Your website isn’t just your digital storefront - it’s how 99% of shoppers will learn about your business. This first impression needs to be more than just a digital showcase, it needs to be a powerful online experience to convince shoppers why they need to work with you. 

In this, we’ll break down how you can inspire shoppers, make your business easy to reach, and establish your authority as the best flooring business in town.

Sell the dream (and your products)

Flooring is a visual business. Unlike most products, there isn’t a brand or a logo on your flooring. You’re selling inspiration, lifestyle, and most importantly, your expertise. 

With that in mind, shoppers want to see what you’re all about. 

That's why showcasing your work, selling inspiration, and highlighting your products is absolutely crucial.

Before & after photos – Sell your skillset

More often than not, you offer similar products to your competitors. That’s why before & after photos are an easy way to win over shoppers. 

High-quality before & after photos of your installations are incredibly persuasive. All it takes is a little planning. 

To start, require your installers to take BEFORE photos (we can’t emphasize enough how few businesses do this). With before & after photos, you’ll demonstrate your craftsmanship and give potential clients an idea of your excellent work. And before you ask, yes, any modern smartphone will do the trick—no need for fancy cameras, apps, or equipment. 

Make these photos prominent on your homepage, in project galleries, and even showcase them within blog posts about the latest flooring trends.

With Before & After photos, you’re not just selling the dream, you are showing customers you can make it a reality.

Online Visualizer – Sell inspiration: 

Talking about reality (or technically augmented reality), our online visualizer turns inquisitive shoppers into engaged prospects. Our visualization tool allows shoppers to take a picture of their room, upload it to your website, and design the room of their dreams.

Like we mentioned before, buying flooring is a different buying experience vs. every other product. You can’t try it on or take it for a test drive (although, our online sample ordering gets you pretty close). 

That’s why our visualizer is a powerful tool for your business. It’s extremely customizable, allowing shoppers to swap in products that you carry, change the lighting, wallpaper, rotate the floors, and even use our compare tool to see how it looks vs. your current flooring.

The realism of our visualizer helps you sell the dream and it's a fantastic way to engage visitors, help them visualize the possibilities, and ultimately drive sales.

Product Catalog – Sell your products: 

Now that you’ve showcased your work and inspired shoppers, your product catalog will help them find the exact flooring they are looking for. Our product catalog allows customers to browse, filter, and even order samples directly from your website.

We work with every major manufacturer and distributor to get the products you carry on your website. Each product features high-quality images, detailed descriptions, specifications, and available colors. 

On the surface, the product catalog is essential to show all the floors you carry, but behind the scenes, its a workhorse for driving high-quality shoppers to your website with hundreds (if not thousands) of pages to improve your SEO, and turn prospects into customers.

Be reachable: Make communication easy

Now that you’ve sold the dream on your website, and brought in new prospects with our robust product catalog, you have to make it easy for shoppers to get in contact with you. Like the old saying goes, time kills all deals. 

Here are a few easy steps to help prospects contact you.

Accessibility is key: 

Display your phone number, email address, and physical address (if you have a showroom) in the header and footer of every page on your website to ensure shoppers can easily contact you, regardless of the webpage they are on. 

Being easy to contact is half the battle. Don’t force shoppers to hunt for your contact information. 

Like you, some people would rather get an email vs. call/text (or vice versa). That’s why our websites feature contact forms in the header and on every product description page.

Contact form for easy quotes & questions:

Having an easy-to-use contact form on your website can make or break a shopper’s decision to request a quote or ask a question. Nobody wants to fill out a million fields that you’ll talk about later once you connect.

Keep it short and sweet (like this tip).

With that said, should a prospect want to get more information or ask questions before providing their contact info, our websites make it easy with our live chat feature.

Instant connection with Live Chat (Web2Text):

How many times have you heard someone say, “Just text me instead?” 

Live chat gives shoppers that option and improves customer engagement. Answer questions in real time, provide personalized recommendations, and capture leads that might otherwise slip away.

Being available to potential customers is an easy way to stand out from the competition. 

Now that you’ve inspired shoppers and made it easy for them to contact you, reinforce your experience by providing information on flooring, trends, and testimonials from happy customers.

Highlight your expertise: Build trust and authority

Ready to win customers? Be their go-to resource for all things flooring and spread the word of your happy customers.

Blog to share your knowledge:

A well-maintained blog can be a powerful tool for not only engaging your shoppers but also improving your website’s SEO ranking (a two-for-one deal!). 

Sharing content such as maintenance tips, flooring trends, or even case studies of your past projects is a great way to engage your customers.

FAQ Page: Answer common questions:

Anticipate your customers' questions and provide easy-to-understand answers on a dedicated FAQ page. 

This saves you time and effort while providing valuable information to potential clients.

Customer Testimonials—The power of reviews:

Positive reviews from satisfied customers are incredibly valuable, especially when a shopper is deciding between you and your competitors. 

Think about your own purchases. How frequently do you look at Google Reviews, Yelp, or any other review aggregator? If I don’t see glowing reviews, I’m on to the next service provider.

Featuring testimonials on your website builds trust and demonstrates the quality of your work. Any time a job is complete, share a review link with your happy customers and encourage them to leave a review.

Even better? Our websites come with review and reputation management built in, helping you generate more reviews and build your reputation in your market.

Ready To Build a Better Flooring Business?

If you don’t offer these 9 features, there’s a lot of opportunity for you to grow your flooring business. While a lot of these recommendations are common sense, you wouldn’t believe how many flooring businesses don’t offer them. 

If this isn’t something you can accomplish on your own, we are here to help. As the leading website platform in the flooring industry, we’ve helped over 4,000 flooring business fuel growth and increase profits. 

Ready to transform your flooring website into a lead-generating powerhouse? Schedule a free demo here.