Editing Your Home

The Brief

Edit came to me at the point most service-business owners do: referrals were keeping her booked, but every new client conversation was starting from zero. She had no website, no central place to send people, and no way for anyone Googling “house cleaner Kelowna” to find her at all.

But the deeper problem wasn’t visibility. It was trust.

Edit’s job is unusual: clients give her a key to their house and let her work there, often when no one’s home. That’s a level of access most service businesses never get near. A cleaner’s website isn’t really selling a service, it’s selling the person. If a prospective client lands on the site and doesn’t immediately feel “I’d let this person into my home,” nothing else matters. The booking form, the service list, the pricing — all of it dies on the vine.

So the brief I worked from was simple to say and hard to execute: build a site that makes Edit look exactly as trustworthy as she actually is.

A few constraints made it interesting:

• Solo operator. No team page, no “meet the staff” filler. The site had to feel personal without feeling thin.
• Multiple service areas. Kelowna, West Kelowna, Lake Country, and Big White. She serves a wide regional patch and needed local search to reflect that.
• Multiple service types, one page. Regular cleans, deep cleans, organizing, and move-in/out cleans all needed to live on a single services page without blurring into each other. Each service had to feel distinct enough that a visitor could find theirs quickly, but the page as a whole had to stay simple. Edit’s a solo operator, not a franchise with separate landing pages for every offering.
• No existing brand assets beyond a logo and a stack of phone photos from real jobs.

What I Built

A clean, photo-led WordPress build on Kadence with three things doing most of the heavy lifting.

1. Real photos, front and centre. The single biggest trust signal on this site is the work gallery on the homepage. Eight photos of actual homes Edit has cleaned, not stock imagery of marble countertops and lemon halves. When someone is deciding whether to hand over their key, “here’s what my work actually looks like” beats any tagline. The About page leads with a real photo of Edit, not a logo or an illustration. People hire people they can see.

2. Testimonials that read like people, not marketing copy. Three real client quotes on the homepage, named, with specific details. One mentions Edit taking the toilet seats off to clean underneath, another mentions natural cleaning products, a third is from a local business owner who has Edit clean both her home and her studio. Specificity is the currency of trust. “Great service!” means nothing. “She unscrews the toilet seat” means everything.

3. A soft, personal tone everywhere. Edit’s voice is warm and direct (“Let us Edit your home”), and the site’s copy stays in that register. No corporate “we leverage best-in-class methodologies.” Just clear, friendly language that matches how she talks to clients in person.

4. One services page, four clear sections. Rather than splitting each cleaning type onto its own page (overkill for a solo operator and a maintenance headache), the services page uses a single clean layout with distinct sections for each offering. Visitors scan, find their thing, and book. Edit can update any service description in one place without managing four near-identical pages.

Structural decisions worth noting:

• About Me page does heavy lifting. It’s where Edit’s background comes through — born and raised in Hungary, dual citizen, degree in early childhood education and child psychology, eight years of cleaning experience. That biographical depth matters for a service like this; it tells you who’s walking through your door.
• “Get An Estimate” instead of “Contact.” The CTA throughout the site is action-shaped, not abstract. Every button gives the visitor something concrete to do next.
• Service area listed everywhere. Kelowna, West Kelowna, Lake Country, and Big White repeated in the hero, the footer, and the body copy. Useful for local SEO, useful for visitors trying to figure out “does she come to me?”
• Kadence + Kadence Blocks only. No premium page builders, no recurring license fees, no plugin sprawl. Edit can update her own photos and copy without calling me.

The Result

Edit now has a single professional URL she can put on a business card, a Google Business listing, a vehicle decal, or the bottom of an email, and people who land on it feel comfortable booking her. The site does the trust work that used to require an in-person meeting, which means more of her time goes to actual cleaning and less to convincing strangers she’s the real thing.

She also owns and operates the site herself. No monthly dev fees, no waiting on a developer to swap a photo.