Armstrong’s relaunched site a ‘lead-generating machine’

HomeInside FCNewsArmstrong’s relaunched site a ‘lead-generating machine’

LANCASTER, PA.—In the same way that peanut butter enhances chocolate, Armstrong’s revamped website compliments its new products and displays. Two years in the making, Armstrong turned to its customers to learn what they wanted to see, said Richard Milliron, director of emarketing. “Consumers said shopping for flooring on the web was difficult, and retailers wanted a website that would educate and inspire users to get them higher, qualified leads.”

To tailor the experience to each visitor, the site personalizes content with a geolocator, meaning as you go to the website, it knows where the visitor comes from via an IP address.

Designed for horizontal entry, such as a long-tailed Google search, the site is divided into four areas: inspiration and design, education, product catalog and DIY. Inspiration and design is found in the Flooring Ideas tab that features flooring galleries with images that are expandable to full screen; room scenes from publications she may like; design tips and trends, and an option to design a room herself. The idea behind this is that saving a retrievable project with Armstrong flooring helps the retailer sell, Milliron said.

Flooring 101, the education section, shows the consumer how to shop for a floor. “She does this once every five years and it is an expensive purchase, with which she is not very comfort- able. There are not many places she can go for information,”

Milliron said. With video tutorials that cover the entire buying process, from floor types to installation, Armstrong’s website sends more qualified shoppers to the retailer.

Flooring Products separates by floor type, color and look, offering the shopper an avenue along which she is most comfortable. It covers every part of the purchase, from installation information, trims and molding, floor care and warranties. Finally, the DIY section has a skill assessment area to help the shopper determine whether he or she is comfortable taking on such an extensive project.

“The site is really a lead-generation machine,” Milliron said. With the purchase of the new display, dealers automatically achieve preferred partner status which improves their search engine ranking, bringing more visitors to his site and, ultimately, into his store. “Our website attracts more unique visitors than any in the industry and since it’s initial launch in late October, we have been achieving our targets.”

-Emily Hooper

Must Read

Tuesday Tips: Listening, not convincing

https://www.youtube.com/watch?v=C9w-Cs75IWo Dalton—The World Floor Covering Association (WFCA) released a new “Tuesday Tips” this week. In the series, WFCA experts present short video tips for improving customer...

Laminate stats: Storied momentum showing signs of a slowdown

There’s no denying the fact that the laminate flooring market was thoroughly enjoying a bona fide resurgence here in the U.S. over the past...

Hardwood stats: Segment cedes share, but high end hangs tough

The dynamics that impacted the hardwood flooring category in 2023—i.e., intense competition from wood look-alike products like SPC, WPC, LVT and laminate, as well...

Retailers React: How would you assess your first half?

Every two weeks, FCNews seeks out flooring retailers across the country to offer their advice on hot topics of the day. This week, we...

Resilient stats: Sales stagger but category remains the leader

The resilient flooring category saw its second consecutive decline in both dollar sales and volume in 2024. However, it still garnered the largest percentage...

Daltile celebrates 78 years of domestic production

Dallas, Texas—As it spans nearly eight decades of domestic production, Daltile said it is proud to serve the market today as one of the...
Some text some message..
X