Passive Lead Gen For Janitorial Supply Company

janitorial supply company marketing case study
Home » Blog » Passive Lead Gen For Janitorial Supply Company

Southern Cleaning Supply is a janitorial supply company based out of Panama City FL. They provide cleaning supplies and equipment to local businesses, nonprofits, and government organizations in Panama City and surrounding areas. Southern Cleaning Supply has been in business for over 30 years but experienced an ownership change in 2018. Shortly thereafter, new management realized that their website wasn’t even ranking for its own company name when searched for. This was making it difficult for referrals to contact the business. They reached out to Tortoise and Hare Software for help.

SEO Audit Findings

After conducting an SEO audit of the existing website, it was discovered that the website had been built, but never fully published and was therefore not being indexed in search engines. There were also a number of visual issues such as broken image links, a pixelated logo, and a poor design. Since the website was built on older technology and had numerous issues to address, it was decided that the best approach would be to scrap the old website and build a new one to address the SEO audit findings and provide a crisp new look.

Project Requirements

Margins are thin for a janitorial supply company and their needs were basic, but after hurricane Michael hit the need to reach out of town cleanup crews searching for suppliers became apparent. It was clear a website would be a critical way for new prospects to contact a supplier. Southern Cleaning Supply was looking for a quality marketing website at an affordable price.

Project Outcomes

A new website was designed and built using stock photos and template design. The new website had a crisp minimalist look and feel to present and aura of cleanliness that synergized with the companies products and met the budget requirements.

Janitorial Supply Company Website Development
Home Page Of Janitorial Supply Company Website

Tortoise and Hare Software worked with Southern Cleaning Supply to identify targeted services areas and optimize their site to rank for the company name and keywords relating to people searching for cleaning supplies in those services areas.

Within two weeks after publishing the website was ranking top spot for it’s company name, allowing referrals to more easily contact the business.

cleaning company seo ranking top spot for janitorial keywords
Top Spot Ranking For Branded Keywords

Like our insights?
Subscribe to our email list for additional content and promotions for business services.

Passive Lead Gen For Janitorial Supply Company

Southern Cleaning Supply enjoyed extra benefits by generating passive leads from their investment. Since the domain was very old it had accrued significant trust with search engines. Between the age of the domain, and the SEO tactics implemented by Tortoise and Hare, this Janitorial Supply Company was able to outrank the primary a competitor across town for desirable keywords relating to cleaning suppliers despite their competitor having an eCommerce store and much more developed website.

They were able to generate search impressions in the top 10 for over 80 keywords including desirable phrases like:

  • janitorial supplies
  • panama cleaning supplies
  • janitorial supplies company
  • janitorial supplies near me
  • chemical supply companies near me

Through SEO, Southern Cleaning Supply was able to generate approximately 25 inbound inquiries passively throughout the 2019 year, close new accounts, and generate new revenues from the online channel. With the release of the new website we were able to grow their organic clicks from search from 49 clicks in 2018 to 572 in 2019. That’s 11 x growth in one year!

Wrapping It All Up

This janitorial supply company was able to generate a lot of bang for their digital marketing buck through a new marketing website and SEO. Their aged domain and investment into SEO for their target services areas resulted in an effective local SEO campaign that was able to strengthen relationships with existing customers, referrals, and was able to generate leads passively through the online channel.

Posted in:

Hunter Nelson

Hunter has more than 10 years’ experience in the software industry building and configuring software for companies such as American Express, Black Knight, Homes & Land, Verizon and more. Hunter earned his bachelor’s degree in Information Technology from Florida State University in 2009 and began his career consulting for Accenture out of the New York City office. After accruing significant experience working with Fortune 500 Clients on complex software projects as an analyst, he discovered his love for coding and building software. While practicing the craft he earned an MBA from Florida State in 2017. In 2018 he founded Tortoise and Hare Software to begin providing business value in digital consulting engagements to small and medium sized businesses and helping them along in their journey toward the Fortune 500. See LinkedIn for more.

Leave a Comment

Up Next

Beginner’s Guide To Measuring Search Engine Performance Metrics

By Hunter Nelson | October 25, 2020

If you’re new to the world of working with an agency on your digital marketing, you may have questions on evaluating whether or not your investment is making any difference. A website is a cornerstone of digital marketing infrastructure, and a well built website will naturally attract some traffic from search engines; known as organic…

Wrong Canonical URL From Yoast Plugin

By Hunter Nelson | September 23, 2020

The other day I was reviewing some indexed pages in Google Search console trying to understand why I was having a drop in rankings and noticed that I had both canoncial URLs and Open Graph tags indexed in Google that were pointing to my local development machines URL. WTF? I knew that the Yoast Plugin…

Essential Design Considerations For A WordPress Website

By Hunter Nelson | September 22, 2020

Building a high performing WordPress site for your business is a bit more involved than many understand. On one hand it’s relatively easy to get started with, but on the other, it’s a complex piece of installed software that has been in development by a large open source community for more than 15 years. I’ve…

3 Essential Deployment Environments For Your WordPress Marketing Website

By Hunter Nelson | September 4, 2020

When starting with a new client on their website, one issue I frequently encounter is the lack of deployment environments. Often times there is only one consumer facing website instance deployed as a production environment. Many times there is no system of formal backups in place and these conditions serve as a recipe for disaster…

Google Ads Case Study For An ECommerce SaaS Provider (In Depth)

By Hunter Nelson | July 19, 2020

In this post we’re going to walk through an eCommerce SaaS google ads case study. We’ll walk you through how we took one lucky eCommerce software as a service (SaaS) provider with a 5 figure monthly ad budget, from being a company with account maintenance challenges, room for improvement on their returns, and questions on…

IT Company Digital Marketing Case Study

By Hunter Nelson | April 13, 2020

In today’s post we’re going to be talking about an IT company digital marketing case study. NetTech Consultants is a Jacksonville based IT company or Managed Service Provider as they’re commonly known as in the IT world. Back before coronavirus there was this thing called a “trade show” where large groups of people would get…

Why Is Blogging Important For Business?

By Hunter Nelson | March 18, 2020

If you’ve owned or run a business for any length of time, chances are you’ve checked out a few competitor websites and noticed everyone has the obligatory blog link at the top of their website’s navigation. Maybe you’ve clicked through a few posts, most of which weren’t particularly interesting or helpful, and chances are a…

High Bounce Rate? Digital Marketing is a Game of Inches

By Hunter Nelson | September 19, 2019

One of the first metrics people are going to look at when they start toeing the waters of web analytics is their bounce rate. If you’re just getting started on your journey to building an inbound pipeline chances are you’re suffering from high bounce rate and your trying to bring it down. In this article…

What is Inbound Marketing?

By Hunter Nelson | June 12, 2019

Inbound marketing is the process of designing a marketing strategy that results in customers coming to you to do business. This is in stark contrast to outbound techniques which rely on you or a sales team reaching out to prospects to educate them about your services. Most business owners are familiar with outbound tactics such…

Search Marketing, Organic or Paid?

By Hunter Nelson | March 18, 2019

Nothing embodies the metaphor of the Tortoise and the Hare better than the relationship between SEM, SEO and PPC. Search engine marketing (SEM) is the practice of developing a market for search traffic to your website through long term organic growth using content marketing and search engine optimization (SEO) and short term Pay Per Click…