Passive Lead Gen For Janitorial Supply Company

janitorial supply company marketing case study
Home » Blog » Passive Lead Gen For Janitorial Supply Company
Table of Contents
    Add a header to begin generating the table of contents

    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, and get the latest posts straight to your inbox.

    Passive Lead Gen For Janitorial Supply Company

    Southern Cleaning Supply enjoyed extra benefits by generating passive leads from their investment. Since the southerncleaningsupply.com 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.

    Share This Article
    Posted in:

    Hunter Nelson

    Hunter is the founder and president of Tortoise and Hare Software, a digital marketing agency for B2B technology companies. Hunter has more than 10 years’ experience building web applications and crafting digital strategies for companies ranging from scrappy startups to Fortune 50 household names. When not on the clock, you'll find him spending time with his family and pups, relaxing on the beach, or playing competitive online video games. See LinkedIn for more.

    Leave a Comment





    Table of Contents
      Add a header to begin generating the table of contents

      Free Email Course:
      Launching Your B2B Digital Marketing Program

      Enroll in our free digital lead generation crash course. A 60 day email series with twice a week emails walking through the journey of how to launch your digital marketing program and generate more B2B leads from your website. Unsubscribe at any time.

      Recent Posts
      company logos for msp and msp marketing company

      TNHS Helps MSP Narrow Focus To Legal Sector, Launch New Advertising Campaign

      AKAVEIL Technologies Inc. (AKAVEIL) is a small but growing managed IT services provider that reached out to Tortoise and Hare Software (TNHS) in May of 2022 for help with their marketing. AKAVEIL had been struggling to generate traction with outreach efforts and determined that additional marketing support was needed to generate more leads and scale…

      Food Safety Trainer Marketing Case Study

      In todays post we’ll be talking about how we helped a food safety training consultant update their branding, increase exposure, and start generating more leads for their proctored food safety training company. Alderman & Associates is a food safety training consultant delivering in person food safety training to help people get their ServSafe food safety…

      erp consulting website launch

      Case Study: New ERP Consulting Website Launch

      Villani analytics, or Villytics for short, is an ERP consultant specializing in the Oracle cloud suite of enterprise resource planning (ERP) and enterprise performance management (EPM) products. They work with a number of tools in the Oracle cloud suite to help companies, track and analyze financial performance. After a successful run in consulting, Villytics decided…

      Top Content
      sample brand kit

      Branding Your MSP: How To Get Started

      Throughout the process of launching and running Tortoise and Hare Software these past 3-4 years there’s one thing that I’ve gotten consistently good feedback on. The brand! People who aren’t shopping for marketing, and have no relationship to the company will regularly come up to me at trade shows, or comment on my business card,…

      msp paid search campaigns

      The Ultimate Guide To Paid Search On Google Ads For Managed Service Providers

      Generating leads for your MSP can be a challenge. You spend so much time managing employees, making sure customer support tickets are answered, procuring hardware, and defending against cyber threats, there’s hardly time to worry about networking and doing things like posting on social media. However, you’d like to grow faster, and due to some…

      msp seo ultimate guide

      The Ultimate Guide To MSP SEO

      Search Engine Optimization (SEO) is one of the most important ways to attract new business for mid-market managed service providers (MSP). If you look at MSPs that have achieved any sort of meaningful scale and grown to the 10MM ARR mark and beyond, you will almost always see a significant portion of their growth came…

      About Us

      Tortoise and Hare Software is a boutique B2B tech marketing agency. We help companies like MSPs, SaaS providers, cybersecurity firms, and other technology service providers launch their digital marketing programs and generate inbound leads.