Select Cleaning Auckland

Select Cleaning Auckland

"Sometimes we have struggled to work with the amount of new business leads delivered to us by the system Permission built."

- Graeme Norton – Select Cleaning Auckland

The Select Cleaning Auckland Franchise provides domestic cleaning services to busy professionals in the Auckland region who want to avoid the stress and work of cleaning their own house. They came to Permission back in April 2007 because they were concerned about the low number of new business leads coming from their website. Their own research told them that their target market was a strong user of the Internet; however, this wasn’t reflected in the new work enquiries they saw in their Inbox each week.

When they first walked through our doors they didn’t have a website of their own. All the leads they received were from the main master site. So, coupled with this desire to improve results, they also wanted to present their own story online, which they saw as being slightly different to the one presently shown.

Receiving a strong, steady supply of new work leads is critical for the growth of franchise networks like Select Cleaning. And, while they had achieved reasonable gains in previous years, they had some aggressive expectations of growth for the future. Attracting and converting those prospects who were searching online was seen as the logical next step.

Once Permission was engaged to solve the problem the two teams started to plan their approach. First up was the task of documenting the profile of an ideal prospect, including his/her needs and state of mind. Having worked in this industry for a while, the Select Cleaning team had a good understanding of the basics of this – but there were still some gaps that needed filling.

Using the outputs of this work, Permission wrote the initial sales copy for the new site and designed it to best match the prospect profile they were looking to influence. This achieved some good success. Conversion rates went up 50% from previous rates.

But even with this result there was seen to be room for further improvement so Permission began work on a series of online research tasks to dig further into the deeper desires of the audience. The outcomes of this helped both teams to rewrite the sales message and push the site’s conversion rates even higher – now representing a gain of 300% on what they were originally attaining.

In conjunction with optimizing the site’s conversion rate, Permission also used a range of traffic-building tasks to supply the target selling pages with a steady flow of prospect traffic. Both Google AdWords and general Search Engine Optimization activities were put in place and managed.

The complete system has been in operation now for just under 3 years. Every month since it started, changes have been made to further increase the traffic received and improve the site’s conversion rates.

Select Cleaning Auckland has gone from strength to strength and the business is well on the way to achieving the now upwardly revised growth it had predicted for the future.