Smart Hardwood FloorsWebsite and local SEO for a flooring contractor in Shelton, CT
Floors that turn heads. Built to last decades.
The client
Smart Hardwood Floors LLC is a family-owned flooring contractor based at 6 Adams Drive in Shelton, Connecticut. Their own in-house crew — no subcontractors — installs, sands, and refinishes hardwood, and installs epoxy, luxury vinyl plank, tile, and carpet across Fairfield and New Haven County. Five surfaces under one crew is unusual in this trade, and it was the thing the old presence never communicated.
The challenge
Great work, invisible online
The business ran on referrals and had no way to be found by anyone outside that circle. There was no page a homeowner searching "epoxy garage floor Shelton CT" could land on, nothing in Spanish for a large share of the local market, and nothing structured that a search engine could read to connect the business to the towns it actually serves.
No searchable service pages
Five distinct services shared a single page, so no URL was specifically about any one of them.
No local signal
The service area was a vague three-state claim with no page behind it — diluted everywhere, authoritative nowhere.
Single language
No Spanish version, in a county where a large share of homeowners search in Spanish.
No structured data
Nothing telling Google the name, address, phone, services, and area served as machine-readable facts.
What we built
A site engineered to be found
A bilingual Next.js site with a design that matches the craft standard of the work — and, underneath it, an architecture built around how people actually search for a flooring contractor.
Bilingual by architecture
Every page exists in English and Spanish with correct hreflang pairing, so Google serves the right one to each visitor instead of guessing.
One page per service
Seven standalone service pages — refinishing, installation, repair, epoxy, LVP, tile, carpet — each with its own scope, timeline, and FAQ.
A town-level service area
A service-areas hub plus a page per town and county served, each with real, specific copy about that place rather than a name swapped into a template.
Structured data throughout
LocalBusiness, Service, FAQPage, and BreadcrumbList schema so search engines read the business as facts, not prose.
Real project photography
Their own completed floors throughout — no stock imagery of anyone else’s work.
An automated SEO check
A script that crawls every published URL and fails the build on a missing title, canonical, hreflang, alt text, or schema block.
Where it stands
Built to compound
The site went live with 56 indexable URLs across both languages, every one of them carrying complete metadata and structured data. Local search results build over months, not days — the work here was to make sure that when a homeowner in Shelton, Trumbull, or Milford searches for the exact service they need, there is a page that answers it.
56
indexable URLs, EN + ES
7
standalone service pages
12
town and county pages
100%
pages with schema + hreflang
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