Case Study, Pixel Noir Studio client
CleanFlip
Clearance and cleaning in Flanders. New site, rebuilt SEO, an ad account put back on its feet.
CleanFlip empties, cleans and hands back homes ready to be re-let, across East and West Flanders. Eight services on one site: full clearance, bulky waste collection, neglected homes, deep cleaning before a sale or a let, post-construction cleanup, communal areas for building managers, shops and offices, and clearing a home after a death. The old site was static HTML promising to be fast, discreet and tidy. Three adjectives every competitor writes too, and that no visitor can check. We rebuilt everything from scratch: the brand, the site in two languages, the SEO, and the ad campaign that was running beside the point.
The problem
The site said nothing verifiable. Fast, discreet, responsible: none of those words commit to anything, and someone who has to clear out a late parent’s house is looking for answers, not adjectives.
It only existed in Dutch, while West Flanders also gets enquiries in French.
To Google the site existed twice: the bare domain and the www one both answered, with neither marked as the right one.
The Google Ads campaign spent 19 euros a day, part of it on searches aimed at the municipal bulky waste service rather than a paid contractor.
The approach
- 01Send the client a questionnaire and write only what he confirmed. The company is a few months old: no history to tell, no loyal customers, no insurance until it is actually taken out.
- 02Replace every adjective with a fact that commits: a quote the same day or within 24 hours, weekend call-outs, travel included in the rate, invoice and disposal certificate.
- 03Photograph his real jobs instead of buying stock. A genuine before and after is the only proof a customer accepts.
- 04Take over the ad account at the same time as the site, because a rebuild that changes URLs always breaks something in the campaign.
What we solved
Selling a company with no history yet
Every site in this trade writes for years now, our loyal customers, we are fully insured. CleanFlip cannot write any of that without lying. So the site rests entirely on facts the client confirmed in writing, and the constraint became the argument: it is the only site in its trade where every promise can be checked on the very first job.
Ordering eight services by what they earn
Clearing a cellar is billed once. A contract for communal areas comes back every month. So the recurring work leads the list, building managers, shops and offices, cleaning before a home is re-let, and clearance comes after. Death keeps its own pages: it is not ordinary clearance, it is an emergency, and a lease still running while the home sits full costs a month of rent every week. The order of that list is a commercial decision, not alphabetical filing.
The counter nobody watches
Google Ads counted quote requests when the old thank-you page loaded. Switching the domain broke that page, so not a single request was being counted while the campaign kept bidding to maximise conversions. Those pages sit in no sitemap, no redirect plan lists them, and nothing flags the failure. The new page takes over the role, and the old address redirects to it.
The consent you cannot recycle
For a long time the site set no tracker at all, and its banner said so. For Google to count quote requests again it needed one: a single tag, loaded after a click on Accept and never before. Refuse, or do nothing, and nothing leaves the page. Everyone who had accepted the old banner was asked again: they had consented to dismissing an information notice, not to advertising measurement, and reusing that answer would have been consent obtained for another purpose. The consent key changed version, and everyone is asked afresh.
The service nobody dared name
Clearing a home after a death was missing from both the site and the ad account, although it is what people search for most. A lease does not end by itself when someone dies: the heirs have to terminate it with notice, and every week the home stays full is another month of rent piling up. That sentence is what triggers the call. It is now on the site and in the ad.
Writing to be quoted, not just ranked
Every page carries a short, self-contained answer, the kind an assistant can lift as it stands. Answer-engine crawlers are allowed by name, and the site announces its own new addresses to Bing, whose index feeds ChatGPT and Copilot answers. A company with no reputation has everything to gain from being quoted.
Results
- →Live in Dutch and French, where the old site was Dutch only
- →Eight services, five situations and ten towns, each with its own page and FAQ
- →66 addresses in the sitemap, submitted to Google and Bing
- →Fifteen old addresses redirected, including the seven service pages that carry the history
- →The site no longer exists twice for Google, www points to the main address
- →150 euros of clicks that returned nothing, cut as soon as we took the account over
- →Quote requests are counted again, by a single tag that loads only after consent
- →Four before and after comparisons from his own jobs, no stock photography
Is your site bringing you nothing?
A rebuild is not a new coat of paint. We take on the site, the SEO and the campaign together, because they break together.