Berriman Carpets

The Client

Berriman Carpets is a family-run flooring firm that's been serving Pontefract and the surrounding area for over 60 years. With 95% of their business coming from recommendations, their reputation was never in question - but their online presence didn't reflect the quality of the showroom or the service behind it. They needed a website that could do more than look good: they wanted customers to browse, calculate and buy flooring online, without losing the personal touch that's kept them in business for six decades.

The Brief

Berrimans came to us with a clear set of goals:

• A full ecommerce store covering their range of LVT, vinyl, laminates, artificial grass and accessories
• A way for customers to work out exactly how much flooring they need - and buy it there and then
• A quote-based journey for carpets, where a home measure and fitting conversation matters more than a basket
• An online booking system so customers could schedule a free home measure without picking up the phone
• A site that showcased real installations, not stock imagery
• Strong local SEO foundations to compete in the Pontefract and West Yorkshire flooring market

What We Built

A WooCommerce Store Built Around How Flooring Is Actually Sold

Flooring isn't a typical ecommerce product. Nobody buys "one" of anything - they buy by the square metre, with wastage to account for and pack sizes to consider. An off-the-shelf WooCommerce setup simply doesn't handle that, so we built custom flooring calculators directly into the product pages.

Customers enter their room dimensions and the calculator works out exactly how much flooring they need, factoring in wastage, before adding the correct quantity straight to the basket. No guesswork, no mental arithmetic, no phone call needed to ask "how many packs is that?". It removes the single biggest point of friction in buying flooring online.

Hybrid Buy-Online and Request-a-Quote Journeys

Not every product suits a checkout. Carpets need a proper home measure and a conversation about underlay, fitting and access - so we built a dual purchase model. LVT, vinyl, laminate and artificial grass can be calculated and bought online, while carpets follow a quote-request journey that funnels enquiries to the Berrimans team. The customer always gets the right buying experience for the product in front of them, and Berrimans keep control of the sales process where it matters.

Online Booking with Google Calendar Integration

A free home measure is the first step in most carpet sales, so we made booking one as easy as possible. Using the Amelia booking plugin, we built a "Book a Measure" system that lets customers choose a date and time for their home visit directly through the website - no phone tag, no back-and-forth emails.

Every booking syncs automatically with the team's Google Calendar, so Berrimans can see exactly what jobs they have coming up, plan their days around confirmed appointments, and never double-book a visit. For the customer it's a 60-second job; for the business it's a steady stream of qualified appointments landing straight in the diary.

Interactive Hot Spots Gallery

One of our favourite features on the site: a "Homes Transformed" hot spots gallery on the homepage showcasing real customer installations. Visitors can explore genuine finished rooms and see exactly which product was used in each - from Invictus Highland Oak Parquet to Fibre Flatweave herringbone - with a direct route to enquire about that product.

It's social proof and product discovery in one. Rather than telling visitors the work is good, the gallery shows them, in real homes, with a clear path from inspiration to enquiry.

Local SEO & Content

We carried out full on-page SEO across the site using Yoast, with optimised meta titles and descriptions, structured category pages, and keyword targeting built around Pontefract and West Yorkshire search terms. We also delivered a programme of blog content - covering LVT vs laminate comparisons, flooring trends and artificial grass advice - to build topical authority and capture customers at the research stage, before they're ready to buy.

Conversion paths were threaded throughout: prominent "Book a Measure" calls to action, the Price Match Promise, and Full House Deals from £899 all feature across the site to turn traffic into enquiries.

The Result

Berriman Carpets now has a website that works as hard as their showroom. Customers can browse the full range, calculate exactly what they need and buy online in minutes - or book a free home measure in a couple of clicks, with the appointment dropping straight into the team's calendar. The hot spots gallery turns 60 years of quality installations into a sales tool, and the SEO groundwork positions Berrimans to compete for flooring searches across Pontefract and West Yorkshire.

A family firm with family values, now with an online store to match.

Thinking about ecommerce for your business? Whether you need a full WooCommerce store, custom calculators, online booking or local SEO that delivers, get in touch with Wakefield Website Design on 01924 919496 or email info@wakefieldwebsitedesign.co.uk.