O'Quinn Tile, a family-owned flooring business, teamed up with Riyex to build a digital presence that reflected their industry expertise and unique identity, while also positioning them to expand into the more lucrative commercial market.
O’Quinn Tile, a family-owned flooring business, approached us with a need for a complete website overhaul. The goal was to create a digital presence that reflected their industry expertise and unique identity, while also positioning them to expand into the more lucrative commercial market. Through a highly collaborative approach, we developed a site that not only met these objectives but also embraced the personal and professional values of the owners.
Project Challenges
- Targeting a New Market: O’Quinn Tile was primarily known for residential projects and wanted to shift into larger commercial contracts.
- Maintaining the Family Identity: The company is a family-owned business with strong personal values and connections. It was crucial to reflect these traits while appealing to a more corporate clientele.
- Highlighting Key Differentiators: As a woman-owned business, this was a unique selling point, and the website needed to communicate this effectively to attract new clients in the commercial space.
Our Approach
Collaboration and Communication
From the outset, we emphasized clear communication and close collaboration with the O’Quinn team. We conducted in-depth interviews and brainstorming sessions with the business owners, Jim and Michelle, to understand their vision and the essence of what O’Quinn Tile represents. This insight guided every decision, ensuring the new site captured the heart of the business.
The account managers and engineering leads were very attentive. They answered every call and email, in addition to hosting weekly progress meetings.
Industry-Focused Research
To help the business shift from smaller residential projects to commercial flooring, we took the time to study the commercial flooring industry. We researched competitive sites, industry trends, and the decision-making criteria used by commercial project managers. This informed us on how to present their services in a way that appeals to commercial buyers, emphasizing quality, reliability, and project scale.
Personalized Elements
While the primary goal was to position O’Quinn Tile for larger commercial contracts, it was just as important to keep the personal elements that matter to the family.
Riyex really got to know us in order to build a site that showcased what we do and who we are.
For Michelle, highlighting the woman-owned aspect of the business was essential. We created a dedicated section of the site to tell her story and emphasize the importance of diversity and leadership. Jim, a lifelong Boston Red Sox fan, mentioned his love for the team—so we incorporated subtle Red Sox inspired accents throughout the site.
Positioning for Commercial Success
By leveraging the insights we gathered, we developed a site structure and content strategy focused on commercial projects. The new site showcased their past commercial work, emphasized their capacity to handle large-scale projects, and highlighted testimonials from commercial clients. Additionally, we optimized their service pages for relevant commercial flooring search terms, enhancing their visibility in industry-specific searches.
Technology
Why We Chose 11ty for a Low-Maintenance Static Site
Early in the project, it became clear that site updates would be something we would manage, giving us full control over the site’s maintenance. We considered using a more accessible CMS like WordPress, which offers robust content management features. However, since the content for this site wouldn’t change frequently, WordPress’s benefits didn’t outweigh its drawbacks—namely, the larger attack surface and the ongoing maintenance required to keep plugins updated.
By opting for 11ty and a static site approach, we were able to manage the content in code, using static HTML, CSS, JavaScript, and Markdown. This choice allowed us to easily produce well-structured content without the need for the overhead that comes with a CMS, ensuring a lightweight, secure, and low-maintenance solution.
Outcome
The revamped website has been instrumental in helping O’Quinn Tile secure larger commercial projects. Their reputation, previously centered around smaller residential jobs, has transformed, enabling them to compete for—and win—lucrative contracts in the commercial sector.
They finished on time, within budget and completely superseded our expectations.
The site now reflects the professionalism and scale needed to attract commercial clients while still maintaining the personal touch that defines O’Quinn Tile as a family business.
Key Results
- Successfully moved from residential to commercial projects.
- Increased visibility in commercial flooring searches.
- Stronger brand identity reflecting both family values and industry expertise.
We are so satisfied! We will always call Riyex for anything related to tech because y'all just know!
This project was a testament to how understanding both the business and the people behind it can create a digital presence that drives growth while honoring a company’s unique identity.
