If you’re a flooring retailer and you already have a website, it’s probably ok. In fact, it’s probably just fine. But in 2020, websites that are “just fine”… well, they just don’t cut it anymore. 

According to a 2019 Salesforce study, a full 87% of consumers now begin their buying journeys online. And that’s up from 71% just one year before. Like it or not, we’re becoming more reliant on the internet every single day—so this number is only continuing to grow.

With that in mind, if you don’t think your online presence is the most important aspect of lead generation moving into this next decade, you’re simply not paying attention.

Below, we’ll explain exactly why you need an excellent, up-to-date website, and how you can make it happen.

Having an online presence for your flooring business is no longer optional

Today’s consumers have very high expectations when it comes to online shopping. They expect any and all information about your business to be available online. 

And they do not expect to have to call your business or visit your store in person just to learn about the products and services you offer. That’s why an average website will not get the job done.

Your website needs a full, optimized product catalog

If your website doesn’t have a fully optimized product catalog, you’re not setting yourself up for success. Consider this: in a basic Google search for any type of flooring, the majority of the top results will be for big box store websites. 

And that makes sense—those websites are huge, extensive, and have tons of domain authority. Plus, box stores spend lots of money on Google Ads campaigns to boost their presence.

Google search results for best vinyl flooring products sarasota

Example: let’s say you’re looking for the best vinyl flooring products for your home in Sarasota, Florida. If you type “best vinyl flooring products Sarasota” into Google, the results will look something like this: 

Let’s go ahead and click on the Home Depot link, as one of the most recognizable box store brands. This is where that link takes you:

Home depot vinyl and laminate homepage. An example of a great flooring website.

In one click, you are taken to Home Depot’s vinyl product catalog. Prices are prominently displayed, along with features, installation methods, and other filters to help users sift through the inventory to find what they want. 

You will find this same feature on almost every box store website. Whether you’re searching for tires, shoes, washing machines, armadillo traps or wood-burning stoves, this is how most consumers—including you—have been shopping for years. 

More importantly, this is the type of website users expect from a reputable seller. If you want to make prospective customers shop with you rather than the box stores, your website has to boast similar features. 

Your website needs to be mobile-friendly

Is your website optimized for mobile users? If your answer is “no” or “I don’t know”, you’re already behind your competition.

In 2017, the worldwide volume of mobile web traffic surpassed desktop web traffic for the first time. And according to Pew Research, over 81% of Americans now own smartphones. 

Translation: over half of your web traffic is now coming from mobile devices, and that number is still growing. Soon, it’s going to be closer to 100%

So it’s a no brainer: you need to optimize your site for mobile users. 

Luckily, it’s not difficult to create an amazing website

If you were to visit your website as a consumer, can you honestly say that it would compel you to call or drive to your store? Especially if you had already visited the box store websites, and knew they had the products you are looking for? And after you had seen their prices?

Again, if your answer is anything short of “absolutely”, you need a better website. Luckily, it’s not difficult to create an amazing website for your flooring store if you know what you’re doing.

Just keep the core values of a great flooring website in mind. You want it to look good, be easy to navigate, and help build trust in your brand. 

You want it to have your information front and center and demonstrate what makes your store special. And of course, you want it to have an up-to-date product catalog and boast excellent mobile usability.

We know your new website is going to look great. And don’t forget: if you’re too busy running your flooring business to focus on your online presence, you can always reach out to FloorForce for help.

Author

Broadlume's Content Marketing Manager, Samuel is a former travel writer, reformed English teacher, and semi-professional trivia host. When he’s not creating content, he can be found doing crosswords, drinking coffee, and stalking the office dogs.