Project Overview
Spaulding Decon cleans the scenes no one wants to talk about—crime, trauma, biohazards. Their old site buried the value under walls of text and grainy photos, converting just 1 percent of visitors. We applied direct‑response principles—powerful headlines, social proof, and friction‑free forms—to turn crisis‑stricken browsers into high‑intent callers within minutes.
Project Goals
Lift conversions: Hit a 5 percent quote‑request rate within 90 days.
Speed matters: Keep load times under 2 seconds on mobile for panicked users.
Trust at first glance: Add badges, media mentions, and franchise owner testimonials to overcome fear and stigma.
Challenges & Solutions
Sensitive subject matter.
Solution: Reframed copy from “hazard cleanup” to “restoring peace of mind,” paired with discreet imagery.High‑stakes urgency.
Solution: Sticky “Call 24/7” bar, one‑click tap targets, and ZIP‑code auto‑detect to route leads to the nearest franchise in under 30 seconds.Fragmented pages for 40+ services.
Solution: Heat‑map audits trimmed 60 percent of low‑value content; rebuilt navigation around three clear pathways—Emergency, Residential, Commercial.
Outcome & Impact
Conversion surge: 1 % → 5.2 % in 60 days, adding 1 400 incremental monthly leads.
Cost‑per‑lead: Down 64 percent across Google Ads and organic combined.
Revenue ripple: Average franchise booked an extra $92 000 per quarter from web leads alone.
Brand authority: Featured by HubSpot as a top CRO case study in service verticals.