How We Are Supporting Newland Floors and Doors With a Full E-commerce Growth Strategy

When we first started working with Newland Floors and Doors, we recognised right away that they were an ambitious online retailer with a strong product range and the potential to scale significantly with the right digital strategy. As a business specialising in high-quality flooring and doors, they compete in a crowded national market, so visibility, user experience and conversion optimisation all play a vital role in their long-term success.

Who Newland Floors and Doors Are

Newland Floors and Doors supply a wide range of home improvement products through their online store. Their catalogue includes:

• Laminate flooring

• Hardwood flooring

• LVT flooring

• Internal doors

• External doors

• Door furniture

• Flooring accessories

Their products appeal to homeowners, landlords, tradespeople and anyone carrying out a renovation project. Through our partnership, we are helping them ensure their ideal customers can find these products online with ease.

Why E-commerce SEO Matters for Newland

Unlike service-based businesses that rely heavily on local searches, e-commerce retailers need strong national visibility and a clear site structure that supports both category-level and product-level optimisation. Newland Floors and Doors sell throughout the UK, which means they must compete with large established retailers while still building their own unique identity.

Our SEO strategy focuses on:

• Strong, optimised category pages such as laminate flooring, engineered hardwood flooring, oak doors and internal doors

• Detailed product pages with unique content, specifications and conversion-focused layouts

• A clean navigation structure that supports browsing and helps search engines understand product groups

• Long-tail commercial keywords such as best laminate flooring for bedrooms and modern white internal doors

• Balancing organic growth with paid social campaigns for maximum reach

Our aim is to help Newland become a trusted online supplier that customers feel confident buying from, whether they need a single internal door or flooring for an entire renovation.

Our Strategy for Newland Floors and Doors

To support their growth, we created a multi-layered digital strategy that blends long-term SEO improvements with immediate visibility and sales from Meta Ads.

Understanding Business Goals and User Intent

Because Newland sell both flooring and doors, and each category attracts different customer behaviour, we analysed how users browse, what they search for and what motivates them to buy. This insight shapes our keyword strategy, content planning and campaign structure.

E-commerce SEO Foundations

We have been strengthening the structure and performance of the Newland website to support both search visibility and user experience. Our work includes:

• Optimising key categories such as laminate flooring, engineered hardwood and internal doors

• Expanding and improving product descriptions with high-quality, unique content

• Enhancing internal linking and product filtering

• Improving metadata, product schema and technical SEO

• Refining the customer journey to increase conversions

Content That Supports Research and Buying Intent

Customers often need guidance before they feel ready to purchase. We create helpful content that explains flooring types, offers door selection advice, compares materials and answers common questions. This content builds authority and positions Newland as both a retailer and a trusted source of expertise.

Meta Ads Campaigns to Drive Immediate Sales

While SEO supports long-term growth, Meta Ads allow us to drive visibility and revenue quickly. Our Meta Ads activity includes:

• Product-focused feed ads promoting flooring and door ranges across Facebook and Instagram

• Targeted campaign structures based on interests, behaviours and purchase intent

• Retargeting campaigns to re-engage users who viewed products but did not convert

• Category-level campaigns designed to capture early-stage demand

This approach ensures Newland appear throughout the customer journey, from discovery to purchase.

Building Trust and Increasing Conversion Confidence

We are also strengthening trust signals across the website, including clearer product information, transparent delivery and returns messaging, visible customer support and consistent design across categories. These improvements reduce friction and help more visitors convert into customers.

Why This Matters for Ongoing Growth

Combining SEO with Meta Ads gives Newland Floors and Doors a balanced and scalable growth strategy. Paid social drives immediate traffic and sales, while SEO builds long-term visibility and authority. The results include:

• Increased visibility for high-value product categories

• More traffic to high-converting product pages

• A smoother and more confident buying experience

• Improved conversion rates

• A stronger position within the UK flooring and doors market

Looking Ahead

More than six months into our partnership, we continue to refine and improve Newland’s digital performance. Our focus remains on driving targeted traffic, increasing conversions and strengthening their online presence. With ongoing SEO, continued content development and further optimisation of Meta Ads campaigns, we are confident their growth will continue.

Any e-commerce business looking to scale online can benefit from the same approach. If you want to increase your visibility and drive more online sales, we are here to help.