How We Revamped a Flooring Contractor’s Site and Drove 13x More Traffic

How we increased a flooring contractor's website traffic

We took a bare-bones, 5-page website with little traffic, few leads and turned it into a powerhouse. Here’s how.

Read time – 3 minutes

I’ve known the owners at Spagnoli Flooring for a few years. They are great people who always give great service. I co-own a painting company, and we always use them as our flooring subcontractor.

One day, I took a deeper look at their online presence and website and noticed many opportunities to get more traffic and leads.

Where they were – Feb 2024 with the old website: Averaging 32 visitors/mo

Where we got them 8 Months Later – October 2024: 416 visitors/mo (click to see the new site)

How did we increase their website traffic so drastically without paid ads?

Research

  • Used Google Keyword Planner to see what terms people used in the areas we want to target.
  • Identify terms and locations with less competition.

New website on WordPress

  • Clean updated design
  • Lightning fast
  • SEO ready with keywords/phrases that target what people in NYC are searching for.

Specific service pages

  • 9 different service pages allow us to be more specific and help more people with specific problems.

Create videos and post them on YouTube and the website

  • The videos help improve SEO and getting found online
  • They also help build trust with potential clients. Turning more of the traffic into leads.

Blog posts built around projects and locations

  • Helps the site to rank for local searches
Example: site ranks 2nd organically for this search.

Tracking Traffic and Leads

Even better than traffic to a website is actual leads. Leads = potential clients that contact the company because they are looking to hire someone. That is the ultimate goal!

Now that the site was getting organic traffic it was essential to track what was working.

  • We use CallRail to track phone calls that come through the website.
  • We use a contact form that asks “how did you find us”. The form then populates the data into Google sheets for everyone on both teams can see.
  • We also use Plausible to track what website pages the visitor “entered from” like from a blog post, specific service page, or from Facebook.
  • This data helps direct our strategy moving forward and gives the client (Spagnoli Flooring) insight that yes there is real traffic and leads coming through the website helping to justify the cost.
Bottom Line

By making the new Spagnoli Flooring website fast, easy to use, and full of content – authentic pictures, real videos, blog posts, and service pages that aim to help people looking for solutions – we improved their search rankings and traffic dramatically.

Now when we run paid ads to the website we have a solid foundation to send the traffic to.

When you're ready, there are 2 ways we can help you:

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