BUILD 01
Briteworx Cleaning Services
A pressure-washing company taken from no name, no logo and no website to a complete digital presence. Branding, website, Google Business Profile and a working content engine, all in under three months.
YEAR
2025-2026
SCOPE
Brand · Web · Local SEO · Social
PLATFORM
Squarespace
STATUS
Wound down 2026
33,628
views on a single video, from an account with 132 followers
99.4%
of the reach came from people who had never heard of the business
5.0 ★
Google rating across 15 reviews, from a profile built on zero
THE PROBLEM
A brand-new exterior cleaning company in Metro Vancouver with nothing behind it. No name recognition, no logo, no website, no Google presence, and no way for a homeowner to find them or decide they were trustworthy.
Pressure washing is a category where every competitor looks identical and the customer picks on gut feel. That means the digital presence is not marketing support. It is the entire basis of the decision.
WHAT I BUILT
Every layer of it, from the logo to the caption on a Reel. Four disciplines, one system, one person.
01 — BRAND
Identity from nothing
A hexagonal mark built from a stylised building silhouette with sparkle accents, paired with bold geometric type. Designed to survive the two places it actually gets seen: an Instagram thumbnail, and the back of a work shirt at forty feet.
02 — WEBSITE
Built to convert, not to impress
A dark, photo-led site organised around a single action, “Get a quote”. Split residential and commercial paths, real job photography instead of stock, a service-area ticker for local relevance, and a quote button that never leaves the screen.
03 — LOCAL SEO
A Google profile built and fed
Claimed, verified and fully populated the Google Business Profile, then built a review request into the end of every job. It reached 5.0 stars across 15 reviews, the highest-leverage asset any local service business can own, and the cheapest.
04 — SOCIAL
A content engine, not a posting schedule
37 posts built on hook-first short-form video. No brand awareness filler and every post opens on a problem the customer already has. The best one reached 33,628 views from an account with 132 followers.
THE RECEIPTS
The account had 132 followers. One video reached 33,628 people, and 99.4% of them had never heard of the business. Followers and reach are not the same thing, and most small businesses spend years optimising the wrong one.
THE APPROACH THAT MADE IT WORK
One rule, applied to every post: lead with the customer's problem, never with the company.
Nobody has ever opened Instagram hoping to see a pressure washing advert. They will, however, stop for something that names a worry they already had.
"Sidewalk cleaning = $50–110. Neighbour's lawsuit = $20,000. Choose wisely."
Reframes a nice-to-have as risk management. This is the 33,628-view post.
"Myth: rain keeps houses clean. BUSTED."
Kills the single most common objection in the category, before a salesperson has to.
"We had to walk away from a job yesterday."
Curiosity and an integrity signal in seven words.
WHY THIS ONE IS ARCHIVED
Briteworx wound down in 2026. A regional water ban and the loss of its lead operator made the service undeliverable — the demand side worked, the supply side ran out.
I'm keeping the case study here for two reasons. The marketing did its job, and that's worth showing regardless of what happened downstream of it. And it remains the clearest example of me running every layer of a digital presence rather than one slice of it — which is what I'm drawing on when I sit down to review someone else's.
WHAT NEXT
Got a business that looks invisible online?
Book a twenty-minute call and I'll tell you straight what it would take, including if the honest answer is that you don't need to hire me for it.