The problem
Floorworld Camberwell's previous website was built on Squarespace. Like most small business websites, it worked as a standalone site rather than as part of a connected system, and one of the first fixes needed was making the business's name, address and phone details consistent everywhere they appear online.
The strategy
The objective was bigger than a better-looking website. It was to create a system in which the website, search visibility, content, local presence, marketing, automation and measurement work together.
The technology would take on more of the repetitive digital workload and show what was working, so the people in the business could spend more time doing what they do best. It doesn't replace the business. It works for the business.
The work
- A new custom website, replacing the previous Squarespace site
- Consistent business details (name, address, phone) across the site, Google and directories: the first fix
- 50 clear answers to customers' real questions, across 10 topics
- An AI assistant that drafts articles and posts for the team to approve
- Google Ads reporting, delivered weekly
- A flooring visualiser and a media kit
- The move to the new website, with email left untouched
The outcome
We publish measured results only, with the date range. The baseline was captured before launch, and the first measured report is due 90 days after it, covering:
- Organic sessions
- Google Business Profile calls and direction requests
- Form enquiries
- Google Ads cost per lead
- Google review count
- Mentions in AI search (ChatGPT, Gemini, Perplexity)
Under the hood
For anyone who wants the technical detail:
- Built and hosted on Vercel
- Schema markup (structured data) across the site, so Google and AI tools understand the business
- FAQs written answer-first: the direct answer in the first sentence, so search engines and AI tools can quote it
- A content agent: AI that drafts each article and post, with a person approving before anything is published
- Domain switched to the new site with the email records (MX, SPF, DKIM, DMARC) left untouched