Distinctive Flooring

image of Distinctive Forring's new Website

As a UK based flooring company, Distinctive Flooring creates the highest quality design flooring for both residential and commercial markets. Following a company-wide brand refresh, Distinctive looked for a website development company who would help bring their plans for a new website to life. This involved giving them the flexibility to serve different audiences with different content, allowing them to cover both commercial and residential customers.

We completed an initial professional website audit of their existing website and its functionalities, looking to streamline the site to improve the customer experience. This involved taking a deep-dive to determine the overall value and performance of the website. Once we’d identified the key issues and challenges, including the overall functionality and usability of the website, we sat down with Distinctive to discuss the next steps ahead of the website redesign to ensure that our visions were aligned with their company objectives.


Ahead of the website redesign, Distinctive were utilising a WordPress environment which harnessed their older branding style, along with a very simple blog and sampling request form. Functionality was very limited, and the site was buggy, making it really difficult for the user to have a positive experience on the site. Furthermore, the website made it very unclear who Distinctive were selling to – was this product aimed at the retailer, the contractor or the end user? And how did each of these users find relevant content and information?



With plans to continue the expansion of the business, through the evolution of existing product ranges and ongoing new product development, Distinctive opted for the Umbraco 8.0 platform for their site. Truly unique, Umbraco CMS allowed us to create the Distinctive online environment to match the requirement exactly.

With elements including individual landing pages for each collection and product, an interactive Find a Retailer section and a bespoke user area for sample orders – the new environment provides Distinctive with an Umbraco website that can grow comfortably with them.

Along with enabling the functionality to cater to the two sides of the website (residential and commercial) and servicing audience members by providing dedicated advice, inspiration and resources, relevant to them, Umbraco has also helped to future-proof Distinctive for global distribution, giving them the functionality to manage multilingual content directly in the Umbraco CMS.

“It has been fantastic working with Simon and the team to get our new website up and running. The team demonstrated their extensive knowledge base throughout while communicating with us at all major turning points. Since the completion, we’ve seen some fantastic results which we are absolutely thrilled about!”
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Debbie Turvey
Marketing Manager for Distinctive Flooring

Since the launch of the website redesign in August 2019, Distinctive has seen:


  • 59% increase in unique page views 
  • 17% increase in organic social traffic since the new website migration
  • 29.56% increase in organic search

You can find the new look Distinctive Flooring website here.

Changes are scary. The thought of a website redesign can be daunting, but from time-to-time, it is required to evolve and to keep up with the latest trends and of course ensure that your online investment is paying off. At Codeminers, you’re in safe hands. We have extensive knowledge and experience in custom web development solutions, from CMS platform selection, to bespoke website design.