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URL : https://www.seattlecommercialcleaners.com/
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Business Type : Business to Business
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Focus : Lead Generation
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Client Industry : Business & Industrial
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Platform : WordPress
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Services Provided : Local SEO, PPC, SEO, Social Media, Web Design, Web Development
Overview
Seattle Commercial Cleaners provides janitorial and other cleaning services for commercial properties in the Western United States. The client wanted us to help build a new WordPress website, implement effective search engine optimization (SEO) strategies, and launch pay per click (PPC) campaigns. Window cleaning and pressure washing were among their seasonal services, for which they sought our help to improve their keyword rankings during peak and off-peak seasons.
See how we built a user-friendly, modern website and helped improve their local ranking positions, doubling their organic users, sessions, and conversions with local SEO, social media, and PPC services.
Problem
After operating for over a decade and earning several awards, accreditations, and affiliations, the client wanted to grow and expand beyond Seattle, Washington. Believing their website content was generic and lacking personality, they sought content that would convey that Seattle Commercial Cleaners is a one-stop shop for all cleaning services. They wanted to serve the B2B market with a robust website, and desired to have their blog post section revamped with relevant, optimized content.
Having worked with other marketing agencies before, the client was disappointed with their conversion rates and sought Coalition seeking better results. They wanted to have a 30% conversion rate and increased revenue during peak seasons, via more qualified leads.
Solution
Design and Development
As part of our strategy, we changed the branding colors of their logo, updated their website navigation, and added Contact us, Work with us, and Affiliations pages.
Our design team completed mockups for key pages, placing bold Call to Action (CTA) buttons throughout and moving trust icons above the fold. We developed blog posts and service pages, and completed the setup of multiple administrative user accounts and sitemaps.
The contact form we developed allows users to submit their contact information, location, and services required, and receive a response to their query within 24 hours.
Search Engine Optimization
Our SEO team added the Google Analytics tracking code to the website, performed keyword research, and implemented proprietary optimization strategies. Monthly performance reviews and further optimizations boosted brand awareness. During the client’s migration from DUDA to WordPress, we developed a redirect strategy, ensured that the new website was secure, and transferred meta data from the previous website to preserve search rankings.
Our copy team optimized the home and service pages and wrote several new blog articles. Our outreach team contacted several high-authority websites and secured multiple new backlinks for Seattle Commercial Cleaners. We implemented internal linking opportunities and acquired links from high-quality publications.
Migration
The client had additional pages they needed developed for the new site, and wanted to ensure the page value of existing site content was preserved with the launch of a new website. We re-optimized the content on the previous FAQ page to develop a new improved version for the new website. We also successfully migrated the blog, team, careers, and services pages to retain as much SEO value as possible.
Local SEO
The brand has a Google Business Profiles (GBP) for its Seattle office location. For their local SEO strategy, we conducted a competitor analysis and added keyword-rich descriptions to the GBP profile. We added optimized content and images to further boost local presence.
We frequently reviewed Local Search Grid (LSG) reports to assess their profiles’ traffic and performance. Our team provided a form to encourage clients and job seekers to leave reviews, which the client adopted, resulting in an increased number of reviews.
Pay Per Click
Our paid marketing team reviewed keywords and audiences used in previous Google Ads campaigns, as well as in-market and affinity audiences to be targeted. We created multiple campaigns using optimized keywords. We consistently reviewed the ads’ performance and adjusted strategies as needed. The more we were able to set negative keywords and exclude audiences, the better control we had over our spend going towards our ideal audience which brought down our CPA.
Social Media
With the goal of growing brand awareness and generating leads, we created social media campaigns on Meta and LinkedIn that strategically positioned Seattle Commercial Cleaners as industry experts. Our social media specialists conducted competitor and industry research, collaborating with our expert design and copy teams to create engaging, optimized content calendars. Given Seattle Commercial Cleaners’ target audience of business owners and facilities management professionals, we determined that LinkedIn should be our primary focus, given the platform’s unique networking capabilities.
Final Product
Results
The brand has seen impressive results in impressions, clicks, conversions, and conversion rates, with increases quarter over quarter, and year over year. Conversions came from contact form submissions, calls from ads, phone number clicks, email clicks, and local search ads.
We conducted A/B testing on the home page to boost conversions. Our link-building team enhanced the brand’s domain authority score by reviewing external websites and publications. The number of customer reviews on their GBP listing and website also increased.
Comparing two successive two-month periods, organic users increased by 164.1%, organic sessions by 146.3%, and organic clicks by 66.1%. We installed a geolocation rank tracker on their Google Business Profile to analyze local rankings and compare against competitors on a regular ongoing basis. This allowed us to implement local SEO strategies that helped the brand dominate key local areas.
164.1%
Increase In Organic Users
146.3%
Increase In Organic Sessions
66.1%
Increase In Organic Clicks
The image below shows Seattle Commercial Cleaners local ranking position at the end of one comparison period.
After analyzing local search grid results, we implemented strategies that further improved the brand’s ranking in key local areas as seen in the below image.
Our Social Media team leveraged a unique approach to seeking out and connecting with qualified leads on LinkedIn, warming them up with initial contact before passing the leads over to the Seattle Commercial Cleaners sales team. By focusing on community management and creating industry-specific, valuable content, in just over 3 months the Seattle Commercial Cleaners’ LinkedIn page saw a 15% increase in followers, 2x as many search appearances, and just shy of 70 potential leads produced.