John’s Sanitation Case Study
Digital Makeover for a 50-Year-Old Sanitation Business
Who Is John’s Sanitation?
John’s Sanitation has been providing portable sanitation services from South Lyon, Michigan, for over five decades. Their friendly, knowledgeable staff and competitive pricing have made them one of the Midwest’s most trusted names for sanitation services.
Their team includes experienced technicians, helpful sales staff, and responsive customer service representatives who make sure every repair, maintenance call, replacement, or rental is addressed and completed on time. Whether its portable toilet rentals for large events, sanitation solutions for busy job sites, or septic service for local homes, they go above and beyond to keep things running smoothly.
After decades of dependable service and a reputation for making life easier for customers, the only thing they were missing was an effective, modern website.
Outdated Tools, Missed Leads, and a Need to Modernize
John’s Sanitation had the reputation, the loyal customer base, and decades of proven service. But their digital tools were not up to task. The site was outdated, hard to navigate, and struggling to generate new leads: a classic case of website design challenges holding a business back.
There was no clear system to track inquiries or follow up on opportunities, and without mobile-friendly design, they risked losing customers the moment they clicked away.
It was time for a complete overhaul that would bring their online presence in line with the quality of their service.
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Our Approach to Drive Visibility, Trust, & Leads
We built John’s Sanitation, a digital foundation geared to perform. First came a fully mobile-friendly website with clean navigation, fast load times, and clear landing pages. We placed click-to-call buttons and simple forms where customers were most likely to act.
From there, we strengthened SEO with optimized service pages, seasonal event rental landing pages, and targeted keywords to capture more local searches. We also set up lead generation tools to track each inquiry and improve follow-up.
To keep customers engaged, we added segmented email marketing and designed a QR code banner for events so people can connect on the spot. Finally, we upgraded hosting for faster load times and stronger security.
Every change was made to make booking John’s Sanitation as effortless as possible.
Tracked Leads and Organic Search Growth
The new site gave John’s Sanitation something it didn’t have before: a clear record of every inquiry. Since August 2025, Google Analytics 4 has tracked contact form submissions, quote and scheduling button clicks, and click-to-call taps.
Performance Update: October 2025–September 2026
- 572 contact form submissions
- 212 click-to-call taps
- Organic search sessions up 9.0%, from 6,304 to 6,872, compared with October 2024–September 2025
- Engaged sessions up 6.6%, from 23,607 to 25,159, over the same comparison
Total sessions fell 7.4%, from 32,211 to 29,823, mostly because of fewer direct and paid visits. Form and call figures are GA4 event counts, not unique leads or booked jobs, and they do not isolate the effect of any single marketing activity. Source: John’s Sanitation GA4 property, reviewed October 7, 2026.
Just as important, the team can now see which pages and campaigns produce calls and form requests, and adjust each season based on what’s working.
What the Client Had to Say
Strategic Design. Smart Tools. Real Growth.
The results John’s Sanitation achieved came from a deliberate strategy. Each improvement was planned to make booking easier, attract the right visitors, and keep them engaged until they converted.
Here are some of the key enhancements we implemented:
- Focused UX that simplified navigation and made taking action quick and intuitive
- Seasonal landing pages to capture event rental demand year-round
- Automated lead nurturing to follow up and convert more inquiries
- SEO for local businesses to boost rankings and bring in high-intent traffic
Let’s Upgrade Your Website & Grow Your Leads
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