Domestic, Commercial, End of Tenancy: One Cleaning Website, Three Front Doors

Last Updated on October 12, 2026

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A cleaning company sells three different things to three different people who will never meet. The householder buying a weekly clean is buying trust in whoever holds their key. The office manager is buying a contract, an insurance certificate and the certainty of never thinking about bins again. The tenant three days from checkout is buying their deposit back. Most cleaning websites blend all three into one page of soft language about sparkle and care, which converts precisely none of them. The fix is architectural, not cosmetic: three front doors, clearly signed, from the first screen.

Everything else we write for the sector is at whito.co.uk/cleaning-companies/.

Three customers, three doors, one homepage

Your homepage’s only structural job is routing. Above the fold: your name and town, one line (“Domestic, office and end-of-tenancy cleaning across Cardiff, insured and DBS-checked”), and three large buttons: Regular home cleaning, Office and commercial, End of tenancy. Each button leads to a page written entirely in that customer’s dialect. The householder reads about the same cleaner each week and how key-holding works. The office manager finds RAMS, insurance figures and an invoice-friendly process. The tenant finds a checklist, a fixed price and a date picker energy.

Full page list, seven and done:

1. Home (the router)
2. Regular home cleaning
3. End of tenancy cleaning (the money page)
4. Deep cleans and one-offs
5. Office and commercial cleaning
6. Prices
7. About: the team, DBS, insurance, and contact

The money page: end of tenancy, won on paper

End of tenancy is the search with a deadline attached, and it is won by the most reassuringly specific page, because the customer’s real fear is an inventory clerk’s report. Two assets decide it:

The published checklist. Every room, every line: oven racks soaked and degreased, limescale off the shower screen, skirting boards, inside the kitchen cupboards, windows internal. Publish the whole thing on the page, not behind a “download our brochure” gate. The checklist is your product made visible, and a download gate between it and the tenant hides the goods.

The price, fixed, by property size. “Studio £145. One-bed £175. Two-bed £215. Three-bed house £285. Oven included, carpets quoted separately.” Fixed prices beat hourly for this job because the customer cannot risk an open meter against a deposit deadline. And the guarantee, worded honestly: not “deposit back guaranteed”, which promises a landlord’s decision you do not control, but “if the agent flags anything on our checklist within 48 hours, we return and re-clean it free”. That sentence survives contact with reality; the other one ends in a refund argument.

Letting agents are the multiplier hiding on this page: one paragraph addressed to them (“agents: block bookings, keys collected, report with photos after every clean”) can turn one search ranking into a pipeline of referred tenants.

Prices in the open, everywhere else too

Publish the hourly rate for regular cleans (“£19 an hour, same cleaner each visit, two-hour minimum”) and the fixed bands for one-offs. Every competitor hiding prices behind “request a quote” is running a leaky funnel on your behalf: the customer who cannot see a number assumes the worst and keeps scrolling, and the one who fills in the form was ready to book, not to negotiate. In a trade with no statutory register, price transparency also does trust work: the company confident enough to publish is the company not planning to improvise on the doorstep.

Proof without a register

No regulator issues cleaning badges, so your proof stack is built from documents and evidence:

• DBS-checked staff, stated plainly, with what it means in one line (“every cleaner is DBS-checked before they ever hold a key”). Say it truthfully; claim it only for staff actually checked and keep the certificates current.
• Insurance with the number. “£2m public liability” reads; “fully insured” does not.
• Before/after photos, the honest kind. This is the rare trade where before/after is both expected and ethical. Ovens, shower screens, carpets. Same angle, same light, no staging. Your own work only, and any decorative imagery licensed for use without attribution.

• Reviews that name the scenario. “Got our full deposit back on a three-bed in Canton” outsells a page of adjectives. Ask at the moment the agent confirms the checkout report came back clean.

WhatsApp is your booking system, so treat it like one

Cleaning customers, especially tenants, live in WhatsApp, and it is free, so there is no software to buy and no excuse not to use it. Put a WhatsApp click-to-chat button beside the phone number on every page, prefilled with a message that quotes itself: “Hi, I’d like a quote. Property size: ___. Clean type: regular / end of tenancy / deep. Postcode: ___.” You have turned a chat app into the four-question enquiry form, and the customer thinks they just sent a text.

The five-second test follows from it: name, town, the one-line trust sentence, three door buttons, and the WhatsApp button visible without scrolling. Nothing else earns fold space.

Local SEO for a split-personality business

Your three customers search differently, and your local setup should honour it. Domestic and end-of-tenancy work is radius work: Google Business Profile as a service-area business (or with your office address if you genuinely have one), primary category “House cleaning service”, with “Commercial cleaning service” as a secondary. End-of-tenancy demand clusters where renters cluster, so name the rental-heavy neighbourhoods on that page (“Cathays, Roath, Canton”) rather than the leafy suburbs on the regular-clean page. Commercial is different: office managers search less and shortlist more, so your commercial page exists to survive the post-recommendation check, certificates, RAMS mention, invoicing terms, rather than to rank city-wide.

Build route: small, fast and self-service

Default: DIY on Wix, £10 to £20 a month. Seven pages, price tables, a WhatsApp button and a checklist graphic are a weekend’s work in Wix, and you will change prices and areas often enough that self-service matters. The reasoning trail is in our best website builders UK and Wix vs WordPress vs Squarespace pieces. Move to WordPress with proper hosting only when you become a genuine multi-crew operation chasing commercial contracts with a page-per-sector strategy; that is a fifteen-page site and a different business.

Freelancer at £500 to £1,200 is reasonable if you arrive with this structure, your prices and your checklist. What you should not buy is a £60-a-month “cleaning website plus leads” package where the leads are also sold to two competitors; you are funding your own bidding war.

The domain is yours, from your own account: brightmopcleaning.co.uk energy. Register the .co.uk at Namecheap with auto-renew on, ten minutes, done.

The checklist graphic, the price cards and a one-page “what’s included” PDF for letting agents are twenty-minute jobs in Canva; keep the website itself in the builder and use Canva for the assets.

The homepage autopsy

The one that loses bookings: a lavender template, a stock photo of gloved hands fanning a spray bottle, “We treat your home like our own”, one Services page listing eleven things, no prices, a contact form. The tenant with 72 hours to checkout cannot find a price, a checklist or a date, and leaves.

The one that takes bookings: “Cardiff cleaners, insured and DBS-checked. Regular cleans £19/hour. End of tenancy from £145, checklist published.” Three door buttons. WhatsApp button breathing quietly in the corner. An oven photographed before and after, because nothing on earth says competence like someone else’s oven.

Seven habits of forgettable cleaning sites

1. One Services page where three intent pages should be.
2. No prices, in the most price-checked local service there is.
3. “Deposit back guaranteed”, a promise about someone else’s decision.
4. The checklist gated behind a form, or missing entirely.
5. Stock gloved hands, the same pair fanning the same spray bottle on every cleaning site in Britain.
6. No WhatsApp, while the customer’s whole life is in WhatsApp.
7. Commercial buried as a paragraph, so the contract-signing customer finds nothing to forward to their boss.

The go-live fifteen

1. Three door buttons above the fold, each to its own page.
2. End-of-tenancy page: fixed prices by property size, full checklist published.
3. The re-clean guarantee worded as re-clean, not deposit promise.
4. Regular cleaning page: hourly rate, same-cleaner policy, key-holding explained.
5. Commercial page: insurance figure, RAMS mentioned, invoicing terms.
6. Letting agent paragraph live on the end-of-tenancy page.
7. DBS statement true and current for everyone it covers.
8. WhatsApp click-to-chat with prefilled quote message on every page.
9. Six real before/after photos, ovens included, nothing stock, licences clean.
10. Prices page consistent with every number quoted elsewhere on the site.
11. Google Business Profile: right categories, service areas, before/after photos uploaded.
12. Five Google reviews, one naming a deposit outcome (with the customer’s blessing).
13. Domain in your own Namecheap account, auto-renew on.
14. Google Search Console verified, sitemap submitted, free, sufficient.
15. A friend has booked a fictional end-of-tenancy clean on their phone without asking you anything.

Thirty days of small compounding

Week one: review requests to the last ten customers, WhatsApp being the natural channel you already share. Week two: email or drop the agent PDF to five letting agents; one reply pays for the year. Week three: Search Console will show whether “end of tenancy” or “cleaner near me” is your real traffic; promote whichever earns it to the first door button. Week four: photograph every oven, always, forever, building the least glamorous and most persuasive gallery in local business.

Four questions from someone holding a mop and a phone

Hourly or fixed prices? Both, deliberately: hourly for regular cleans, where the relationship is the product, fixed for end-of-tenancy and deep cleans, where the outcome is. Mixing them the other way round causes every argument this trade has.

Do customers really check DBS and insurance? The householder handing over a key does, and the letting agent has to. It is two lines of text that removes the last objection; write the two lines.

Can I run everything through WhatsApp and skip the site? WhatsApp closes bookings; it does not bring strangers to the door. The searcher finds the site, the site’s checklist and prices convince, WhatsApp converts. Remove the middle and strangers never reach the chat.

What about Checkatrade-style directories for cleaners? Fine as a top-up, rented as ever. The end-of-tenancy page plus a Business Profile is the version of that spend you own outright, and nobody resells your lead to the company across town.

Jacob Whitmore Founder and Lead Analyst

Jacob Whitmore founded Whito. He works on what UK businesses are actually charged for marketing, and on getting those numbers published with the date they were checked.

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