How We Transformed a Cleaning Service Website to Load 3x Faster and Convert More Leads
Project completed as lead developer and optimizer during my time at Concrete Marketing Crew.
+59%
Mobile PageSpeed (61 → 97)
-82%
+100%
SEO Score on Google PageSpeed
+37%
About the Client
Executive Cleaning Services is a commercial cleaning company serving over 300 locations across the United States. With more than 40 years in business, they provide janitorial services for office buildings, medical facilities, government buildings, and industrial properties. Their focus on reliability, professionalism, and nationwide reach has positioned them as a leader in the commercial cleaning industry.
Their website plays a key role in supporting their brand and generating quote requests across multiple markets.
The Problem
Executive Cleaning Services had over 300 locations nationwide, but their outdated website was costing them conversions and performance.
It was:
- Slow (over 7 seconds to load fully)
- Difficult to use on mobile
- Missing key SEO structure
- Failing to convert traffic into quote requests
The Goal
Executive Cleaning Services needed a faster, more professional website that reflected their nationwide presence. Their old site was slow, hard to navigate, and struggled to convert visitors into quote requests.
The goal was to improve mobile speed, boost SEO performance, and redesign the site around clear calls to action, making it easier for users to find services and request a quote.
The Strategy
1. Website Redesign & UX Upgrade
- Designed a clean, professional layout to match the client’s national reputation.
- Improved navigation flow and visual hierarchy for better user experience.
- Focused on mobile-first design to support users.
2. Speed Optimization
- Compressed and lazy-loaded all images to reduce load times.
- Minified CSS/JS and eliminated render-blocking resources.
- Improved Core Web Vitals across desktop and mobile.
3. Technical SEO Foundation
- Rebuilt heading structure and added optimized metadata sitewide.
- Ensured clean, crawlable code and image alt tags for accessibility.
- Achieved a 100/100 SEO score on Google PageSpeed Insights.
4. Conversion Rate Optimization (CRO)
- Repositioned CTAs for higher visibility and engagement.
- Added social proof, benefit-driven copy, and trust badges.
- Reduced friction in the quote request journey.
5. Location-Based Structure
- Built a scalable structure to support 300+ service areas.
- Created content pathways optimized for local search intent.
- Maintained brand consistency across all regional pages.
Testimonials
From the Team
Key Takeaways
- A slow or outdated site can hurt conversions, even for established businesses.
- Optimizing for speed and SEO leads to better rankings and user experience.
- Clear design and strong CTAs drive more leads without increasing ad spend. Ask ChatGPT
