Scroll previewThe hardest part of this build was not the design. It was proving the work was real. Reconstructed Flooring had 68 job photos on a phone and not a single matched before-and-after pair, so we rebuilt the proof around what genuinely existed rather than faking what did not. The site went from one page to twenty, with polished concrete pulled to the front and everything else positioned behind it.
What was wrong with the old Reconstructed Flooring website?
It was a single basic page that showed almost none of the work and gave a buyer no reason to choose them. There was no explanation of what polished concrete actually is, no process, no pricing guidance, no local pages, and no way to send a photo of a floor — which is how this trade actually gets enquiries.
Reconstructed Flooring is a York contractor trained in the Husqvarna Superfloor® system and approved by Forcrete and Xtreme Polishing Systems. None of that was on the old site. Nor was the fact that polished concrete is their main trade rather than one service among several. A visitor arriving from Google could not tell whether they were a concrete specialist or a general flooring firm.
Three specific problems:
- No proof. A handful of stock images, no job photography, nothing that showed a floor they had actually installed.
- No depth. One page cannot answer "what is polished concrete", "what does it cost" and "will my slab take it" — which are the three questions every enquiry starts with.
- No local reach. Nothing targeting York, Leeds, Harrogate, Wetherby or Ripon, which is where the work comes from.
Why we led with polished concrete rather than treating all five services equally
Because it is the trade they want more of, and an even split would have buried it. The client was explicit: polished concrete front and centre, everything else positioned as "we also do".
That decision shaped the whole structure. The home page opens on polished concrete, the comparison block explains the four finishes against each other, and the other services sit further down. Epoxy flake — a large part of their turnover and the easiest thing to rank for — was deliberately placed below polished concrete rather than competing with it.
Delivered:
- A dedicated page for each of the five finishes: polished concrete, microcement, epoxy flake, polished overlay and concrete surface preparation
- A seven-stage process rail on the polished concrete page, written from the client's own description of how he works
- Exposure and sheen selectors — zero, partial and full aggregate exposure, then matte, satin, high gloss and grind-and-seal — each illustrated with the client's own floors
- An honest-limits section on every service page, covering what each finish will not do
- A cost section on eleven pages explaining what drives the price, with no invented figures
- A five-column mega menu under Services with a thumbnail for each finish
How we built proof when there were no before-and-after photos
We replaced the drag slider on the polished concrete page with a three-stage progression using real photos of one job. The client sent 68 images across several batches. None of them were matched pairs — plenty of befores, plenty of afters, nothing shot from the same spot in the same room.
The temptation was to doctor a finished photo into a "before". We built two that way early on, showed them, and then removed them. A fabricated before-and-after on a page that says every floor is ours is the one thing a competitor could pick apart, and it is not worth the risk.
What went in instead:
72 images were processed, cropped, colour-matched and renamed for search. Around 45 are placed; the rest sit in reserve for future pages and social.
- A three-stage progression on the polished concrete page — the same commercial unit as found, mid-grind with extraction running, and finished. One job, one corner, three photos
- A 24-image gallery on the Our Work page, every floor captioned by finish and location
- A nine-image gallery on the home page
- The client's own branded van and Husqvarna grinder as the credibility shot, on both the home page and the About page
- Husqvarna Superfloor®, Forcrete and Xtreme Polishing Systems logos, cut out and set on white chips so all three read consistently on a dark strip
Why we hand-coded it as a static site rather than using WordPress
Speed, security and cost. A concrete flooring site does not need a database, and a hand-coded static build on Cloudflare Pages has nothing to hack, nothing to update and nothing to slow it down.
It also let us build things a theme could not:
Brand colours were pulled from the client's existing logo — a teal against near-black, with a warm concrete off-white — and set as CSS variables so the dark sections step gradually lighter down each page rather than sitting flat.
- A full-screen hero using the client's own video of a Husqvarna grinder polishing a slab, cropped, compressed to 1.2 MB and muted-looping
- A drag-and-release before-and-after comparison slider that auto-cycles through jobs and pauses when you grab the handle
- An interactive flake blend picker showing twelve stocked blends against a tiled floor preview
- A WhatsApp section with a phone mock-up showing a real enquiry thread, so a buyer can see exactly how sending a photo works
- A pop-up enquiry form that pre-fills the service field depending on which button you pressed
What nearly went wrong, and how we caught it
An automated tidy-up script swapped the hero image on three pages for a generic one, and we only spotted it because the client did. Late in the build we ran a pass to stop any page repeating the same photo twice. It counted filenames and swapped duplicates for the next image in reserve. It had no idea that one of those images was the epoxy flake hero.
The result was a pale empty room sitting under a caption reading "Epoxy flake · Double garage" on the home page, the flake page and Our Work. The client emailed about one of them.
The fix was not just to put the image back. We replaced the filename-counting check with one that reads every image on every page and compares its caption and alt text against the file it points at — if something says epoxy flake, the file has to be a flake image. Running it found eight mismatches across four unique problems, including a polished concrete floor captioned as microcement. All fixed, and the check now runs on every build.
How we structured the local SEO for North Yorkshire and West Yorkshire
We built five location pages, one for each town the client actually works in, and wrote each one from scratch rather than templating it. Location pages fail when they are one page with the town name swapped in — Google filters them and they rank for nothing.
The five pages are:
Each runs to around 1,370 words with its own six FAQs, its own cost section and its own list of surrounding villages — Boston Spa, Boroughbridge, Masham, Knaresborough, Haxby. We measured the overlap between them: any two pages share about 40% of their vocabulary, and most of that is unavoidable words like "concrete" and "floor".
The technical work:
We make no ranking promises. This is the on-page work done properly; what actually decides local rankings for a trade is the Google Business Profile and genuine reviews, and we have told the client that plainly.
- Polished Concrete York — terraces with no side access, thin patched slabs, footstreet hours and permit parking, damp near the Ouse
- Polished Concrete Leeds — converted mills at Holbeck and Mabgate, thick slabs carrying decades of coatings, service-lift access, ring road trade units
- Polished Concrete Harrogate — extensions specified before the pour, Victorian villas with suspended timber floors, underfloor heating
- Polished Concrete Wetherby — double and triple garages, barn conversions, patchwork stone properties
- Polished Concrete Ripon — agricultural slabs, barn conversions, when an overlay beats a polish
- 20 pages, 27,691 words of body copy, every title and meta description unique and within length
- One H1 per page, all carrying a keyword, with no skipped heading levels anywhere
- 151 unique H2s across the site — generic headings like "Straight answers" were rewritten as "Polished concrete in Leeds — FAQs"
- 66 JSON-LD schema blocks: LocalBusiness, Service with areaServed, BreadcrumbList and FAQPage
- 90 FAQ questions marked up as FAQPage schema across 15 pages
- XML sitemap, robots.txt, canonicals, Open Graph and Twitter cards on every page
- Lazy loading below the fold, fetchpriority on hero images, a year of immutable asset caching with versioned filenames
- Skip link, main landmark and screen-reader headings for accessibility
How does an enquiry actually reach a flooring contractor?
By photo, usually on WhatsApp, because a picture of a slab tells a floor layer more than a paragraph describing it. We built the whole conversion path around that rather than around a contact form.
Both forms are wired to Web3Forms and submit by AJAX, so the success message appears in place rather than throwing the visitor onto a third-party thank-you page. If the API fails, the form stays filled in and shows the phone number instead of silently swallowing the enquiry. Success, failure and validation paths were all tested before handover.
- A WhatsApp button in the sticky mobile bar, visible on every scroll position
- Deep links that open WhatsApp with the message already written, and a different message per service — the microcement page opens a chat that already says microcement
- A dedicated "send us a photo" section on all twenty pages with a phone mock-up showing the thread
- A pop-up enquiry form on every page, pre-filled with the service you were reading about
- A full enquiry form on the contact page with a what-happens-next list
What does the business have now?
A twenty-page site that explains the trade properly and shows the work honestly.
About three weeks from the first one-page demo to a launch-ready twenty-page site.
- Polished concrete positioned as the main trade, with four other finishes supporting it
- Five service pages, each with its own process, finishes, honest limits, cost drivers and FAQs
- A commercial page and a specification support page aimed at architects, developers and main contractors
- A care and maintenance guide — useful after the sale, and a genuine search play before it
- Five location pages covering York, Leeds, Harrogate, Wetherby and Ripon
- 24 real job photos on Our Work, all captioned by finish and location
- Their own video on the home page, their van and machinery on the About page, and all three trade accreditations shown properly
- Enquiries arriving by WhatsApp, form or phone, with the service already identified
- Privacy, cookie and terms pages written properly rather than pasted
Need the same for your flooring business?
We build websites for trades that need to prove the work before they can win it.
Pricing: whiteskidigital.com/pricing
Web design in York: whiteskidigital.com/web-design-york
Flooring and resin websites: whiteskidigital.com/web-design-for-flooring-companies
WhatsApp: 07725 541812
Frequently asked questions
What does a website like this cost?
Our packages are £1,000 for a complete site and £1,500 for everything. Hosting and care is £200 a year. A build of this size — twenty pages with location SEO, custom interactive elements and full photo processing — sits at the top of that range.
How long does a build like this take?
About three weeks for this one, from the first demo to launch-ready. Most of that time was not coding. It was going back and forth on photography and copy until both were right, which is what separates a site that converts from one that just looks tidy.
Do you build websites for businesses in North Yorkshire?
Yes. We work with trades and SMEs across North Yorkshire and West Yorkshire — York, Harrogate, Ripon, Wetherby, Leeds and the surrounding towns — and across the UK. We are a remote studio, so the county makes no difference to how we work.
Why build it as a static site instead of WordPress?
A static site has no database, no plugins and no admin login, so there is nothing to hack and nothing to update. It loads faster, costs less to host and cannot break when a plugin updates itself. For a brochure site that does not need daily editing, it is the better choice. Where a client needs to edit pages themselves, we build differently.
Can you use our own photos rather than stock?
Yes, and we would rather. Every photo on this site is the client's own work. We processed 72 images, cropped and colour-matched them so they read as one set, renamed them for search and wrote alt text for each. Phone photos are fine — send the originals rather than forwarding them through WhatsApp, which compresses them.
Will this get us to the top of Google?
We will not promise that, and nobody honest will. What we can do is build the on-page work properly — structure, headings, schema, speed, unique location content — which is what we have done here. For a local trade, the two things that move rankings most are a properly set up Google Business Profile and genuine reviews, and neither of those lives on the website.