Suelo Flooring

About the Project

Carlos Gomez is an experienced commercial flooring installer based in Southeast Queensland. He had been working across Brisbane, Logan, Ipswich, and the Northern Gold Coast for years — laying LVP, vinyl sheet, carpet tile, and hybrid flooring in hospitality venues, retail stores, offices, and healthcare facilities. But he had no business name, no brand, and no website. Every lead came through word of mouth or subcontracting for other firms.

He came to Platform21 with a clear goal: build a professional commercial flooring business from the ground up, with a brand and web presence that would position him alongside established competitors from day one.

The Challenge

Starting from zero in the commercial flooring market presented several specific challenges:

• No existing brand — Carlos needed a company name, logo, colour palette, and visual identity created from scratch
• The Southeast Queensland commercial flooring market is dominated by established firms with years of search history
• Commercial flooring buyers (project managers, builders, architects) research online before making contact — a thin or amateur web presence would cost credibility
• The site needed to cover multiple service types, industry sectors, and geographic locations without creating content overlap or keyword cannibalisation
• Carlos wanted the brand to reflect his Colombian heritage in a way that felt authentic but professional

Our Approach

1. Brand Creation: We developed the name “Suelo” — Spanish for “floor” — which directly references Carlos’s Colombian heritage while being simple, memorable, and meaningful in context. The brand identity was built around a terracotta and walnut colour palette inspired by natural flooring materials, with Fraunces headings and Inter body text for a premium but approachable feel. The three-plank logo symbol represents the core of the trade.

2. SEO Architecture: We designed a three-silo site structure targeting services (6 pages), industries (13 pages), and locations (5 pages). Each silo has a hub page with cross-links to detail pages, creating a clear topical hierarchy that search engines can crawl efficiently. Internal linking between silos ensures every page reinforces the site’s overall authority.

3. Content Strategy: We wrote 10 long-form blog posts (1,300–2,000 words each) targeting commercial flooring queries specific to Southeast Queensland. Posts are scheduled with future publish dates and automatically go live via a weekly GitHub Actions build. Topics cover product comparisons, maintenance guides, location-specific advice, and industry trends.

4. AI Photography: Generated photorealistic hero images for every service, industry, and location page using Google Gemini — all with Australian commercial settings, natural light, and warm tones that match the brand palette.

5. Technical Implementation: Astro SSG on Cloudflare Pages with self-hosted fonts, deferred GA4 loading, SendGrid form notifications, structured data on every page type (FlooringStore, Service, Article, FAQPage, BreadcrumbList), and conversion tracking for phone clicks and quote submissions.

Key Features

Heritage-Driven Brand Identity

The name “Suelo” gave Carlos a brand that stands out in a market full of generic trade names. It connects to his family background, is easy to say and spell, and immediately communicates what the business does. Carlos’s reaction when we presented the name confirmed we had hit the mark — he said it was perfect.

Three-Silo SEO Architecture

The site is built around three content silos that mirror how commercial clients search:

• Services (6 pages): LVP, vinyl sheet, carpet tile, hybrid flooring, floor preparation, commercial fit-outs
• Industries (13 pages): Commercial, hospitality, retail, residential, plus specialist sub-pages for restaurants, cafes, hotels, offices, healthcare, aged care, education, warehouses, and highrise developments
• Locations (5 pages): Brisbane Metro, Brisbane Southside, Logan, Northern Gold Coast, Ipswich — each with local precincts, challenges, and suburb lists

Cross-linking between silos creates a dense internal link graph that distributes authority evenly and helps Google understand the topical relationships.

Structured Data Coverage

Every page type carries appropriate schema markup:

• Homepage: FlooringStore with business details, areaServed, and opening hours
• Service pages: Service schema with provider reference
• Industry pages: WebPage with isPartOf reference
• Location pages: Service with LocalBusiness provider and areaServed
• Blog posts: Article with author, publisher, dates
• FAQ page: FAQPage with all 16 questions
• All inner pages: BreadcrumbList navigation schema

Automated Publishing Pipeline

Blog posts use future publishDate values in frontmatter. A GitHub Actions workflow runs every Monday at 6:00 AM AEST, rebuilding the site and deploying to Cloudflare Pages. Posts automatically appear when their scheduled date arrives — no manual intervention required.

Conversion-Ready Forms

The quote request form submits to a Cloudflare Pages Function that sends formatted HTML emails via SendGrid — to Carlos with a BCC to Platform21 for oversight. GA4 tracks phone link clicks and form submissions as conversion events.

Technical Stack

• Astro SSG with Tailwind CSS
• Cloudflare Pages (Direct Upload + GitHub Actions for weekly builds)
• Cloudflare Pages Function for form handling via SendGrid
• Self-hosted Google Fonts (Fraunces, Inter, DM Sans)
• GA4 with deferred loading and conversion tracking
• Schema markup: FlooringStore, Service, Article, FAQPage, BreadcrumbList
• Cloudflare Email Routing for domain email forwarding

Results

The site launched with 46 pages, 10 scheduled blog posts, 13 industry pages, 5 location pages, a complete brand identity, AI-generated photography throughout, full structured data coverage, and a Lighthouse SEO score of 100. Carlos has a professional web presence that competes with firms that have been established for decades — built in a matter of days from a standing start.

The site is live at www.sueloflooring.com.au.