Floors to Your Home – Comprehensive UI/UX Audit

The primary objective of this extensive audit was to comprehensively evaluate the online presence of Floors To Your Home (F2YH), a leading provider of high-quality flooring solutions. Our goal was to identify areas of improvement within the website's current technical SEO practices, on-page user experience, and overall UI/UX design, thereby laying a foundation for strategic enhancements that drive better user engagement, higher search rankings, and increased conversions.
Floors to Your Home – Comprehensive UI/UX Audit


via — BlueSky Commerce


Jan 2022
8 weeks
Floors to Your Home – Comprehensive UI/UX Audit


The audit encompassed a detailed examination across multiple dimensions of the F2YH website, including:

  1. On-Page User Review and Audit: An in-depth analysis of user interaction with the website, focusing on usability, content relevancy, and navigational flow to identify friction points affecting user engagement and conversion rates.
  2. Technical SEO Audit: A comprehensive review of the website’s technical SEO aspects, including site architecture, mobile-friendliness, page speed, indexing, crawlability, and more. This segment aimed at uncovering technical shortcomings that could impede search engine visibility and rankings.
  3. UI/UX Recommendations Report: Based on the findings from the on-page and technical audits, a set of actionable UI/UX recommendations were compiled. These suggestions aimed to enhance the overall user experience, improve site performance, and align the website’s design with best practices and the latest trends in web development.


My methodology involved a combination of automated tools and manual reviews to gather insights and data points critical for a thorough analysis. The audit was structured to first identify critical issues requiring immediate attention, followed by mid and long-term recommendations designed to sustain and improve the website’s health and performance over time.

Key Findings and Recommendations

  • Immediate Actions: Highlighted urgent fixes related to crawl errors, mobile usability issues, and critical on-page SEO optimizations.
  • Strategic Enhancements: Proposed a series of strategic recommendations focused on improving site architecture, enhancing content quality, and refining the overall user journey.
  • UI/UX Improvements: Suggested a redesign of key user interfaces and interaction models to improve accessibility, engagement, and conversion paths.

Style Guide

I developed a detailed style guide that defines a consistent aesthetic for all Call-to-Action (CTA) and secondary buttons across the website. Drawing on their brand identity, this guide outlines specific color schemes, typography, button shapes, and hover states to ensure uniformity and enhance user engagement. By establishing these design standards, the style guide serves as a comprehensive reference for maintaining visual consistency and coherence in the website’s interactive elements, both for ongoing projects and future enhancements by the design team.


The technical SEO audit has laid out a roadmap for significant improvements in search engine visibility, user engagement, and website performance. Implementing the detailed recommendations will not only resolve existing issues but also position them for sustained growth and success in a competitive online marketplace.

Following the implementation of the UI/UX recommendations, the company experienced a significant financial uplift, generating an additional $1.6 million in revenue within six months, which is a 47.88% increase from the revenue from the 6 months prior. This remarkable outcome underscores the direct impact of strategic design enhancements on business performance and revenue growth.

I just wanted to say thank you for all of the work you gave to F2YH and to help improve our SEO and audit experience format. Most of all, I want to say thank you for continuing to put yourself out there in front of clients. I continue to be impressed with the way you just get better and better - stretching yourself out of your comfort zone for our clients, for BlueSky, and for our team. You are so valued by me and our team, and I just wanted to personally thank you for all you do and for the incredible talent, and more importantly, the person that you are. You make us all better and I very much appreciate you.
Lori Winkler

Managing Director of Marketing