Image Credit : Lewis Jarvis





Project Overview

Since 2015, Suburban Flooring Co.’s been a leading Melbourne flooring company and timber flooring specialist. But, their website hadn’t grown with their business; it was clunky and outdated. They came to Rock for a website that reflects the customer service their reputation is built on. Of course, we’ve created something beautiful, user-friendly and responsive across device sizes, but there’s a number of less obvious features that work together to elevate the site from its competition and for customers: eCommerce functionality allows customers to purchase after-care products directly; a new enquiry form provides a more direct line to prospective customers; and integrated Google Analytics and Facebook Pixel data tracking offers an understanding of how the site’s performing.

Project Commissioner

Suburban Flooring Co.

Project Creator

Rock Agency


Account Manager Korina Kontogeorgos
Lead Designer George McIldowie
Lead Developer Jaydev Vala
Creative Oversight Tia Kelly

Project Brief

A website that’s main purpose is to compel potential customers to visit the Suburban Flooring Showroom. The company’s reputation is built on their in-person service and attention to detail – a point of difference to the franchised flooring businesses that make up a lot of the competition. They wanted their new website to reflect the strong reputation of the business – premium products delivered via premium service. But where, in the past, the company hadn’t seen the website as a focus of their business, in a post-COVID world they realised it was, almost always, the first point of contact. They needed a site to inspire customers across Melbourne to see their passion and experience, and then to make the journey to the showroom where those qualities are exemplified.

Project Need

Leading with ‘Frank and Billy’ on the Suburban Flooring Co. homepage introduces a service-centred brand and makes a personal connection. Inviting conversation from the outset delivers to the brief, emphasising Suburban Flooring Co. has that desire to share their real-world experience with customers. The message of ‘we inform, we don’t sell’ is reflected not only literally, but across every aspect of the site. Product information and specifications are clear and comprehensive; copy-style is friendly, never ‘sales-y’; testimonials validate; and a prominent enquiry form designed to feel important offers customers the option to start a conversation, then and there.

User Experience

Service is everything to Suburban Flooring Co. – it is their key point of difference in their market and the source of their excellent reputation. User Experience, therefore, was as crucial to the brand as it is for us. Every measure was taken to consider the user in the design of this project.

The site structure is clear and easy to navigate: Venture past the primary ‘Side Menu’ into a product type and you can see the way our designers have catalogued Suburban Flooring’s huge range of products from each page – it’s smart, neat and entirely user friendly.

We also showcased beautiful interior imagery at every opportunity. We discovered that timber swatches and their often slight variations in colour and texture were difficult for customers to be able to choose between. By placing swatches alongside images of the product in situ gives customers the ability to visualise results for themselves.

eCommerce functionality for the direct sale of after care products was also something we added. And by integrating after-care products to their corresponding flooring option customers can make a purchase, without further search.

Project Marketing

The before and after difference in the Suburban Flooring Co. website is stark, and the client has been delighted with the results. They love the new look and the overall ease of using the site. As a family-owned business, it was really important to the client to be able to manage the site themselves moving forward – to be able to stay up to date in their fast-paced market, with the reliance on a third party. The site's been developed to be able to be altered by the client without threatening site performance; the client has already updated their home banner to introduce customers to a current sale.

"Highly recommend the team at Rock Agency! I work for Suburban Flooring Co. and we were in need of a vastly improved and updated website. The team met with us and we gave them the brief of what we wanted, which also included a new online store for our site. Even though our initial brief was a bit vague, the teams' first concept site was spot on! Once we had chosen the layout to work with, they were professional and kept us up-to-date along the way. Our site is now far better to use, quicker to load, and includes all of our latest products. We had a large catalogue of content to put on the site and the team worked through it and delivered a great end product! Thanks, Rock!"

Project Privacy

The website is compliant with Australian laws, and is also GDPR compliant. The privacy policies are clearly listed out in the Terms and conditions and Privacy Policy page of the website.

The digital world has forever changed how we live our lives. We're looking for nominations that help us live better, smarter, have fun and just get more out of life whether that be cooking, gardening, renovating, shopping, dating, hobbies or searching for your first home.
More Details