From residential cleaning operation to credible commercial contractor.
Cavalry began as a new cleaning business targeting homeowners. I helped reposition the business around the larger commercial opportunity — reshaping the proposition, customer experience, website, SEO and supporting marketing infrastructure around the needs of facilities and property managers.
From Residential to Commercial
Cavalry began as a concept with no established brand, client base or turnover. The business was initially targeting homeowners with services such as driveway and patio cleaning.
A Different Growth Model
Larger commercial projects offered a fundamentally different growth model: larger sites, broader service requirements and the potential for recurring and multi-site relationships.
Repositioning for Commercial Growth
The challenge was to help Cavalry evolve from a small residential-focused cleaning operation into a credible commercial contractor — not simply to market the existing business more effectively.
The opportunity wasn't simply to find more customers. It was to change the type of customer Cavalry was built to serve.
The original business model relied on individual residential projects and continually finding the next customer.
The commercial opportunity was different: a facilities or property manager could represent a larger site, multiple services, ongoing work and potentially a relationship across multiple locations.
That meant the business needed to change how it presented itself — from a local cleaning company to a credible commercial contractor.
FROM
Homeowner → One-off project → Find the next customer
TO
Commercial decision-maker → Larger site → Multiple services → Ongoing relationship → Potential multi-site opportunity
Our execution framework.
REPOSITIONED THE PROPOSITION
Shifted the marketing focus away from residential customers and towards facilities and property managers, with greater emphasis on commercially relevant services and planned maintenance.
BUILT COMMERCIAL CREDIBILITY
Identified the proof a commercial buyer needed to see, including accreditations, capability, service breadth, project evidence and clearer communication of Cavalry’s ability to operate on larger sites.
REBUILT THE DIGITAL EXPERIENCE
Led the development of a completely new website, rewriting the content and restructuring the experience around commercial buying behaviour rather than simply presenting a list of cleaning services.
DEVELOPED THE GROWTH INFRASTRUCTURE
Continued to develop the website, SEO and wider marketing infrastructure using Search Console data and ongoing performance analysis to identify opportunities for stronger content and optimisation.
FROM AWARENESS TO ONGOING GROWTH
The repositioning changed the role of marketing across the entire commercial journey.
IN-HOUSE MARKETING
01
CONSULTANCY
02
STRATEGY
03
CUSTOMER EXPERIENCE
04
POSITIONING
05
GROWTH
06
No established brand, clients or turnover
Cavalry started as a new business testing its proposition in the residential market.
Tesco · Morrisons · Sainsbury's · Mercedes · Screwfix
The business subsequently won contracts involving major national organisations, with several relationships developing across multiple sites and on an ongoing basis.
300%+ increase
Website traffic increased following the 2025 website redevelopment, with ongoing SEO and content optimisation continuing to support commercial growth.
The business has also moved from primarily operating as a subcontractor towards being approached directly for commercial opportunities.
The most important change wasn't the website.
It was helping Cavalry recognise that the type of customer it pursued would fundamentally change the way the business could grow.
Once the opportunity shifted from individual residential jobs to larger commercial relationships, the entire customer-facing proposition needed to change with it.
That meant understanding not just what Cavalry sold, but who needed it, what mattered to them, what evidence they required and what would give them enough confidence to start a commercial relationship.
The brand, website, content and ongoing marketing needed to reflect the business Cavalry was becoming — not simply the business it started as.
The result: a commercial proposition and marketing infrastructure built around a more ambitious direction for the business.
What could change if your marketing was built around where your business is going?
If your business has outgrown its current marketing, let’s talk about what’s next.