Bee Line Support

Bee Line Support is unlike any janitorial company you’ve ever met.

They are a woman-owned, deep cleaning corporation that has set themselves apart as the leading medical-grade cleaning company in the U.S. This is due, in no small part, to their ability to think three steps ahead of their competition (A.K.A. outdated janitorial firms). why we put such a high stake in our marketing and digital presence (a commonly overlooked asset within the janitorial realm).

When we began to rebrand their image together, it was clear that they understood (better than anyone) how crucial first impressions can be to landing new clients. They were ready to take the leap and create a digital identity that matched their professional reputation.

As we contemplated the best identity for their new brand, we needed to be sure that the site reflected their company’s key values, which have always been centered around people,  leadership, and expert medical-grade training.

Additionally, it was critical that the brand appealed to their ideal customers and potential new hires, who would enjoy the new visual direction, including colors, fonts, icons, photography, and key messaging.

Creating a digital identity helps you to strengthen your brand, connect with the target audience, and leave a lasting impact on anyone and everyone that gets to interact with the new site.

So, before we began developing, we first went back to the drawing board.

First Step: Intentional & Authentic Re-Branding

The new brand had to capture the essence of what it means to work for and work with Bee Line. This included:

• Highlighting their brand personality:
• Modern
• Team-Oriented
• Urban
• Innovative
• Bold
• Clean (pun intended)
• Showcasing many, many photographs and videos of their people and their outstanding culture
• Emphasizing their values, mission, story, and value proposition
• Using bright colors to capture the vibrancy of Bee Line, and clean space and backgrounds to emphasize only the most important elements of  brand

We all agreed, no matter what we designed or how we chose to build the site,  the number one focus was on emphasizing people,  personality, and their one-of-a-kind brand.

Once these elements were decided and agreed upon, it was website time!

Website Re-Design

If pictures can speak a thousand words, this before and after photo speaks volumes.

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Improving the User Experience

The previous site was originally branded to fit the motto “The Cutting Edge of Clean”, and was stylized in a black and white, urban aesthetic that played up the “edginess” of the company. At the time this image served its purpose dutifully and gave a nice, high-level preview of how they tackled messes.

Once we fully audited the site for the brand revamp, we recognized that although the site was catchy, we were barely scratching the surface. The previous site failed to tell a story, highlight their culture, or efficiently lead visitors to the appropriate page - the conversion page!

In the rebuild, we made sure to:

• Showcase their incredible talent in imagery and section across the site
• Boldly highlight just how different we are as a cleaning company (adding facts and images reflecting  modernity, diversity, training, and more)
• Delve into all of the different services AND industries we work with
• Clearly guide the viewer through an experience – learn about us, learn how we can help you, and then easily request a quote

We didn’t want any confusion as clients worked their way through the site, so we laid out a site map that was easy to navigate. We optimized for white space, bold headings, and clear copy that tells viewers (clients and job seekers alike) only the information they need to make a decision.

Improving Mobile Responsiveness

We also recognized that the website was not mobile-friendly, and took way too long (up to seven seconds!) to load. That is the fastest route to having a new audience member leave the site. In the rebuild, we built the site on a new server platform, WordPress, and made sure that every element we added to the site was mobile-friendly, fast-loading, and SEO optimized.

Off to the Races

After months of back-end development (thank you for all of your knowledge and wisdom, Operation Technology) and front-end brand build-outs (compliments of yours truly!), we are beyond excited to finally launch this modern reflection, Bee Line 2.0 if you will, out into the world! Take some time to peruse the site, and if you’re inspired or spurred to book a deep cleaning, let them know what you think!