How Zia Building Maintenance Grew Over 400% in 2 Years with Digital Harvest
Good businesses grow quickly with the right operational foundation. With a few suggestions from our team to tighten up the sales process and help position them as an authority in the market – all we had to do was bring more visibility from Google search and their success was inevitable. Here’s what happened…
Where This Commercial Cleaner Started
Family owned business of 20+ years had stagnated, and was facing eventual decline if something wasn’t done about it soon. The operations manager, Ashley Cordova shared:
“We always brought in the same amount of accounts that we let go in that year. We averaged anywhere between 12 to 15 bids a year, with closing maybe 30 percent of them.
Eventually you could see that it would probably be a steady decline if we weren’t more aggressive about our website and our SEO.”
To get those bids, Zia Building Maintenance engaged in BNI and worked with a local provider for website maintenance and SEO. While it worked for several years, it became apparent during the pandemic that much more needed to be done. When the industry was peaking in demand for services, they were difficult to find online.
Feeling stuck and not seeing significant improvement quarter after quarter, Ashley decided to reach out to Digital Harvest and do something about it. She shared:
“We’re a good company. We deserve to be up there and we deserve to have some of that spotlight.”
Solving the Visibility and Authority Problem with SEO & Website Design
The Zia Building Maintenance website was old, outdated, and didn’t match the quality of service and customer experience clients had come to expect.
We refreshed the logo and rebuilt the website to match an image of cleanliness and reliability.
We built a ‘careers’ page to field and attract new job applicants searching for employment in the janitorial industry.
Their previous website and SEO provider didn’t have Google analytics or search console installed correctly on the site, so we fixed that in order to better track website performance.
We implemented dynamic call and form tracking so that Ashley was fully informed of the opportunities that were coming through the pipeline and able to better track the return on investment in her campaign.
We got to work adding new pages to the site to target and attract the right clients in the right industries such as restaurants and legal offices among others. We started powering up the website with high quality backlinks and watched search engine rankings rise over time.
Incredible SEO Results with Patience (and Proper Tracking!)
With the site redesign there was an initial bump in new inquiries because visitors were converting to leads at a higher rate than before. The quality of those leads were higher than before as well.
Things slowly ramped up over time and two years later Ashley shares:
“It’s a completely different business. We grew by 400%. That was our ROI over our first two years with Digital Harvest.
We’re getting about 35 bids per year from the website, closing about 70 to 80 percent of them. So it’s been really good and definitely less stressful.”
What else has changed?
“You can play hardball with prospects when you have a full pipeline.”
Ashley follows the 80/20 rule and has started cutting clients that were being unreasonable or just eating up a lot of her time. She can spot them early in the sales process and make sure they’re a good fit before they end up on her roster. She can feel confident turning away a bad fit because there’s always another bid coming down the pipeline.
Ashley’s Advice for Commercial Cleaners Thinking About Hiring Digital Harvest
“It doesn’t do you any good to be aggressive and spend this much money if you’re gonna be a revolving door of clients and employees.”
She’s worked hard to create a new onboarding program for each new employee that’s brought on to Zia Building Maintenance which has made a big difference in keeping the quality of cleaning consistent across her organization. It’s also helped with retention because an effective onboarding program keeps new team members engaged from day one.
We asked Ashley what the biggest difference has been working with Digital Harvest versus her previous provider and she said:
“The results, you know, getting those bids. Bottom line, the money. You know, in all honesty, it’s just the ease of things. The things that you’ve suggested to do that we’ve implemented. Changing our email over, redoing our website – all of that has made a big difference. Our email has not been hacked. Our website has not been hacked. It’s all just run really smoothly with the advice that you’ve given us.”
Want Better SEO Results for Your Commercial Cleaning Business?
You’ve probably worked with other agencies before that made promises they couldn’t keep. We believe these are good people with good intentions – but poor execution.
It’s really easy to make claims and put together a slick sales presentation that speaks perfectly to ambitious commercial cleaners who are hungry for growth.
We know that SEO and Google ads aren’t the sexiest growth strategy in the world. They’re also not the only strategy. But when market conditions are right, they’re crazy predictable.
We’ll be the first to tell you that the strategy that worked for Zia Building Maintenance won’t work in every market. And they won’t work for every commercial cleaner.
When you come to us we will:
1. Have a discovery call to find out if our strategy works for you
2. Perform a Website Quality Audit
3. Present the entire roadmap forward on how we’ll work with you to double your business
Take a look at the calendar below and book a Zoom call with our Chief Strategist, Avram Gonzales.
Even if all this call did for you was clarify how to grow your business in 2024, wouldn’t that be worth it?