Case study · Direct Flooring Solutions
Booked out for 2026, six weeks after their website went live.
A referral gets your name passed on. What happens next depends on what people find when they look you up. Until September 2026, for Direct Flooring Solutions, that was a Facebook page.
- Client
- Direct Flooring Solutions
- The business
- Flooring supply and installation. Two owners, mobile, no showroom.
- Where
- Mount Barker and the Adelaide Hills, SA
- Live since
- 17 September 2026
- Result
- Booked out for the rest of 2026
- What we did
- Website, Google Business Profile, brand kit, Facebook and Instagram, first ads
In short
Waypoint Automation, an Adelaide Hills business run by Brendan, built Direct Flooring Solutions a website around the jobs they have actually done, set up and verified their Google Business Profile, gave them a full brand kit, and built a quote form that sends floor plans and photos straight to the two owners. The website went live on 17 September 2026, followed by a 30-day, $1,000 Facebook and Instagram campaign. Their Facebook page went from about 18 views a day to more than 1,900. Six weeks after the website went live, they were booked out for the rest of the year.
- 6 weeks
- from their new website going live to being booked out for the rest of 2026.
- 36,650
- views on Facebook in 19 days, up from 142 in the 8 days before.
- 4.8 stars
- on Google, from 4 reviews. All from past customers.
- $1,000
- spent on Facebook and Instagram ads, over 30 days.
As at 28 October 2026. Reviews as shown on their Google listing.
Where they started
Good at the work.
Hard to find online.
Daniel and Todd have been mates for more than fifteen years. Todd worked as a manager for a flooring retailer and Daniel worked in sales in hospitality. They started Direct Flooring Solutions in Mount Barker on one idea: you should choose a floor in the room it is going into. So they bring the samples to your place, measure up and put the whole job in writing. No showroom, by design. Their work came from people who already knew them.
- No website
- No Google Business Profile
- No reviews anywhere
- A logo that only existed as a small screenshot
- Work from referrals and a Facebook page
- A website built around jobs they have actually done
- A verified Google Business Profile
- 4 Google reviews from past customers, 4.8 stars
- A full brand kit, from business cards to the trailer
- Booked out for the rest of 2026
What we built
Six things we built for them.
A website about jobs they have actually done.
Every service they offer has its own page. A town only gets its own page once they have done a job there, with photos from that job. The Nairne page exists because of a house there where a shower leak had run through the hallway.
Separate pages for builders and real estate agents.
Trade customers ask different questions from homeowners. Their pages show the insurance details a builder's contract manager needs and name Todd as the person to call. The homeowner pages keep it simple: fully insured, certificate on request.
A quote form that works on any phone.
Customers can ask for a quote from any page, on any phone or computer, and attach floor plans and photos. Todd asked for the attachments on 8 October and they were live that evening. Every enquiry also tells Daniel and Todd where the customer found them: the website, Facebook, Instagram or a QR code.
Their Google Business Profile, set up from scratch.
Verified and listed as a flooring contractor, not a flooring shop, with the business name and phone number matching the website exactly so Google can tell it is the same business. The website was sent to Google on launch day so it could start showing up in searches.
A full brand kit, from business cards to the trailer.
Their old logo only existed as a small screenshot that went blurry in print. We redrew it so it stays sharp at any size, in every layout and colour they need. Then we made everything it goes on: business cards for both of them, shirts and work tops, the trailer, a job site sign, email signatures, Facebook and Instagram profile images, a QR code, a capability statement for builders, and a brand guide that says which file to use where.
Facebook, Instagram and their first ad campaign.
Facebook sounds like them talking to mates. Instagram is the professional face for builders and agents. Both show real jobs. Then came their first ad campaign: 30 days on Facebook and Instagram, $1,000 all up. Like the website, the ads only say things the business has confirmed.
Facebook, before and after
Their Facebook page went from 18 views a day to more than 1,900.
We rebuilt their Facebook page on 6 October and started posting their real jobs, named by town, with Daniel and Todd up front. Here is the page in the 8 days before, and the 19 days after.
| Facebook page | 8 days before | 19 days after |
|---|---|---|
| Views | 142 | 36,650 |
| Clicks through to their website | 1 | 378 |
| Likes, comments and shares | 0 | 430 |
| New followers | 0 | 51 |
Faces beat floors.
A typical job photo got around 300 views. The post introducing Daniel and Todd got 24,429, seen by 13,331 people. The second post with the two of them in it got 4,894.
Most of it wasn't paid for.
82% of the views on their posts had no ad spend behind them. The post asking for referrals had no spend at all and was still seen 4,894 times.
The right people saw it.
More than three quarters of the page's audience is in the Adelaide Hills or Adelaide, where Daniel and Todd work.
From their Meta Business Suite export, 28 September to 25 October 2026. A view is counted each time a post is shown, so one person can be counted more than once.
More pages is not better
We cut their website from 44 pages to 27.
A page about a town you have never worked in has nothing true to say, so it ends up as the same page with a different town name on it. Google treats pages like that as spam. We cut them before launch, and the site now refuses to publish two pages that say almost the same thing.
- 44
- pages in the first draft, including one for each of fourteen towns.
- 27
- pages at launch. Towns where they had not done a job yet are listed on their region's page instead.
- 4
- pages added since launch, each one because of a real job in that town.
What we left out
Five things we kept off their website.
Someone about to spend real money on a floor checks you out first, and they notice when a site is bluffing. So everything on it is something the business can stand behind.
Stock photos.
Every photo on the site is their own work, or the two of them.
Fake star ratings.
The site never showed stars before there were reviews. Now the real reviews are in, they stay on Google, where customers trust them.
Made-up numbers.
No years in business, no jobs completed, no percentages. If Daniel or Todd had not said it, it is not on the site.
Promises they don't make.
The site never says fixed price. It says what they actually do: measure on site and put the whole job in writing.
Work they don't do.
They don't sand and polish floors, so neither the site nor the Google profile says they do.
Built to be checked
Every change is checked before it goes live.
Before any update goes live, an automatic check reads every page the way Google does. It stops the update if a page is missing its title in Google, if two pages say almost the same thing, if a fake star rating has crept in, or if the writing starts to sound like a brochure.
Before launch, a separate review tried to break the website and the quote form on purpose. Everything it found was fixed.
The bug that would have cost the most
In testing, two quote requests sent from Brendan's own browser never arrived. Chrome had filled in a hidden anti-spam box, so the form decided a real person was a robot. It showed them a thank-you page and threw the request away. No email, no error, no trace.
It was found and fixed before the site launched. On a trade website it is the worst kind of fault: the customer thinks they have asked for a quote, and the business never hears about it.
The first reviews
Four reviews. All from past customers.
They started with none. Past customers were asked a few at a time, which is how a new Google profile should grow. Each one got the same request, with nothing offered in return and no filtering for the happy ones. The profile now sits at 4.8 stars.
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