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Coverall

CMS Platform: Kentico

https://www.coverall.com

Design, Development & Hosting
Website refresh for an improved user experience.

Digital strategy, Creative & Content
Collaborative effort yields a new brand look and feel.

Inbound Marketing
Complete and integrated marketing strategy.

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Client Brief

Coverall

Coverall is a trusted commercial cleaning franchisor with over 30 years of experience in the cleaning industry. Since 1985, Coverall has helped thousands of people build commercial cleaning businesses using the Coverall brand, process and systems. Their comprehensive training and certifications as well as health-based cleaning methods, has made them a leading commercial cleaning franchisor.

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Challenges

When Coverall approached Bayshore, they were looking to refresh their existing website with the rebranding initiatives they were undergoing on a corporate level. Looking to improve their online presence, the Coverall team was also set on establishing website KPIs such as increased site visibility and lead generation.

The Bayshore team was challenged to design a more user-friendly website that would account for a more seamless experience for Coverall’s two target audiences—prospective commercial cleaning accounts and prospective franchised business owners.

The website refresh and strategy also had to be done without moving the client out of their existing CMS environment.

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Solution

Before beginning the design or development stages of the project, Bayshore did an audit of Coverall’s existing Kentico implementation to provide a roadmap for improvement. Identifying the fixes the team needed to execute to deliver a new brand look and feel was just the start. Bayshore’s team of writers, designers, developers and marketers worked together to present a new web strategy including a consolidated navigation, sitemap and improved user experience for the site.

Bayshore’s team of copywriters were also tasked with creating conversion-worthy messaging to extend the marketing initiatives held by the corporate Coverall brand.

Bayshore’s marketing team members were also able to uncover and correct a targeted location page issue Coverall was facing, eliminating confusion for website visitors. 

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Results

While the new website project was underway, Bayshore began to work on creating an integrated digital marketing strategy specific to the marketing needs and goals of Coverall. This strategy encompassed their PPC, SEO, Social Media, Email, and Content Strategy needs. Monthly, Bayshore Solutions provides extensive reporting to Coverall so that we can get very granular on each marketing segment as needed.

Coverall Website YoY Performance After Re-Launch (Jan-Mar YoY)

14.5% Improved Bounce Rate
14.1% Increased Pages Per Session
109% Increased Conversion Rate
36% Leads Increased
“Bayshore is a very dynamic, innovative team that strives for excellence.” 
-Coverall

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