Total Cleanz.
A Singapore cleaning-services operator that needed leads, not a logo. I led the project, rebuilt the site around conversion, and ran the funnel behind it.
PROJECT 02 / 10A service website reimagined as a conversion engine.
- Role
- Project lead · tech lead · designer · developer
- Year
- 2025 — 2026 (Firefish tenure)
- Scope
- Redesign, CRO, content, performance funnels
- Market
- Singapore
- Outcome
- Cost per conversion down 50%
Understanding what needed to change.
An established operator — two decades of trading, corporate clients including Panasonic, ROHM, Osaka Gas and NUS — spending on acquisition without the site or the funnel to convert it. The brief was lead generation and conversion performance, not a refresh.
Building the system, not just the surface.
Redesigned and rebuilt the site around conversion rather than appearance: dedicated credential pages carrying real case studies, and a full set of service landing pages so each ad could land somewhere that matched its promise. Then rolled out the social content and structured the performance ad funnels on top.
The result beyond the presentation.
Cost per conversion fell by 50% and inbound qualified leads accelerated. Holding the brand, the build and the funnel together is why — nothing was lost in the handover between them.
A service website reimagined as a conversion engine.
IN THE
details.
A closer look at the original creative and digital work. Select any image to view it full size.