PrimoClean

Who they are

PrimoClean are a family-run cleaning company based in Raumati Beach, working across Wellington, the Kāpiti Coast, Porirua, the Horowhenua and the Manawatū. Commercial and residential: offices, schools, gyms, rest homes, clubs and cafes, plus carpet and upholstery cleaning, window cleaning, exterior house washing and water blasting. Dean Winterburn runs it with his wife.

What we did

Cleaning is one of the most fragmented search markets there is, and that is the opportunity. Nobody searches "cleaning company". They search "school cleaning Kāpiti", "rest home cleaning Wellington", "end of tenancy clean Paraparaumu" - and each of those is a different buyer with a different budget and a different worry.

So the site is built as a wide set of specific pages rather than a small set of general ones. Thirteen commercial sectors and eight residential services, each with its own page written for the search that leads to it. A dental practice and a warehouse both need cleaning, and almost nothing about the decision is the same.

That structure does two things. It ranks for terms a general page never could, and it lets a visitor land directly on the page that speaks to their situation rather than hunting through a services list.

The commercial and residential sides are separated throughout, because a facilities manager and a homeowner selling a house are not the same person and should not be reading the same page.

The before-and-after work is given its own gallery. In cleaning, that is the entire proof.