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Apex Cleaning
Key Insights & Design Strategies Behind Apex Cleaning’s Website Transformation
Our Role
At Ikran Innovation, we designed and developed the complete Apex Cleaning website using the Cornerstone page builder. The goal was to highlight their cleaning expertise, build trust instantly, streamline the booking process, and present services in a clean, modern, and conversion-oriented layout.
Team Structure
- 2 UX/UI Designers , 1 Web DeveloperResearch Methods
- Competitor analysis , User behavior review, Layout and usability testing , Service positioning auditDiscipline
- UX Design, UI Design, Web Development, Content & Messaging RefinementPlatform
- Web and MobileTime Frame
- 4 WeeksTechnology we used
Overview
Apex Cleaning, a professional cleaning service provider in Penrith, struggled with low lead inquiries and inconsistent user engagement due to an outdated website, unclear service messaging, and a lack of trust-building elements. They partnered with Ikran Innovation to redesign and develop their website using the Cornerstone page builder, focusing on clarity, usability, and a frictionless booking experience across both web and mobile platforms.Outcomes
Clearer service presentation and improved booking flow
Stronger trust signals through structured content, better visuals, and refined messaging
Strategic Value
Our redesign and development focused on creating a modern, conversion-focused website that communicates Apex Cleaning’s reliability, professional process, and service expertise. By improving content clarity, emphasizing trust-building sections, and creating an intuitive user journey, we helped Apex increase leads, strengthen credibility, and position themselves as Penrith’s trusted cleaning experts.
Outcomes
48%
Increase in service inquiries within 60 days
32%
Improvement in average session duration
100%
Positive client feedback on usability and design enhancements
“The transformation Ikran Innovation delivered for our cleaning business website has been nothing short of exceptional. The new design looks professional, loads faster, and has already started bringing in more inquiries. Our customers find it easier to understand our services and book consultations. The team was responsive, detail-oriented, and understood exactly what we needed.”
Apex Cleaning Team
Apex Cleaning Team
The Challenge
During our evaluation of Apex Cleaning’s previous website, we identified several usability and communication gaps that were disrupting the customer journey. These issues made it difficult for visitors to understand the services clearly, trust the expertise of the team, and confidently submit a service inquiry or booking.
Unclear Service Communication: Service descriptions were either too generic or lacked detail, making it difficult for users to understand what each cleaning service included and why Apex was the better choice.
Ineffective Conversion Path: The booking flow wasn’t intuitive. Users had trouble finding the right service page, locating the consultation form, or understanding how to proceed, resulting in lost leads.
Weak Trust Signals: The site lacked strong credibility markers such as testimonials, experience highlights, process breakdowns, or visual proof. This reduced confidence for new clients seeking reliable cleaning professionals.
Note: The three major problems we identified were unclear service explanation, a confusing lead-generation flow, and insufficient trust-building elements, each contributing to low conversion and fewer consultation requests.
To address these challenges, we conducted in-depth research, including usability testing, competitor review, SEO audits, and user behavior analysis. These insights shaped a more intuitive, transparent, and high-credibility website for Apex Cleaning.
Research
To understand the root causes behind low engagement and identify where users were facing friction, we conducted an in-depth research process that included multiple data sources and evaluation methods.
Outcomes
Surveys with 40 homeowners and commercial clients to evaluate clarity, usability, and service understanding
Interviews with 7 recurring customers to uncover pain points, expectations, and experience gaps
Competitive analysis of leading cleaning service providers to understand layout patterns, trust-building elements, and high-performing content strategies
Strategic Value
This research allowed us to design and develop a website that clearly communicates Apex Cleaning’s service value, simplifies navigation, and builds trust, ultimately encouraging more customers to book cleaning services online.
Outcomes
Improved User Understanding: Identified key service clarity issues and content gaps, enabling stronger communication of cleaning packages and value.
Enhanced User Experience: Uncovered navigation and inquiry flow friction, helping us redesign a more intuitive and frustration-free booking process.
Optimized SEO Strategy: Determined high-value local keywords and competitor benchmarks, guiding content optimization to improve search visibility and lead generation.
This research gave us actionable insights into user behavior, service clarity, and competitive positioning. Using these findings, we redesigned, developed, and optimized the Apex Cleaning website to strengthen usability, increase conversions, and boost organic visibility.
Insights Recommendation
Insight 1
Users struggled to understand the value of the products because essential information was not clearly communicated on the website.
Web
Mobile
Many visitors felt unsure about what made each service different, which reduced confidence during the decision-making process.
Web
Mobile
Unclear information on features like '50 broadcasts per month' and '30k messages per month' further added to the confusion. This ambiguity led to an impression of incompleteness, impacting user trust and decision-making.
Web
Mobile
Overall communication gaps resulted in users spending more time figuring out basic details instead of moving smoothly toward conversions.
Users consistently mentioned difficulty understanding service details during surveys.
Heatmap data showed high drop-off where explanations were unclear or incomplete.
Competitor reviews indicated stronger engagement when information was presented more clearly.
These findings highlighted the need for a clearer, more structured content strategy that communicates value instantly, reduces user confusion, and supports quicker decision-making.
Recommendation 1
To address the friction users experienced during service discovery and understanding Apex Cleaning’s offerings, we recommended restructuring the website’s content hierarchy. This included clarifying service categories, improving visual cues, and strengthening the value communication for each service. The goal was to make the browsing experience intuitive, reduce confusion, and guide visitors smoothly toward requesting a quote or booking a service.
Web
Mobile
Streamlined the service architecture to reduce unnecessary clicks.
Introduced consistent service cards with clear titles and micro-descriptions.
Added visual separators to distinguish between residential, commercial, and specialized cleaning.
Implemented stronger CTAs throughout high-intent sections.
Improved the above-the-fold messaging for clearer value propositions.
Used iconography and simple visuals to help users identify services quickly.
Outcome
This recommendation improved user comprehension across the site, reduced page exits from service pages, and significantly increased the number of inquiries submitted through the quote and contact forms.
Insight 2
Usability testing revealed that many visitors were unsure about the steps required to schedule a cleaning appointment.
The booking form lacked clarity on availability, pricing transparency, and required user inputs, creating friction at the most critical conversion point.
Users hesitated to proceed due to ambiguous form fields.
Many abandoned the process when they couldn’t easily verify availability or pricing.
Confusion at the booking stage became a major contributor to low conversions.
These findings indicated that simplifying the booking flow and providing clear, guided steps were essential for reducing drop-offs and improving conversion rates.
Recommendation 2
To remove confusion and help users choose the right cleaning service, the website should simplify and visually structure service information.
Web
Mobile
Introduce a guided service selection section that briefly explains each offering with icons, short descriptions, and a clear “Who is this for?” note.
Outcome
By simplifying the decision process, users can quickly identify the service they need, reducing hesitation and improving overall service bookings.
Insight 3
Usability testing revealed that users often struggled to locate important information such as contact details, operating hours, and service areas.
These missing or hard-to-find details created unnecessary friction and contributed to early exits from the website.
Key information was buried or scattered across pages.
Users expected service area confirmation before browsing deeper.
Lack of quick-access contact options affected trust and engagement.
This insight emphasized the importance of reorganizing essential information and making it easily accessible, ensuring users feel supported and informed throughout their visit.
Recommendation 3
Apex should adopt a refreshed visual identity across the website to create a modern, trustworthy, and premium experience.
Web
Mobile
Introduce a unified color system, typography, and layout spacing.
Replace outdated imagery with real project photos and branded visuals.
This design upgrade will align the brand with modern industry standards and visually communicate quality and reliability.
Outcome
The improved visuals and consistency will make users trust Apex more quickly, resulting in higher engagement and increased service bookings.
Insight 4
Users showed a strong preference for service pages that clearly outline what is included, what makes the company trustworthy, and how quickly they can get support. The existing layout lacked this clarity, leading to uncertainty and hesitation during decision-making.
Visual hierarchy on the old website did not properly guide users toward important actions such as requesting a quote or exploring cleaning packages. This resulted in users missing key information that could have encouraged them to convert.
Many users scanned quickly and skipped over critical service benefits due to weak visual emphasis.
A lack of consistent design patterns made the content feel scattered and harder to navigate.
Users expressed the need for upfront clarity on pricing, guarantees, and response times to build confidence.
These insights revealed that improving clarity, visual structure, and trust-building information was crucial for ensuring users immediately understood Apex Cleaning’s value, felt confident in the services, and moved smoothly toward taking action.
Recommendation 4
User behavior showed that visitors were frequently scrolling back and forth between pages, indicating uncertainty about where to find essential information such as service details, pricing clarity, and trust indicators.
Web
Mobile
Users took longer than expected to complete simple actions like navigating to service categories.
Key trust elements such as certifications, client testimonials, and service guarantees were not consistently visible across the site.
Page structure lacked a strong visual hierarchy, making it harder for users to quickly understand what Apex Cleaning offers.
Outcome
These insights highlight the importance of refining content clarity, strengthening trust elements, and improving the site’s visual structure to guide users more effectively through the decision-making journey.
Insight 5
User interactions showed that visitors often hesitated before proceeding with service inquiries because key details about the cleaning packages were not clearly outlined, causing uncertainty in decision-making.
Visual hierarchy on core pages lacked emphasis on value, benefits, and service guarantees, making it harder for users to immediately understand what sets Apex Cleaning apart from other providers.
Users struggled to compare service options due to unclear distinctions between cleaning tiers.
Trust-building elements such as certifications, guarantees, and client reassurance were not positioned prominently.
Page layout did not naturally guide users toward booking or inquiry CTAs, reducing conversion opportunities.
These insights revealed the need for clearer service communication, stronger trust signals, and a more strategically guided layout that supports faster decisions and boosts user confidence.
Recommendation 5
Strengthen Apex Cleaning’s credibility and clarity through strategic visual enhancements and improved service communication.
Web
Mobile
Add real cleaning project visuals and before/after galleries to build immediate trust.
Restructure service categories with clearer labeling and consistent layout for faster user comprehension.
By reinforcing visual clarity and establishing stronger trust markers, Apex Cleaning’s website can guide users more confidently toward booking decisions.
Outcome
A more trustworthy, visually clear, and user-aligned experience that increases service inquiries, reduces hesitation, and improves overall engagement.
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