Work — (02 / 10)
Firefish Branding, Singapore · Brand, build, content
Total Cleanz
A Singapore cleaning-services operator that needed leads, not a logo. I led the project, rebuilt the site around conversion, and ran the funnel behind it.
My role on this project
- Project lead
- Tech lead
- Web build & CRO
- Social content
- Ad funnels
- Role
- Project lead · tech lead · designer · developer
- Year
- 2025 — present
- Scope
- Redesign, CRO, content, performance funnels
- Market
- Singapore
- Outcome
- Cost per conversion down 50%
Situation
An established operator — two decades of trading, corporate clients including Panasonic, ROHM, Osaka Gas and NUS — spending on acquisition without the site or the funnel to convert it. The brief was lead generation and conversion performance, not a refresh.
What I did
Redesigned and rebuilt the site around conversion rather than appearance: dedicated credential pages carrying real case studies, and a full set of service landing pages so each ad could land somewhere that matched its promise. Then rolled out the social content and structured the performance ad funnels on top.
Outcome
Cost per conversion fell by 50% and inbound qualified leads accelerated. Holding the brand, the build and the funnel together is why — nothing was lost in the handover between them.
