Pete’s Hardwood Floors


Telling DIYers that yes, they can refinish their hardwood floors, with products and guidance from Pete’s.

Pete’s Hardwood Floors is the brain trust for DIY hardwood floor finishing. Their customers often say this web site saved their wood floors, their budget, their sanity and maybe their marriage.

Featuring a WooCommerce online Shop with more than 100 products, it has tons of DIY hardwood floor finishing tips and even an affordable Help Hotline for homeowners in need of custom advice.

Reports showed that more than 85% of their traffic was on mobile devices. The mobile-focused design gives their customers access from any device, anywhere in the U.S.

As one of three owners, Kadee Macey writes her website content with the same friendly voice she uses at the store in Minnesota. It is important to speak in your own voice.

Creative and technology services included:

  • Brand and navigation design
  • Website design and strategy
  • Sitemap/architecture to define and organize content
  • Content development/editing
  • Site populating/content management for 75+ pages, 40+ blog posts and 100+ products in online Shop
  • Coordination with developer before and after site launch
  • Ongoing site review and client assistance

FEATURE  Responsive web design for homeowners on-the-move

Pete’s website resizes its elements, adapting to desktop or mobile devices for a great experience. It’s easy to read and navigate, and keeps customers in the site.

FEATURE  E-commerce that brings in a national market

Pete’s new WooCommerce online Shop stands miles above their previous version, with detailed reports and a smooth credit card interface with their brick-and-mortar store.

FEATURE  A Hardwood Help Hotline that brings revenue

People have always called Pete’s for advice on finishing their floors. Their Help Hotline offers custom advice for a small fee — they get the help they need, and she gets a new customer. It’s a win-win.


FEATURE  Guiding customers to helpful info and the right products for their project

Reports showed that more than 85% of their visitors were on a mobile device. The mobile menu is straightforward and easy to use. A megamenu was used for desktop devices.

FEATURE  Rental equipment for DIYers

Renting floor refinishing equipment is how Pete’s got started. Detailed info includes machine specs, links to manuals, pricing and buttons to reserve their equipment in St. Paul, MN.

FEATURE  Key blog articles to share on social media and increase traffic

Pete’s customers often have a common wood floor problem. Their blog articles provide solutions, guide customers to the Shop and drive SEO.

The home page shows quick links to guide visitors to blog articles with answers.