Client Overview.
Industry:Â Home Improvement / Flooring Retail & Installation
Services Provided:Â Full Website Redesign & Hosting, Comprehensive SEO Strategy, Managed PPC (Google Ads) Campaigns
Objective:Â To transform a local flooring specialist into a dominant online authority, driving both local project leads and nationwide product sales.
The Challenge: A Worn-Out Digital Presence.
Avana Flooring, a trusted provider of high-quality flooring solutions in Swindon, faced a critical disconnect. Their expertise in carpets, vinyl, and hardwood was not reflected in their outdated online presence. The existing website was slow, not mobile-friendly, and failed to effectively showcase their extensive product range or generate qualified local installation leads. They were virtually invisible for key local searches like “flooring fitters near me,” while also missing out on broader commercial and retail sales opportunities online.
Our Mission: A Complete Digital Overhaul.
Lunar Reach was tasked with executing a three-part strategy to build a unified, high-performance digital engine for Avana Flooring.
Phase 1: A Premium, Performance-Driven Website
We decommissioned the old site and built a new, custom website on our secure, high-speed hosting.
Design & UX:Â Created a sleek, visual site that prioritised their stunning product galleries and clear service navigation.
Technical Foundation:Â Built for speed, mobile responsiveness, and security, directly supporting SEO goals.
Content Architecture:Â Structured the site to clearly separate and target commercial product sales and local fitting services.
Phase 2: Strategic SEO for Local & Commercial Reach
We implemented a dual-path SEO strategy to capture demand at all stages.
Local Service SEO:Â Optimised location-based pages for fitting services, claimed and fully optimised their Google Business Profile, and built local citations to dominate “near me” searches in their service areas.
Commercial Product SEO:Â Conducted keyword research to target commercial buyers and homeowners, optimising product category and information pages (e.g., “commercial vinyl flooring,” “Laminate vs. LVT guide”) to attract high-intent research traffic.
Phase 3: Targeted PPC for Immediate Lead Generation
To complement organic growth, we launched precision Google Ads campaigns.
Campaign Structure: Created separate campaigns for “Flooring Installation Leads” (geo-targeted). High-Intent
Targeting:Â Used keywords likeÂ
"luxury vinyl tile suppliers"Â andÂ"professional carpet fitting [Area]"Â to attract customers ready to enquire or purchase.Smart Bidding:Â Employed automated bidding strategies to maximise conversions within their budget.
The Results: Measurable Growth Across the Board.
Within six months of launching the integrated strategy, Avana Flooring’s digital presence was transformed from a liability into their most powerful business development tool.
Website Performance Soared: The new site achieved a Google PageSpeed Insights score over 90 on mobile, with a 40% reduction in bounce rate as visitors engaged with the improved content and visuals.
Organic Visibility Skyrocketed: They achieved page 1 rankings for 15+ key local service terms and saw a 200% increase in organic traffic from commercial product-related searches.
Lead Generation Transformed: The PPC campaigns achieved a consistent Cost-Per-Lead (CPL) 35% below the industry average, generating a steady pipeline of qualified calls and contact form submissions for both fitting enquiries and product sales.
A Unified Digital Asset:Â Avana Flooring now operates with a cohesive, authoritative online brand that works 24/7 to attract and convert customers at every touchpoint.