Master Carpets & Flooring partnered with The Roadmap to strengthen its online presence and make it easier for customers to discover its premium flooring ranges before ever stepping into the showroom.
Through a redesigned website, ongoing SEO, videography and social media content, and Meta retargeting, the business is now appearing at the top of Google for valuable product-led searches while staying visible to potential customers throughout a longer buying journey.
Master Carpets & Flooring already had the products, experience and in-store service customers were looking for.
The challenge was making sure its online presence reflected that same quality.
Flooring is rarely an impulse purchase. Customers spend time researching different products, comparing brands, looking at colours and styles, and deciding which retailer they trust before visiting a showroom or making an enquiry.
That meant Master Carpets & Flooring needed more than a basic website.
It needed a digital presence that could properly showcase premium brands, make individual flooring ranges easier to discover through Google and keep the business visible while customers considered their options.
The aim was to turn more of that online research into genuine website enquiries and showroom customers.
We built a clearer and more professional online presence around the products and brands customers are actually researching.
A major part of the strategy was creating individual brand pages and individual product pages across the website.
Rather than relying on one broad flooring page, important brands, collections and product ranges were given dedicated pages containing relevant information, imagery and content.
This creates two benefits.
For customers, it makes it easier to find detailed information about the exact flooring range they are considering.
For Google, it creates highly relevant pages that can rank for individual products, brands and locations.
Ongoing SEO then targets the product, brand and local searches most valuable to the business, including premium ranges such as Amtico and KronoSwiss.
Professional videography and social media content showcase the showroom, individual flooring ranges, staff expertise and products.
Meta retargeting then reconnects with people who have already visited the website, keeping Master Carpets & Flooring visible and encouraging them to return while they are still considering their options.
The result is one connected customer journey:
For a flooring business, the website needs to be structured around the way customers actually shop.
Some customers already know the exact brand or product they want.
Others may be researching a particular type of flooring, style, finish or pattern before deciding which supplier to visit.
We therefore developed dedicated pages around important brands, individual products and product categories.
Rather than asking one general flooring page to rank for dozens of different searches, the website now has highly relevant pages targeting the exact terms customers are using.
This has created a much stronger SEO foundation and helped Master Carpets & Flooring build visibility for searches around Amtico, KronoSwiss and other valuable flooring terms.
When someone is investing in premium flooring, presentation matters.
The online experience needs to reflect the standard of the products customers will find in the showroom.
Professional website imagery, detailed product pages, individual brand pages and high-quality video content allow potential customers to properly explore the range before they visit.
This is particularly important for premium brands such as Amtico, where customers are likely to spend considerable time researching products before deciding what to buy and where to buy it.
Rather than simply saying that Master Carpets & Flooring stocks premium flooring, the digital strategy gives customers the information and visual proof to see it for themselves.
For a flooring business, the website needs to be structured around the way customers actually shop.
Some customers already know the exact brand or product they want.
Others may be researching a particular type of flooring, style, finish or pattern before deciding which supplier to visit.
We therefore developed dedicated pages around important brands, individual products and product categories.
Rather than asking one general flooring page to rank for dozens of different searches, the website now has highly relevant pages targeting the exact terms customers are using.
This has created a much stronger SEO foundation and helped Master Carpets & Flooring build visibility for searches around Amtico, KronoSwiss and other valuable flooring terms.
When someone is investing in premium flooring, presentation matters.
The online experience needs to reflect the standard of the products customers will find in the showroom.
Professional website imagery, detailed product pages, individual brand pages and high-quality video content allow potential customers to properly explore the range before they visit.
This is particularly important for premium brands such as Amtico, where customers are likely to spend considerable time researching products before deciding what to buy and where to buy it.
Rather than simply saying that Master Carpets & Flooring stocks premium flooring, the digital strategy gives customers the information and visual proof to see it for themselves.
Ongoing SEO has helped Master Carpets & Flooring build strong visibility across both local flooring searches and high-intent product searches.
The business now ranks #1 on Google for multiple terms directly connected to products and ranges potential customers are actively researching.
Flooring purchases often involve a longer decision-making process.
Someone might discover Master Carpets & Flooring through Google, explore an Amtico range on the website, compare other options and continue researching before they are ready to make an enquiry.
Meta retargeting allows the business to remain visible to those people across Facebook and Instagram after their first website visit.
The purpose is not simply to generate ad views.
It is to bring previous website visitors back to the website, where they can continue exploring products, revisit individual ranges and move closer to making an enquiry or visiting the showroom.
The campaigns have generated 465K+ ad views across Facebook and Instagram, helping keep Master Carpets & Flooring front of mind throughout that decision-making process.
Professional videography gives potential customers a much stronger understanding of the products, showroom and expertise behind Master Carpets & Flooring.
Content is built around real products and the questions customers are likely to have while researching flooring.
This includes content around:
Co-Founder, Master Carpets & Flooring
