Speedway Flooring – How to Build a Great Website from the Ground Up

It’s one of those businesses and brands that succeeds by being invisible.

Speedway Flooring is the leading installer of liquid screed floors in the South West. Like us, your first question is probably – what exactly IS a screed floor? It’s the concrete foundation underlying all tiling, carpets and floor coverings in your home, your office, your doctor’s surgery or an indoor ice rink.  If the Speedway team do their job right, you shouldn’t even notice the result. If not, you will certainly notice if, after six months, your tiles crack or your linoleum lifts.

Up until July 2020, Speedway Flooring’s web presence had been as invisible as its perfectly smooth floors. Managing Director and founder, Antony Jones, has built up the business over 14 years by personal referral and word of mouth. Which – like his floors – is a very solid foundation for good business.

Antony realised that a website is now business-critical to share information, stand out from the competition and find new customers. He wants to expand into new markets – how would new customers find him except through web searches? It’s not uncommon for smaller businesses or sole traders to have no web presence – last year a survey revealed that 75% of Britain’s small businesses don’t have a website.

But if you are scaling up, or looking to attract new business, it’s time to bite the bullet.

This is the story of how Real Internet helped Speedway Flooring launch their new website – using the start-up package which is tailored for single services or businesses just starting up.

No smooth talking. Just smooth floors.”  A very good place to start

When starting work on a brand-new website – take your time.  Time to talk with your designer, and copywriter if you’re using one, about your brand. They need to understand your company and your goals as though they were a partner. What makes you stand out from your competitors? Do those competitors have a web presence? If so, what do you like or dislike about it? What do you offer that they don’t?

In the case of Speedway Flooring, it was very clear that this is a company that doesn’t believe in sales spiels and genuinely believes in delivering a perfect service every time. Antony was clear he didn’t want to over-complicate the new website by using too many technical terms or contractor industry jargon.

“People can call me at any time, or quiz me at the site visit, to get the technical requirements and information they need. But going into enormous detail about drying times, or how many millimetres deep the floor needs to be, can be off-putting on a website, especially to homeowners rather than people in the building industry.”

This led directly to the mission statement line on the website home page:

No smooth talking. Just smooth floors.’

Which set the tone for the entire website. A few well-written pages are more effective than dozens of over complicated ones.

The art of web design

“The best websites require users to think less. They do this by ensuring they understand and meet their users’ needs in a clear, easy and efficient way.” Tom Fogden, web designer.

A good website is usually more than a simple static home page with contact details. For smaller companies who offer a single service, up to 4 pages is usually plenty to explain the product and introduce the team.

Increasingly, potential customers want to know who they are buying from as well as what they’re buying. It gives the same reassurance as a personal referral so including some background about Antony was going to be a key component. Speedway also needed to explain in layman’s terms what liquid screed flooring is and what the benefits are.

The home page solved this neatly by creating two click-throughs: About Us – the people – and Liquid Screed – showcasing the product and its key benefits. We were even able to add a more light-hearted comment on what NOT to expect from a liquid screed floor: “cracked tiles, uneven floors, higher energy bills and headaches!” into the list of benefits. Keeping the tone friendlier and more conversational. No smooth talking, just smooth floors.

To create the About Us page, the team decided to use a direct quote from Antony talking about his career and why he’s passionate about doing a good job, every time. It was important for everyone that the personality of the company, as well as the product, was clear on every page of the site.

…and the science

As a user, what’s the one thing that is guaranteed to drive you crazy, or drive you to other sites? Links that go nowhere, confusing website structures which take 10 clicks to find the contact details, laborious load times?

The science of web design is about making the online experience as easy as possible for a potential customer. In reality, this is all about building a site that is easy to navigate. Of course, you can buy website building templates ‘off the shelf’ now, and DIY your website design. In reality, what you won’t have access to is experts who understand the mysteries of “Google optimisation” and compliance. And particularly, how to create clear, simple structures that allow customers to find what they need fast.

You know yourself how frustrating it is when certain sites simply don’t look right on your different devices. Real Internet will ensure that your site appears the same whether it’s accessed on a laptop, mobile phone or a tablet. It’s called responsive design – since the website automatically adapts or responds to the device or platform it is loading onto. If you don’t build this into your design, words can be cut off at the edges or images could be cut in half. And you wouldn’t want to lose any zeroes off the price list and mislead potential customers!

Pictures can speak louder than words

If your images aren’t good, your site won’t look good, either. You can make anything look attractive – even cement!

In many instances, we suggest steering clear of using stock photography which can look over-staged and commercial, even cheesy. But, for Speedway, using a mix of well-shot, well-lit images, and powerful close-ups, plus real-life images of the Speedway team installing floors, gave the new site visual standout.

Dividing the web pages in two, and devoting 50% of the screen to an image, demonstrates confidence in your product or service, and catches attention.

For Speedway’s home page, we chose an aspirational image of the ‘finished product’ and on other pages such as Liquid Screed, we embedded images of the team at work, laying the liquid floors. Research confirms that in most cases, ‘people buy from people,’ especially with smaller businesses. So, putting a face to a product creates a stronger emotional connection, and builds trust in your brand.

If you are a smaller business or sole trader thinking of creating a website, please get in touch with us here at Real Internet – we’d love to help you get online!

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