From Chaos to Clarity: How Bin There Dump that Migrated 200+ Franchise Sites Without Losing a Single Customer

Bin There Dump That (BTDT) is a residential-friendly dumpster rental franchise with locations across the U.S. and Canada. They’re the company homeowners call when they’re knee-deep in a renovation, clearing out a garage, or tackling a landscaping project. Basically, when life gets messy and you need somewhere to put it all. With over 200 franchise locations, each serving its own territory with local pricing and availability, BTDT has built a reputation on being simple, friendly, and reliable. But behind the scenes, their digital presence was anything but simple. They came to us with a digital sprawl:

• One Canadian corporate site
• One U.S. corporate site
• 200+ franchise sites: some on subdomains, some on separate URLs
• No central system to keep everything consistent

Franchises operate independently, with their own pricing, service areas, and contact details. But they all had to look and feel like one brand. The fractured setup led to users confused about where to go or who to call, lost opportunities in local search, and brand consistency that was nearly impossible to maintain

BTDT didn’t just want a redesign. They needed a scalable rebuild that preserved their organic traffic, worked for franchisees, and felt seamless for users.

We started with our standard discovery process: documentation, research, and stakeholder interviews. This project wasn’t just technical—it was operational.

• Built a full URL inventory across all domains and subdomains, covering ~6000 unique URLs
• Catalogued redirects, chains, and duplicate content
• Conducted keyword research for national + franchise-specific demand
• Created an ideal sitemap and content outlines for the consolidated site

We rebuilt BTDT on WordPress Multisite, with each franchise as a subsite. Instead of subdomains, we mapped them to subfolders (e.g., /san-antonio-bin-rentals/). This helped search engines understand the franchise network and pass E-E-A-T signals across the brand. This approach gave BTDT:

• A centralized CMS with decentralized control (franchises manage their own content)
• A global design system with flexible theme settings for local customization
• A structure that scales smoothly as new franchises launch

Franchise territories are complicated. We worked with BTDT to design a custom dumpster request form that:

• Matches users to the correct franchise based on address
• Suggests the right dumpster size for the project
• Dynamically updates pricing, availability, and required fields
• Ensures leads are routed only to the correct franchise

Not every visitor lands on a franchise page. Many come through blog posts or the corporate homepage. We built a location finder that:

• Lives in the header on desktop and as a sticky modal on mobile
• Lets users search by ZIP/postal code or browse by city
• Automatically routes them to the correct franchise page with local info
• It’s now one of the most-used site features, and reinforces BTDT’s brand promise of being “simple and friendly.”

Managing unique content for 200+ franchises manually would be essentially impossible. We built a Google Sheets + ACF content import system where:

• Each page type had its own sheet
• Each franchise had its own row
• Columns mapped to ACF blocks for structured content (headers, testimonials, FAQs, pricing, etc.)
• Formulas generated URLs and verified addresses

This gave BTDT location-specific, structured content without the copy/paste chaos.

Migrations fail if redirects fail. We spent weeks mapping every single redirect, including franchise subdomains, legacy Canadian and U.S. URLs, vanity links and tracking URLs and merged or closed franchise pages

We implemented the rules in Cloudflare for speed and flexibility. The result? Zero traffic drop.

BTDT’s brand isn’t edgy, it’s approachable. We designed for clarity and accessibility:

• Clean green-on-white palette
• Consistent CTAs: “Request a Dumpster” / “Find Your Location”
• Clear pricing tables with no guesswork
• Flexible, accessible layout blocks tested for WCAG AA compliance

Since most bookings happen on mobile, we designed with a mobile-first lens.

This project worked because BTDT didn’t just hire us—they partnered with us. They were:

• Organized: met deadlines and adapted when needed
• Thoughtful: gave clear, constructive feedback
• Pragmatic: kept franchise needs front and centre
• Kind: even under pressure, they stayed collaborative

We didn’t vanish after launch. We created documentation for content imports, trained BTDT staff on theme settings and territory mappings, monitored data trends and offered SEO recommendations, and helped refine processes for onboarding new franchises

The platform is now self-sustaining and scalable.

• 200+ franchise sites launched under one domain
• Zero traffic drop after migration
• Improved UX on mobile and desktop
• Simplified onboarding for new franchises
• Clearer SEO signals and stronger local rankings

This was one of the most complex migrations we’ve tackled—and one of the most rewarding.