The Business
Cleaning Experts Toronto needed a cleaning company website that could actually carry its workload, not just look presentable, but rank locally and convert. It’s a locally run residential and commercial cleaning company launching in Scarborough, covering everything from house cleaning, carpet cleaning, and window cleaning to commercial cleaning, gutter cleaning, post-construction cleaning, and move-in/move-out cleaning.
The business runs on the fundamentals that matter to someone deciding who gets a key to their home: a bonded and insured, background-checked team, transparent upfront pricing, and a 100% satisfaction guarantee, reclean free within 24 hours if something’s off. What it didn’t have was a website built to say any of that convincingly, or to rank for the searches its actual customers were already running.
The Challenge
A cleaning company isn’t one service in one place. It’s a matrix of services and neighbourhoods, and every combination is a different search. A cleaning company website that only has a homepage and a contact form can’t compete for any of it, no matter how good the business behind it is.
Key challenges included:
- Building a full local SEO architecture for Scarborough: a dedicated page per service, without keyword overlap or pages competing against each other
- Earning trust fast for a business whose entire pitch depends on letting a stranger into someone’s home, without relying on stock-photo reassurance
- Structuring service pages to win intent-specific local searches (e.g. carpet cleaning vs. post-construction cleaning) individually, not just the brand name
- Designing a page template built to scale beyond Scarborough into more GTA cities later, without turning into duplicate-content boilerplate
The Discovery
Before writing a single page, the work was keyword research and architecture, not layout. Every service page got its own Scarborough-specific keyword, checked against every other page on the site so nothing would compete against itself later.
- Defined the full service list and locked Scarborough as the launch location before any page got built
- Ran keyword research page by page: one keyword per service page, zero overlap, each service treated as its own local search intent
- Benchmarked section structure against real competitor cleaning sites rather than copying one rigidly
- Mapped the full sitemap (service pages, the Scarborough location page, trust & utility content, pricing, blog, legal) before content started, structured so more GTA cities can be added the same way later
The Build
The site was rebuilt on the existing WordPress base with real content replacing what was generic theme filler. Every section got rewritten around Cleaning Experts Toronto’s actual services, not the demo content it shipped with.
- Rebuilt the service grid around Cleaning Experts Toronto’s real services: house cleaning, carpet, commercial, gutter, post-construction, move-in/move-out, and more
- Replaced every trace of the underlying theme’s own branding, including a leftover copyright line that still read the theme vendor’s name
- Structured trust signals (bonded & insured, background-checked team, transparent pricing, satisfaction guarantee) into their own dedicated sections instead of leaving them buried in body copy
- Rebuilt the footer and location navigation around Scarborough, the real service area being targeted at launch
The Identity
A cleaning company website is only as convincing as the brand behind it, so before the site went live, the identity had to hold together everywhere it would appear: on-screen, on a work van, on a product label. The system was built to travel.
- Locked a single color system, green
#23A455and blue#0431B8, used identically across web, product, and print - Paired Roboto for body and UI text with Roboto Slab for accent headlines, the only two typefaces in the system
- Built out logo lockups (horizontal, square, and favicon) so the mark holds up from a browser tab to a vehicle door
- Centered the mark on a simple broom-and-sparkle icon, kept deliberately plain so it reads instantly at small sizes
