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IT Women Cleaning Services is a startup cleaning service that focuses on cleaning Airbnb locations and luxury homes. They are located in Tennessee. They had started getting referrals through small jobs, word of mouth, and top-notch service. They needed a brand, logo, web design, and strategy to get them off the ground.
IT Women Cleaning Services needed options when building their brand, so I created three different iterations of a brand identity and three logos.
They needed a brand that made it obvious that they were in the cleaning business. To help make this happen, I chose 3 different color pallets.
Each of the logo designs relate to cleaning.
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One looks like bubbles, another looks like a sink or drain, and the last looks like a surface through three stages of being cleaned.
The pink brand is meant to feel energetic and young. It is designed to cater to younger entrepreneurs who are getting into the Airbnb business.
The teal brand is meant to feel bubbly and efficient. It is designed to cater to people who value a good job above everything else.
The yellow brand is meant to feel high-class and professional. It caters to people who desire a premium product and aren’t afraid of a high price tag.
I made three different web designs based on the three different brands that were proposed. The pink brand was designed to be very personal. We want a picture of a person who will clean the house front and center.
The teal design was meant to get right to the proof of work by using a before and after video at the beginning. The position here is that the prospect has already decided they want a cleaning service, but they are deciding on which one to go with. Also, to get people to build trust, videos and other interactive elements keep people on the site longer. This plays off the principle that the more time you spend with someone/something, the more you trust that person or thing.
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The yellow brand doesn’t mess around. It is designed to treat itself as an established brand that doesn’t need to prove itself. It has confidence and gets to the point. It wants to know if the prospect is interested in Airbnb cleaning or personal residence cleaning. It uses a simple and clean design to look professional and premium.
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The first thing to do is get the website built and live. I advised building on Webflow because of the capabilities it has and the speed a site can be developed.
From there, they would need to work on their local SEO.
This means:
Of course, the technical aspect of SEO needs to be covered.
Optimized images:
All the other stuff:
To dominate in the SERPs, they needed good content.
I put together a content map, cross-platform content strategy, and shared the structure I use for my blogs. The goal was to rank for how-to keywords, top X lists, and seasonal content relating to holidays or actual season changes. This helps establish the site as a global authority and earn more backlinks.
From there, we go in on local blogs that relate directly to Tenessessy.
With traffic coming to the site we would need to start tracking usage on the site and optimizing based on how people engage. I advised using GA4 for this and linking it with a GSC account. The goal would be to see what things people are clicking on, test different designs and copy, see what images work best, see how people are finding key information, find out which blogs lead to the most conversions, and what paths people take to get to key actions like submitting a form.
One of the best things that they could do is reach out to local Airbnb businesses and promote cleaning services. As an upsell for those clients, IT Cleaning can offer to clean the actual homes of the business owners.
Some of the best ways to do this is through cold outreach. I recommended that IT Cleaning reach out via cold call, cold email, flyers, and local ads.
For more content, I recommended IT Cleaning record their jobs, turn it into a timelapse, and do a voiceover. This can be promoted on YT and on their own website as proof of work. It will help people see exactly what they are going to receive when they do business with IT Cleaning.