Flawless Floors Case Study: Local SEO and Website Design for a Perry Hall Hardwood Flooring Contractor
Client: Flawless Floors
Owner: Mike Hipley
Location: Perry Hall, Maryland
Industry: Residential hardwood flooring
Services Provided: Local SEO, Google Business Profile management, on-page SEO, WordPress website design, content marketing
Partnership: 2017 to present
A Long-Term SEO Partnership with a Perry Hall Hardwood Flooring Company
MarketKeep began working with Mike Hipley, owner of Flawless Floors, in 2017. Since then, our team has managed his Google Business Profile, rebuilt his website, and run an ongoing content marketing program designed to keep Flawless Floors visible to homeowners searching for hardwood flooring services across the Baltimore region.
Our work centers on two areas: local SEO, which drives visibility in Google Maps and the local pack, and on-page SEO, which helps the Flawless Floors website rank for the specific services and towns Mike’s team covers.
Google Business Profile Optimization for a Baltimore County Flooring Contractor
For a residential contractor, the Google Business Profile is often the first thing a homeowner sees. We treat it as a living asset rather than a one-time setup, and we optimize every section of it.
Business description. We wrote the description around long-tail keywords that reflect each residential service Mike offers, along with the geographic areas his team works in.
Services. Every service Flawless Floors provides is listed on the profile, each with a detailed, keyword-focused description.
Products. We added Mike’s flooring products to the profile with their own descriptions, giving homeowners a clearer picture of what he carries before they ever call.
Project photos. We upload photos consistently under the photos category. Before uploading, each file is renamed to include the type of hardwood, the stain color, and the town where the work was completed, so every image reinforces local relevance.
Google Business Profile posts. We publish regular updates that fall into three categories:
- Completed project updates that showcase recent installations and refinishing jobs
- Events, such as opportunities for homeowners to visit or schedule an appointment with Mike’s mobile showroom
- Strategic offers timed for slower periods of the year to increase engagement and overall visibility
WordPress Website Redesign for a Maryland Hardwood Flooring Company
The on-page SEO strategy started with a full website redesign on WordPress. We built the sitemap so that each service, product line, and type of project has its own page with room to rank. The structure includes:
- Homepage
- About Us page
- Products page, with dropdowns for the mobile showroom and the stain products Mike carries
- Service pages for wood flooring services, hardwood sanding and refinishing, hardwood floor installation, hardwood floor repair, luxury vinyl and vinyl plank flooring, and dustless resurfacing
- Portfolio section, with dropdowns for completed staircases, luxury vinyl flooring projects, and before-and-after transformations
- Frequently asked questions
- Testimonials
- Schedule an estimate page
Local Landing Pages for Hardwood Floor Refinishing in Harford, Baltimore, Carroll, and Howard Counties
Behind the main navigation, we developed local landing pages for every area Mike and his team serve across Harford County, Baltimore County, Baltimore City, Carroll County, and Howard County.
These pages help the site rank when a homeowner searches for something as specific as “hardwood floor refinishing Perry Hall” or “hardwood floor refinishing Fallston MD.” Whether that homeowner lives in Harford County or Baltimore County, Flawless Floors has a relevant page ready to show up in the results.
Search Console Results: 16 Months of Growth for Flawless Floors
The most recent 16-month view from Google Search Console shows clicks, impressions, and average click-through rate all continuing on an upward trajectory. That steady climb reflects the combined effect of an optimized Google Business Profile, a well-structured website, and consistent new content.
Ongoing Monthly Content Marketing and Areas We Serve Maintenance
Every month, our team handles the following for Flawless Floors:
- Publishing two new completed project pages to the website
- Uploading three new blog articles
- Maintaining the areas we serve pages so Mike remains one of the first options for homeowners looking for a hardwood flooring estimate in their town
This rhythm keeps the site fresh, gives Google new signals of local expertise every month, and builds a growing library of real project work that helps convert visitors into estimate requests.
Hardwood Flooring SEO Services from MarketKeep in Towson, MD
Flawless Floors shows what a long-term local SEO partnership can do for a residential flooring contractor. If you run a hardwood flooring company and want to be the name homeowners find first, contact MarketKeep to talk through a strategy built around your services and your service area.
