At Broadlume, we’ve spent an absurd amount of time looking at flooring websites.

Over the past 10 years, we’ve probably researched and audited well over 10,000, and counting.

And what we’ve observed is a wide range of quality, some fantastic, others, not so much. 

If we were to compare these websites to restaurants, we’ve seen everything from Michelin-star quality to a fast-food drive-thru.

The Michelin-star websites present professional designs and impressive technology, where every detail is considered and curated, and leaves you with a wonderful experience.

Fast-food drive-thru websites? They throw a bunch of options at you, forget the ketchup packets, and ultimately leave you unsatisfied and still hungry.

If your website isn't working as hard as it should be for your business—if it's not generating the leads and sales you expect—it's likely tripping up on one (or more) of these five common mistakes. 

But don't worry! These aren't permanent problems; they're all fixable, and we’re here to show you how to do it.

1. The need for speed

This one's a dealbreaker. We’ve personally seen flooring sites crawl, taking upwards of 15+ seconds to load. 

Sadly, no one's waiting around that long—not even your most patient customer. 

In an instant-gratification world, every second your site lags is another potential lead walking out your digital door. 

And Google? They'll actively penalize slow sites, pushing you to the bottom of search results.

Fix it: Start by compressing your images and ditching any unnecessary plugins. 

Most importantly, ensure your site is hosted on a fast, reliable server.

2. Don’t play hide and seek

So many flooring websites bury the most important thing: what do you want the customer to do?

If you have to scroll endlessly to find your phone number or showroom location, you’re not just losing interest, you're losing leads and ultimately, losing sales. It's a critical mistake.

Fix it: Add a bold, eye-catching call to action (CTA) above the fold—meaning visible immediately without scrolling. 

Think "Schedule Your Free In-Home Estimate" or "Shop Flooring Near You." 

Make it absolutely impossible to miss.

3. Your website's not mobile-friendly

We can't stress this enough: over half of your website traffic is likely coming from a smartphone. 

If your website is hard to read, requires constant zooming, or has tiny buttons that are impossible to tap, people are going to run for the hills faster than you can say "laminate." 

A clunky mobile experience screams "unprofessional."

Fix it: Grab your own phone right now and visit your site. Does it feel fast and intuitive? If not, it's time for a responsive redesign that adapts seamlessly to any screen size.

4. The 90s called & want their website back

Your website is your digital showroom, your primary visual representation. And if it's visually stuck in the year 2000, it's sending the wrong message entirely. 

As a business selling style and trends, your online presence needs to reflect that. If your website looks dated, your potential client might just end up in the big box stores.

Fix it: A fresh design with clean fonts, current, high-quality images, and intuitive navigation can make a massive difference in customer trust. 

Modern visuals signal a modern, relevant business.

5. Kicking shoppers out of your digital showroom!?

If your website isn’t giving people a reason to stick around, they won’t—and you can bet they’re clicking straight over to a manufacturer’s website or even a competitor down the street. 

We’ve seen flooring dealers pour time and money into sleek, polished websites, only to forget the one thing shoppers actually care about: the products. 

No product catalog means zero browsing, zero engagement, and zero chance of that person becoming a lead.

Fix it: Add a full-blown product catalog to your website—something visually rich, easy to navigate, and packed with helpful info like styles, specs, and room scenes. 

Include clear calls-to-action so it’s obvious how to take the next step. When people can see what you carry, they stay. 

When they stay, they convert. Simple as that.

Ditch the drive-thru and reach for the (Michelin) stars?

If reading this felt like looking in a mirror for your website, then it's time to change it up.

We specialize exclusively in crafting high-performing websites for flooring retailers – websites that don't just look good, but actively bring in leads.

Schedule a demo here.