01
A complete website redesign
We rebuilt the site around the two audiences — a product catalogue, services, installation, commercial flooring, guides and certificates for retail buyers, with a clearly separated path into the trade side.
Flooring supply — retail & trade
Square Flooring
Two businesses, one website: retail buyers and trade accounts on wholesale pricing.
Website designCustom platformSEOGoogle Ads
Client
Square Flooring
Industry
Flooring supply — retail & trade
Location
Reservoir, Victoria
Status
Website, SEO and Google Ads live
The challenge
Where they started
Square Flooring sells premium flooring direct, cutting out the middleman — hybrid SPC, EVSPC composite and laminate, out of a showroom and warehouse in Reservoir. They serve Victoria-wide through an installer network.
The problem was that they were really running two businesses through one front door. Retail customers wanted to browse a catalogue and get a price. Builders and trade accounts needed their own login, their own wholesale pricing, and a way to request quotes on volume — and every one of those applications had to be checked and approved by a person.
None of that existed. Quote requests and trade enquiries arrived as email, and there was no single place to see what had come in or what still needed answering.
What we did
The work
02
Trade account registration and a builder portal
Builders apply for an account, and once approved they log in to a portal showing trade pricing rather than retail. The approval step stays with Square Flooring, where it belongs.
03
An online quote system
Structured quote requests that capture what's actually needed to price a job, instead of a contact form and a phone-tag chain.
04
An admin dashboard and internal CRM
One place to see incoming quotes and messages, track what's been answered, and approve or decline trade account applications.
05
Search and advertising
Keyword and competitor research, content written from their notes and our questions, SEO across the site, backlink building, and their Google Business Profile set up and optimised. Then Google Ads on top.
06
Measurement wired to real events
Google Analytics and Tag Manager set up with events firing on every quote request and every trade registration — so the SEO and the ad spend can be judged on jobs, not clicks.
What's running now
Still managed, every month.
This wasn't a build-and-leave project. The site, the content and the campaigns are managed on an ongoing basis — which is how the whole model works.
We haven't published traffic or ranking figures yet. The search work is recent and we'd rather wait until the numbers mean something.
Ongoing
- SEO and Google Ads both live and managed
- Weekly sessions through the build and the campaign work
- Content produced by us from their notes and our questions
- Quote and registration events tracked in Analytics
Services used on this project
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