FLO Form
FLO Form
Floform Countertops has been a leader in countertop design, fabrication, and installation since 1961, offering premium surfaces including quartz, granite, porcelain, laminate, and butcher block across Canada and the northwestern USA. With multiple showrooms and fabrication facilities, they provide expert service from design to installation. Whether for a kitchen remodel or bathroom upgrade, Floform helps customers choose the right materials and styles to create durable, stylish, and affordable countertops.
- Category
- Full-Service Branding, Development & SEO Growth Strategy
- Start Date
- 17 September 2021
- Client
- FLO Form
- Handover
- 21 June 2022
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Medium Typography
Just Amazing
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Before
Website Design & Performance Issues
The desktop view, while clean, relies too heavily on large images which push key information below the fold and may impact load times. The navigation bar feels minimal but lacks stronger visual hierarchy to guide users quickly. Additionally, the text blocks could use better contrast and spacing for improved readability and accessibility.
Strong Visual Design & User Trust Elements
The desktop view has a polished and professional look, with strong use of lifestyle imagery that helps customers visualize products in real settings. The layout is well-structured, guiding users from collections to material options smoothly. Typography and spacing are clean, creating a modern and approachable design that enhances readability and engagement.
After
Before
Website Design & Performance Issues
The tablet view lacks clear navigation and feels empty, as the homepage is dominated by a single oversized image with little context. The absence of visible text or call-to-action elements makes it hard for users to understand the offerings at first glance. This minimalism reduces engagement and may frustrate visitors looking for quick information.
Strong Visual Design & User Trust Elements
The tablet view looks polished with a clean and modern design that highlights the brand identity clearly. The navigation bar at the top ensures accessibility while keeping the focus on the central image, which effectively communicates the product offering. The use of high-quality visuals paired with minimal clutter gives the layout a professional and user-friendly appeal.
After
Before
Website Design & Performance Issues
The mobile view feels overcrowded, with too much text packed into small sections, which can overwhelm users. The layout lacks breathing space between images, headings, and body text, making it harder to scan quickly. Additionally, the call-to-action buttons don’t stand out strongly enough, reducing their effectiveness in guiding user engagement.
Strong Visual Design & User Trust Elements
The mobile view is visually appealing with a clean, scroll-friendly layout that highlights collections and product types clearly. The use of large, high-quality images keeps users engaged and makes it easy to understand the offerings at a glance. The typography and spacing are well-balanced, ensuring readability and smooth navigation on smaller screens.
After
Core Web Vitals Before/After
Desktop
Mobile
SEO Growth Strategy
Search Performance Report (One Month After Optimization)
The website received 317K impressions and 1.15K clicks between July 17 and August 13, 2025, with an average position of 30 and a CTR of 0.5 percent. The lower CTR and ranking indicate opportunities to enhance content relevance and enhance search positioning, despite the fact that visibility remains constant.
Three-Month Search Performance After Optimization
The website saw 3.17 thousand clicks, 961 thousand impressions, a 0.4 percent CTR, and an average position of 34.7 over the past three months. While visibility continues to grow steadily, improving CTR and ranking will be key focus areas for future optimization.
Search Performance Report (Six Months After Optimization)
The website saw 7.10K clicks, 2M impressions, a 0.5% CTR, and an average position of 35.8 over the past six months. Current metrics indicate a significant opportunity to enhance rankings and engagement through ongoing SEO efforts, despite the steady rise in visibility.
Website Achievement – Google Search Impact (After Optimization)
In its SEO journey, our website has reached an exciting milestone. In just 28 days, we had achieved 17 thousand clicks from Google Search as of October 10, 2024. We are now moving toward our next goal, which is 16.5K/19K clicks, which is already in progress. This demonstrates the impact of our SEO efforts and our steady rise in search visibility.
Steady Growth in Google Search Impact
We are pleased to announce our consistent improvement in search performance! We reached 1.1K clicks on February 2, 2024, and 1.3K clicks on July 22, 2024, all within 28 days, from 910 clicks on January 30, 2024.
Website Performance Summary – Last 7 Days
This week, user activity remained steady, with consistent organic traffic and low engagement.
- Paid Search: 63
- Unassigned: 12
- Referral: 12
- Organic Social: 2
Top Channel: Organic Search attracted 345 sessions, followed by Direct at 112 and Cross-Network at 91.
Website Performance Summary — Last 30 Days
Over the past month, the website had moderate global reach and steady traffic.
- Direct: 460
- Cross Network: 347
- Paid Search: 265
- Organic Social: 14
Top Channel:Direct and Cross-Network were followed by Organic Search (1.7K sessions).
Website Performance Summary — Last 90 Days
The website has seen steady growth and a diverse global audience over the past three months.
- Organic Search: 3.8K
- Direct: 2.9K
- Paid Search: 965
- Cross Network: 815
Website Performance Summary — Last 12 Months
The website’s key metrics have shown steady growth over the past year:
Google Map
Map 3 Pack
50 Miles Radius
