Flooring Contractor
Frontier Custom Floors Case Study
Local Forge improved Frontier Custom Floors' website performance, local-search structure and lead handling, then connected the site to CRM, chat, call routing, missed-call recovery and review workflows.
Visit live site Last reviewed August 27, 2026
The challenge
What needed to change
- The business needed a faster mobile experience that better represented the quality of its flooring work.
- Core services such as hardwood installation, refinishing, LVP, stairs and removal needed clearer search and conversion pathways.
- Incoming leads and missed calls needed a more consistent follow-up process instead of depending on manual response alone.
System built
Website, lead flow and operations
- Optimized the React/Vite website for mobile loading, image delivery, fonts and conversion-focused service navigation.
- Connected GoHighLevel lead workflows, website chat, missed-call text-back and business call routing.
- Organized Google Business Profile services around the actual flooring categories the company sells and supports with real project proof.
Search & AI visibility
How the public information architecture was strengthened
- Strengthened service-focused page structure and internal linking around hardwood, refinishing, LVP, stairs, removal and related local-intent searches.
- Improved technical performance and crawlable page structure rather than relying on a visual redesign alone.
- Built the local SEO and review strategy around real services, real locations and real completed work.
First-party evidence
What can be verified from the work
- The production site is connected to conversion tracking and CRM workflows rather than operating as an isolated brochure website.
- Google Business Profile categories and services were reviewed to better align the public entity with Frontier's core flooring work.
- Lead capture, call handling and follow-up are designed as one customer journey from local discovery through contact.
Business impact
What the business has now
- Frontier now has a faster and cleaner path from Google or the Business Profile to website inquiry and follow-up.
- The website has a stronger foundation for location visibility, service-depth content, project proof and review generation.
- The lead system reduces dependence on memory and manual callbacks when customers contact the business during busy field work.
Technology and capabilities
ReactViteGoHighLevelGoogle Business ProfileLocal SEOPerformance OptimizationConversion Tracking