasing the visibility of their site.
Brand Trust & Retention:
The new Google Business Profile, along with enhanced visibility on the internet, also contributed to improving customer trust and the number of referrals. A lot of clients have reported “finding us on Google,” and the business has started receiving requests from property managers as well as smaller business customers looking for contracts with long-term terms.
The secret behind the success of the project was our comprehension of local patterns of search. By creating landing pages that were designed to target suburbs, and optimizing them to match the real-world requirements, we made sure there was a way to ensure that JN Cleaners was visible where they needed it most. Making adjustments in the Google Business Profile with consistent NAP details and customer reviews can help boost confidence and increase phone calls. Schema markups and On-Page SEO have not just increased positions, but they have also enhanced the way listings appear on search results pages. Companies that offer services like JN Cleaners, SEO isn’t solely about ranking. It’s about creating digital platforms that reliably generate leads without the need to continue advertising expenditure. A particular search campaign showed that a well-planned local-focused approach can be more effective than those that rely solely on paid ads.
“We didn’t realize the amount of businesses we’d been missing out on until we joined forces together with WebGX. They helped us not just be listed on Google but also dominate local search results. We now receive leads every day from people who discovered us on the internet and our company feels more professional and prominent than it ever was. “
