A premium residential brand, lifted out of the template category.

Brandon Ness had built a 5.0 Google rating across sixty-plus reviews. His site, a three-year-old Wix template, was hiding all of it. Generic kitchen photo. The pricing page was unedited Wix demo content ("Beginner $39 / Pro $99 / 6 classes / Free WiFi"), live and indexed. The three service detail pages emitted empty `{}` JSON-LD and had titles that just read "HausClean". A homeowner-first flow that ignored the realtor and investor track he was already serving.

The brief: rebuild as the brand that does the work — not the template that hides it.

Sitemap grew from 8 routes to 31 — 23 net-new pages, organized into four audience tracks (Services, For Partners, Resources, Service Area) where the old site had a single generic nav. The Partners surface that did not exist before now lives at /for/realtors, /for/investors, /for/property-managers, /for/commercial, /for/airbnb-hosts.

Brand work landed on Bodoni Moda + Inter, with brand teal and mustard pulled from the existing logo and given proper usage. The hero went to a single service-tier card — the "Grand Reset" — naming the four-hour deep clean Brandon's franchise competitors can't ship. A fourth tier (Post-Construction "Build-Out Reset") was added that the old site didn't carry at all.

Underneath the redesign: page-per-service-area for thirteen Sioux Falls metro neighborhoods + surrounding cities (South Cliff, McKennan Park, Whittier, Tea, Harrisburg, Brandon, and seven more). HouseCleaningService schema with OfferCatalog on every page. Per-page unique titles and meta descriptions across all 31 routes — the long-tail SEO most cleaning operators cede to franchise sites.

Home page HTML went from 938KB of Wix runtime to 184KB of Next.js bundle — 5.1× lighter on the wire. Body copy on the home page expanded from 2,397 characters of generic template ($benefit triplet copy) to 5,756 characters of brand-specific positioning (Same crew. Every visit. Always.). Conversion paths grew from 2 (tel + mailto) to four types across multiple instances (tel × 4, sms × 1, mailto × 2, /quote × 7).

The pricing page that was advertising fitness-membership demo content ("Beginner $39 / Pro $99 / 6 classes") was retired. Fixed-rate price floors now live on each service detail page — $140 / $280 / $320 / $480.

Post-launch business outcomes — review growth, inbound volume, partner pipeline — are Brandon's to claim once the data is in. What's diffable today is structural: a real information architecture, real schema, real local-SEO surface area, and a brand identity that finally matches what the operation actually does.