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The Carpet Cleaning Benchmark
Most Aussie carpet cleaning businesses leave about $263/mo on the table. Here’s where the leak is. Every number sourced. No guesses.
What good looks like across the five measures — the Google review bar, the website scorecard, the GBP setup, the ops baseline, and the buyer’s actual questions. Every figure is sourced or labelled. No guesses.
modelled — sizes the leak, not a quote. Average job value (AJV) from modelled: blend: 3-bed house ~$255 / 4-bed ~$375 / 2-room ~$130 (50/25/25) (oneflare, yellowpages); close rate from hipages platform analysis (20minutemarketing.com.au); default 10 enquiries/month.
Field data · 2026-06-12 · How we score
Where you stand
Five things decide whether a carpet cleaning gets found and gets the call. Here’s where you stand on each — and the number to beat.
| The review bar | 60 reviews (your suburb) | → |
| The website scorecard | 31/45 vs market 31/45 | → |
| The Google profile | category check primary category review | → |
| Your numbers | AJV $250 · leak $263/mo | → |
| What buyers ask | 8 questions to answer in writing | → |
The 45-point test for your trade
Carpet Cleaning sites score 31 / 45 on the same nine-dimension rubric we ran across 289 Australian trade sites. The market median is 31/45. Read the trade score as a guide, not a hard stat — it rests on 6 AU sites. Your Google review bar above is the harder number. Top of the pack: Go Green Carpet Clean at 39/45.
The two weakest spots are SEO/AI Usefulness (1.83/5) and Proof Depth (2.67/5). Good sites look good and they convert. They don't answer buyer questions in plain form.
| Dimension | Trade average /5 |
|---|---|
| 3-Second Clarity | 4 |
| Visual Polish | 3.5 |
| Trust Above Fold | 4 |
| CTA Clarity | 4.17 |
| Local Relevance | 3.17 |
| Service Architecture | 4.33 |
| Proof Depth weakest | 2.67 |
| SEO/AI Usefulness weakest | 1.83 |
| Mobile/Speed Confidence | 3.33 |
The one to study
Go Green Carpet Clean — gogreencarpetclean.com.au
Copy this: Copy eco-safe, IICRC and machine/process differentiation.
Design direction: Local human owner-operator trust layout
Build rule. Use AU model for realistic owner-operator structure; use national/US models for scale, proof, conversion and service-page architecture.
Your Map Pack reality
Your suburb's bar: about 60 Google reviews (Google Places API (New) (field median)). The quiet quarter sits at 20, the top quarter at 149, the busiest carries 1166 — across 239 listings.
In this trade, reviews drive rank. The top-3 listings carry about 85 reviews. Spots 4–6 carry 50. Close that gap to climb the map.
| Metro | Median reviews |
|---|---|
| Adelaide | 49 |
| Ballarat | 12 |
| Brisbane | 179 |
| Cairns | 27 |
| Canberra | 61 |
| Darwin | 17 |
| Geelong | 90 |
| Gold Coast | 68 |
| Hobart | 54 |
| Melbourne | 61 |
| Newcastle | 59 |
| Perth | 51 |
| Sunshine Coast | 63 |
| Sydney | 82 |
| Toowoomba | 25 |
| Townsville | 9 |
| Wollongong | 49 |
Reviews get you seen. The profile they tap decides what happens next →
The Google profile
Your Google Business Profile (GBP) is the cheapest win on this page. It costs nothing. It moves first.
Most in your trade have the main category set right. Check yours is the most exact one Google offers. Bland always loses to exact.
What we measure — and what we won’t
Review count and prominence rank are public — we read them via the Google Places API. The owner-only fields — photo count, post cadence, messaging response speed — we never scrape from a competitor. Connect your own profile to read those.
Profile set right. Now answer what they ask before they ring →
What homeowners ask before they hire you
A homeowner searches before they call. They're already looking, reading and choosing. Below are the real questions — from accounts across 8 states.
Answer each one on your site in plain form. That's the SEO/AI gap, closed.
How much will this cost me?
Quoted $70 and charged me $300 for a 5 minute clean. Price/Cost · source
How much will this cost me?
Contacted these clowns for a quote based on their '3 rooms for $75' advertised special...They wanted $10-15 per stain Price/Cost · source
How much will this cost me?
quoted they said $140 for 3 small rooms, the person doing the job said no it's $175 now. Price/Cost · source
How do I know they're any good?
He demanded a $49.95 cancellation fee and wouldn't leave my doorway...I threatened to call police and he still didn't leave. Trust/Red-flags · source
How do I know they're any good?
they are running the business with different names and website Trust/Red-flags · source
What does the job involve?
He steamed the carpet but didn't vacuum before starting...he left the carpet sopping wet Process · source
What do I need to know?
When I asked them to redo 4 days later they said it was past their 48hr complaint period so they would not redo it! Aftercare · source
What do I need to know?
Once he finished...the carpet now smelled when previously it didn't and there was no improvement in the appearance of the carpets. Outcome/Guarantee · source
Read what your customers are reading — the carpet cleaning buyer guide on Need A Trade
Where your trade leaks money
AJV: $250 (modelled: blend: 3-bed house ~$255 / 4-bed ~$375 / 2-room ~$130 (50/25/25) (oneflare, yellowpages)). Close rate: 20–25%. With follow-up: up to 33%. (hipages platform analysis (20minutemarketing.com.au))
Revenue-leak calculator
Benchmark close rate ~25–33% (hipages platform data). AJV is modelled — see the label above. This is an estimate to size the leak, not a quote.
The 30/60/90 play
Three stages. Each one closes a gap on a measure above.
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First 30 days — Foundation.
- Fix the two weak dimensions on the scorecard.
- Set the right Google profile category.
- Tighten the above-the-fold trust strip.
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By 60 days — Proof.
- Start the review engine. Ask every completed job.
- Push toward the 60 review bar.
- Add before/after proof to the weakest dimension.
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By 90 days — Activation.
- Publish the structured FAQ/answer blocks.
- Wire fast response to every enquiry.
- Re-score against the 45-point test. Aim for at least 4 points up.
Score yourself (0–5 each)
Ten questions. Tap your score on each. The total updates as you go.
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3-Second Clarity — trade + suburb + customer in your headline?
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Visual Polish — real job photography, consistent design?
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Trust Above Fold — reviews/licence/years visible before scroll?
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CTA Clarity — obvious primary + secondary next step?
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Local Relevance — service area and suburbs explicit?
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Service Architecture — services organised by buyer intent?
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Proof Depth — specific proof stack (before/after, named jobs)?
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SEO/AI Usefulness — buyer questions answered in structured form?
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Mobile/Speed — fast, readable, thumb-friendly?
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Google reviews vs your trade bar (60)?
Score: 0/50
Tap your score on each question above.
Guides for your trade
Fix the leaks yourself. Each guide is one topic, one method, one move.
Common leaks for this trade
The leaks good carpet cleanings feel first. Read the one that sounds like your week.
Build the first fix
Each leak has a fix you can build. Start with the one at the top of your list.
That's what good looks like for carpet cleaning.
See how your profile, site and reviews actually score.
Run the Visibility Check