SEO Breathes Life Into a New Eco-Friendly Flooring Brand

Captivate built LIFECORE’s new website from scratch, utilizing Search First® to create a beautifully designed experience with a strong SEO foundation.

Key Objectives

Build Brand Awareness

Grow Digital Footprint

Showcase Product Photos

Recruit New Dealers

The Project Background

LIFECORE is a flooring brand with a focus on healthy hardwoods. What that means is the company engineers hardwoods with no added formaldehyde and low VOCs, helping customers install environmentally friendly flooring without sacrificing beauty or style.

As a new product without any market history or brand recognition, LIFECORE came to Captivate to help bring its healthy hardwood floors into the digital stratosphere. They not only needed web design, but a holistic digital marketing program. Our team designed and developed digital solutions to launch their new products, all rooted in our Search First® methodology.

Captivate Project Background

The Project Challenge

LIFECORE’s lacking any sort of digital footprint presented a specific set of challenges. But our team viewed these as opportunities — a chance to start fresh on the right foot.

Captivate presented LIFECORE with the best digital strategy possible for building an online presence from the ground up. We’d need to ensure proper keyword mapping, build a website rooted in excellent SEO, and showcase how this eco-friendly flooring company stood out from competitors. It was a moment to help a brand new brand build market penetration and awareness by optimizing the site for non-branded, product related keywords.

In other words, we had our hands full, but our experts understood that informed decisions now would set the brand up for longterm success.

Key Issues

No Previous Digital Presence

Non-Existent Brand Awareness

Highly Competitive Landscape

Coopetition with Dealers

The ROI Focused Solution

Captivate worked with LIFECORE to understand their brand vision and goals, and built a data-driven strategy informed to help them achieve that vision.

Our team utilized their expert understanding of SEO to not only build an aesthetically pleasing website, but one that lands high in the search rankings.

Our methodology proved successful within LIFECORE’s budget, generating over 260k organic search sessions and over 3k leads since the new website launched in 2018.

In short, LIFECORE floors are now a force to be reckoned with in the flooring industry.

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The Results

Captivate’s web design for LIFECORE — rooted in our SEO strategy — helped unlock their potential in the online space. The below results show the cumulative impact of the website’s performance.


of Total Traffic

From Organic SEO

Better than 3 out of every 4 visits have come from SEO.


of Lead Forms

From Organic SEO

Over 800 lead forms have been submitted from organic users.


of Call Conversions

From Organic SEO

Over 700 click-to-call conversions from organic users.


Total Sessions

Since Site Launch

The site has had nearly 340k total visits as of May 2022.


Leads Generated

Since Site Launch

The site has generated over 3k total leads as of May 2022.



New Dealer Forms

LIFECORE has over 100 new dealer inquires as of May 2022.

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