A conversion-led website rebuild for Bin Blast
We rebuilt Bin Blast's website and the entire purchase journey from scratch - a custom-coded, conversion-led site that ranks, converts and runs itself.
Visit the live sitebinblast.co.nz
The rebuilt Bin Blast homepageWhat we were working with
Bin Blast came to us in a great position: a fast-growing business and a brand people already loved. Blair had built real momentum, and he wanted a site and a purchase journey that could match his ambition and keep scaling with him.
The existing setup leaned on a third-party embedded form, which made detailed tracking and paid-ads optimisation harder than it needed to be and left Blair handling parts of the journey by hand. It was the perfect moment to graduate to something purpose-built: one seamless system that would free up his time and set the business up for its next stage of growth.
The rebuilt Bin Blast websiteAfter
The previous Bin Blast websiteBeforeHow we approached it
Design & build
Bin Blast already had a distinctive brand that we wanted to build on rather than redesign. We took the soul of the brand from the previous site and dialled it up. Bold headings. Short sentences. The same colour palette. With this set, we rebuilt the website from scratch as a custom-coded site, redesigned for conversion rate and user experience.
The redesigned Bin Blast site on the same brand paletteCustom purchase flow
We immediately moved away from third-party forms and built a custom-coded booking form with a five-step flow. We mapped out the pricing strategy, which included one-off and subscription cleans of various durations and types. We added an email capture on the second step to enable cart-abandonment follow-ups. And, finally, we wired up Blair's existing Stripe account to take the payment, with subscriptions set up to charge customers on a recurring basis.
The custom five-step booking formSEO
We built the new website to absolutely destroy the competition in the bin cleaning space. We undertook keyword research and optimised headings, metas, FAQs and content around the priority keywords - bin cleaning Christchurch and bin cleaning Dunedin. We optimised the site for page speed and tailored the internal linking strategy and website structure for our priority terms. Within a day of launching we were ranking third for Christchurch and first for Dunedin.
Search rankings for bin cleaning Christchurch and DunedinTracking
The custom booking form opened the door to tracking anything we want. We replaced the previous tracking with hardcoded tracking tags that pass modelled customer lifetime value data back to Facebook / Meta, Google Ads and Google Analytics. Instead of optimising our paid ad campaigns towards bookings, we now optimise towards average lifetime value on subscriptions.
The Purchase conversion action in Google Ads, recording a value against every bookingGiving Blair his time back
The journey doesn't end at checkout, so we automated the tasks Blair had been handling himself. Self-service cancellations, subscriptions created in Stripe automatically, and more now run on their own, keeping the operation smooth and giving Blair his time back to focus on growing the business.
Blair out on the truck in Dunedin, running the job the site now books for himThe numbers that matter
This isn't just a website that looks good. Bin Blast's numbers show it does its job: it ranks, it converts, and it runs itself.
Ranking first for the priority term in Dunedin within a day of launching the new site.
Ranking third for the priority term in Christchurch within a day of launching the new site.
Increase in total site traffic in the month after launch, compared with the month before.
Increase in organic search traffic in the month after launch, following the rebuild and SEO work.
Increase in purchase conversion rate through the new custom booking flow.
All percentage figures compare the month following the new site's launch with the same length of time immediately before it, on like-for-like tracking. Search rankings are as at launch week.
Features that do the heavy lifting
Custom CMS
We built in a headless CMS with custom fields, enabling Blair to make changes to the site himself. Fields include a pricing matrix to allow price changes, coupon code creation, a promo banner and reviews.
Custom headless CMS with a pricing matrixCRM integration
We set up Attio CRM as a single, secure home for every customer, captured straight from the booking form. It even records the details of people who start the booking but don't finish, so every lead is there to follow up and nothing slips through the cracks.
Attio CRM populated from the booking formCustom maps
We moved away from Google Maps to custom vector maps that maintained the brand identity. We then clearly marked out the areas of Christchurch and Dunedin that Bin Blast services, and which areas they don't.
Custom branded service-area mapsAutomated emails
We created an on-brand order confirmation sent to customers post-purchase. We then set up alerts for Blair when customers purchase and when they cancel a subscription. Finally, we built a set of alerts to inform us if anything goes wrong with the website.
On-brand automated order confirmation emailSee the whole thing in action
Custom built from the ground up, fast, and made to convert. Scroll through the finished Bin Blast site, top to bottom.
The full Bin Blast homepage, top to bottom"They built us a stunning, highly functional website that prioritises conversions. Beyond their technical expertise, their communication and ongoing support have been excellent throughout the whole process."
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