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SOFTWARE: WordPress, Woocommerce, Ahrefs, Semrush
WEBSITE: Vloerenbaas.nl
The transformation of VloerenBaas from a humble flooring specialist to a vibrant online powerhouse has been nothing short of inspiring.
In the dynamic world of flooring, we have proven that a thoughtful online strategy can make all the difference.
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2021 – 2023 november
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From 33,547 in 2021 to 98,329 visitors by November 2023
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01. The challenge
In the world of e-commerce and online visibility, few markets are as competitive as flooring and flooring. It was in this demanding environment that VloerenBaas, a leading dealer of flooring and flooring products, took on the challenge of improving their online presence and strengthening their market position in 2020.
VloerenBaas had been in business for several years and had built a strong reputation for high-quality flooring and excellent service and customer care. Yet they noticed that their competitors in the online arena were performing better and capturing a larger market share.
They realised they needed to revise and strengthen their online strategy to meet the changing needs of their customers and drive their further growth in physical showroom appointments.
Main challenges
The key challenges VloerenBaas faced included:
- Limited online visibility: despite their excellent reputation in the industry, online sales results did not match their potential. The online brand was not getting the attention it deserved in the search engines, leading to a low number of organic visitors.
- Aged website and user experience: VloerenBaas’ existing website was outdated, not properly aligned with modern user expectations and incorrectly configured for the search engines.
- Lack of detailed product information: VloerenBaas wanted to provide customers with comprehensive information about their products, but their website lacked detailed product descriptions, relevant content for search engine authority & overall presentation was ineffective.
- Concompetitive pressure: competition in the industry was intense and dominated by big players with established online presence.
These challenges required a comprehensive approach, and VloerenBaas decided to partner with Space’M Online from this starting point.
Strengths
The strengths of VloerenBaas before we started work.
- Strong branding: VloerenBaas had already built a strong brand identity and was known for quality and craftsmanship. This provided a strong foundation to build on.
- Local exposure: VloerenBaas had built a good reputation in the local community, which gave them a loyal customer base.
- Quality products and service: VloerenBaas supplies high-quality flooring and offers excellent service and customer care.
- Experienced team: VloerenBaas has an experienced and dedicated team. You are the boss, they lay the floor.
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02. The solution
Website development & optimisation
The Space’M Online team began by completely revamping the VloerenBaas website. No changes were made to the existing site. Instead, we designed and developed a new, customised webshop with a focus on improved user experience (UX) and an intuitive user interface (UI).
The new website was built using WordPress and WooCommerce to ensure VloerenBaas was ready to grow online and roll out a solid SEO strategy.
SEO strategy
Search Keyword Research
Space’M Online began with extensive keyword research to identify the most relevant search terms and keywords that would lead to higher search engine visibility. This included both transactional keywords (related to product sales) and informational keywords (related to industry information and advice).
On-page SEO optimisation
After identifying key keywords, VloerenBaas’ website was optimised for these search terms. This included optimising metadata, such as titles and meta descriptions, improving heading structures on the pages and making changes to the content to bring it more in line with the selected keywords.
Technical SEO
technical improvements were made to ensure the website loaded quickly and efficiently. This included optimisations for mobile devices, reducing load times and improving overall website performance.
Link building
Space’M Online initiated a high-quality link building programme to increase VloerenBaas’ online authority. This included acquiring quality backlinks from relevant and reliable sources, which contributed to a stronger position in search engines.
Branding combined with Web Development for VloerenBaas
Space’M Online took a holistic approach for VloerenBaas that combined branding and web development to create a seamless online presence and increase brand recognition. Here is a detailed description of how this was handled:
- Brand identity and design:
The design team ensured visual uniformity on the website, reflecting the brand in every graphic and image.
- UI/UX optimisation:
The website’s design and user experience (UI/UX) were optimised to improve navigation for visitors without losing sight of branding.
- Branded visual elements:
To properly showcase the brand, branded visual elements such as images and banners were developed that were consistent with VloerenBaas’ brand identity.
- Social Media Integration:
The website was integrated with VloerenBaas’ social media platforms to provide a seamless transition for users moving from the website to social media.
This strengthened the brand’s branding and ensured consistency across online channels.
- Transparency and brand experience:
Space’M Online emphasised transparency in brand communication and experience. Customer contact through the website and other communication channels reflected VloerenBaas’ brand values and customer focus.
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Space’M Online has been a valuable partner for VloerenBaas. They helped us develop a strong brand identity and an optimised website. Thanks to their dedicated work, we have not only gained greater online visibility, but also higher brand recognition. We are incredibly pleased with the results and continue our long-lasting partnership with Space’M Online.– FIJKKE ENGELS, OWNER VLOERENBAAS.NL
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03. The result
Growth in visitors
Online visitors
Analysis:
In January 2021, they registered 46,921 visitors to their website. In the same period the following year, in January 2022, they saw a steady growth to 99,832 visitors, this resulted in an increase of 113%.
The growth continued until January 2023, with VloerenBaas welcoming a record 124,714 visitors to their website. This represented a consecutive 25% increase compared to the previous year.
Conclusion:
These figures reveal significant growth in the number of online visitors for VloerenBaas. In recent years, they have consistently increased their online presence with the combination of a SEA and SEO strategy.
Organic visitors from 2021 to 2023
Traffic channels
Analysis
During the period from January 2021 to November 2023, we see steady changes in VloerenBaas’ traffic sources:
- Organic traffic: Organic search traffic has experienced significant growth. The number of visitors through search engines increased from 33,547 in 2021 to 98,329 in 2023, representing an impressive increase of about 193%. This indicates an effective SEO strategy that has contributed to the website’s visibility.
- Paid search: Paid search traffic has also experienced strong growth. The number of visitors through paid ads has increased from 7,894 in 2021 to 11,901 in 2023, representing a growth of about 50%. This shows that paid ads are attracting a growing audience.
- Direct traffic: The number of direct visitors also grew, from 4,480 in 2021 to 11,488 in 2023, representing a notable increase of about 156%. This indicates a strong increase in brand awareness and customer loyalty.
- Other traffic: The ‘Other’ category saw a growth of about 304%, with the number of visitors increasing from 1,000 in 2021 to 4,043 in 2023.
Conclusion
The data shows that VloerenBaas has made strong progress in attracting traffic through various sources. The growth of organic traffic, paid search traffic and direct traffic testifies to the effectiveness of the online strategies.
The positive percentage differences during this period reflect the growth and success of VloerenBaas in terms of online traffic and their broad approach to leverage various traffic sources.
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04. Meer over Vloerenbaas.nl
You’re the Boss, VloerenBaas takes care of the floor
At VloerenBaas, everyone is the Boss. They believe its customers deserve the very best when you buy a floor. No wonder they score an average of 9.7 among all affiliated Bosses. For VloerenBaas, a floor is more than just a floor you walk on.
It is the first thing people look at when they walk in. A floor completes the space and creates perception in the room. VloerenBaas likes to contribute to creating that experience by carrying out its craftsmanship with love & passion.
The brand goes further where others stop and makes you the Boss. In everything. Why? Because they are only satisfied when you are. And satisfied Bosses pass it on to other Bosses. They are convinced of this, and we wholeheartedly agree.
Space’M Online – Your Partner for Online Success
Disclaimer: The figures and data provided are based on information available up to 1 November 2023.