The name said Luxe.
The logo was
a car.
Luxe Carpet Cleaning has been lifting Sarnia’s carpets since 2015: more than 1,400 homes and a 5.0 on Google. The website in front of all that wore a car-detailing mark, a keyword for a headline and no prices at all. We rebuilt it the way Rob cleans a room, in five stages, in the same order, every time.
- Pages, from 2
- 6
- Reviews, unedited
- 24
- Lowest listed price
- $49
- Towns in the markup
- 9
- Founded in Sarnia
- 2015
- Homes cleaned
- 0+
- Typical dry time
- 4 hours
- Google rating
- 5.0
Stage 1 of 5 · Inspect and quote
Stage 1, Inspect and quote: We walked the old site the way Rob walks a room.
Fibre type, backing, traffic lanes, problem spots. Luxe inspects before it quotes, and so did we. Here is what was sitting in the pile, and what each spot got treated with.
The mark
Found
A sports-car silhouette over the words Detail Works. A carpet company introducing itself with a car.
Treatment
A new L monogram with the red swoosh under it, the LUXE wordmark, and Carpet Cleaning Pros set in capitals.
The headline
Found
Professional Carpet Cleaning in Sarnia, Ontario. A search term, with the city painted red.
Treatment
Carpets that look new again. The how sits right under it: 220°F extraction, full dwell time, dry by dinner.
The price
Found
Not on the page. Every visitor comparing three cleaners had to ask.
Treatment
A flat starting price on every service, from $49 a room, quoted in writing before anything is unpacked.
The proof
Found
Three testimonials signed with a first name and an initial, and a results row carried by stock-style photography.
Treatment
Twenty-four Google reviews, unedited, with full names. Real rooms from real jobs, before and after, nothing retouched.
The method
Found
Absent. Deep cleaning that revives your carpets, and no word on how.
Treatment
Five stages in order, the way Rob actually works a room, with the one most cleaners skip called out.
The house side
Found
Luxe Clean Living in the main navigation as its own page, pulling against the carpet business for the same visitor.
Treatment
One family, two divisions. House cleaning lives on the About page as Division 02, with Stefanie's name on it.
| Spot | Found | Treatment |
|---|---|---|
| The mark | A sports-car silhouette over the words Detail Works. A carpet company introducing itself with a car. | A new L monogram with the red swoosh under it, the LUXE wordmark, and Carpet Cleaning Pros set in capitals. |
| The headline | Professional Carpet Cleaning in Sarnia, Ontario. A search term, with the city painted red. | Carpets that look new again. The how sits right under it: 220°F extraction, full dwell time, dry by dinner. |
| The price | Not on the page. Every visitor comparing three cleaners had to ask. | A flat starting price on every service, from $49 a room, quoted in writing before anything is unpacked. |
| The proof | Three testimonials signed with a first name and an initial, and a results row carried by stock-style photography. | Twenty-four Google reviews, unedited, with full names. Real rooms from real jobs, before and after, nothing retouched. |
| The method | Absent. Deep cleaning that revives your carpets, and no word on how. | Five stages in order, the way Rob actually works a room, with the one most cleaners skip called out. |
| The house side | Luxe Clean Living in the main navigation as its own page, pulling against the carpet business for the same visitor. | One family, two divisions. House cleaning lives on the About page as Division 02, with Stefanie's name on it. |
Stage 2 of 5 · Dry soil removal
Stage 2, Dry soil removal: Vacuum first. Most of what was wrong was loose.
Luxe dry-vacuums before any water touches the floor, because wetting loose soil only turns it into mud. A redesign has the same trap: add a new look on top of the old clutter and you get a muddier site. So the first pass took things out.
Lifted out
- 01The car-silhouette logo
- 02Pill badges over the hero
- 03A city name coloured red for emphasis
- 04Icon-in-a-circle service cards
- 05Curved section dividers
- 06A red 10+ Years sticker on a stock photo
- 07Results that were not Luxe rooms
- 08Testimonials with no surname
None of this was wrong in isolation. Together it made an honest, careful, owner-run business look like every template in the category, which is the one thing a company called Luxe cannot afford to look like.
Stage 3 of 5 · Pre-spray and dwell
Stage 3, Pre-spray and dwell: Let the brand sit long enough to work.
Most disappointing carpet cleans skip stage three: the pre-spray goes down and the wand follows straight after. Dwell time is what breaks the bond. We gave the identity the same patience before a single page was laid out, and settled it into three colours, two typefaces and one way of speaking.
No. 01 · #0B0B0B
Ink
The hero, the footer and every dark room.
No. 02 · #F3F1ED
Bone
The ground. A carpet colour, not a web white.
No. 03 · #C8161F
Signal red
The swoosh, the quote button, the stage numbers.
No. 04 · #FF5C5C
Signal, lit
Red type on black, where the deeper red is too dim.
The voice, in Cormorant Garamond
“A carpet holds years of a household in it. Cleaning one properly means lifting that out at the base of the fibre, then leaving the room dry enough to live in the same afternoon.”
The Luxe Standard, the second thing on the new homepage.
The facts, in Archivo
Sarnia & Lambton County · Since 2015
Hot water extraction at 220°F, pre-treatment that gets its full dwell time, and a rinse that leaves nothing behind in the pile. Cleaned in the morning, walked on by dinner.
Numbers and temperatures, never adjectives
Serif for the promise
A light Garamond carries the lines that should feel like a well-kept room. It is the first thing on the site that says premium without the word.
Sans for the proof
Archivo, tracked wide in capitals, for prices, dry times and town names. Anything you might want to check is set so it looks checkable.
Square, not rounded
No pills, no soft cards, no curves between sections. Hard edges and hairlines, the way a freshly groomed carpet meets a baseboard.
Stage 4 of 5 · Extraction
Stage 4, Extraction: Overlapping passes, until it runs clear.
Extraction is the stage you can see. Luxe works a room in overlapping wand passes and stops when the water coming back is clean. Scroll the frame below and make the pass yourself: the old first screen is in front, the new one is behind the wand.
Before
AfterBefore
AfterThe homepage answers the four questions in the order people ask them.
- 1What do you clean, and what will it cost?Six services, each with a starting price, in a list you can open.
- 2Does it actually work?The same living room, one visit later, on a drag line. Nothing retouched.
- 3How do you do it?Five stages, in order, with the one other cleaners skip named.
- 4Who else has used you?Real Google reviews with full names, and rooms handed back last month.
- Residential carpetfrom $49 / room
- Upholsteryfrom $79
- Pet stain & odourfrom $60
- Area rugsfrom $89
- Commercial carpetcustom quote
- Spot & stainquoted on site
Two pages became six, and each one does one job.
The old site was one long homepage and a separate page for house cleaning. The new one has a door for every question worth its own URL, so each can be found, linked and ranked on its own.
Stage 5 of 5 · Groom and dry
Stage 5, Groom and dry: Set the pile, then walk through it together.
The last stage is the one a customer never sees happen: pile brushed in one direction, air movers where the airflow is poor, and a walkthrough before the van leaves. For a website, grooming is the technical finish, and the walkthrough is below.
01
Rendered before it arrives
Every page ships as finished HTML with one H1, so the words are there for a crawler before any script runs.
02
One title, one canonical, each
Six pages, six distinct titles and descriptions, each pointing at its own canonical URL.
03
The business, in markup
LocalBusiness data on every page: phone, hours, the 5.0 rating from 24 reviews, and all nine towns it serves.
04
Questions as data
The FAQ carries FAQPage structured data, so dry times and pet safety can answer a search on their own.
05
Nothing loads early that you can't see
The hero image is preloaded. Everything below the fold is lazy-loaded, and every image carries real alt text.
06
Built to be shared
Open Graph and Twitter cards on every route, so a link dropped in a Sarnia Facebook group arrives looking like Luxe.
From outdated to outstanding, in the launch reel.
The site went out the way Luxe’s own customers see a finished room: the before, the after, and the details up close.
Follow the rooms, and the people who built the site.
The launch went out on Instagram. Luxe posts the jobs as they’re handed back; we post the work behind the websites. Two feeds, one standard.
The site finally quotes the people it was always about.
Three of the twenty-four, as they appear on Luxe’s Google listing. These are Luxe’s customers talking about Luxe’s work, which is exactly what the old testimonials section could not show.
“Rob's care and attention to detail exceeds any of the industry standards. He went way above and beyond in ensuring my carpets were restored to their full beauty.”
“Luxe Carpet did the most fantastic job on my two rugs. They look just like when I bought them 20 years ago.”
“Quick to respond, met on the property for a walk through and provided a realistic quote after seeing the layout and condition of the home. Animal urine smell is GONE!”
Sarnia and eight towns around it.
- Sarnia
- Point Edward
- Bright's Grove
- Corunna
- Petrolia
- Forest
- Wyoming
- Camlachie
- Grand Bend
Does your website look like your work?
If your customers rave about the job and your site looks like a template, the gap is costing you quotes. It is also the easiest part of the business to fix.
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