Mickey's Linen

Background

Mickey's Linen is a fourth-generation family-owned and operated linen rental company, founded in Chicago in 1930. Over the years, they expanded their operations to six locations, from Milwaukee, WI to Hammond, IN, with their headquarters in Chicago, IL. Their dedication to quality service and exceptional company culture set them apart in the industry.

However, they faced several challenges with their website, which was hindering them from pursuing new partnerships with businesses in need of linen rental services in their service areas.

We first met the Mickey's team at the Annual CSC National Conference in March of 2023. This is where we learned of their website woes, and since we believe a business’ website is their 24/7 salesperson, we knew we had to step in.

The Challenge

Here are just a few of the issues Mickey's faced prior to our website refresh and content overhaul.

Technical Issues: Parts of the website, such as the Careers portal and form deliverability, were not functioning correctly.

Lack of Team-Culture-Centered Content: The existing website did not effectively convey the company's culture or differentiate it from their competitors.

SEO Opportunities: While they had decent keyword rankings, there was room for improvement, particularly in attracting organic leads from specific service areas around the Great Lakes region.

Navigation and Brand Clarity: The top-level navigation was cumbersome, and the website's content needed organization and consolidation. The brand's unique advantages were unclear, and the messaging needed refinement.

Minimal Organic Lead Generation: Most leads came from paid directories, with minimal organic lead generation. Additionally, they had issues with tracking and receiving web leads.

The Approach and Solution

In response to these challenges, a thorough and all-encompassing strategy was implemented; using our proven website planning, design, and development process.

SEO Optimization: Relevant, high-intent keywords were incorporated into the website's structure and on-page elements. The top-level navigation was streamlined for improved user experience.

Targeting Service Areas for SEO: Service area sub-pages were added to cater to all locations, enhancing local lead generation and future PPC opportunities.

Clear and Concise Messaging: A clear campaign, "Knowing Your Business is What We Do. That’s Mickey’s Promise," was developed to convey their commitment to exceptional service and employee empowerment.

Enhanced Website Redesign: The website underwent a redesign, featuring user-friendly elements such as a dropdown box for napkin colors and more employee and truck photos to stand out from competitors.