The Challenge
ALV Floors installs and refinishes hardwood, laminate, and tile flooring across California — but without a website, they were invisible to homeowners who begin their contractor search on Google. Competitors with established web presences were capturing estimate requests that ALV Floors could have won on both quality and price.
The company had strong before/after photography from completed projects, but no place to display it where potential customers could find it. That photography was sitting on a phone camera roll, doing nothing for lead generation. Meanwhile, homeowners searching for flooring contractors in their city were clicking on competitors' sites, seeing organized portfolios and social proof, and calling those contractors instead.
Without reviews prominently displayed and a professional web presence to anchor trust, new customers had no social proof to offset the hesitation that comes with hiring a home services contractor they hadn't heard of before through a personal referral.
The Solution
We built a home services site structured around the three core customer jobs: installation, refinishing, and repair. Each has its own dedicated page that speaks to the specific questions and concerns of that customer — someone refinishing an existing hardwood floor has different needs than someone installing new flooring from scratch.
The before/after gallery was organized by floor type rather than chronology, so visitors looking for hardwood refinishing see hardwood examples immediately, not an undifferentiated mix of project types. Customer reviews from Google were integrated directly into the site to provide visible social proof at the exact moment homeowners are deciding whether to submit an estimate request.
Local SEO was built for ALV Floors' primary California markets, with location-specific service pages that help them rank when homeowners search for flooring contractors by city. A persistent mobile estimate form and click-to-call button ensure that the site converts mobile visitors — who represent the majority of home services search traffic — without friction.
How We Built It
From first call to live site, here is how ALV Floors’s project came together.
Discovery
Project photo organization by floor type, service taxonomy across installation and refinishing, and California service area mapping for local SEO.
Design & Build
Home services site built with service-specific pages, before/after gallery organized by floor type, Google reviews integration, and estimate form.
Review & Refine
ALV Floors reviews gallery organization, service page descriptions, estimate form routing, and mobile experience on an actual device.
Launch
Site launched with city-level local SEO live, Google Business Profile updated with service categories, and Maps integration configured.
The Numbers Speak for Themselves
What We Built
Every feature below is included at $99/month, no add-ons, no surprises.
- Before/after project gallery
- Free estimate request form
- Service area pages
- Service descriptions (install, refinish, repair)
- Local SEO optimization
- Customer reviews section
- Mobile-responsive design
- Click-to-call functionality
Why Home Services Sites Need to Separate Jobs, Not Just Services
A homeowner looking to refinish existing hardwood floors is not the same customer as someone installing new flooring in a new build. They have different questions, different concerns about disruption and timeline, and different decision criteria. A home services website that lumps installation and refinishing onto a single 'Services' page is forcing both customers through the same funnel, which means neither gets the information most relevant to their situation. ALV Floors' site was built with separate pages for installation, refinishing, and repair specifically to match each customer to the content that answers their question and moves them toward requesting an estimate. That specificity is what drives search rankings for intent-specific queries and reduces the friction between page visit and contact.
“CalTech Web built us a site that actually brings in business. People find us on Google now and the estimate requests come in regularly. For $99 a month it's a no-brainer.”
