Scroll previewA Leicestershire resin flooring contractor had no brand, no name and no website. We built all three: an 18-page site, a full visual identity, and local landing pages targeting Leicester, Leicestershire and three further towns. Live in under three weeks.
What does a flooring contractor do when they have no brand at all?
Most website projects start with a logo, a colour palette and a name above the door. This one started with none of them. The client is an experienced resin flooring installer based in Sapcote, Leicestershire, working across the Midlands and nationally, and winning almost all of his work by word of mouth.
He had the skill, the vans and a portfolio of genuinely striking floors. What he did not have was a name he was happy with, anything to put on a quotation, or a single page on the internet. Prospective customers were being sent photographs on WhatsApp and asked to imagine the rest.
The brief was not really “build a website”. It was: give this business an identity that matches the quality of the floors, and put it in front of people searching in Leicestershire and the Midlands.
The floors were already premium. Everything around them was not. That gap was the whole job.
BRAND & NAMING
How we landed on House of Epoxy
We ran several rounds of naming, working through alliterative options, plain-word options and aspirational options, testing each against three things: does it survive being said on the phone, is the .co.uk actually available, and does it sit comfortably in front of a homeowner in Leicestershire and a facilities manager buying a warehouse floor.
“House of” is auction-house and fashion-house language. It reads as craft and expense to a domestic customer and as established and serious to a commercial one. It also solved the hardest part of the brief: appealing to two very different buyers without watering down either.
From there we produced five distinct logo concepts, each shown on dark and light, and applied at real scale on workwear so the client could judge them at chest-badge size rather than blown up on a screen. The stacked lockup won.
Designing a flooring website where the floor is the hero
Resin flooring is bought on appearance. A black-and-gold metallic kitchen floor sells itself if you can see it properly, and disappears entirely if the photography is small or badly compressed.
So the site is built dark — obsidian and gold, Cinzel inscriptional capitals for the logotype, Cormorant Garamond for body copy — and every image is given room. Full-bleed heroes, gallery tiles at high resolution, and a stacking card treatment where the three finishes pile up as you scroll.
The header uses the stacked lockup at rest and condenses to a single-line mark once the visitor scrolls, so the brand gets its moment without costing a laptop user a seventh of their screen for the rest of the visit.
Why we built it in flat HTML rather than WordPress
Eighteen hand-coded HTML pages, hosted on Cloudflare Pages. No CMS, no database, no plugins.
For a contractor whose content changes rarely, that is the right call. There is nothing to update, nothing to be exploited, no plugin conflict to break the site the week a job goes live, and no monthly hosting bill beyond a domain. Pages are served from Cloudflare's edge, so they load quickly on a phone in a van with two bars of signal — which is where a lot of this traffic actually happens.
How the local SEO was structured for Leicestershire and the Midlands
A resin flooring business in Sapcote is not competing nationally on day one. It is competing for someone in Leicester typing “resin flooring near me”, and for a facilities manager in Birmingham looking for an industrial floor that can be laid overnight.
So five location pages were written, each over 2,200 words and each genuinely different rather than a template with the town name swapped:
Every page names the suburbs and districts people actually search — not just the city. Each carries its own FAQ section answering location-specific questions, its own set of area headings, and internal links across to the other locations and to the service pages.
- Resin flooring Leicester
- Resin flooring Leicestershire
- Resin flooring Birmingham
- Resin flooring Tamworth
- Resin flooring Daventry
Making it easy to enquire from a building site
Trades customers rarely fill in long forms. They send photographs. So WhatsApp is the primary call to action on every page, with the message pre-written so the customer does not have to explain themselves twice.
Where a form is used, it captures the service, the approximate area and the page the enquiry came from, so the client can see at a glance whether it is a domestic kitchen or a warehouse before he opens it. Every submission sets a reply-to of the customer's own address, so replying goes straight back to them.
On completion the visitor lands on a dedicated thank-you page setting out what happens next, how to speed the quote up by sending photographs, and six FAQs to answer the questions that would otherwise arrive by email the following morning. That page also gives the business a clean conversion event to measure.
LAUNCH
Domain, DNS and email migration
Nameservers were moved to Cloudflare and every DNS record migrated by hand rather than trusting an automatic import. Microsoft 365 email records — autodiscover, DKIM selectors, SIP and the SRV records — were set to DNS only, because proxying those breaks Outlook setup and DKIM signing in ways that are not obvious until mail starts landing in junk.
We also found and corrected an SPF record that had been authorising the wrong mail provider entirely. That was pre-existing, and would have quietly undermined deliverability.
Migrating a live business email alongside a website launch is where most rebuilds go wrong. It is worth doing slowly.
What the business has now
From no name to live in under three weeks.
- A name, a logo and a complete brand identity in production-ready formats
- An 18-page website that makes the work look as good as it is
- Five location pages targeting Leicestershire and the Midlands, built to rank over time
- A vehicle livery and workwear artwork set ready for the signwriter
- WhatsApp-first enquiry handling suited to how trades customers actually behave
- Hosting costs of effectively nothing, with no CMS to maintain or secure
Frequently asked questions
What was delivered
One catch worth having: an early monogram spelled HoE. We pulled it before anything was printed. That is the kind of thing that gets noticed after forty polo shirts are embroidered, not before. THE DESIGN
The floor scanner
The piece that does the most work is an interactive scanner. A phone or tablet appears on screen and scans a bare, cracked slab, revealing the finished floor beneath it in the same room, from the same camera position. It runs automatically and changes by page, so the garage page shows garages and the commercial page shows commercial work. It answers the only question that matters to someone with a tired concrete floor: what would mine look like? THE BUILD
Built into the site
SEARCH
The technical side
No ranking promises were made and none are made here. What the site has is the structure, the content depth and the technical foundations that local search rewards over time. TURNING VISITS INTO ENQUIRIES
How much does a website like House of Epoxy cost?
Whiteski Digital websites run from £1,000 for a complete site to £1,500 for the everything build, with hosting and care at £200 a year. A project of this scope — brand, naming, 18 pages and five location pages — sits at the upper end. Every price is published on the site; there is no quote request and no discovery call.
How long does a build like this take?
This one went from no brand at all to live in under three weeks, including naming, logo concepts and a DNS and email migration. A straightforward website without the branding work is typically live in five to ten working days.
Do you work with businesses in Leicestershire?
Yes. Whiteski Digital works with businesses across Leicester and Leicestershire, and with trades and construction firms throughout the UK. House of Epoxy is based in Sapcote, near Hinckley.
Do I need WordPress?
Not always. For a business whose content changes rarely, flat HTML is faster, cheaper to host and has no plugins to exploit or update. Where a client needs to edit content themselves or run a shop, we build on WordPress instead. The right answer depends on the business, not on what is fashionable.
Can you write the local pages for my area?
Yes. Location pages are written individually rather than duplicated with the town name swapped, naming the suburbs and districts people actually search for, each with its own FAQs and internal linking.
Can I see what my site would look like before committing?
Yes. A real homepage on your own content and photographs is £100, refunded in full if you go ahead.