Safecoat Flooring Case Study | Design Point Digital

Safecoat Flooring delivers epoxy flooring for environments where performance matters, from warehouses and factories to commercial kitchens and retail spaces. But its website wasn’t reflecting that expertise. Service information was limited, enquiry pathways were unclear, and visibility across competitive flooring searches needed strengthening.

The brief connected website design with a targeted SEO strategy: make each service easier to discover, demonstrate its suitability for different industries and give customers a clear next step. That meant rebuilding the website around trust and expanding its service content, which delivered a #1 ranking for “epoxy flooring Melbourne” and 200% year-on-year growth in top-10 keyword rankings.

192%

increase in organic traffic

200%

top 10 keywords YoY

258%

organic revenue YoY

About Safecoat Epoxy Flooring

Safecoat Flooring provides epoxy flooring solutions for commercial and industrial environments, including warehouses, factories, showrooms, retail spaces and commercial kitchens. Its work focuses on durable, low-maintenance flooring systems tailored to the practical requirements of each environment. Safecoat engaged Design Point Digital in 2021 to improve its website experience, strengthen organic search visibility and generate more relevant enquiries across its target service areas.

Challenges

Safecoat needed its website to do two jobs: demonstrate the quality of its work and reach customers searching for specific flooring solutions. Some traffic was arriving, but limited service coverage and unclear enquiry pathways were restricting its potential.

The main challenges were:

An outdated website experience.
The design needed to better reflect Safecoat’s capabilities and make its services easier to explore.
Too few opportunities to enquire.
Important pages lacked prominent calls to action and clear next steps.
Limited visibility across commercial searches.
The business needed stronger rankings for epoxy flooring and industry-specific requirements.
Different customers with different needs.
A warehouse operator, commercial kitchen manager and retail business needed information relevant to their environment.
Growth across multiple service areas.
The website needed a structured approach to services and locations that could support ongoing expansion.

Our Approach

The strategy was centred on making Safecoat’s expertise clear at every stage of the customer journey. We combined a website rebuild with keyword mapping, dedicated service and industry pages, and stronger trust signals, supported by local SEO and backlink acquisition to improve visibility and turn more organic visits into enquiries.

Rebuild Around Trust and Enquiries

Created a modern website with clear calls to action, service links, trust banners and third-party reviews.

Map Services to Search Demand

Used keyword research and competitor gap analysis to identify opportunities across epoxy flooring, applications and target locations.

Give Each Industry Relevant Content

Expanded service and industry pages to address the distinct requirements of warehouses, commercial kitchens, retail spaces and other environments.

Make Expertise More Visible

Strengthened experience and authority signals, helping prospective customers assess Safecoat’s capabilities before making contact.

Strengthen Local Discovery

Refined Google Business Profile information and local SEO signals to support visibility across relevant service areas.

Connect Content and Technical SEO

Implemented structured data and clearer page relationships to help search engines understand the business and its services.

Build Authority Beyond the Website

Acquired relevant backlinks to support the website’s authority across competitive flooring searches.

Results

A leading position for a priority service search: Safecoat reached #1 for “epoxy flooring Melbourne”, alongside top-five rankings across several commercial and industrial flooring terms.

Broader visibility across flooring applications: top-10 keyword rankings grew by 200% year-on-year, extending Safecoat’s presence across searches relevant to its service offering.

Growth beyond rankings: reported results included a 192% increase in organic traffic and 258% year-on-year growth in organic revenue, alongside more consistent inbound enquiries.

+192%

Increase in Organic Traffic
More visitors reaching Safecoat through organic search.

+200%

Growth in Top-10 Keyword Rankings
Year-on-year expansion in keywords ranking among the first 10 results.

+258%

Growth in Organic Revenue
Reported year-on-year revenue growth attributed to organic search.

For “Epoxy Flooring Melbourne”
A leading position for a priority commercial service keyword.

Keyword	Before	After
“epoxy flooring melbourne”	Unranked	#1
“commercial kitchen flooring”	Unranked	#6
“epoxy flooring”	Unranked	#5
“epoxy floors melbourne”	Unranked	#3
“warehouse flooring”	Unranked	#4
“epoxy melbourne”	Unranked	#5
“car park flooring”	Unranked	#2
“retail epoxy flooring”	Unranked	#4
“industrial flooring melbourne”	Unranked	#3

The Conclusion

Safecoat Flooring’s campaign shows the value of connecting search visibility with the information commercial customers need to choose a flooring contractor.

Through a website rebuild, targeted service and industry pages, stronger trust signals and local SEO, Design Point Digital helped Safecoat reach #1 for “epoxy flooring Melbourne”. Reported results included a 192% increase in organic traffic, 200% year-on-year growth in top-10 keyword rankings and 258% year-on-year growth in organic revenue — linking a broader search presence with measurable commercial outcomes.

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Safecoat Flooring: A Stronger Foundation for Search

About Safecoat Epoxy Flooring

Challenges