A new WordPress website created for Darren Devereux Flooring to showcase its flooring and carpet ranges, promote its Gorey showroom and generate enquiries across Wexford, Wicklow and South Dublin.
WordPress · UX/CRO · SEO · Local SEO · Website Strategy
The Challenge
Darren Devereux Flooring needed a new website that better reflected the quality and range of flooring and carpets available through its Gorey showroom, while making it easier for customers to find the right products and services for their home or business.
The existing website contained useful information, but the structure and customer journey needed to be improved. With a wide range of flooring options, fitting services and both residential and commercial customers, visitors needed clearer routes through the website.
Local search visibility was also an important consideration. The new site needed a strong SEO structure capable of targeting flooring and carpet searches across Wexford, Wicklow and South Dublin, while reinforcing the Gorey showroom as the physical location of the business.
Our Approach
We planned the website around the way customers actually choose flooring rather than simply organising information into a traditional brochure-style website.
The primary goal was to encourage showroom visits, where customers can see and compare flooring and carpet samples and get expert advice. Quote requests and phone enquiries were incorporated throughout the website as additional conversion routes.
Keyword and competitor research helped shape the website architecture before development began. Dedicated pages were created for key flooring categories including carpet, hardwood, engineered wood, laminate, LVT, SPC and vinyl, alongside flooring installation, subfloor preparation and commercial flooring services.
This created a clearer customer journey while giving search engines dedicated, relevant pages for the products and services potential customers are searching for.
What We Delivered
Website Strategy & Structure
A complete website structure was planned around DDF’s products, services, customers and geographical market, giving visitors clear routes through the site while helping search engines understand the relationship between its different products and services.
Customer Journey & UX
The customer journey was designed to help visitors quickly explore suitable flooring options, understand the fitting services available and move naturally towards visiting the Gorey showroom, requesting a quote or contacting the team.
Mobile usability was particularly important. We created dedicated Call Us and Get Directions buttons for mobile visitors, providing one-tap access to contact DDF or open directions to the Gorey showroom.
This removed unnecessary steps for customers already searching on their phones and made two of the business’s most valuable actions immediately accessible.
SEO-Friendly Product & Service Structure
Individual landing pages were created for DDF’s principal flooring ranges, including carpets, hardwood, engineered wood, laminate, LVT, SPC and vinyl.
Dedicated pages were also created around important services including flooring installation, commercial flooring and subfloor preparation.
Rather than attempting to make one general flooring page rank for everything, this structure gives each important product and service its own search opportunity.
Local SEO
The website was optimised around DDF’s physical showroom in Gorey, Co. Wexford, alongside its wider service areas of Wexford, Wicklow and South Dublin.
Local search considerations were incorporated into the site structure, page content and metadata, supported by consistent business information and Local Business structured data.
The result is a website that clearly communicates both where DDF is located and the areas it serves.
Conversion-Focused Calls to Action
Calls to action were strategically placed throughout the website around the actions most valuable to the business: visiting the showroom, requesting a quote and making direct contact.
Rather than treating every conversion equally, the website supports DDF’s real-world customer journey, where getting potential customers into the showroom to see flooring and carpet samples and speak with the team is an important part of the buying process.
The Finished Website
The finished website gives Darren Devereux Flooring a much stronger digital platform for both customers and search engines.
Visitors can now explore individual flooring and carpet ranges, learn about installation and preparation services, view previous work and quickly find the information they need before visiting the Gorey showroom or making an enquiry.
On mobile, direct access to calling the business or getting directions to the showroom makes the journey from online search to real-world visit even simpler.
Behind the design is an SEO-led website structure built to support DDF’s long-term visibility for flooring, carpets and related services across Wexford, Wicklow and South Dublin.
Most importantly, SEO, customer journey and conversion strategy were considered from the beginning of the project rather than being added after the website was built.
Project Details
Client: Darren Devereux Flooring
Industry: Flooring & Interiors
Location: Gorey, Co. Wexford
Platform: WordPress
Services: Website Strategy · UX/CRO · SEO · Local SEO · Keyword Research · Content Strategy · Project Management
