External Experts

With no existing website and only an Instagram account, External Experts lacked a strong online presence with no structured way to reflect their professionalism and capture local demand.

The nature of exterior cleaning also presented a specific creative challenge as the key value lies in visual proof, meaning that customers need to see what a business can actually do before they pick up the phone. Without that evidence presented compellingly and immediately, even a well-built website site risks losing visitors who aren’t convinced in the providers capabilities.

We designed and built a full multi-page website from scratch, with the brand identity, site architecture and content strategy all developed together to give External Experts a platform that could compete from launch day.

• Brand & Design: Working from Harvey’s existing van livery and Instagram presence, we developed a design language that felt premium without being overdesigned. The result is a site that stands apart from the typical exterior cleaning aesthetic while remaining highly trustworthy to both residential homeowners and commercial facilities managers.
• Custom Before & After Slider: The centrepiece of the trust strategy was a bespoke before-and-after image slider, custom built without relying on off-the-shelf plugins. The wiper-style reveal was manually coded to feel clean and on-brand, presenting the transformation from neglected to restored across all services in a way that immediately demonstrates the quality of Harvey’s work.
• Service Page Architecture: With six distinct services spanning both residential and commercial clients, clear information architecture was essential. We built dedicated pages for driveways, patios, roofs, gutters, solar panels and commercial cleaning, each structured around search intent with service-specific FAQs, process sections and calls to action throughout.
• Local SEO Foundation: Thorough on-page SEO and technical SEO was implemented across every service page along with a structured location section covering 14 service towns across Hertfordshire. A thorough Schema markup implementation stacked LocalBusiness, Service and entity data to give Google and AI search tools everything they need to understand exactly who External Experts are, what they do and where they operate.
• Sleek Animation: Across the website, we added smooth animations that match the premium aesthetic and mimic the motion of cleaning/wiping. The goal was to subconsciously indicate a ‘clean’ look & feel that reflects the high quality cleaning provided by External Experts.
• Google Business Profile Integration: We advised Harvey on setting up and optimising his GBP from the ground up and connected it directly to the site. Google reviews are pulled in via a review widget – which also adds review Schema to the page – reinforcing local trust signals at both a visual and technical level.
• Analytics Without Compromise: Rather than reaching for a standard analytics setup that would require a cookie consent barrier, we implemented a cookieless analytics solution to ensure full GDPR compliance and clean data from day one, with no friction for visitors on arrival (which is further likely to increase conversion rates).

Within 48 hours of launch, External Experts received their first genuine enquiry requesting a quote for a significant amount of exterior cleaning, exactly the kind of multi-service job the site was designed to attract.

• First Lead in 48 Hours: A credible multi-service enquiry arrived within two days of going live, validating the structure, trust signals and calls to action from the very first weekend.
• Search Foundations in Place: Service pages are indexed and beginning to appear for local search terms across Hertfordshire, with a solid technical and content base ready to compound over time.
• A Platform Built to Grow: Without location pages in the initial scope, the current site targets Hertfordshire broadly. This makes room for the natural next step as the business scales to expand into dedicated town-level pages to capture more granular local search demand and outrank competitors.
• Performance: Fast-loading and mobile-optimised across all devices, with cookieless analytics providing clean, compliant insights from launch.