Overview
Freshly Folded needed a website that would convert local visitors into customers — people searching for laundry pickup, dry cleaning, and garment care services in their area. I joined a frontend development team to build the site on WordPress, with my focus on page construction and SEO.
This was a team effort. Multiple frontend developers worked on different parts of the site. I was responsible for building several key pages from approved designs and owning the entire SEO implementation to ensure the site could compete in local search results.
My Contributions
Page Development
- Translated Figma design mockups into fully responsive WordPress pages
- Built service detail pages, the booking flow landing page, pricing sections, and informational content pages
- Ensured consistent styling and spacing across all pages, working within the team's design system and WordPress theme conventions
- Implemented mobile-first responsive layouts — critical for a service whose customers primarily search on phones
- Collaborated with team members to maintain component consistency and avoid duplicate work
SEO Optimization
- Implemented a local SEO strategy targeting service-area keywords ("laundry pickup [city]," "dry cleaning near me," "wash and fold service")
- Optimized all page meta titles, descriptions, and heading structures for target keywords
- Implemented local business structured data (JSON-LD) — business name, address, service area, operating hours, and service types
- Optimized internal linking to funnel visitors from informational pages to the booking page
- Wrote SEO-friendly alt text for all images and ensured proper URL slug structure
- Advised on content strategy — which service pages to create, how to structure FAQ content for featured snippets
Challenges
Local Search Competition
Laundry and dry cleaning are local services — customers search by location. Ranking requires strong local SEO signals: proper schema markup, consistent NAP (Name, Address, Phone) data, and content that matches "near me" search intent. I implemented all of these systematically.
Conversion-Focused Pages
Unlike a blog or portfolio, a service business site has one primary goal: get the visitor to book. Every page I built included clear calls-to-action, prominently placed booking buttons, and a logical content flow that answers the visitor's questions and then directs them to act.
Mobile-First Requirement
The majority of people searching for laundry services are on mobile devices, often looking for something immediate. I prioritized mobile layouts, tap-friendly buttons, and fast load times to ensure the site converted well on phones.
Technical Details
- Platform: WordPress with a customized theme
- Development: Elementor block editor with custom CSS overrides for precision styling
- SEO Stack: Yoast SEO, Google Search Console, custom JSON-LD structured data for local business
- Local SEO: Schema markup for service area, business hours, contact info, and service types
- Responsive: Mobile-first approach, tested across iOS Safari, Chrome, and Android browsers
Result
The site serves as an effective customer acquisition tool for the business, ranking for relevant local service queries and converting visitors through clear, action-oriented pages. The SEO foundations I built — structured data, optimized content, and Google Search Console integration — continue to support their organic growth. I remain involved in ongoing SEO improvements as the business expands its service area.
