Website Rebuild: Flooring House, Western Sydney

The project at a glance

• Client: Flooring House, a flooring, rugs and window furnishings showroom in Western Sydney
• Service: Website redesign and rebuild
• Scope: Audit of the old site, new information architecture, design, copy structure, technical and local SEO, redirects and launch preparation
• Platform: Moved from an ageing page builder and slider plugin to Elementor on a lightweight theme
• Status: Built and ready for launch. The new site is hidden from search engines until go-live, so it does not compete with the old one.

Where the old website stood

The business had good products, a real showroom and genuine expertise. The website did not show it. It had been built on a purchased theme years earlier, and much of the theme’s demo content was still live.

• Template leftovers: placeholder pages with Latin “lorem ipsum” titles and demo portfolio items were still published and could be found by Google.
• No main heading: the homepage had no H1. Every heading on the page was an H2, so search engines had no clear signal for what the page was about.
• Broken sitemap: the XML sitemap returned a server error, so Google could not use it to find pages.
• Broad product pages: dozens of products were grouped into a handful of general pages, such as “hard flooring” and “other products”. There was nothing for a buyer searching for something specific, like vertical blinds or wool carpet.
• Typos above the fold: the homepage banner misspelled two words in its main headline and product list.
• Accessibility gaps: 18 of the 52 images on the homepage had no alt text.
• Heavy code: the homepage loaded 50 scripts, largely from the page builder and slider plugin.

Before and after

Built around how people shop for floors

People rarely search for “flooring”. They search for hybrid flooring in their suburb, wool carpet, or timber shutters for a bedroom. So we organised the new site the same way: five clear categories (flooring, carpet, rugs, shutters and window coverings), each with its own product pages.

Each product page has room to answer the questions buyers actually ask: where the product suits, how it wears and what installation involves. Every page leads to the same next step, a free measure and quote.

The homepage now opens with one clear headline, a short list of what the business offers, a “shop by category” section and a look inside the showroom. Reviews, trusted suppliers and FAQs follow, so a buyer can check credibility without leaving the page.

Protecting what already ranked

A rebuild should never cost a business the search traffic it already has. Before anything was removed, we mapped every old address to its closest new page and set up 36 redirects. The old hard flooring page now points to the new flooring category, the carpet page to carpet, the rugs shop to rugs, and the demo portfolio items to the new projects page.

We also carried over the homepage title and description, and kept the new site out of Google until launch, so the two versions never compete for the same searches.

What happens at launch

1. Go live: point the main domain at the new site and open it to search engines.
2. Check the redirects: test every old address and confirm it lands on the right new page.
3. Tell Google: submit the new sitemap in Search Console and watch for any errors.
4. Monitor: track rankings, enquiries and any “page not found” hits over the first weeks, and fix gaps quickly.

What this means for your business

An old website rarely fails all at once. It gathers leftovers, typos and broken parts until it no longer reflects the business behind it. This showroom had everything a buyer wants: range, expertise and a place to see products in person. The new website finally shows that.

If your site was built on a template years ago, it is worth checking what is still lurking on it, and what a structure built around your customers could do.