Jul 1, 2025
How Soap and the City Transformed Their Laundromat Website
We’re excited to share the launch of a new website we created for Soap and the City, a beloved pickup & delivery laundry service in Brooklyn and Queens. Their team has always stood out for hustle, warmth, and a loyal following, but their old website wasn’t doing them any favors.
The Problem
Soap and the City, a popular pickup and delivery laundry service in Brooklyn and Queens, had an outdated website that didn’t reflect their vibrant, neighborhood-focused brand. The site looked like a generic template, offered no compelling messaging, and lacked any clear path for visitors to schedule a pickup or contact the business.
The homepage failed to communicate what set Soap and the City apart from other laundromats. With sparse content and no calls-to-action, potential customers had to dig just to figure out what services were offered or how to book. The site’s generic fonts, stock photos, and lack of local personality created a disconnect between their warm, personable in-store experience and their online presence.
These issues led to high bounce rates, missed opportunities, and a website that actively worked against attracting new customers—especially in mobile-first markets where most visitors browse on their phones. Without clear messaging, engaging visuals, or optimized structure, Soap and the City’s website wasn’t helping their business grow.
The Solution
Studio Ecks partnered with Soap and the City to design a modern, high-converting website that tells their story and engages local customers from the first click. We crafted a homepage with a confident, plain-English narrative explaining who they are, what they do, and why they’re different—answering the questions customers have immediately.
We redesigned the user journey with clear, bold calls-to-action like a sticky “Schedule Pickup” button that stays visible as visitors scroll. Prominent contact information and guided service sections made it effortless for customers to book or learn more. We built the site mobile-first, ensuring it looks sharp and functions flawlessly on small screens.
To align with Soap and the City’s neighborhood personality, we rewrote every word of copy to feel warm, human, and authentic—ditching jargon and corporate tone. We incorporated locally relevant visuals and a clean, modern design with plenty of white space to make key messages stand out. We highlighted trust-builders like real reviews and FAQs to boost credibility.
Technically, we optimized the website for SEO with clear headings, fast load times, simple URLs, and complete image alt text to help it rank for key local searches like “laundry pickup Brooklyn.” We also provided Google Analytics integration to monitor performance, enabling data-driven refinements over time.
The Outcome
Soap and the City’s new website transformed their online presence. Visitors now experience a polished, professional site that instantly communicates the brand’s unique value and neighborhood vibe. The clear story, prominent CTAs, and mobile-optimized design reduced bounce rates and increased conversions from website visits to bookings.
By aligning their digital presence with their real-world personality, Soap and the City strengthened their brand, built greater trust with new customers, and created a seamless path from discovery to scheduling. The site now works day and night as an effective sales tool, capturing demand for pickup and delivery services across Brooklyn and Queens.
Combined, these improvements positioned Soap and the City as a standout, locally beloved laundry provider with a website that reflects their service quality and supports sustainable business growth.
