Case Study: Solid Floors Industrial Scale Flooring
Booking Jobs 2 years out, and a new office in Hamilton
Grant wanted to step back from day-to-day sales. What he got was a business that grew faster than he expected, in markets he had not yet reached. Here is how it happened.
Ad Words
Polished concrete booked out solid. Ad Words pulled back
2 years out
Now tendering on projects that far ahead of delivery
Hamilton
New office opened to service growing Waikato demand
The Situation
Grant came to us by referral. Always great to know our clients think highly enough of us to trust us with thier referral. His goal was straightforward: he wanted to step back from being the person driving sales and marketing, and hand that responsibility to a GM who could own it. To make that work, the business needed a digital presence that could carry some of that load.
The existing website was, in Grant’s own words, a mess. Thousands of images with no structure, no logical user flow, and no clear way to navigate what Solid Floors actually did or who they did it for. Great work, presented in a way that made it nearly impossible for the right clients to find what they needed.
What We Did
Before touching the site, we spent real time understanding the business. Who were the target clients? What did they look like? Grant had never gone through that exercise before, so we worked through it together. We got to grips with the difference between a polished concrete floor and a protective coating, learned what a Hipertrowel actually is and why it matters, and mapped out the industries Solid Floors served across food, warehousing, carparks, and beyond.
From that, the site structure became clear. We split the offering into two navigation paths: by service and by industry. That way, a food manufacturer and a carpark developer could both land on the site and quickly find exactly what was relevant to them.
“We had to earn the right to design this site. You cannot structure a flooring business’s website without understanding the difference between a grind and a coat, or why a food-grade floor is a completely different conversation to a warehouse floor. So we learnt.”
Once the site was live, we ran a two-pronged strategy: SEO for long-term organic visibility, and Google Ads targeting specific services and locations to drive results while the rankings built.
Services delivered
How It Unfolded
- Discovery
Worked through target markets and client avatars with Grant from scratch. Got deep into the services so we could write and structure the site properly.
- Design and build
Dual navigation structure: browse by service or by industry. A site built for the client, not the business owner.
- Launch
SEO and Google Ads running simultaneously. Enquiries began building across multiple service lines and regions.
- Scaling up
Polished concrete Ad Words campaign pulled back. Pipeline at capacity. GM now leading sales. Satellite office opened in Hamilton to service Waikato growth.
- Today
Tendering 2 years out. A QS added to the team to manage accurate costing on large jobs. Grant is back on the tools and focused on operations, which is exactly where he wanted to be.
The Outcome
Booked out
Demand for polished concrete grew so fast the Ad Words campaign had to be switched off. The pipeline was full.
Tendering 2 years ahead
Solid Floors is now in conversations about projects that will not be delivered for two years, a sign of serious market confidence.
New Hamilton office
The GM opened a satellite office in Hamilton to capture the growing industrial and warehousing demand in the Waikato.
Grant back doing what he loves
Focused on operations and training new staff on site. The original goal of stepping back from sales was achieved, and then some.
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