Kelly’s Flooring
A 48-year-old flooring store ranking for its own name and little else. In the five months after we rebuilt the site, Google sent 1,113 visits against 652 in the five months before, and the average position moved from the mid-40s to the low 20s.
- Business
- Kelly’s Flooring
- Place
- High Ridge, MO
- Trade
- Flooring store, family-owned since 1978
- Work
- Website rebuild, town pages, listings, CRM
- +71%
- Organic clicks, five months after against five months before
- 44 → 23
- Average Google position, six-month comparison
- 3% → 8%
- Click-through rate
- 8
- Town pages, High Ridge to Wildwood
Google Search Console, https://kellysflooring.com/ property, Nov 2025 to Sep 2026 (screenshots 17 Sep 2026).
The situation
Kelly’s has sold flooring from a showroom in High Ridge since 1978 and serves the St. Louis metro. The old site ranked for the store’s name and almost nothing else: missing headers, keywords and meta information were holding it out of local results, and the Google Business Profile would not sync.
What we built
- A rebuilt site: products, services, gallery, testimonials, a Google-reviews page, a blog, and town pages for Ballwin, Eureka, Fenton, High Ridge, Kirkwood, Manchester, St. Louis and Wildwood, with carpet-installation sub-pages. Live around 8 April 2026
- Listings management for the Google Business Profile and the directories
- A tracked phone number, lead-notification emails and the pipeline in the CRM
What Google recorded
The click line doubles the week the new site went live. Five months after against five months before: 1,113 clicks against 652, up 71%. A six-month comparison says the same thing from a different window: 1,100 visits against 693, average position 23 against 44, click-through rate 8% against 3%. Impressions fell 29% because the old site’s junk exposure, 28,000 impressions a quarter for “carpet installation” at position 59, fell away. Fewer, better impressions.
The town pages sit at positions 5 to 10: High Ridge 4.8, Eureka 9.9, Wildwood 10.1, Ballwin 10.5. “Flooring stores st louis” ranks at 11.4, and “flooring stores near me” draws 2,622 impressions a quarter. Roughly a third of the clicks are still the store’s own name.
Calls from the Google Business Profile, from the store’s own dashboard, went from 40 in February to 87 in May. Spring is flooring season, so part of that is seasonal.
| Month | Clicks | Impressions |
|---|---|---|
| Nov 2025 | 110 | 18,285 |
| Dec 2025 | 116 | 26,473 |
| Jan 2026 | 146 | 29,332 |
| Feb 2026 | 151 | 25,526 |
| Mar 2026 | 129 | 18,017 |
| Apr 2026 (rebuild live 8 Apr) | 232 | 18,046 |
| May 2026 | 237 | 25,164 |
| Jun 2026 | 220 | 26,683 |
| Jul 2026 | 198 | 27,150 |
| Aug 2026 | 226 | 30,220 |
On screen
The reports and the site itself. Dates are in the frame so the range on screen is the proof.
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- Built for
- Flooring, tile & coatings
- Setup
- 95% done for you
- Owner of record
- You