A floor sanding website for Step Flooring in London
Step Flooring is a family-run wood flooring company working across Greater London: sanding, restoring and fitting timber floors in homes and commercial spaces. This is the website we built for them, and why it is put together the way it is.
The business
Step Flooring has been sanding and fitting floors in London for more than twenty years. The work covers the full range of timber: Victorian pine floorboards, oak, engineered boards and parquet, including herringbone, which is something of a speciality. Alongside restoration they install new floors, and they take on residential and commercial jobs of any size.
What the site had to do
Flooring is bought with the eyes. Before anyone lets a team into their house to sand a floor, they want to see what a finished floor looks like, and they want a rough idea of the cost. People also search very specifically — not “flooring”, but “parquet sanding” or “floor sanding in Richmond”. The site needed to answer all three: show the finish, give a price, and turn up for the exact search.
What we built
- A homepage that shows the work. Instead of a stock photo, the hero plays a before-and-after video of a herringbone parquet floor being restored in London, directly behind the headline.
- Services organised the way customers think. Sanding is broken down by floor type — parquet, pine boards, engineered oak, solid oak. Finishing has its own section for varnish, hard-wax oil, staining and lime whitewashing, and installation has another for parquet, engineered and solid floors.
- A floor calculator. Visitors can get a ballpark figure before they ask for a home visit, which filters out surprises for both sides.
- Pages for the areas they cover. West, East, North, South and South East London, plus individual pages for places such as Kingston, Richmond, Lambeth, Southwark, Greenwich, Bromley, Croydon and Putney.
- Reassurance in the order people look for it. Experience, dust-extracting Bona and Lägler sanding machines, public liability insurance, then testimonials, the team, a gallery, finished projects and an FAQ.
- The phone number on every page, in the header, alongside a quote button.
Built to be found
The homepage title leads with the phrase people actually type — Floor Sanding London — and the description names the floor types the company works on. More importantly, each service and each area has its own page, so the site can appear for “herringbone parquet installation” or for a particular borough, not only for someone who already knows the company’s name. A blog section gives room to keep adding useful articles over time.
Owned outright
Like every site in our portfolio, the Step Flooring website belongs to the business. The files are theirs, it can be hosted anywhere, and any developer can pick it up and change it. There is no platform to be locked into.