Dynamic SW Cleaning
A new name, a brand built from nothing, and a deliberate repositioning around commercial contracts. The one-page brochure that came before it did none of those things.
- Services
- Brand · Web Design · Copywriting · Retainer
- Sector
- Commercial & Specialist Cleaning
- Location
- Exeter, Devon
Overview
Dynamic SW Cleaning are commercial and specialist cleaners working across Devon and the wider South West, founded and run by David and Marianna Lindon. They came to us not long after changing the name of the business from EZRON, which meant this was never only a website job. It was the first proper outing of a brand that did not exist yet. Charged Studio built the identity, wrote every word of the copy, designed and built the site, and now looks after it on an ongoing retainer.
The brief
What they had was a single-page brochure site. AI-written copy, brown, no personality, nothing on it that separated them from anyone else with a van and a website. Most of their work, if not all of it, was arriving through Checkatrade and referrals rather than the site. In a trade where reputation decides who gets the call, they had the reputation and none of the presence to go with it.
They also had no brand system. No palette, no type rules, no direction written down anywhere: a logo, and a clear sense in their heads of what the business should feel like. Most of the design work here was freestyled from that, staying close to their vision rather than handing them someone else's.
The repositioning
The most important decision on this project got made in discovery, before any design work started: the site should lead with commercial. That is the work with contract value, repeat revenue and somewhere to grow, and it is the direction the business is heading. So commercial went to the front and took a top-level section of its own, and domestic was deliberately scaled back. Still there, still evidenced, no longer the headline. The entire hierarchy was rebuilt around that call.
Our process starts with two written briefs before a line of code gets touched: a base site brief covering positioning, audience and sitemap, then a build brief covering design tokens, motion and component architecture. Both were signed off before the build began, so the repositioning was a decision we made together rather than something discovered halfway through.
Every claim on the site traces back to a document the client supplied. The NAP details, both phone numbers, service coverage and review counts all pull from a single source of truth in the codebase, and both certifications on the site (Growth Nation for biohazard cleaning, Prochem Europe for carpet cleaning) are backed by supplied certificates.
What we built
A brand built from scratch
They arrived with a logo and a clear sense of what they wanted the business to feel like, and no system underneath it. We built one around them: teal and orange on near-black, deliberately unlike the blue-on-white the rest of the sector settles for.
Commercial at the front
Offices, surgeries, studios, warehouses and places of worship lead the site, with commercial given a top-level section of its own. Scheduled or one-off, with a named person on every job.
Domestic, scaled back on purpose
Still there, still evidenced, absorbing end-of-tenancy and holiday-let work, but no longer the thing the business gets judged on. The hierarchy now points where the business is going.
Every word written here
The old site's AI-written copy replaced line by line, in a register that sounds like the people who actually answer the phone. Nothing on the page is filler.
Enquiries that actually arrive
A quote form wired to send a live email the moment it is submitted. The form it replaced only logged submissions somewhere nobody was looking.
Technical SEO from day one
LocalBusiness schema with geo and NAP data, unique metadata on every page, and analytics live at launch rather than bolted on six months later.
Commercial gets a section of its own, with the trust signals placed exactly where hesitation sets in.
Nine specialisms sitting behind the commercial offer: the depth a facilities manager wants to see before signing anything.
The design approach
The palette came out of their own logo rather than a template: teal and orange on near-black. The hero is a custom treatment built for this brand alone, a turquoise field with drifting colour planes, because a new name deserves something nobody else has. Underneath it, photographs of the actual team, their equipment and their premises do the convincing, since the buyer here is checking whether you are genuinely kitted out for the job. The whole thing had to read as calm and credible, not sales-forward. This is a market that runs on reputation, and the site's job is to make a stranger believe the reputation before they have spoken to anyone.
Performance
A photo-heavy site with a custom animated hero, and it still scores a perfect 100 across Performance, Accessibility, Best Practices and SEO on Lighthouse. Heavy imagery is not an excuse for a slow site, it just means the build has to be done properly.
Outcome
DSWC launched a new name with a presence that actually carries it. Commercial leads, domestic supports, and the structure is built for the business they are growing into rather than the one they were. Alongside the Checkatrade listing and the referrals that have carried them this far, they now own a channel outright, and it holds up against Lighthouse, accessibility and schema checks rather than just looking finished.
“Our new website has been created to better reflect everything we offer at Dynamic SW Cleaning Limited and to make it easier for customers to explore our services and get in touch with us. A huge shout out to Charlie Norona for designing a website that truly represents our business and brings our brand to life.”
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