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Case Study: Coco Tile Flooring

Daniel Houle, Author

About The Client

Kevin Coco is a 3rd Generation Tile Setter whose grandfather owned and operated Atlas Flooring Contractors Co. in Montreal, Quebec for over 30 years. Learning from his grandfather, Kevin has built his business based on trust, reliability, and superior craftsmanship. This long line of Tile Setters originates from the coast of Campania, Italy where some of the most beautiful tile work in the world has been around for centuries. Taking the solid foundation of traditional Italian tiling and combining it with today’s modern large format tiles, Coco Tile continuously creates a high-end finished product that goes above and beyond all their competitors. In a short period of time, Coco Tile has earned 21 certifications while achieving 12 awards.

The Problem

Coco Tile had a website that was very slow, and the design was outdated. They wanted to make the website look more professional, while also speeding it up dramatically. The main reason why their previous website was loading so slowly is because they had a large quantity of images in their gallery sections throughout the site, and they didn’t have proper image compression in place. Another key component of this project was to maintain their high rankings on Google. They were already ranking #1 on Google for several important keywords such as “tile contractor Ottawa”. It was essential to build their website in a way that wouldn’t jeopardize their current rankings. Our goal was to not only maintain their current rankings, but also to improve their SEO performance to distance themselves even further from their competitors and prevent anyone from overtaking them.

The Objectives

  • Stand out from competitors with a unique design
  • Maintain (and improve) current SEO rankings
  • Emphasize a lot of social proof, including reviews, testimonials, awards, certifications, and stats
  • Optimize the website’s loading speed with a large number of images in the galleries
  • Easy to edit the backend themselves

The Solution

When we first started to discuss with Coco Tile about the overall strategy for their design, it was uncovered that they have many high quality videos of their team on the job. We found one video in particular that would work very well as a background video in the hero section of the home page. Using a video background is a great way to make their website immediately stand out from the crowd, from the first moment that someone lands on the page. It makes a great first impression, especially considering that the video is clearly original and not a stock video. You can see this video in action at the top of their home page:

As for site loading speed, we used a combination of tools to ensure that the website loads quickly on both mobile and desktop, anywhere in the world. We used Cloudways for hosting, Cloudflare for CDN, Hello Elementor as a lightweight theme, WP Rocket for caching, and Imagify for image compression. And as for SEO, we performed a comprehensive optimization following all of the best practices for keyword research, competitor analysis, on-page SEO, technical SEO, and local SEO. As a result, Coco Tile is still enjoying #1 rankings for various important keywords after launching their new website, as seen in the screenshot below:

The Results

Coco Tile expressed their excitement with the bottom line results that the new website is producing. It’s getting found on Google, loading quickly, and converting visitors into paying clients due to the unique design, seamless user experience, strong social proof, and enticing calls-to-action.