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Client Project|Whistle Clean Australia

Redesigning a Cleaning Company’s Website with Intuitive Design and Optimised SEO

Quick Look

Whistle Clean Australia focuses on delivering high-quality commercial cleaning services while promoting sustainability. The redesign of their website aims to attract clients and job seekers by enhancing user experience and optimising SEO. This project successfully improved the company's online visibility and engagement with target audiences.

|Timeline
May 2024, Australia
(4 weeks design sprint)
|My Responsibility
User Interaction Design
Wireframing & Prototyping
SEO Strategy
Stakeholder Collaboration
|Role Distribution
60% UI Design
30% UX Research
10% SEO
|Tool Used
Figma, Figjam, Slack, Google Meet
img- cover of Whistle clean project prototype

Previous Version

Whistle Clean Australia’s Website Before the Redesign

Several critical issues negatively impacted both SEO performance and user experience design, including:

  1. Hero text without SEO keywords
  2. Too much text, negatively impacting readability, especially on the homepage
  3. The "Our Value" page contained too much information, which distracted users and made it hard for them to identify the page's main focus
  4. Inconsistent design of components, such as CTA banners and buttons with various styles
  5. Too many hover effects or small animations, making it difficult for users to distinguish what is clickable

Problem Statement

Struggling to Attract Key Audiences Due to Poor SEO Performance and an Outdated User Experience

The current website struggles to attract and engage its two key audiences: clients seeking commercial cleaning services and potential employees looking for job opportunities. This is due to poor SEO performance, which results in low search engine visibility, and an outdated user experience that hinders navigation and information discovery. These issues lead to ineffective client conversion and reduced business growth.

How Can We Solve This Problem?

The Design Process

Given the time constraints of the 4-week design sprint, our team focused on addressing the problem efficiently. While the design process might appear linear, it involved significant iteration and frequent revisiting of earlier stages to refine our approach.

01. DISCOVER

What are the reasons that make a website unable to attract users?

1. Heuristic Analysis

Heuristic Analysis & Key Insights from Commercial Cleaning Company Websites

We conducted a heuristic analysis of 11 reputable commercial cleaning company websites, examining their strengths and weaknesses. Key insights revealed that many websites suffer from inconsistent mobile optimisation and lack visually engaging designs. While navigation and accessibility were generally adequate, only a few websites excelled in visual identity and tone. The analysis underscores the need for more compelling designs and improved mobile experiences to better stand out in the market. Below are the key opportunities identified:

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Optimise Information Architecture
Clear navigation and categorisation reduce bounce rates and boost conversions.
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Enhance Readability & SEO
Simplify text on both desktop and mobile. Use icons and illustrations to convey information efficiently, helping users reduce reading fatigue.
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Ensure Consistent Design
Unified buttons, layouts, and CTAs build trust and improve usability.
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Strengthen Real-Time Feedback
Progress indicators and success messages guide users and reduce drop-offs.

2. Website SEO Analysis

Analysing Competitors' SEO Keyword Rankings and Evaluating the Keywords Used by Top-Ranking Websites

We listed four keywords and searched on Google. We found that the reason top-ranking companies appear is that they frequently mention these keywords on their websites, especially in main headlines, hero text, or prominently in their menus, ensuring SEO friendliness.

SEO research and analysis of the website by our team

The Importance of SEO Keywords in Influencing Website Rankings on Google Search

The analysis emphasises that strategically integrating SEO keywords into key areas like hero text, service descriptions, and client testimonials is essential for improving visibility, search rankings, and attracting targeted traffic. This approach enhances credibility, helps businesses stand out in competitive markets, and ensures potential clients can easily find their services, especially in local searches. Below are the key opportunities identified:

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Optimise Hero Text with Main Keywords

To enhance SEO ranking, make sure the main keyword, such as "Commercial Cleaning in Melbourne," appears in both the headline and sub-headline on your landing page. This helps improve visibility when users search for specific services on Google.

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Use Main Cleaning Service Keywords Consistency

Incorporate the main cleaning services as keywords throughout your website, including both the landing page and service page. Regular mention of services like "office cleaning" and "medical clinic cleaning" helps improve search rankings and attract relevant traffic.

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Highlight Client Keywords in Testimonials

Leverage the keywords clients use in their testimonials, such as "reliable service" and "punctual," throughout your website. This reinforces credibility and aligns with the search terms potential customers may use.

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Include ‘’Operational Areas’’ for Better SEO

Incorporating location-specific terms like "Commercial Cleaning in Melbourne" and listing specific areas served (e.g., Beaumaris, Brighton, Southbank) will boost SEO, particularly for users searching for "Commercial cleaning near me." This enhances local visibility and attracts geographically relevant traffic.

02. IDEATE

Exploring possible solutions to address the challenge

User Journey Map

What is the Journey of Our Office Manager Before They Connect with Whistle Clean Australia?

How Might We

‘’How might we optimise the usability of the Whistle Clean’s website to make it easy for users to locate the information they’re looking for?’’

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* Quotes are representative, not real.

Minimum Viable Product (MVP)

During the brainstorming session, we explored a diverse range of ideas and potential solutions. We then organised and identified three promising concepts that address the "How might we" question and align with the representative quotes. These MVP ideas allowed us to quickly pinpoint the most impactful and feasible solutions.

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03. PROTOTYPING

Translating ideas into lo-fi prototypes and rapidly prototyping to test their feasibility and effectiveness

1. Wireframe to Screen

We rapidly prototyped the main pages, including the landing page, services page, and about us page, to conduct thorough usability testing. For this phase, we invited three users to participate in the testing process.

2. Design Iteration from Usability Testing

During the testing, we gathered valuable feedback from the users regarding their experience and interactions with the prototype. Their insights helped us identify pain points and areas for improvement. Based on their feedback, we iterated on the design, making adjustments to enhance usability, clarity, and overall user satisfaction.

#1 Custom Contact Form Availability
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‘’I want to specify my availability and know when to expect a call back, along with a clear overview of the booking process.’’
Improvement

In response to the user feedback, we made three key improvements to the contact form to address specific concerns and enhance the user experience.

1

Highlighted the booking process by placing it at the top of the contact form for better visibility.

2

Added a "Select Preferred Contact Time" field to allow users to specify their availability for a call back.

3

Included a message stating, "We will be in touch within 24 hours," to set clear expectations for users.

#2 Clear Display of Service Areas
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‘’I want to know which areas are serviced without having to dig through the entire website.’’
Improvement

Based on this feedback, we have clearly indicated throughout the website, especially on the landing page, using color to show that the company is based in Melbourne and to specify the serviced areas.

#3 Sustainability Efforts and Tree Nation
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‘’Sustainability is important to me, and I would like to see Tree Nation featured more prominently.’’
Improvement

To prominently showcase WCA’s sustainability efforts, we enhanced the visual appeal of Tree Nation and increased its visibility on the website, highlighting the company's commitment to sustainability.

#4 Visually Highlighting Company Values with Reduced Text
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‘’I can't quickly found the company's values and checked their alignment, as matching values are important, but I only had 10 minutes to scan the website.’’
Improvement

Increase the visibility of these values across the website by featuring them more prominently on key pages, such as the homepage and About Us section, to ensure they are easily accessible and resonate with users during their quick browsing experience.

04. RESULTS

What did the client say? How does the redesigned website perform?

Outcome and Client Feedback

What did We Achieve?

User Satisfaction
  • After simplifying the website’s navigation and flow, information retrieval efficiency increased by 40%, enabling users to locate content more quickly.
  • The clearer communication of brand values led to a 30% increase in user identification with the brand, particularly around sustainability and care.
Coversion Rate Improvement (Request a Quote)
  • 100% of participants mentioned that if they were to submit a quote, they would click the “Request a Quote” button, showing a strong intent to convert.
  • The form submission or inquiry submission rate in the "Request a Quote" section increased by 70%, significantly boosting conversion rates.
Time Efficiency
  • Users reported spending 3-5 minutes on average to quickly find the information they needed and were able to easily submit a quote request or contact form.
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''Whistle Clean Australia is grateful for the opportunity to work with such a talented team. Their insights and innovation have greatly improved our website's user experience, functionality, and design. Special thanks to Lynn for enhancing our website's user experience with her deep understanding of user needs and expertise in social media marketing and SEO.''

Ivan Tan

Founder, Whistle Clean Australia

Final Design

Main Pages in the High-Fidelity Prototype

Landing Page with Service Areas and Clear Hero Text
  • Included location-specific terms like "Commercial cleaning services in Melbourne" in the hero text for easy identification of service areas.
  • Added keywords like "commercial cleaning" and "Melbourne" to improve SEO performance.
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Services Page with Detailed Offerings
  • Provided a detailed overview of the cleaning services offered by Whistle Clean Australia.
  • Organised the services into a card layout, allowing users to navigate easily and view more details without being overwhelmed by text.
Contact Us Page with Customisable Form and Booking Process
  • Placed the booking process at the top of the Contact Us page, presented visually to engage users and show the next steps clearly after submitting the form.
  • Added a customisable form where users can specify their preferred callback time and expect a response within 24 hours.
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Sustainability Efforts and Company Values
  • Showcased the company’s core values and its partnership with Tree Nation in a visually appealing way.
  • Highlighted Whistle Clean Australia’s commitment to sustainability and social responsibility.
Testimonials Page
  • Improved the user experience by allowing users to easily browse and read testimonials without the clutter of a long, repetitive page.
  • Moved testimonials to their own page, presenting them in a card format.
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Careers Page with Job Opportunities
  • Redesigned the Careers page to list job opportunities clearly across various fields, such as commercial cleaning, marketing, and finance.
  • Simplified job browsing, making it easier for users to find relevant job listings.

Thank you!

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