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Trades & Home Services
Built to Rank - and Get Cited - Across Coastal NSW
A fast, SEO-strong website with programmatic service and location pages and full answer-engine structured data - engineered to win organic visibility across five NSW regions and turn it into booked work, including an 18.9x return on ad spend in the first 30 days.
SOAKD Exterior Cleaning
Owner: Daniel Fenton
Industry: Exterior Cleaning (Commercial, Strata & Residential)
Service Area: Coastal NSW - 5 Regions
Credential: 20+ yrs high-risk construction, height-access certified
18.9x
30-Day Ad ROAS
5
Regions Covered
9
New Service + Location Pages
~$66
Cost Per Lead
24/7
Storm & Flood Response
4-Step
SecureClean System
The Opportunity
Exterior cleaning across coastal NSW is searched the way people actually live - by the job and by the suburb. A homeowner in Terrigal types "roof cleaning Central Coast"; a strata manager in Newcastle searches "commercial building wash Newcastle". SOAKD, led by Daniel Fenton with 20-plus years in high-risk construction and a safety-led promise of "Clean. Safe. Predictable. Every Time.", had the operational substance to own those moments.
The opportunity was to build a digital foundation that could be present for every one of them - treating service-by-location as the primary organic channel, where each service and each region has its own purpose-built, intent-matched page, wrapped in structured data so search engines and the new wave of answer engines can read, trust and quote it.
"Search demand in trades is local and specific. The win is being the page that answers the exact job, in the exact suburb, before anyone else does."
The Goal
SOAKD needed a digital foundation that would:
Make service-and-location pages a compounding organic growth channel across all five regions
Make every page citation-eligible for AI Overviews and answer engines with complete structured data
Launch a flagship 24/7 Storm & Flood Recovery service with full regional coverage
Give prospects a clear, trustworthy answer on cost with an indicative pricing pillar
Capture and nurture every enquiry through a CRM with automated follow-up and end-to-end tracking
In short: be the answer for every job, in every suburb.
What We Built
A complete, performance-led digital foundation - engineered for organic search, answer-engine visibility and measurable conversion across coastal NSW.
Softwash Roof Cleaning
House Washing
Solar Panel Cleaning
Window CleaningFast, Static Marketing Site
A high-speed website on enterprise hosting with a global CDN, built so pages load instantly and rank on solid Core Web Vitals.
Programmatic Service + Location Pages
9 new service-and-location pages - gutter, pressure, solar, window, roof and commercial/strata across Central Coast, Newcastle and Sydney.
Storm & Flood Recovery Launch
A flagship 24/7 emergency service page plus 5 regional pages, carrying emergency and round-the-clock service-channel schema for urgent demand.
Cost Pillar Page
A strengthened "how much does exterior cleaning cost" page with indicative per-service pricing and cost-focused FAQ schema - answering the question buyers ask first.
Full Structured Data
Service, FAQPage and BreadcrumbList markup throughout - the technical layer that makes the site citable by AI Overviews, ChatGPT Search and Perplexity.
Lead Capture, CRM & Tracking
A complete lead-capture and automated follow-up system feeding a CRM, with full analytics and conversion tracking, plus a new Careers page.
The SecureClean System
SOAKD does not improvise. Every job runs on the SecureClean System - owner Daniel Fenton's safety-first, four-step method, built from 20-plus years in high-risk construction. It is what turns "Clean. Safe. Predictable. Every Time." from a promise into a process, and we gave it a permanent home on the site so prospects and answer engines can understand exactly how SOAKD works.
01
Assess & Risk-Control
Survey the site, identify hazards and set up height-access and safety controls before any water is used.
02
Protect Surfaces
Shield landscaping, fittings and surrounding surfaces so nothing is damaged in the process.
03
Surface-Correct Method
Match the method to the material - gentle softwash or controlled pressure - so each surface is cleaned the right way.
04
Verify & Report
Inspect the finished result against the standard and report back, so the outcome is documented and predictable.
SEO, AEO & GEO Strategy
One strategy across three search frontiers - rank in classic search, get cited by AI, and own every region:
Phase 1
Programmatic Service + Location Architecture
- Mapped real search intent where service meets suburb (e.g. softwash roof cleaning Central Coast, commercial building wash Newcastle)
- Shipped 9 new service-and-location pages across gutter, pressure, solar, window, roof and commercial/strata
- Layered new pages onto existing house-wash, roof and commercial combos for an expanding coverage grid
- Built every page fast so it competes on Core Web Vitals as well as relevance
Phase 2
Answer-Engine Optimisation (AEO)
- Service, FAQPage and BreadcrumbList structured data so machines parse services, answers and hierarchy
- Emergency and 24/7 service-channel schema on the Storm & Flood Recovery pages
- On-page FAQ content that mirrors the FAQ schema, so what AI quotes is exactly what is on the page
- Made the site eligible for citation in Google AI Overviews, ChatGPT Search and Perplexity
Phase 3
Local & Geographic Coverage (GEO)
- Explicit coverage for all five regions: Sydney, Central Coast, Newcastle, Lake Macquarie and the Hunter Valley
- Representative suburbs woven naturally through copy to reinforce local relevance
- Each service tied to its region so generative engines associate SOAKD with the right place for the right job
- A cost pillar that answers the most-asked question with location-aware, quotable detail
Phase 4
Conversion, Capture & Measurement
- Every page connected to a lead-capture and automated follow-up system feeding a CRM
- Full analytics and conversion tracking, confirmed firing end to end
- Won-deal revenue fed back into ad bidding so spend chased profitable jobs - 18.9x 30-day ROAS at about $66 per lead
- Service-and-location pages established as a compounding organic channel alongside paid
The Transformation
Before My Digital Group
- –Local demand spread across many services and suburbs, with no single page built to capture each job-in-place search
- –A safety-led method and 20+ years of expertise not yet expressed as a structured, on-site framework
- –Limited machine-readable structure, so content was not positioned for AI Overviews or answer-engine citation
- –High-urgency storm and flood demand with no dedicated emergency experience
- –Enquiries arriving without a unified capture, follow-up and measurement layer behind them
After My Digital Group
- A fast, SEO-strong website covering services across all five coastal NSW regions
- 9 new service and location pages live across the Central Coast, Newcastle and Sydney
- The SecureClean System published as a branded, four-step safety framework
- A flagship 24/7 Storm & Flood Recovery service with a dedicated emergency page plus 5 regional pages
- A strengthened cost pillar page with indicative pricing and cost FAQ schema
- Full Service, FAQPage and BreadcrumbList structured data sitewide for AI citation
- A complete lead-capture and automated follow-up system feeding a CRM, plus a new Careers page
- Full analytics and conversion tracking confirmed end to end, with won-deal revenue feeding bidding
- A Google Ads program returning 18.9x ROAS over 30 days at about $66 per lead
Project Scope Summary
| Deliverable | Detail |
|---|---|
| Website | Fast, SEO-strong marketing site on enterprise hosting with a global CDN |
| Local SEO | 9 new service + location pages across Central Coast, Newcastle & Sydney |
| Storm & Flood Recovery | 24/7 emergency page plus 5 regional pages with emergency + 24/7 schema |
| Cost Pillar | Indicative per-service pricing with cost-focused FAQ schema |
| Structured Data | Service, FAQPage & BreadcrumbList markup sitewide for AI-Overview citability |
| Brand Framework | The SecureClean System - the four-step, safety-first method published on-site |
| Lead Capture | Lead-capture & automated follow-up feeding a CRM, plus a new Careers page |
| Analytics | Full tracking confirmed end to end; won-deal revenue fed back to bidding |
Frequently Asked Questions
What did My Digital Group build for SOAKD Exterior Cleaning?
My Digital Group built SOAKD a fast, SEO-strong marketing website with programmatic service and location pages as the primary organic growth channel. The build added nine new service and location pages across the Central Coast, Newcastle and Sydney, a strengthened cost pillar page, a flagship 24/7 Storm & Flood Recovery service with five regional pages, full structured data for answer engines, and a lead-capture and automated follow-up system feeding a CRM.
What results did SOAKD see from the Google Ads campaign?
SOAKD achieved an 18.9x return on ad spend over 30 days - roughly $18.90 returned for every $1 invested - and 13.9x over 90 days, at about $66 per lead. Conversion tracking was confirmed firing end to end, with won-deal revenue feeding back to bidding so the campaign chased profitable jobs.
Which areas does SOAKD Exterior Cleaning service?
SOAKD services five regions across coastal New South Wales: Sydney, the Central Coast, Newcastle, Lake Macquarie and the Hunter Valley. The website covers each region with dedicated service and location pages spanning roof softwashing, house washing, pressure cleaning, window cleaning, gutter cleaning, solar panel cleaning and commercial or strata maintenance.
What is the SecureClean System?
The SecureClean System is SOAKD’s signature four-step, safety-first method: assess and risk-control the site, protect surrounding surfaces, apply the surface-correct method (softwash or pressure matched to the surface), then verify and report on completion. It reflects owner Daniel Fenton’s 20-plus years in high-risk construction and height-access certification - clean, safe and predictable, every time.
Does SOAKD offer emergency storm and flood clean-up in coastal NSW?
Yes. SOAKD’s Storm & Flood Recovery service offers 24/7 emergency response across Sydney, the Central Coast, Newcastle, Lake Macquarie and the Hunter Valley. The phone is answered around the clock, and the site carries dedicated emergency and regional pages so residents and property managers can request help at any hour after severe weather.
How does My Digital Group make a website citable by AI search and Google AI Overviews?
My Digital Group structures pages around clear search intent and adds full structured data - Service, FAQPage and BreadcrumbList markup throughout, plus emergency and 24/7 service-channel schema on the storm pages. Combined with fast hosting and geographic coverage across the five NSW regions, this makes the content eligible for citation in AI Overviews and answer engines such as ChatGPT Search and Perplexity.
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