From a faceless website to a page for every industry

Meet Fiber ProTector

Textile protection for businesses since 1995

Fiber ProTector's technicians treat and deep clean carpets, furniture and textiles for hotels, cinemas, schools, offices, transport and cruise. The aim is that stains are easier to remove, wear goes down and interiors last longer.

Customers include Scandic, Thon Hotels, Nordisk Film Kino, Color Line and Ruter. The product is PFAS free, and the product, the company and the technicians are all certified. Little of this came through on the old website.

The challenge

A strong company with a faceless website

Before we started, we went through the old site page by page. The problem wasn't the design. Nothing on the site told Google or a buyer what they could actually get.

The home page was titled “Hjem” (Norwegian for “Home”) in the tab, and none of the ten pages had a meta description. Google had to guess what they were about.

The industries were six headings on one overview page, so anyone searching for a particular industry had no page to land on. The “See our products” button went to a page that didn't exist, and seven other links went straight back to the top of the page.

The strongest thing they have, the approvals and certifications, was reduced to one sentence: “our products are approved and certified”. If you wanted to see the products in use, you were sent to YouTube.

The solution

A page for every need

We built the website around how buyers actually search. The person buying for a hotel searches for carpet cleaning for hotels. The operations manager at the cinema searches for cleaning of cinema seats. Before, both met the same overview page. Now they each meet their own.

Separate pages for industries and services

Hotel, cinema, school, office, transport and cruise each got a page, with references and issues that apply to exactly that industry. Protective treatment and deep cleaning are two different needs, so they also got a page each instead of sharing one paragraph on the home page.

Nine approvals on a page of their own

The approvals got their own page, divided the way a buyer assesses a supplier: the product, the company and the people who do the job. Environment got a page of its own too.

The work shown where it sells

The clips from the jobs now sit right on the industry pages, where someone has just read what it costs to do nothing, and not on YouTube.

Technical SEO and a way forward

Every page has its own title and description, a top level heading and structured data, and the sitemap responds. The whole site points to the same step, a free site visit with no obligation, instead of five different ways to get in touch. We also added a help center, articles, data sheets and versions in English and Swedish.

The result

Point by point against the old site

We compared the new site with the measurements we took of the old one, point by point. The page title in Google went from “Hjem” (“Home”) to “Tekstilbeskyttelse for bedrifter, Fiber ProTector Norge” (“Textile protection for businesses, Fiber ProTector Norway”). Structured data is in place, and the sitemap responds to Google.

• 25 of 25pages with their own description, against 0 of 10 before
• 6industries with a page each, against six headings on one page
• 1top level heading per page, against up to six before
• 3languages, Norwegian, English and Swedish