Preference Floors
Jimmyweb designed and developed the website for Preference Floors, an established Australian flooring distributor supplying engineered timber, hybrid, laminate, bamboo, cork, and vinyl products to builders, designers, and retailers nationwide. Delivered as a custom WordPress build, the project focused on bringing structure and clarity to an extensive product range, supported by strong photography and a refined layout that speaks to both trade professionals and design-led audiences.
Preference Floors is an established Australian flooring distributor supplying a wide range of timber and timber-look products to builders, designers, and retailers across the country. With a catalogue spanning engineered timber, hybrid, laminate, bamboo, cork, and vinyl flooring, the business has built its reputation on consistency, availability, and product depth. What sets them apart is not just the breadth of their range, but the reliability behind it. They operate like a serious national supplier, with the infrastructure and experience to support projects at scale.
The core challenge redesigning this website was scale. Preference Floors has an extensive product range, and presenting that range in a way that feels clear rather than overwhelming required careful thought. It was not simply a case of listing products. The site needed to help users understand the differences between categories, navigate collections intuitively, and find what they were looking for without friction.
At the same time, the brand sits between two audiences. Trade professionals want efficiency, quick access to specifications, and a no-nonsense browsing experience. End users and designers, on the other hand, respond to inspiration, atmosphere, and visual storytelling. The website needed to speak to both without compromising either.
There was also a broader positioning challenge. Preference Floors is a well-established wholesaler, but the existing digital presence did not fully reflect the quality of the product range. The new site needed to feel more considered and contemporary, while still grounded in the credibility of a long-standing supplier.
What we did
We approached the project by simplifying the experience at every level. The structure of the site was refined to prioritise clarity, with product categories organised in a way that feels intuitive from the first interaction. Instead of overwhelming users with options, the navigation gently guides them toward the right product type before surfacing deeper detail.
Visually, we leaned into a more modern, restrained design language. Clean layouts, consistent spacing, and a clear typographic hierarchy allow the content to breathe. This creates a sense of calm across the site, which is especially important when dealing with a large volume of products. The design avoids unnecessary decoration and focuses on usability and legibility.
Photography became a central pillar of the experience. Flooring is inherently tactile and visual, so we ensured that imagery carried the emotional weight of the brand. Large, high-quality images showcase texture, tone, and application in real spaces, helping users imagine the product in context rather than viewing it as a flat sample.
We also focused on the balance between inspiration and function. Product pages are structured to provide both visual appeal and practical information, allowing users to move seamlessly between browsing and decision-making. Calls to action are placed thoughtfully, supporting the journey without interrupting it.
The tech stack
The website was delivered as a fully bespoke design and custom WordPress build. This approach gave us the flexibility to create a tailored experience that aligns closely with the brand, rather than relying on restrictive templates. Every component was designed and developed with purpose, ensuring consistency across the site.
Performance was a key consideration throughout the build. With a large number of images and product pages, speed optimisation played an important role in maintaining a smooth browsing experience. Assets were carefully managed and optimised to ensure fast load times without compromising visual quality.
The result is a robust, scalable platform that can grow alongside the business. The WordPress backend provides the Preference Floors team with an intuitive way to manage products and content, while the custom front end ensures the site remains fast, flexible, and future-ready.
Bringing it all together
The finished website brings structure and clarity to a complex product offering. Users can quickly understand the range, navigate between categories, and explore products without feeling lost. The experience feels cohesive from the first interaction through to deeper product exploration.
At the same time, the site elevates the brand visually. The combination of strong imagery and a refined layout creates a more contemporary presence, aligning the digital experience with the quality of the products themselves. It feels both established and current, which is exactly where the brand sits.
Ultimately, the project balances practicality with presentation. It supports the needs of trade users while still engaging a broader audience, creating a website that works hard without drawing attention to the effort behind it.
What we loved
We appreciated the opportunity to work with a product range that naturally lends itself to visual storytelling. The textures, tones, and finishes of the flooring allowed us to create a design that feels warm and considered without being overstated.
There is also something satisfying about bringing clarity to complexity. Taking a large, detailed catalogue and shaping it into a streamlined digital experience is where thoughtful design can make a real difference, and this project is a strong example of that.
What they loved
The Preference Floors team responded strongly to how the design stayed true to their brand while elevating its presentation. The site feels aligned with their identity, but more refined and easier to engage with. They also valued the emphasis on photography. The imagery plays a leading role in communicating the quality of their products, and the new design gives it the space it deserves. It allows their range to speak for itself in a way that feels natural and compelling.
Preference Floors continues to work with our team to update and optimize their website to ensure it remains a valuable asset to their business and stays up-to-date with the latest web design trends and best practices.
What did we do?
- Discovery + Strategy
- Custom Website Design
- Responsive Mobile-Ready
- CMS Customisation
- Creative Direction
- Website Development
- Wordpress Development
- Website Hosting
- Speed Optimisation
- Ongoing Maintenance + Support
