2025
Designed, built and launched for a specialist flooring supply and fit business.
Trades · Website Design
A service-led website for a residential and commercial flooring specialist.
Concept Floors — a flooring specialist supplying and fitting carpet, laminate, LVT, engineered wood, hardwood, and tile for residential and commercial clients — needed a website that made their full range easy to browse, their expertise easy to trust, and requesting a free quote as frictionless as possible. We built a clear, service-structured site that takes a visitor from inspiration to enquiry in as few steps as possible.
WordPress
Built on WordPress with Divi for straightforward content management and future updates.
UK
Serving residential and commercial flooring customers across the United Kingdom.
The Client
About Concept Floors
Concept Floors is a flooring specialist offering supply and fit services across a comprehensive range of floor types: carpet, laminate, LVT (luxury vinyl tile), engineered wood, solid hardwood, and tile. Operating across residential and commercial markets, the business takes a blank canvas and transforms it into a finished, professional result — combining knowledgeable product selection guidance with expert installation.
The Challenge
A flooring business with a wide product range needed a website that made every floor type discoverable, browsable, and enquirable without the visitor feeling overwhelmed.
A wide range with no clear navigation
Six floor types across residential and commercial projects needed individual pages and a navigation that helped a visitor find the right option quickly, whether they knew what they wanted or were still deciding.
No quote pathway
Flooring customers typically need a measurement and a quote before committing. The site needed a clear, low-friction free-quote journey at the end of every browsing path.
Insufficient product depth
Each floor type needed enough content to help a buyer understand the benefits, the suitability, and the installation approach — not just a category label.
Limited SEO structure
Individual floor type pages represent significant long-tail search opportunity. None of this architecture was in place.
The Brief
A clear set of priorities
The new site needed to feel inspiring, knowledgeable and approachable, helping customers feel confident in both the product choice and the installer.
- Create individual pages for all six floor types with product and suitability detail
- Separate residential and commercial throughout the site
- Implement a clear free-quote request at the end of every product journey
- Build an SEO structure targeting individual floor type and location terms
- Use photography to inspire as well as inform
The Approach
Built around the people using it
We started with the homeowner or project manager choosing a floor — someone who may be comparing types or may already know what they want. The site needed to support both journeys and land both audiences on a free-quote request.
/ Structure
Individual service pages for each of the six floor types under a clear Our Services section. Residential and commercial contexts referenced throughout. Free-quote CTA prominent on every page.
/ Design
Warm, natural visual system — flooring photography, clean typography, neutral palette — that inspires without distracting from the product and service content.
/ Development
WordPress with Divi, with individual floor type page templates, a service overview section, a blog for SEO content, and a structured free-quote form.
/ Search optimisation
Service pages targeting laminate flooring fitting, LVT flooring installation, engineered wood flooring, hardwood floor fitting, carpet fitting, and tile installation, each with location context.
Key Features
What we delivered
Six individual floor type pages
Carpet, laminate, LVT, engineered wood, hardwood, and tile each with their own page, product detail, and suitability guidance.
Residential and commercial scope
Both markets represented throughout the site with relevant language and context.
Free-quote journey
A clear, low-friction quote request positioned at the end of every product page.
Inspiration-led photography
Floor type imagery used to inspire as well as inform the product decision.
SEO page architecture
Individual pages targeting specific floor type and installation search terms.
Blog framework
A content structure to support ongoing SEO with flooring guides and advice articles.
The Outcome
A website built to take a flooring customer from browsing to quote request in as few steps as possible.
The completed site gives Concept Floors a clear, professional digital presence that presents their full range intelligibly, inspires confidence in their expertise, and gives residential and commercial customers a straightforward path to getting a quote.
Designed properly. Built to work.
The Concept Floors project combined clear product architecture, inspiration-led design, and a conversion-focused free-quote journey to give a flooring specialist a website that works as hard as the team behind it.
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