Eco Clean Madison

Madison's house cleaning market is crowded. Search for "house cleaning Madison" and you'll find dozens of companies, franchises with national SEO budgets, gig-economy platforms undercutting on price, and local operators who all seem to say the same thing. In a sea of identical-sounding services, getting noticed is brutal.

Eco Clean Madison had a genuine differentiator: they actually cared about using eco-friendly, non-toxic products. Not as a marketing gimmick, but as a core belief. Their cleaners used plant-based products, avoided harsh chemicals, and focused on creating healthy living spaces, especially important for families with kids, pets, or allergies.

The problem was their website didn't communicate any of this effectively. It looked like every other cleaning company site, stock photos of someone spraying a counter, a generic contact form, and vague promises about "quality service." Their eco-friendly mission was buried, and they were invisible in local search. A powerful brand story was going completely untold.

Eco Clean Madison now ranks in the top three for "house cleaning Madison" and a wide range of related local terms. Organic traffic grew 195%, and more importantly, the quality of that traffic improved dramatically, the bounce rate dropped 38%, meaning visitors were staying, reading, and taking action.

Monthly new customer inquiries increased 3.5x, but what really stood out was the type of customer. These weren't price shoppers looking for the cheapest option. They were homeowners who specifically sought out eco-friendly cleaning, which meant they valued quality, were willing to pay fair rates, and were far more likely to sign up for recurring service.

The owner told us their customer retention rate improved noticeably after the rebrand. When you attract people who align with your values, they don't leave over a $10 price difference. That's the difference between marketing a commodity and marketing a brand.