In this episode of The UK Flooring Podcast, Tom dives into one of the biggest missed opportunities in many flooring businesses: the website.
A lot of flooring companies have had a website built, left it alone for years, and hoped it still does the job. But as Tom explains, getting people to find you, trust you, and actually make an enquiry is getting harder. Your website cannot just sit there looking pretty. It needs to work.
This episode is not about flashy design for the sake of it. It is about the practical things that help turn website visitors into real enquiries: better photos, clearer copy, stronger calls to action, working links, contact forms that actually collect the right information, and follow-up systems that make the customer feel looked after from the first click.
Tom also talks through why flooring businesses should think carefully about the platform their website is built on, why stock images can make your business look less trustworthy, and how linking your website to a CRM or WhatsApp can completely change the way you handle leads.
Because the truth is, if your competitors look sharper, respond faster, and build trust quicker, they are giving the customer more reasons to choose them, even if they are more expensive.
What You’ll Learn in This Episode:
Why a website built five years ago might not be doing enough for your business now.
Why Tom recommends using flexible platforms like WordPress instead of being locked into limited website builders.
How poor stock imagery can weaken your website and make your flooring business look less professional.
Why your photos should focus on the flooring, not just the room around it.
How to make your About Us page sound more human and less robotic.
Why flooring showrooms need to clearly show and say that they have a showroom.
The importance of having clear calls to action on every page.
Why your phone number, email address, forms, and buttons all need to work properly.
How a CRM can help flooring businesses respond faster and follow up more effectively.
Why request-a-callback forms can work better than basic contact forms.
How automated emails, texts, videos, and appointment confirmations can build trust before you even meet the customer.
Why picking up the phone quickly after an enquiry can massively improve conversion.
How WhatsApp Business can be a useful option for trades who are busy on the tools.
Why social links, videos, Google reviews, and recent content all support customer trust.
Why premium customers will often do their research before choosing who to spend money with.
Memorable Quote:
“If you put all these client touch points in place first and then worry about your pricing second, the people that have done this are getting more money for less jobs with less hassle.”
Speaker Information:
Tom Cockerill is co-founder of Cockerill & Co and co-host of The UK Flooring Podcast. In this episode, he shares practical advice for flooring retailers, fitters, and business owners who want their website to bring in better enquiries, improve trust, and help them stand out online.
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