For flooring manufacturers, brand houses & distributors
We Build Websites That Sell More Flooring
We package 17+ years of flooring industry expertise into high-converting websites built to help buyers find your product.
Book a 15-minute intro call →We package 17+ years of flooring industry expertise into high-converting websites built to help buyers find your product.
Book a 15-minute intro call →
Ten years ago the site was a reference. The selling happened on a showroom floor with a sample board in someone's hand.
Dealers looked up specs
Homeowners maybe browsed
The showroom did the convincing
The buyer now decides before they walk into anything — and most of that happens on a website.
Research starts online, not in a showroom
They shortlist before they drive anywhere
They arrive already knowing what they want
Collections still live in a PDF line sheet.
Product photography that cost real money is buried three clicks down.
A homeowner finds the brand and has no way to learn who carries it.
A redesign didn't fix this, because a prettier catalog is still a catalog. The fix is building the site to do the job it actually has now.
Shaw talked to 1,200 people who were shopping for floors.
How long it takes them to buy
Websites were the first place they looked
Stores they visit, down from 3.3 in 2017
Of the 1,207 sites in that study were any good
Three out of four weren't giving people what they came for. So while someone spends six months looking, your site is doing more of the selling than you'd think. Is it ready for that?
Most vendors sell you a website and leave. The website is the easy part — it's what happens after that decides whether it makes you money.
We build custom sites that make it easy to shop or browse your collections — full eCommerce, dealer ordering with tiered pricing, or a sample and literature request system like the one we built for a five-brand manufacturer. Product pages with room scenes, close-ups, specs, and downloads. Plus a dealer locator that sends homeowners straight to the people who carry you.
Fixes: the six-year-old site, the PDF line sheet, product buried three clicks down, sample requests handled over email, no way to find who stocks you.
Getting found. Google, and the AI tools buyers now ask first. We track a fixed set of the questions your dealers and buyers actually type — then move you into those answers.
Fixes: invisible in search, absent from AI answers, a competitor outranking you on your own category.
Every inquiry captured, routed, and counted. Sample requests, dealer applications, and contact forms feed a CRM — not one person's inbox. Leads get assigned automatically to the right rep or dealer, and follow-up emails go out on their own, so nothing sits for three days. You get a monthly report in plain language: inquiries and leads, not impressions.
Fixes: leads dying in an inbox, sample requests nobody followed up on, and paying a vendor for years without knowing what they did.
You don't have to buy all three at once. Most people start with the audit.
Open ChatGPT and ask it who makes the best waterproof flooring for a Northeast basement. Whoever shows up in that answer is getting discovered by dealers, builders, and homeowners who never see page two of anything.
For most categories, that answer is still up for grabs. We've been doing AEO hands-on for a multi-brand flooring manufacturer since 2026. It's early, we're learning constantly — and that's exactly why the brands that move first will own it.
Book a 15-minute intro call →Who makes the best waterproof flooring for a Northeast basement?
This answer is still unclaimed. No flooring brand has made itself the obvious response — yet.
Not a list of services. The things that change once the system is running.
Collections shown properly — room scenes, close-ups, specs where people can find them. When someone spends six months researching, the brand that looks best online is the one they ask for by name.
Google, and the AI tools people ask first now. When someone asks ChatGPT about waterproof flooring for a basement, your product should be in that answer — described the way you'd describe it.
Buyers who did their homework on your site arrive knowing what they want. Fewer tire-kickers. Shorter conversations. Higher intent.
Sample requests, dealer applications, and inquiries land in a CRM and get assigned automatically. Follow-up goes out on its own. Nobody rebuilds the same lead list every month.
Google profiles current, reviews coming in steadily, information consistent everywhere. It's the last thing people check before deciding to drive over.
A monthly report in plain language: inquiries, leads, and where they came from. Not impressions.
No mystery quotes. This is what it costs — the same numbers we'd say out loud on a call.
Your whole digital presence gone through properly: site, search visibility, AI visibility, lead handling. A written report of what's broken, what it's costing you, and what to fix first — whether you hire us or not.
$1,950
100% credited toward any build within 90 days
The site itself: collections, product pages, specs and downloads, sample requests, dealer locator, analytics. eCommerce and dealer ordering quoted separately.
From$12,500
50% deposit / 30–45 days
Ongoing SEO, AEO tracking against the questions your buyers actually ask, two content pieces a month, review and profile management, and a monthly report in owner language.
$2,450/mo
6-month initial term, then month-to-month. We'd rather earn the renewal than lock you in.
Placeholder copy — a line here about what changed for each brand once the site started doing its job.
Placeholder — one line on what we built and what it changed.
Placeholder — one line on what we built and what it changed.
Placeholder — one line on what we built and what it changed.
Placeholder — one line on what we built and what it changed.
Placeholder — one line on what we built and what it changed.
Placeholder — a short quote about what changed after the site launched. Two or three sentences is plenty. The more specific it is, the more it lands.
Title, Company
Placeholder — a quote about how the work got done. Responsiveness, knowing the industry, not having to explain what a dealer program is.
Title, Company
Placeholder — a quote about results. Inquiries, sample requests, dealer accounts, or simply finally knowing what the site is doing.
Title, Company
That's common, and we're not here to talk you out of a contract. A lot of people start with the audit just to see what their current vendor is and isn't covering. Worst case, you get a second opinion for $1,950 that makes your current vendor better.
Fair question. Capped-hours packages produce capped-hours results, and we've audited enough sites in this industry to show you exactly what that looks like. We price for someone senior actually minding the store. On a 15-minute call we can show you the difference on your own site.
It's making sure you show up when people ask AI tools for recommendations. It's early and evolving, and we tell clients that plainly. What's not in question: dealers and buyers are already asking these tools — and someone will be the answer.
Site issues: fixed in weeks. Search and AI visibility: months, honestly. We set a baseline in month one and report against it monthly, so you always know whether it's working.
No. Builds are project-priced. The Growth Plan has a six-month initial term because that's the honest minimum for SEO to show — then it's month-to-month.
Bring your website and your biggest frustration with it. We'll tell you the first three things we'd fix — whether you hire us or not.
Book a 15-minute intro call →Prefer email? dioni@overthefold.net — tell us your company and we'll send back a free 3-point teardown of your site within a few days.