FLO Form
FLO Form
Floform Countertops has been a trusted name in countertop design, fabrication, and installation since 1961. Serving customers across Canada and the northwestern United States, the company offers a wide range of premium surfaces, including quartz, granite, porcelain, laminate, and butcher block. With numerous showrooms and fabrication facilities, Floform delivers expert guidance from material selection through final installation, helping homeowners create countertops that are durable, stylish, and budget-friendly for kitchens and bathrooms alike.
- Category
- Full-Service Branding, Development & SEO Growth Strategy
- Start Date
- 17 September 2021
- Client
- FLO Form
- Handover
- 21 June 2022
Regular
Medium
SemiBold
Bold
This Is Text Message
Medium Typography
Just Amazing
Awesome
Before
Website Design & Performance Issues
Although the desktop layout appears clean, it relies heavily on large images that push important content below the fold and may slow page loading. The navigation bar is minimal but lacks a strong visual hierarchy, making it harder for users to find key sections quickly. Text areas would benefit from improved contrast and spacing to enhance readability and overall accessibility.
Strong Visual Design & User Trust Elements
The desktop experience presents a polished and professional appearance, supported by high-quality lifestyle imagery that helps users visualize products in real-world settings. The structured layout smoothly guides visitors from collections to material options. Clean typography and balanced spacing contribute to a modern, welcoming design that encourages engagement and easy reading.
After
Before
Website Design & Performance Issues
On tablet devices, the homepage feels sparse and lacks clear navigation cues. A single oversized image dominates the screen, providing little context about the brand or offerings. With minimal visible text and no prominent calls to action, users may struggle to understand the site’s purpose quickly, which can reduce engagement and lead to frustration.
Strong Visual Design & User Trust Elements
The tablet layout maintains a sleek and modern aesthetic that reinforces brand identity. A clearly placed navigation bar ensures usability while keeping attention on the central visual, which effectively showcases the product range. High-quality imagery combined with a clutter-free design creates a professional and user-friendly experience.
After
Before
Website Design & Performance Issues
The mobile version feels dense, with too much information compressed into small sections. Limited spacing between images, headings, and text makes the content harder to scan quickly. Additionally, call-to-action buttons lack visual emphasis, reducing their effectiveness in directing user interaction.
Strong Visual Design & User Trust Elements
The mobile experience is visually engaging and optimized for scrolling, clearly showcasing product collections and categories. Large, high-quality images capture attention and help users understand offerings instantly. Well-balanced typography and spacing support readability and provide a smooth, intuitive navigation experience on smaller screens.
After
Core Web Vitals Before/After
Desktop
Mobile
SEO Growth Strategy
Search Performance Report (One Month After Optimization)
One month after optimization, the website shows noticeable improvement in search performance, generating 3.17K clicks from 317K impressions. Search visibility has increased steadily, indicating stronger presence in search results. Although the click-through rate remains low at 0.5%, the consistent growth in impressions reflects positive SEO momentum. The average position of 30 suggests ongoing ranking improvements with further optimization potential.
Three-Month Search Performance After Optimization
Over the three-month period after optimization, the website achieved 3.17K clicks from 961K impressions, reflecting steady growth in search visibility. While the average CTR is 0.4%, impressions show a consistent upward trend, indicating improved keyword reach. The average position of 34.7 suggests rankings are gradually strengthening, with room for further optimization to boost clicks.
Search Performance Report (Six Months After Optimization)
Over six months after optimization, the website generated 7.10K clicks from 2M impressions, showing a clear improvement in overall search visibility. The average CTR of 0.5% indicates stable engagement as impressions continued to grow steadily. With an average position of 35.8, rankings show gradual progress, suggesting long-term SEO efforts are positively impacting performance.
Website Achievement – Google Search Impact (After Optimization)
After optimization, the website showed strong progress in Google Search performance, reaching 16.5K clicks toward the 19K target within 28 days. It also successfully achieved the 17K Google Search Impact milestone in October 2024, reflecting consistent growth in organic traffic. These results highlight improved visibility and steady gains from ongoing SEO efforts.
Steady Growth in Google Search Impact
The website demonstrated steady growth in Google Search Impact, progressing from 910 clicks in January 2024 to 1.1K clicks in February, and reaching 1.3K clicks by July 2024. This consistent upward trend reflects gradual improvements in search visibility and organic performance. It highlights the effectiveness of ongoing optimization efforts over time.
Website Performance Summary – Last 7 Days
Over the last 7 days, the website recorded 345 sessions from organic search, followed by 112 from direct traffic, 91 from cross-network, and 62 from paid search, with smaller contributions from other channels. A total of 462 active users came from the United States, while India contributed 17 users, Pakistan 6, Canada 4, and the United Kingdom 3. User activity shows 2.1K users over the last 30 days, 519 users in the last 7 days, and 45 users in the last day, reflecting steady ongoing engagement.
Website Performance Summary — Last 30 Days
Over the last 30 days, the website generated 1.7K sessions from organic search, along with 460 direct sessions, 347 from cross-network, and 265 from paid search, while other channels contributed smaller volumes. User activity was strongest in the United States with 1.9K active users, followed by India with 70, the United Kingdom with 19, Pakistan with 11, and Canada with 9 users. Overall engagement remained consistent, showing 2.1K users over 30 days, 519 users in the last 7 days, and 45 users in the last day.
Website Performance Summary — Last 90 Days
Over the last 90 days, the website recorded 3.8K sessions from organic search, 965 from direct traffic, 815 from paid search, and 813 from cross-network channels, with referrals and social contributing smaller shares. The United States led user activity with 5.8K active users, followed by Germany at 224, India at 201, the United Kingdom at 46, and Canada at 22. Overall engagement remained steady, showing 2.1K users over 30 days, 519 users in the last 7 days, and 45 users in the last day.
Website Performance Summary — Last 12 Months
Over the last 12 months, the website generated 20K sessions from organic search, followed by 8.2K direct sessions, 4.4K from paid search, and 3.7K from cross-network traffic, with referrals and social channels adding smaller volumes. The United States contributed the highest engagement with 27K active users, followed by Germany at 343, India at 326, the United Kingdom at 222, and Canada at 156. Overall activity remained consistent, recording 2.1K users over 30 days, 519 users in the last 7 days, and 45 users in the most recent day.
Google Map
Map 3 Pack
50 Miles Radius
