Trade Underfloor

Ecommerce and Trade Account Website for an Underfloor Heating Supplier

Project Summary

Trade Underfloor needed a trade supplier website that could do a lot more than list products. Founded in 2013 and based in Ashby-de-la-Zouch, they design and supply energy efficient underfloor heating systems for installers, developers and merchants right across the UK, backed by training courses, technical support and an approved installer scheme.

The site they had was holding all of that back. It was basic, awkward to use, and almost invisible in search. There was no lead capture, no way for trade customers to log in and see their own pricing, and no clear route for homeowners who wanted an installer rather than a box of parts. A business with hundreds of trade partners was running on a website that could not tell one visitor from another.

We rebuilt it on WordPress with ecommerce website design built around WooCommerce, added trade account registration that unlocks exclusive pricing, and put the training courses on sale online. Behind the scenes, the site connects to their GoHighLevel CRM, so every quote request, course booking and reseller enquiry lands in a follow-up workflow instead of an inbox. We then optimised the whole site around the searches installers and homeowners genuinely make, in Google and in AI answers. View the live site.

Why this trade supplier website mattered

Most trade suppliers try to serve two audiences with one website, and end up serving neither. Trade Underfloor sells to installers who want fast, priced, repeat ordering, and to homeowners who want a system designed and fitted properly. One site now does both, sending each visitor down the right path, and the design service and the shop feed each other, because a designed system pulls through a full parts order.

How we helped

WooCommerce Ecommerce Web Development

Full WooCommerce shop covering manifolds, pipe, panels, pumps, thermostats and controls
Trade account registration that unlocks exclusive pricing and trade only benefits once approved
Online booking and payment for the installation and business training courses
Bespoke system design service set up as a separate quote route, so complex jobs are not squeezed into a basket
System type pages for screed, timber suspended and low profile retrofit, plus downloadable installation guides

SEO, CRM Integration and Ongoing Support

Marketing automation through GoHighLevel, so quotes, course bookings and reseller enquiries drop straight into automated follow-up
Search engine optimisation built around installer and homeowner intent, covering both Google and AI answer engines
Technical SEO and content structure that makes product, system and knowledge pages easy for search engines to understand
An approved installer network with a homeowner matching form, turning consumer traffic into partner leads
Ongoing hosting and website support, keeping a busy trade shop fast, secure and up to date

Results

A website that now identifies its buyers, captures its leads, and gets found.

Reseller leads went from one a month to twelve a month, a twelve fold increase
Organic search traffic increased by 422%
Trade registration turns anonymous visitors into identified, repeat purchasing accounts
Training courses sell online instead of by phone and email
Homeowner enquiries feed the approved installer network rather than being lost

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Since 2015, we’ve helped over 200 businesses launch and grow online, building websites, sales funnels and marketing automations that actually work. Our clients range from established brands to ambitious startups, across every kind of industry you can think of.