PORTFOLIO

Tecno-Clean

Overhaul a websites UX

TecnoClean is an industrial cleaning company in Santiago, Chile that was struggling to acquire B2B clients despite a significant advertising budget. They hired me to diagnose the issue and rebuild their digital acquisition funnel from the ground up.

Mobirise

The original website was built on Shopify, a platform meant for e-commerce, not service-based businesses. The UI was cluttered, the colors didn’t align with the brand, and multiple user flow pain points created confusion and distrust. The design felt transactional, with cart icons and sales language that didn’t reflect TecnoClean’s industrial expertise. As a result, the site suffered from a high bounce rate and weak engagement from qualified leads.

I migrated the site to Squarespace, where I rebuilt the entire experience with a streamlined, service-first layout. I introduced a unified blue-based visual system to establish trust and consistency, rewrote service pages with clear messaging, and added strong CTAs aligned to user intent. The result was a modern, credible interface optimized for conversion. I also implemented smaller value adds often overlooked, including a custom favicon to reinforce brand identity across tabs and devices.



Once the site was relaunched, I implemented a full SEO and SEM strategy. On the paid side, I restructured their Google Ads into four campaigns, each aligned to a different stage of the funnel. I focused heavily on their flagship service, S30, and refined ad copy to speak directly to decision-makers. I also connected Google Tag Manager to better track conversions, form submissions, and traffic sources, giving TecnoClean full visibility into what was driving leads.

On the SEO front, I optimized metadata, service page content, and internal linking structure. I also identified job-seeker traffic as a key source of waste — and filtered them out by refining copy, adjusting negative keywords, and planning a future lead magnet targeting only operational managers.

Mobirise

Contributions

  • Rebuilt TecnoClean’s website from Shopify to Squarespace with a service-first UX approach.
  • Restructured Google Ads into 4 funnel-aligned campaigns targeting B2B clients.
  • Wrote conversion-optimized copy for service pages and ads.
  • Connected Google Tag Manager for full performance tracking.
  • Implemented SEO best practices to raise organic traffic and lower bounce rate.
  • Strategized future content gating and form improvements to filter out job-seekers.

Results

  • Achieved a +3.4% average CTR, doubling industry benchmarks in the industrial cleaning sector.
  • Reduced cost-per-click by -36% through A/B testing and negative keyword refinements.
  • Increased total weekly impressions by +180% within the first 30 days.
  • Bounce rate dropped by -28% post-site rebuild.
  • Established a clear B2B acquisition funnel for the first time in the company’s history.

Let's Connect

© Copyright 2025 Matías René Amunátegui Bucaram - All Rights Reserved