How a Commercial Cleaning Provider Redesigned Their Website Experience & Increased Their Leads

Master Care Janitorial

The Company

Master Care Janitorial is a premier commercial cleaning and facility maintenance provider with over 45 years of industry experience across British Columbia and Ontario, including Metro Vancouver and the Greater Toronto Area. Operating through a franchise system, Master Care pairs nationwide quality standards with hands-on local owner accountability, serving offices, medical facilities, and commercial spaces with health-focused care.

The Challenge

While Master Care Janitorial built a strong reputation for premium commercial cleaning, their website was no longer keeping up with their growth. Built on a clunky, restrictive website builder, the previous site suffered from sluggish page load speeds and a poor mobile experience that frustrated site visitors. Although it generated search traffic, it struggled to convert serious commercial clients looking for long-term contracts, and an unoptimized layout made requesting a quote overly complicated. Master Care needed a redesigned, fast, and user-friendly website, built to rank higher on Google, perform seamlessly on all devices, and connect directly with high-value business decision-makers.

The Strategy & Goals

Our objective was to turn Master Care’s website into a reliable, mobile-friendly lead-generation engine by focusing on four key areas:

  • Clear Navigation: Rebuild the site layout so decision-makers can find services fast and request a quote effortlessly.
  • Search & AI Visibility (AEO/GEO): Build search visibility to capture organic traffic on Google while optimizing for Answer & Generative Engine Optimization (AEO/GEO) so Master Care appears in recommendations from AI tools like ChatGPT, Gemini, and Google AI Overviews.
  • Lead Conversion: Redesign quote forms and calls-to-action so interested visitors complete them without friction.
  • Audience Targeting: Refine messaging to speak directly to commercial decision-makers and attract qualified inquiries.

The Results

We completely redesigned the website layout so prospective clients could take action immediately. By placing a quick form to request a free site assessment right at the top of key pages and showcasing key credentials, such as 45+ years of experience and 900+ clients, we made it effortless for business owners to submit a request.

+235.2%

Branded Search Impressions (YoY)
Substantial growth in brand authority and search footprint across target Canadian regions.

+76.2%

Marketing Qualified Leads (MQLs)
Direct increase in qualified quote requests from facility directors and business owners.

+155.8%

MQL Quote Form Conversion Rate
Elimination of form friction and bottlenecks across key landing pages.

Our Key Responsibilities

Able & Howe managed this digital transformation end-to-end, serving as strategic partners across every phase:

  • Website Redesign & User Experience: Redesigned the website layout and simplifying the quote form process so business owners can easily find services and request a quote without frustration.
  • Page Restructuring & Content Refresh: Reorganized and refreshed content across the homepage, service pages, and location pages while adding dedicated industry pages to clearly showcase the full breadth of Master Care’s expertise.
  • Search Engine Optimization (SEO, AEO & GEO): Updated target keywords, backend site code, and custom LLM files, while deploying comprehensive FAQs across service, location, and industry pages so search engines and AI tools (Google AI Overviews, ChatGPT, Gemini) can easily rank and recommend key content.
  • Lead & Quote Form Optimization: Placing clear call-to-action buttons across all key pages to encourage more visitors to submit quote requests and get in touch directly.

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