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.
Problem 1: A Website That Didn’t Say Anything Meaningful
When we first reviewed Soap and the City’s old site, we noticed a problem we see all too often with laundromats: it looked like a standard template thrown in for free with POS software or equipment. The homepage was sparse—just a logo, a couple of menu items, and generic filler content. There was no messaging about what set them apart, what services they offered, or why someone should choose them over the laundromat down the block.
And here’s the issue: your website is often your first impression. It’s the place people land when they search “laundry pickup near me.” If your homepage doesn’t instantly communicate what you offer and why it matters, people will leave. No second chances.
What we did instead: We crafted a homepage with a clear, confident story. The hero section introduced Soap and the City in plain, relatable language—explaining what they do, who they serve, and what makes them different. This narrative approach answers customers’ unspoken questions immediately, turning curious visitors into engaged prospects.
Problem 2: No Clear Path for Customers to Take Action
The second major issue was the complete absence of calls to action (CTAs). The site had no “Schedule Pickup” button, no obvious phone number, and no guided path to booking a service or learning more. Visitors had to dig around just to figure out how to contact the business.
That’s a recipe for lost sales, especially on mobile—where over 80% of laundry customers are browsing. If they can’t find what they need quickly, they’ll go elsewhere. Fast.
Our solution: We simplified the user journey. We built a sticky navigation bar that stays visible as you scroll, keeping the most important links—like scheduling a pickup or contacting the team—just a tap away. We added a bold hero section with a prominent “Schedule Pickup” button right up top, so visitors know exactly what to do. Below that, we created clear service sections that explain each offering in plain English, eliminating confusion and making it easy for customers to move forward.
These aren’t just aesthetic upgrades—they’re practical changes designed to convert visitors into paying customers.
Problem 3: A Website That Didn’t Match the Brand’s Personality
Soap and the City is known locally for friendly service, quick turnarounds, and an unmistakable neighborhood vibe. But their old website was anything but local or personal—it felt generic, like it could have belonged to any laundry anywhere in the country. The fonts were basic, the stock images didn’t reflect Brooklyn or Queens, and the overall design lacked warmth or character.
Your brand isn’t just your logo—it’s the tone, visuals, and experience customers get at every touchpoint. If your site doesn’t echo your real-world reputation, you’re missing an opportunity to build trust.
Our approach: We rewrote the site copy to sound human, not corporate. We ditched jargon for warm, polished text that feels like a conversation with a neighbor. We used a clean, modern layout with plenty of white space so important messages stand out. And we highlighted trust-builders like real customer reviews, easy-to-find FAQs, and clear contact details—reassuring visitors that they’re dealing with a professional, locally-owned business.
Final Touches That Make a Real Difference
Once we established a strong foundation, we layered on technical improvements that turn a good website into a great one. First, we took a mobile-first approach to design. Since a huge share of customers visit laundry websites from their phones, we ensured the site looks sharp and functions flawlessly on small screens—no pinching, zooming, or awkward menus.
We built the site with SEO in mind: clear, keyword-optimized headings, simple URLs, fast load times, and alt text for every image. This structure makes it easier for Google to index the site and rank it for local search terms like “laundry pickup in Brooklyn.”
Finally, we connected Google Analytics from day one. Tracking visits, bounce rates, and conversions helps Soap and the City understand what’s working and what needs adjustment, enabling smarter decisions as they grow.
Lessons Every Laundromat Operator Can Learn
Soap and the City’s experience isn’t unique—many laundromat owners have websites that don’t really help their business. But the good news is that small, strategic changes can make a huge impact.
Your website should tell your story. Don’t assume people know why they should choose you. Make your value proposition clear immediately.
Guide your visitors. Don’t leave customers wondering how to book a pickup or learn more. Prominent CTAs remove friction and increase conversions.
Reflect your personality. Don’t settle for a generic template. Bring in your unique brand—your tone, your community, your voice.
Design for mobile first. It’s not optional anymore; most customers will interact with your business through their phone.
Track your results. Set up analytics to monitor performance and continuously improve your site.
How Studio Ecks Helps Laundromats Grow Online
At Studio Ecks, we don’t just build beautiful laundromat websites—we build them to perform. We specialize in design, local SEO, paid ads, and branding services crafted specifically for laundromat owners. Whether you operate one location or a chain of stores, we help your business stand out online, attract more customers, and generate more revenue.
We start with a modern, mobile-optimized site designed to convert visitors into loyal customers. Then we layer on local SEO so you show up when people search “laundromat near me.” Our paid search and branding solutions give your business an edge in competitive markets, helping you capture customers who value convenience, trust, and a polished experience.
If your website feels outdated or “just there,” don’t let it hold your business back. Let’s build something smarter—something that shows the real heart of your business, helps your customers, and supports your growth.
Soap and the City didn’t need a fancy site—they needed a smart one. Now, they have a site that reflects their personality, simplifies their customers’ lives, and grows their business day and night. If you’re ready to see what a purpose-built laundromat website can do, we’d love to talk.
