A Connected Website, CRM and Local SEO System for a UK Exterior Cleaning Business.
Hoop built five connected applications for a Marlow exterior cleaning company and runs its local SEO.
- Client
- Chiltern Surface Co
- Industry
- Home Services
- Location
- Marlow, UK
- Status
- Ongoing, 2026
In short
Hoop rebuilt the website, added a commercial division, and built a CRM, partner portal, treatment microsite and field-team app, while running local SEO.
- Five connected applications
- Enquiry to invoice in one customer record
- 394 keywords on page 1 of Google
- Average position improved from 21.2 to 11.4
Platform screenshots on this page use invented demo data and are watermarked.
Search results so far
Keywords On Page 1
394
Keywords In The Top 3
63
Average Google Position
21.2 → 11.4
Clicks, 28-Day Comparison
+39.6%
Source: Google Search Console, October 2026 (1,000-query export).
One business, two worlds: the office and the ladder
Two buyers
Homeowners and commercial clients search and decide differently.
One record
Enquiry to invoice without repeated entry.
Field-ready tools
Crews need job briefs and safety notes on site.
A live business
Changes could not interrupt jobs in progress.
Five connected applications and a field app
Residential Website — Homeowner Journey
Six service areas, location pages and an advice library.
Commercial Division — Commercial Journey
Its own identity and a site-survey request path.
Operations CRM — Unitbase
Leads, quotes, jobs, invoices and costing in one place.
Partner Portal — Referral Workflows
Tracked links and calculated commissions.
Treatment Microsite — Chiltern EverGuard
A focused page for the protective treatment.
Chiltern View — Field Team App
Mobile job briefs for crews. Backend integration is next.
Two buyers, two clear paths
Homeowners get clear service choices and a free site visit. Commercial buyers get survey detail and proof points.
Residential homepage
Commercial site survey request
Commercial service page
One record from enquiry to accounting
Unitbase keeps quotes, deposits, jobs and invoices on one customer record, with a Command Centre that shows the next action.
Command Centre
Leads
Pipeline board
Invoices
Pipeline & quotes
Enquiries, branded quotes and scheduling.
Money & margin
Deposits, invoices and job costing.
Paperwork
Documents filed automatically to each job.
Fast response
Enquiries acknowledged in under half a second.
From a Google search to a paid invoice
- 01Step 01
Found on Google or through a partner
A homeowner or commercial buyer finds Chiltern through organic search, local pack or a referral partner link.
- 02Step 02
Enquiry acknowledged
Captured with its source page, in under half a second.
- 03Step 03
Visit, quote and deposit
Survey, branded quote and deposit on one record.
- 04Step 04
Job scheduled and completed
Crew and vehicle coordinated in the CRM.
- 05Step 05
Invoice and accounts
The invoice and accounting entry follow automatically.
Referral partners see progress, not customer details
Link clicks, referrals and commission in one view.
A focused offer for new surfaces, and a tool for the crew
Chiltern EverGuard microsite
Chiltern View: the field team app
Job briefs, safety notes, guided surveys and materials for crews on site. The interface is built; backend integration is the next phase.
Today's jobs
Job brief
Guided survey
Before you start
Organic search growth
Last 28 days vs previous 28 days
Last 3 months vs previous 3 months
Organic search growth
Clicks, 28 Days (was 359)
501
Impressions (was 40.5K)
47.6K
Avg. Position (was 21.2)
11.4
Clicks, 3 Months (was 343)
1.09K
Visibility across local and advice searches
Keywords In Top 3
63
Keywords In Top 5
126
Keywords On Page 1
394
Keywords In Top 20
582
Top local keywords
| Keyword | Avg. position |
|---|---|
| Chiltern Surface Co | 1.15 |
| Driveway cleaning Chalfont St Peter | 2.71 |
| Roof cleaning Gerrards Cross | 3.14 |
| Driveway cleaning Little Chalfont | 3.18 |
| Soft wash Amersham | 5.00 |
| Roof cleaning Marlow | 5.89 |
Top organic pages, 28 days
| Page | Clicks | Impr. |
|---|---|---|
| Clean antifreeze off a driveway | 87 | 6,688 |
| Clean diesel from a driveway | 81 | 6,905 |
| Homepage | 58 | 944 |
| Clean brake fluid from a driveway | 49 | 3,188 |
| Clean exterior window sills | 46 | 2,524 |
238 pages built around how people search
129 advice articles, 43 residential pages, 42 commercial pages and 11 project pages — from the supplied sitemap; the total includes supporting pages.
Technical SEO
Canonicals, sitemaps, index controls and alt-text audits.
Commercial pre-launch audit
No duplicate titles, missing headings, thin pages or missing alt text in scope.
Commercial keyword research
Demand grouped into themes and mapped to pages.
Google Business Profile
Categories, services, service areas and regular posts.
Cited by Google AI Overview, top local result in Marlow
Cited in a Google AI Overview
Top local result in Marlow
Reviews are about Chiltern's cleaning service, not Hoop's work. Single results at the time of capture; they vary by location and time.
Off-page growth, starting with Marlow
From 4 referring domains and 6 backlinks to 17 and 163, starting with 6 guest posts targeting Marlow. Berkshire — next campaign
17
Referring Domains
163
Backlinks
6
Marlow Guest Posts
Referring domains and backlinks (Semrush)
What Hoop delivered
Website & SEO
- Residential Website
- Commercial Division
- Location Pages
- Technical & Local SEO
Operations CRM
- Command Centre
- Pipeline & Quotes
- Invoices & Deposits
- Job Costing
Partners & Field
- Referral Portal
- EverGuard Microsite
- Chiltern View App
- Job Briefs
Ads & Reporting
- Meta Ads Strategy
- Google Ads Strategy
- Full-Journey Attribution
- Documentation
Changing a live business without breaking it
- 01Step 01
No interruption
Extended while the business kept trading.
- 02Step 02
Separate test environment
Invented data, checked before every deployment.
- 03Step 03
Written documentation
So the client can run and develop its own system.
- 04Step 04
Phased delivery
Residential, commercial and mobile work documented separately.
A system that wins and runs the work
Connected Applications
5
Enquiry Acknowledgement
< 0.5s
Keywords On Page 1
394
Public Service Areas
6
The next phase
- 01Step 01
Positions 4 to 20 into the top 3
126 keywords are already in the top 5.
- 02Step 02
Berkshire authority
Link building moves on from Marlow.
- 03Step 03
Commercial rollout
Pre-launch SEO audit done; development continues.
- 04Step 04
Mobile backend
Connect Chiltern View to the CRM.
Frequently Asked
Questions
Questions about this case study.
It depends on the number of applications, integrations and custom workflows. This project is an ongoing partnership, scoped in phases.
Yes. Unitbase keeps enquiry, quote, deposit, job, invoice and accounting on one record, with a next-action Command Centre.
It varies, and we do not guarantee positions. Here, impressions rose from 4.36K to 113K over three months as content, location pages and links were added.
Yes. Partners get tracked links, referral progress and commissions without seeing full customer details.
Yes. Changes were tested in a separate environment with invented data before going live, and documentation was handed over.
This page covers business capabilities only. The client has asked that internal architecture is not published.
The services behind this project
Run a service business and want one system for it?
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