Background
Floor Sanding Enterprise had built a genuine reputation across Kent and London – 5.0 on Google, fully insured, decades of craft behind them. Their website wasn’t telling that story.
The site worked, but it had grown without a system. Styles drifted from page to page. The mobile experience – where most of their customers actually find them – was the weakest part: a cramped hero, a hamburger menu hiding every route to contact, and text that ran edge to edge. The homepage took 11.9 seconds to show its main content on mobile. Most people don’t wait that long. Lighthouse scored the site 46/100 for SEO and 63/100 for performance. Accessibility sat at 83.
Then there was the reach problem. A firm that sands floors in Canterbury, Maidstone, Dover and twenty other towns had no pages saying so. No pages for parquet restoration, gap filling, or worktop work. If someone searched “floor sanding Whitstable”, there was nothing for Google to find.
They came to us for two things: make the website look like the quality of the work, and get it found.
Solution
We gave the design a system. Not a fresh coat of paint – a proper set of rules. Consistent type scale, spacing, and colour, applied everywhere, so every new page inherits the same standards instead of drifting.
We rebuilt mobile first. The new hero leads with who they are and what they do, then puts two clear choices in front of you – Get a Free Estimate or Book a Visit – with the 5.0 Google rating right underneath. Email and phone buttons now sit permanently in the header rather than behind a hamburger. WhatsApp floats within thumb reach. On the old site, contacting them took three taps and a scroll. Now it takes one. If you’re standing in a room with a knackered floor wondering what it’d cost to fix, that difference is the whole ballgame.
We fixed the foundations. Cleaned up the codebase, sorted the technical SEO, and rebuilt for accessibility – proper heading structure, colour contrast, keyboard navigation, and labelled controls. That’s not a nice-to-have; it’s how a chunk of your customers actually use the web.
We made speed a feature. Largest Contentful Paint went from 11.9 seconds to 2.5. Speed Index from 25.4 seconds to 1.9. Lighthouse tells the rest of the story in four numbers: performance 63 to 95, accessibility 83 to 97, technical SEO 46 to 100, best practices a clean 100.
Then we built the content out properly. 40 pages: every service given its own home – sanding, restoration, refinishing, repairs, gap filling, staining, installation, parquet, worktops, decking, maintenance. Location pages across Kent, from Canterbury to Royal Tunbridge Wells. Sector pages for the work most competitors ignore – village halls, school halls, sports pavilions, dance studios, Victorian and heritage homes. If you run a village hall with a tired oak floor, there’s now a page that speaks to you specifically, rather than a generic services list you have to translate.
And yes, even the cookie banner got the treatment. “Fancy a Biscuit?” – because being compliant and being human aren’t mutually exclusive.
Nine months in, Google shows the site nearly eight times more often than when we started – 1,560 impressions in October, 12,300 in June. Over the same stretch the average ranking position climbed from 32.9 to 17.6. That combination matters: adding forty new pages usually drags a site’s average ranking down, because you’re suddenly visible for hundreds of terms you rank badly for. Here it went the other way. Clicks have more than doubled, from 18 a month to 39 – still modest, but that’s what page two looks like on the way up. The pages are earning their place rather than just filling space. Next job is turning that visibility into page-one clicks.
Results:
9 months in
Results: 9 months in
7.8x
15
95/100
Design:
Before & After
Design: Before & After
