The Challenge
KLEAN Companies has a positioning problem most contractors would envy: they do too much. Excavation, tree removal, landscaping, lawn care, and snow removal, all under one roof, family-owned since 2009, working across the Twin Cities south metro. In person, that range is the pitch. One call, one crew, every season.
Online, range is a liability if the site doesn’t structure it. A visitor searching for foundation digging doesn’t care about snow plowing, and a homeowner who needs eighteen dead ash trees removed doesn’t want to dig through lawn care content to find out KLEAN can do it. Five service lines, each with its own audience, seasonality, and search behavior, needed five distinct front doors rather than one crowded lobby.
There was a geography problem too. KLEAN’s real advantage is proximity: they’re based in Jordan and already working in Prior Lake, Shakopee, Savage, and a dozen other south metro cities on any given week. But proximity only wins jobs if the person searching “excavation near me” in Burnsville actually finds them. The site needed to compete city by city, service by service, against contractors who only do one thing and rank for it.
The Solution
The Creative Depot built kleancompanies.com around KLEAN’s actual sales logic: lead with the specialty, support it with the full-service story, and win the local search results one city at a time.
1. Excavation as the Spearhead
Excavation is KLEAN’s deepest expertise, so the site treats it that way. Instead of one generic excavation page, the work is broken into six dedicated sub-services: site preparation, land grading, trenching and utilities, foundation digging, drainage solutions, and land clearing. Each page speaks to a different buyer, from a homeowner with a drainage issue to a builder who needs a lot cleared and graded. That granularity does two jobs at once: it matches how people actually search, and it signals to contractors and developers that KLEAN handles excavation at a professional level, not as a side offering.
2. Five Services, Five Clear Paths
Tree removal, landscaping, lawn care, and snow removal each got their own detail page with plain-language scope descriptions: what’s included, who it’s for, and how to get a quote. The homepage ties them together with the “one company, any season” argument, then routes each visitor to the service they came for. Nobody has to wade through winter content in July.
3. Winning the Map, City by City
The site includes a dedicated service-area hub with individual pages for the cities KLEAN serves most: Prior Lake, Shakopee, Lakeville, Bloomington, Eden Prairie, Eagan, Burnsville, Savage, Chaska, Jordan, and into Minneapolis and St. Paul. These pages give KLEAN a real presence in local search results where single-city competitors used to have the advantage, and they let a Lakeville homeowner confirm in one click that KLEAN works in their neighborhood.
4. Proof on Every Page
Outdoor work sells on evidence, so the site puts real projects front and center: a full-yard transformation in Savage, a tight-access pool dig in St. Louis Park with collapsing sand soil, an eighteen-tree crane removal on a Bloomington campus. Each project tells the story of the problem, the constraints, and how the crew solved it. Combined with client testimonials and a stats bar that leads with “family-owned since 2009,” the site builds the trust a property owner needs before handing someone the keys to their yard.
5. Built to Be the Answer
The content strategy was written for both search engines and answer engines. On-page FAQs address the questions buyers actually ask, including whether it’s better to hire one company for multiple services, which is KLEAN’s entire value proposition turned into answerable content. Clean structure, fast mobile performance, and locally targeted metadata position KLEAN to show up whether a customer types “trenching contractor Shakopee” into Google or asks an AI assistant who removes trees in the south metro.
Results
KLEAN now has a site that sells the way the business sells. Excavation leads with the depth it deserves, the other four services carry their own weight, and the full-service argument closes the deal. The service-area pages put KLEAN on the map in a dozen cities at once. The projects section does the convincing that no amount of marketing copy can. And every page ends the same way the sales process should: a free estimate, one click or one call away.
The structure also compounds. Every new project added to the portfolio, every article published, and every service area expanded builds on a foundation designed to grow with the company.
Conclusion
KLEAN Companies spent fifteen years earning a reputation as the crew that shows up, does the work, and leaves the site clean. The new website holds itself to the same standard: every visitor finds their service, confirms their city, sees the proof, and knows exactly what to do next. One company, any season, and now a website that’s done right too.