Last Updated on October 12, 2026
Airtasker scores highest of the five UK window cleaning brands compared, at 6.0 out of 10 on the Whito leaderboard.
Opinion and analysis. Whito read every brand below by hand on 12 October 2026, using publicly visible activity only. Each channel is scored 0 to 10 against fixed anchors, set out under How we scored, so a score describes what we could see on the day, not the quality of the service. Brands cannot pay to appear or to change a score. Where a figure is not published, we say so.
Window cleaning runs on rounds and word of mouth, so many firms see little point in marketing online. On this board, the brand that scores highest is not a window cleaner at all. It is a task platform that publishes what the job costs.
Airtasker scores 6.0. Its window cleaning cost page lists price ranges by city and by house type, and it was one of only two brands whose sites appeared in our 10 UK searches. None of the four cleaning firms publishes a price, and three of them have no Trustpilot profile.
Principle Cleaning Services scores lowest at 1.6. When we read its homepage, it showed no quote route, contact details, prices or social links, although Executive Chairman Douglas Cooke was named.
The leaderboard
| Rank | Brand | Social | Website | SEO | Paid | Reviews | Brand | Average | |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Airtasker | 7 | 7 | 4 | 5 | 8 | 7 | 4 | 6.0 |
| 2 | Deluxe Window Cleaning | 6 | 6 | 4 | 2 | 2 | 0 | 6 | 3.7 |
| 3 | ProFM Group | 0 | 6 | 0 | 4 | 6 | 0 | 2 | 2.6 |
| 4 | My Window Cleaner | 0 | 6 | 0 | 2 | 2 | 0 | 2 | 1.7 |
| 5 | Principle Cleaning Services (Principle Windows) | 0 | 3 | 0 | 2 | 2 | 0 | 4 | 1.6 |
Average is the simple mean of the seven channel scores, rounded to one decimal place. Read 12 October 2026.
Company verdicts
Airtasker, 6.0
Airtasker scores 6.0, the highest of the five. It is a platform, so customers post a task and compare offers from local Taskers rather than booking a firm. Paid scores 8: about 300 Google ads in the last 30 days and 7 active Meta ads. Its window cleaning cost page publishes ranges by city (London £50 to £125) and a median of £90 per task, last updated 24 September 2026. That page helped it score 7 for website and 5 for search, appearing in 2 of our 10 searches. Reviews score 7, from a Trustpilot rating of 4.1 across 17,438 reviews (a global profile), with 5 of the latest 20 answered. Social scores 7 for Facebook, Instagram and TikTok. The clearest gap is brand: no named people.
Deluxe Window Cleaning, 3.7
Deluxe Window Cleaning scores 3.7. It is a family-run franchise founded in 2005, with local teams across Derbyshire, Nottinghamshire, the West Midlands, the North, the South and Dundee. It claims 3,000+ regular clients. The website scores 6, with routes to book, request a quote, get a price or join a round, and area pages that name the local specialist. Brand scores 6 for consistent handles, a clear line and named people. Email scores 4 for a referral scheme that gives a free clean when a friend joins a round. Social scores 6. It ran no Google or Meta ads and did not appear in our searches. Reviews score 0 because no Trustpilot profile was found, so its stated 5-star rating cannot be checked. That is its clearest gap.
ProFM Group, 2.6
ProFM Group scores 2.6. It is a facilities management firm with a dedicated commercial window cleaning page, a sales line and a 24/7 operations centre. Its testimonials come from GP practices, and the page says it cleans 280+ premises. Paid scores 6, with about 300 Google ads in the last 30 days. Search scores 4: its site appeared in 1 of our 10 searches, for commercial window cleaning. The website scores 6 for a quote route without prices. Social, email and reviews all score 0: no social links on the page, no email capture, and no Trustpilot profile found. Brand scores 2. The clearest gap is proof: heavy ad spend with nothing for a buyer to check before calling.
My Window Cleaner, 1.7
My Window Cleaner scores 1.7. Franchise listings describe it as established in 1996, franchising since 2017, with 16 UK units, and as ‘the UK’s first and only national window cleaning brand’. The website scores 6: visitors find a local branch and pick an appointment or a three-hour slot, and the firm emails customers before each visit with the cleaner’s name. There are no prices (‘sensible prices’), no social links and no marketing sign-up, so social and email score 0. It ran no Google or Meta ads and did not appear in our searches. Reviews score 0, from a single Trustpilot review dated July 2022. The clearest gap is visibility: a national brand claim with almost no public trace.
Principle Cleaning Services (Principle Windows), 1.6
Principle Cleaning Services scores 1.6, the lowest of the five. In August 2022, Cleaning Matters reported its Principle Windows division as the UK’s second largest window cleaning operation, with a 3.4% market share, 100+ staff and over £7m turnover, covering London at the time. The homepage lists window cleaning among four services and names Executive Chairman Douglas Cooke, who founded the firm in 1989. That helped brand score 4. When we read it, the homepage showed no quote route, prices or contact details, so website scores 3. No social links, email capture or Trustpilot profile were found, and it ran no ads. The clearest gap is the front door: a large operator with no visible way in.
What the channels show
No cleaning firm publishes a price
Deluxe has a ‘Get a Price’ button and My Window Cleaner promises ‘sensible prices’, but none of the four cleaning firms shows a figure. The only prices on this board come from Airtasker, which lists ranges by city and by house type. That page helped Airtasker appear in our 10 UK searches, while most of the firms did not. A price range does not replace a quote, but it gets the customer to ask for one.
Reviews are almost absent
Airtasker has 17,438 Trustpilot reviews. The four cleaning firms have one review between them: a single 2022 review for My Window Cleaner. Deluxe, ProFM and Principle had no profile we could find. For a trade where customers let someone onto their property, that is a large gap and an easy one to close. Asking each round customer after a few cleans would close it within months.
Ad spend splits the board
Airtasker and ProFM each ran about 300 Google ads in the last 30 days, and Airtasker also had 7 active Meta ads. Deluxe, My Window Cleaner and Principle ran none. ProFM shows that ads alone do not lift a score: with no reviews, social links or email capture, it averages 2.6. The two firms with no ads and no reviews sit at the bottom of the board.
Rounds are the retention engine
Deluxe sells a ‘Join Our Round’ route with GoCardless payment and a free clean for referrals. My Window Cleaner emails customers before each visit with the cleaner’s name. Neither offers a newsletter, but both build repeat business into the service itself, which matters more in this trade than a mailing list. A regular round turns one sale into years of visits, so retention carries more weight than acquisition.
Key lessons for any window cleaning business
Publish prices by house type
Airtasker lists ranges from a flat to a two-storey house, and city ranges such as London £50 to £125. None of the four cleaning firms does this. A simple table on your site answers the first question every customer asks.
Get reviews onto one public platform
Three of the four cleaning firms had no Trustpilot profile, and the fourth has one review. Pick one platform, ask every new round customer after their second clean, and link the profile from your site. Reply to each review so new customers can see how you deal with a missed window or a late visit.
Reward referrals with a free clean
Deluxe gives a free next clean when a friend joins a round. It costs one clean and brings in a customer worth many more. Put the offer on your site and on your invoices. Track who referred whom so you can thank them properly and see which customers bring the most work.
Tell customers who is coming
My Window Cleaner emails customers before each visit with the cleaner’s name, then sends a reminder when the cleaner is on the way. It reassures people letting someone into the garden, and it gives you a natural moment to ask for a review.
Name the cleaner on an area page
Deluxe’s area pages name the local specialist, for example Andy V in Belper with 12 years at the firm. A town page with a real person on it is more useful to a customer than a logo. Add the areas they cover, so customers know exactly who will turn up.
Steal this playbook
Five moves from this leaderboard, ranked by return on effort.
- Start collecting reviews on one platform. Three of the four cleaning firms had no profile at all, so even 20 reviews would set a local firm apart.
- Add a price table. The only brand publishing prices is also the highest scorer and one of two that appeared in search.
- Offer a free clean for referrals. Deluxe uses this to grow rounds without ad spend, and it ran no ads in the last 30 days.
- Send a ‘cleaner on the way’ message. My Window Cleaner uses it to build trust, and the same message can ask for a review.
- Link your social accounts from your site. Three of the five brands scored 0 for social because they link to no platforms.
The evidence behind the scores
One line per channel, as read on 12 October 2026. Review figures change daily; these are the numbers on the day we looked.
Airtasker
- Social 7: Facebook, Instagram and TikTok linked from the Airtasker UK homepage; no X, YouTube or LinkedIn links found.
- Website 7: Post a task free in three steps and compare offers; the window cleaning cost page publishes city price ranges (e.g. London £50-£125).
- Email 4: Account creation needed to post tasks, with iOS and Android apps; no newsletter sign-up found.
- SEO 5: 2 of 10 UK web searches returned airtasker.com in the top ten, plus 1 for an advice and guides library.
- Paid 8: Google Ads Transparency Centre, UK, last 30 days, by domain airtasker.com: about 300 ads. Meta Ad Library, UK: 7 active ads naming the brand.
- Reviews 7: Trustpilot 4.1 from 17,438 reviews; 5 of the latest 20 have a company reply.
- Brand 4: Same name across site and socials and a clear positioning line (‘Get Anything Done’); no long-running asset, named people or three recent news mentions found.
Deluxe Window Cleaning
- Social 6: Facebook, Instagram and X linked from the homepage, all using the deluxewindowcleaning handle.
- Website 6: Book Your Clean, Request a Quote, Get a Price and Join Our Round routes, area pages naming the local specialist, quotes within 24 hours; no published prices.
- Email 4: No newsletter, but a referral scheme (free next clean when a friend joins a round) and GoCardless round sign-up.
- SEO 2: 0 of 10 UK web searches returned deluxewindowcleaning.co.uk in the top ten.
- Paid 2: Google Ads Transparency Centre, UK, last 30 days, by domain deluxewindowcleaning.co.uk: no ads found. Meta Ad Library, UK: no active ads naming the brand.
- Reviews 0: No Trustpilot profile found for deluxewindowcleaning.co.uk (checked 12 October 2026).
- Brand 6: Same handle on all three socials, a clear positioning line (‘Family-run values meeting industrial-grade excellence’) and named area specialists; no long-running asset or three recent news mentions found.
ProFM Group
- Social 0: No links to Facebook, Instagram, X, TikTok, YouTube or LinkedIn found on the window cleaning page.
- Website 6: A dedicated commercial window cleaning page, Request a Quote, sales line 0808 196 2872 and a 24/7 operations centre; no prices.
- Email 0: No newsletter, lead magnet or other email sign-up found on the window cleaning page.
- SEO 4: 1 of 10 UK web searches returned profmgroup.com in the top ten.
- Paid 6: Google Ads Transparency Centre, UK, last 30 days, by domain profmgroup.com: about 300 ads. Meta Ad Library, UK: no active ads naming the brand.
- Reviews 0: No Trustpilot profile found for profmgroup.com (checked 12 October 2026).
- Brand 2: A clear positioning line (‘one of the UK’s foremost providers of facilities management services’); no social to compare, no long-running asset, named staff or three recent news mentions found.
My Window Cleaner
- Social 0: No links to Facebook, Instagram, X, TikTok, YouTube or LinkedIn found on the mywindowcleaner.co.uk homepage.
- Website 6: Branch finder, service list (exterior, interior, conservatory, gutters, jet washing) and appointment or 3-hour slot booking via the local branch; no prices or company number.
- Email 0: No sign-up; only service emails before each visit and on-the-way reminders.
- SEO 2: 0 of 10 UK web searches returned mywindowcleaner.co.uk in the top ten.
- Paid 2: Google Ads Transparency Centre, UK, last 30 days, by domain mywindowcleaner.co.uk: no ads found. Meta Ad Library, UK: no active ads naming the brand.
- Reviews 0: Trustpilot 3.2 from 1 review, dated July 2022; the review has no company reply.
- Brand 2: A clear positioning line (‘We Have A Brighter Approach To Window Cleaning’); no social to compare, no long-running asset, named people or three recent news mentions found.
Principle Cleaning Services (Principle Windows)
- Social 0: No links to Facebook, Instagram, X, TikTok, YouTube or LinkedIn found on the principlecleaning.com homepage.
- Website 3: Homepage lists Building Cleaning, Window Cleaning, Periodic Cleaning and Kitchen Deep Cleans; no quote route, prices or contact details were visible on it.
- Email 0: No newsletter, lead magnet or other email sign-up found on the principlecleaning.com homepage.
- SEO 2: 0 of 10 UK web searches returned principlecleaning.com in the top ten.
- Paid 2: Google Ads Transparency Centre, UK, last 30 days, by domain principlecleaning.com: no ads found. Meta Ad Library, UK: no active ads naming the brand.
- Reviews 0: No Trustpilot profile found for principlecleaning.com (checked 12 October 2026).
- Brand 4: A clear positioning line (‘We’re passionate about people, quality and innovation’) and a named founder, Executive Chairman Douglas Cooke; no social to compare, no long-running asset or three recent news mentions found.
How we scored
Who is on the board. Five UK window cleaning brands a household or business is likely to meet, spanning models: a national domestic franchise (My Window Cleaner, describing itself as the UK’s first national window cleaning brand), a family-run franchise network across six regions (Deluxe Window Cleaning), a specialist commercial and high-rise operator (Principle Cleaning Services, whose Principle Windows division was reported as the UK’s second largest window cleaning operation), a national facilities firm with a window cleaning service (ProFM Group) and an on-demand task platform (Airtasker UK). Chosen for relevance and size, not marketing strength. Brands on the existing cleaning board (Fantastic Services, Housekeep, Merry Maids, Molly Maid, Daily Poppins) were excluded. All five checked at Companies House. Scotland requires window cleaner licensing by councils; not checked. Brands were chosen for relevance and size, not for marketing strength.
- Social: which platforms the brand links to from its own site, and whether we could see recent posting and video.
- Website: 2 for a brochure page, 4 with a contact route on mobile, 6 with a page per service and a one-step enquiry, 8 with prices or ranges and registration numbers shown, 10 with online booking or an instant priced quote.
- Email: visible capture only, as we did not subscribe test inboxes for this edition. 2 for a bare newsletter form, up to 10 for a loyalty or app ecosystem with personal offers.
- SEO: ten UK searches for this trade, run through a standard web search API on 12 October 2026 (not personalised, no location set beyond the town in the query); we counted how many returned the brand’s own site in the top ten results. 0 of 10 scores 2, 1 to 2 scores 4, 3 to 4 scores 6, 5 to 6 scores 8, 7 or more scores 10, plus 1 for a substantial advice library. The searches: window cleaner near me; how much does a window cleaner cost UK; commercial window cleaning services UK; gutter cleaning and window cleaning service; conservatory roof cleaning service UK; window cleaner London; window cleaner Manchester; window cleaner Glasgow; window cleaner Leeds; window cleaner Bristol.
- Paid: the Google Ads Transparency Centre (UK, last 30 days, by domain) and the Meta Ad Library (UK, active ads whose text names the brand, counted by the advertiser page). 2 for nothing found in either, 4 for active in one with fewer than 10 ads, 6 for active in both or 10+ in one, 8 for active in both with 10+ in at least one, 10 for 50+ Google ads and 10+ Meta ads. Paid describes visible activity, not quality. A low paid score is not a fault.
- Reviews: a fixed formula. Rating (4.7+ scores 4, 4.5 to 4.69 scores 3, 4.0 to 4.49 scores 2, 3.5 to 3.99 scores 1) plus volume (10,000+ scores 4, 1,000+ scores 3, 100+ scores 2, 20+ scores 1) plus replies to the latest 20 reviews (half or more scores 2, some scores 1).
- Brand: five checks worth 2 each: the same name and logo everywhere, one clear positioning line, a distinctive asset used for years, three or more independent press mentions in 90 days, and named people or expertise on the site.
These anchors are fixed for this edition, so the five scores can be read against each other. Boards published before October 2026 used scores relative to the other brands on the board, so compare across boards with care.
Common questions
Which window cleaning brand scores highest on the Whito leaderboard?
Airtasker scores highest of the five UK window cleaning brands compared, at 6.0 out of 10. It is a task platform rather than a cleaning firm. It publishes city price ranges, has 17,438 Trustpilot reviews and ran about 300 Google ads in the last 30 days. Deluxe Window Cleaning is the highest-scoring cleaning firm, at 3.7.
Which brand scores lowest, and why?
Principle Cleaning Services scores 1.6. In 2022 its window division was reported as the UK’s second largest window cleaning operation. When we read its homepage, it showed no quote route, prices, contact details or social links. We found no Trustpilot profile, and it ran no Google or Meta ads in the last 30 days.
How do window cleaning brands perform on reviews?
Apart from Airtasker (4.1 from 17,438 reviews), reviews are almost absent. My Window Cleaner has a single Trustpilot review from July 2022, and Deluxe, ProFM and Principle had no profile we could find. A local cleaner with even 20 answered reviews would have more public proof than four of these five brands.
What can a local window cleaner copy from these brands?
Publish a price table by house type, as Airtasker does. Reward referrals with a free clean, as Deluxe does. Email customers before each visit with the cleaner’s name, as My Window Cleaner does. Name your cleaner on area pages, and collect reviews on one platform you link from your site.
Do window cleaners need to publish prices online?
None of the four cleaning firms on this board does, while the platform that does scores highest and appeared in our searches. Airtasker shows ranges by city and house type, such as London at £50 to £125. A range is not a quote. It helps a customer decide to get in touch.
Corrections and right of reply
If your business is scored here and you think we have a fact wrong, email hello@whito.co.uk. We check it against the source, correct it within five working days if we are wrong, and publish your statement alongside if you want us to. Scores are never changed for payment or because a business has claimed a Whito listing. Full route: corrections, right of reply and removals.
Related: all UK marketing leaderboards · Window Cleaners on Whito
If your business is named here and you think we have a fact wrong, email hello@whito.co.uk and we will check it and correct it. If you want to respond, send us a statement and we will publish it alongside. Full detail: Corrections, right of reply and removals.
