Revitalizing West Michigan Janitorial’s Digital Identity with a Phased Approach
The Challenge:
Aligning Brand Identity and Functionality to Engage New Clients and Job Seekers
West Michigan Janitorial, a long-standing commercial cleaning firm based in Grand Rapids, Michigan recognized the need for an updated customer/employer story and website. Their brand and website, untouched for several years, required:
Technical Updates: Reducing page load time, updates to the web styles (like fonts, colors and page layouts), and modernizing the user experience with updated functionality.
Brand and Messaging Overhaul: Aligning website messaging with the company’s current positioning and newly articulated mission and vision.
SEO Strategy: Boosting visibility for core services and recruitment-focused content to reach both potential clients and job applicants.
The Solution:
Blending Brand Identity, SEO, and User Experience in a Strategic Overhaul
To address these challenges, we stepped through an evaluation focused on immediate needs and long-term results, then implemented a phased approach to improve the website while leveraging the existing back-end development structure to avoid a complete rebuild. Our key steps included:
Discovery & SEO Analysis
Uncovering target keywords for underrepresented service offerings and optimizing the site structure to align with SEO best practices for industry-specific keywords and topics.
Content Creation & Messaging Revamp
Developing messaging that reflected the company’s refreshed brand identity and leaned into their service focus as well as attracting prospective employees with a compelling value proposition.
Photography & Visual Branding Recommendations
Providing recommendations and art direction for authentic imagery featuring employee photos that resonate with both clients and potential recruits, enhancing the face of the brand. We also modernized the site’s design and introduced new brand elements that expanded the current visual options.
Web Development
Executing updates to modernize the back-end and front-end functionality, ensuring the site was optimized for both performance and user experience. We removed layers of theme bloat from the development code and reduced the page load times by more than 200%.
Project Highlights:
Strategic Messaging and Modernized Functionality at the Heart of This Redesign
SEO-Focused Messaging
A revamped messaging strategy that prioritized SEO, boosting site rankings for essential services and job postings.
Recruitment-Oriented Brand Work
Strategic visual and messaging enhancements to appeal to job seekers, aligning with the company’s recruitment goals. Now the site focuses on articulating the ‘on-the-job’ experience potential job seekers would have and truly reflects company values.
Phased Development Approach
Implementing the redesign in stages to minimize disruptions and build on the existing site structure, maintaining brand familiarity while introducing necessary updates. We worked closely with West Michigan Janitorial to use a multi-step approach to accommodate the budget and timeline.
Rising Rankings and User Engagement Signal Success of Phased Redesign
Early results have shown improvements in both user engagement and SEO rankings, helping to further position West Michigan Janitorial as a strong player in the region. The new website continues to attract new business and new employees who understand the mission and vision of the company.
What’s your marketing problem or question?
See more of our work
Ati Robotics: A Website Built With AI as a Teammate
30 Days. A New Market. A Website Built With AI as a Teammate. Claude as a co-developer. A 30-day build. A new playbook for how Blue Flame Thinking works with AI. Client Ati Robotics Sector Industrial AMR Scope 26-page B2B site Stack Eleventy · Netlify Year 2026 30 Days from kickoff to launch 26 Pages […]
