Case study · 90-day engagement
A Phoenix flooring company had spent $340k on a brand-new 4,000 sqft showroom in north Scottsdale. The space was empty most weekdays. The owner had been told for two years that "people just don't visit showrooms anymore." That was wrong. People did not visit because nothing on the website gave them a reason to.
The challenge
The owner came in through our free audit. The bot scored the website at 63 and flagged "no clear next step" as the top conversion issue. The site had a beautiful gallery, a contact form, and a phone number. None of those generated a real appointment.
We pulled the data. The damage:
The fix was to make the next step concrete. "Get free samples by mail" is a 30-second commitment. That commitment opens the door to a showroom visit.
The plan
Built /free-samples landing page where a homeowner could pick up to 5 samples (hardwood, LVP, tile, carpet, laminate) and have them shipped free in 48 hours. The landing page hero was the actual sample box on a kitchen counter — the visual sold the offer. We tied Stripe to the form for a refundable $5 hold (filtered tire-kickers). 38% of sample requesters booked a showroom visit within 21 days.
When samples shipped, an automated 5-email sequence kicked in: day 0 (samples on the way), day 2 (samples arrive, schedule a showroom design consult), day 5 (here are 3 questions to ask before you commit), day 9 (we have your samples noted in the system, here's available appointment slots), day 14 (final invitation). Conversion to appointment 38%, far above the industry-standard 10-15%.
Killed broad-match on "flooring Phoenix." Built sample-keyword ad groups: "free flooring samples," "hardwood floor samples," "LVP sample box." CPC dropped from $7.40 to $3.10 because Quality Score on the new sample landing page jumped from 5 to 9. Same daily spend produced 2.4× more sample requests.
Connected Calendly to the showroom calendar so the customer could pick a time directly. SMS reminder 24 hours before, again 1 hour before. Show-up rate jumped from 56% to 88%. Designer prep notes auto-populated based on the samples each customer had requested. Average appointment-to-quote conversion went from 31% to 58%.
AI tools we used
We do not pretend the work happens by hand. Three of our internal tools are the reason this engagement moved as fast as it did. Each of them replaces what used to be days of human time.
Custom AI we built that grades every search term on commercial intent, urgency, and local match in under a second. Replaces a half-day human audit.
Takes one bad search term and proposes the related variants we should also negate before they show up. Found 87 negatives nobody had thought of.
Crawls the site and fires every conversion event in a sandbox so you can see what is actually being recorded vs what should be. Caught the duplicate form fire in 4 minutes.
The execution
| Week | What we shipped | What moved |
|---|---|---|
| Week 1 | Sample-pack design + /free-samples landing page wireframe approved | Page live by Friday, first 3 sample requests over weekend |
| Week 2 | Stripe $5 hold integrated, fulfillment workflow set up at the showroom | 14 sample boxes shipped week 2 |
| Week 3 | 5-email post-shipment sequence live, Calendly tied to showroom calendar | First 4 showroom appointments from sample-pack pipeline |
| Week 4 | Google Ads restructured around sample-keyword ad groups | CPC down 58%, sample requests up 140% |
| Week 7 | Sample-pack request rate hits 80/mo, showroom appt rate hits 38/mo | Designer adds Saturday hours, books 2 weeks out |
| Week 13 | Quarterly review | Run rate stable at 76 showroom appts/mo, retainer continues |
The numbers
The mix that produced the new run rate:
At an average ticket of $14,800 and a 35% close rate on showroom-quoted jobs, the +54 monthly showroom appointments produce roughly $279,000/mo in new gross revenue. The 90-day engagement at $799/mo cost $2,397.
I had been told for 2 years that nobody visits showrooms anymore. Mark put a free sample box in front of my prospects and they all suddenly wanted to come in. Showroom is full now. The people who would not give me 30 minutes were the same people who would happily order 5 samples and then book a Saturday appointment.
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