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The Cleaning Authority was founded in 1977 as one of the Baltimore-Washington metro area’s first whole house cleaning services. Since then, the Columbia, MD-based house cleaning service franchise has grown to include more than 200 locations across North America. In 2015, The Cleaning Authority decided to ramp up its online marketing efforts.

  • INDUSTRY House Cleaning Service
  • CHALLENGE Poor performance and ROI from the Internet
  • LOCATIONS 200+
The Objective: Drive More New Customers

The Objective
Drive More New Customers

When Heather McLeod started working as the Director of Marketing at The Cleaning Authority in January 2015, one of the first things she did was evaluate the franchise’s marketing campaigns. The franchise was spending significant budget on pay-per-click (PPC) advertising but was underinvesting in their website experience, local search engine optimization (SEO), and the online reputation of their 200+ franchise locations. Heather saw an opportunity to move the needle, so she turned to Scorpion.

The Solution
1. Design Overhaul

In early May 2015, Scorpion launched a brand-new website for The Cleaning Authority and its 200+ franchisees, designed to convert more website traffic to leads and new customers.

The Solution: 1. Design Overhaul

The Solution
2. Targeted Digital Advertising

Scorpion launched local SEO for The Cleaning Authority, as well as pay-per-click, targeted display, and retargeting ad campaigns to help them reach their ideal audiences on the Internet.

The Solution: 2. Targeted Digital Advertising

The Solution
3. Technology Integration

Scorpion also ran a full integration of The Cleaning Authority’s customer relationship management (CRM) system with Scorpion’s marketing platform to get end-to-end visibility into which campaigns were driving new customers.

The Outcome

  • INCREASE IN AVERAGE 
    NUMBER OF UNIQUE VISITORS
    338%
  • INCREASE IN SALES TRACKED 
    FROM WEBSITE LEADS
    182%
  • INCREASE IN NEW APPOINTMENTS MADE 199%

During The Cleaning Authority’s first four months with the newly launched site, the franchise experienced a 78% increase in website visitors, a 139% increase in the average number of page views per day, a 141% increase in website sales, and a 149% increase in total set appointments (compared to the previous four months).

As more time passed, The Cleaning Authority saw even greater results. Year-over-year, the franchise experienced a 338% increase in the average number of unique visitors, a 278% increase in the average number of page views, a 182% increase in website sales, and a 199% increase in total set appointments. The Cleaning Authority has also benefited from a lower cost per customer acquisition in its overall marketing budget.

More Web Traffic, Appointments, & Customers

Hear from Heather McLeod

"Everything has so much thought and so much testing behind it, that we launched a new site and it performs at the level or better than we thought it would."

Heather McLeod VP of Marketing, The Cleaning Authority
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