Building a Business with Organic Outreach
Housekeeping Club began as a local business providing housekeeping services. Over the last several years they’ve built up the area they serve and started to expand into supporting other industries, and are now poised for a national push.
Housekeeping Club
The Challenge
Housekeeping Club had recently overhauled their website. Some pages had been cut from the site and others had been added according to the business plan at the time.
However, these topics had not been chosen with an eye to the search terms used by their primary clients, and the site had not been built with an eye to SEO; in fact, the developers hadn’t even connected the Google Analytics account to the site.
Recognising the need to strengthen their organic search performance, Housekeeping Club came to First Digital Media in mid-2025.
We examined the site and identified several positives but a number of underlying technical issues. When the new site was put live, Housekeeping Club had moved subdomain to www, having previously not included this. Canonicalisation had not been carried out correctly, meaning some pages from the old site were still live and ranking – and linking to pages that no longer existed.
Other pages had been produced by a hurried duplication and find/replace process, making for a significant amount of duplicate content. Multiple pages existed for any given search term, making for conflict in search rankings and difficulty in navigation.
Our SEO team carried out an extensive audit and drew up a plan highlighting what needed to be changed. We then determined priorities for these changes with the client.
The Solution
We carried out extensive keyword research to identify what their ideal customer profiles (ICPs) were actually searching for. With this done, we identified which pages needed to exist and set up redirects and merges to ensure the site had the correct pages in place.
Working closely with the client, we developed and reworked key pages. The client has a very clear vision for the company’s voice and USPs and we were able to incorporate this into the content, ensuring that Housekeeping Club was thoroughly and properly represented.
We also worked with the client to restructure navigation so that the most important services were highlighted, and our web design team took over the management of the site after the client ran into recurring delays from their original designers.
23
%
annual increase in organic traffic
240
%
increase in qualified leads since service began
50
%
increase in traffic from unbranded search (YoY)
The Results
“The experience I’d had with Tony and the Team (Georgina, Josh, Tom, Sam, Amy) has been nothing short of fantastic. They listen to my requests, are super quick… all whilst being super professional, friendly and genuinely caring about their customers. I recommend their services with no hesitation!”
– Maggie Ptasinska
Since starting to work with the client, we’ve seen an increase in overall organic traffic but much more importantly, we’ve seen the quality of that traffic change. More visitors now come from unbranded searches earlier in the customer journey, getting the Housekeeping Club brand out in front of people who may not have known it existed.
The rate at which qualified leads are recorded has more than trebled since our service began. That rate is far above the increase in traffic, showing that the value of the traffic we’re bringing in is much higher for the client.
With further expansion and new directions in mind for the business, First Digital Media is ready to continue to support them going forward.
