RM Interiors: Website Redesign for a Nationwide B2B Flooring Contractor
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RM Interiors operates 15 locations across 13 states, but its website didn’t reflect that scale: just 51 seconds average visit duration and a 48.46% bounce rate.
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We created a custom web design around a two-phase strategy: a digital strategy phase to define audience and positioning, followed by a site planning & information architecture that introduced a flooring calculator, dedicated location pages, mega menu navigation and trust-building content.
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The result: a unified conversion funnel from homepage to quote request, 15 purpose-built location pages, a functioning self-service flooring calculator, and full CMS/CRM control handed to the RM Interiors team.
The Challenge
Low Engagement & High Bounce Rate
Average visit duration was just 51 seconds, against a 6+ minute benchmark set by category leaders, while a 48.46% bounce rate signaled the homepage was not converting interest into exploration.
No Mobile-Optimized Experience
81.93% of traffic was desktop-only, with no optimized path for the mobile and field-based users common in construction and property management.
No Path From Browsing to Quote Request
There was no dynamic way to browse offerings by market, no flooring estimation tool, and no structured path from browsing to requesting a quote.
Flat, Unstructured Sitemap
A flat, unstructured sitemap buried key service and location information rather than surfacing it to visitors.
The strategic conclusion: this was not a traffic problem, it was an experience problem for real estate web design. The redesign needed to rebuild the site around how RM Interiors’ actual buyers — property managers and builders evaluating a high-volume vendor — make decisions.
The Solution
We ran a web design strategy phase to define audience, positioning and goals, followed by a site planning & information architecture to translate that strategy into a buildable structure.
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Digital Strategy & B2B Positioning
We defined two primary personas, Property Managers and Builders, and re-platformed the messaging around two pillars — “Unmatched Quality and Service” and “Leading the Industry” — built for large-scale, recurring B2B work, with clear UX goals to reduce bounce rate and lift session duration and form submissions. -
Site Planning & Information Architecture
We rebuilt the sitemap around how B2B buyers actually search — by service, market and project type — mapped 301 redirects to protect SEO equity, and scoped new landing pages including a flooring calculator, market and location pages, and a projects portfolio, with “Request a Price Quote” as the primary conversion. -
Unified News & Resource Hub
Each of RM Interiors’ 15 locations now has its own page with local contact details and a “Find the Nearest Warehouse” locator, mirroring how a national property manager shops for a regional installer. -
Navigation & Information Architecture
A sticky header keeps navigation accessible at all times, and a mega menu organizes services and products into clear, scannable categories, with breadcrumbs improving orientation across the deeper site structure.
The Results
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Unified Conversion FunnelHomepage → service → market → calculator → quote request, where previously there was none
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15 Location PagesLive across 13 states, each purpose-built for the B2B audience
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Self-Service Flooring CalculatorA functioning tool that didn’t exist before
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Content & Trust LayerTestimonials, national accounts, portfolio and resource hub
1000+ Completed Projects
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