Sparkle & Shine Cleaning Services
We polished a local cleaning company's website into a lead source. 59 leads in six months, with tracking that proves it.
January through June 2024. Organic search only, measured in GA4 and Search Console.
A Grand Rapids cleaning company ready to be found
Sparkle & Shine Cleaning Services of West Michigan, LLC is a residential cleaning service in Grand Rapids, MI. They offer regular recurring cleans and seasonal deep cleans to homeowners across the area.
We built their site and have maintained it for years. When they wanted more leads from the specific neighborhoods and cities they serve, the site needed more than upkeep. It needed pages worth ranking.
✓ We delivered.
A healthy site that wasn't pulling its weight
Nothing was broken. That was the problem. The site loaded, looked fine, and quietly missed most of the searches happening in their service area.
Before — the problem
- ✕Thin content. The site was healthy but lacked quality content people actually search for.
- ✕Uninformative service pages. Regular and seasonal cleans had nowhere to rank on their own.
- ✕No lead attribution. Google Analytics wasn't set up to show where leads were coming from.
- ✕No local targeting. They wanted specific service areas and had no pages to win them.
After — the fix
- ✓Content written for search and users. Optimized pages that are useful to read, not just rank.
- ✓More service pages. A new site built with room to keep adding them.
- ✓GA4 and Looker Studio set up. Now we can see who visited and who converted. 59 leads this year, counted.
- ✓Service-area pages next. The roadmap: pages for each market they want to win.
Build, measure, write, expand
A long-running partnership, not a one-time project. Each move set up the next.
Build the site
We designed and developed their website, then kept it maintained and updated as the business grew.
Fix the measurement
GA4 and Looker Studio set up so every visit and conversion can be traced to its source.
Write content that ranks
Service content optimized for search engines and the homeowners reading it. Rankings went from 228 to 283.
Expand into service areas
New pages for each city and neighborhood they serve, so local visibility keeps compounding.
55 new keyword rankings in six months
Every new ranking is another way a Grand Rapids homeowner finds them instead of a competitor. That's what content built around real searches does.
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What this took, in plain terms
What was wrong with the site before?
Nothing, technically. It was just thin.
It lacked quality content and informative service pages, analytics couldn't show where leads came from, and there was no way to target the local areas they wanted to win.
What did you actually do?
Three things:
- •Built and maintained a new website with more service pages
- •Set up GA4 and Looker Studio so leads can be traced to their source
- •Wrote content optimized for search engines and the people reading it
Where did the numbers come from?
Organic search, measured in GA4 and Search Console.
January through June 2024: 6.9K organic users and 59 leads. Rankings grew from 228 to 283 keywords, and impressions were up 20.94% year over year in June.
Would a cleaning company in another city see the same numbers?
Not identical ones.
Your starting point, competition, and service area all change the math. What transfers is the sequence: fix the tracking, build real service pages, then add a page for each area you want to win.
Ready to transform your business like Sparkle & Shine?
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