A flooring website that helps customers understand what goes into the number.
Show the floors you install and the preparation underneath them. We write your pages with your materials, finished work and the details customers need before asking for an estimate.
Ten to thirty minutes to answer. A preview in 48 hours once we have your answers and payment.
The flooring is the easy part. Homeowners worry about what you’ll find underneath it. Show the materials you install, the work that happens before installation, and how you build an estimate that doesn’t feel like a guess. Two bids for the same 1,400 square feet can sit $2,800 apart because one left the subfloor out, and a site that publishes the labor range and the prep rate lets the homeowner compare the job, not just the price.
A sample business. Okonkwo Flooring is fictional. Its prices, reviews and job stories are examples. We build your site with your business details, photos and genuine customer reviews.
What we build into your website
You answer questions about what you lay, where you work and how you price it. We write the pages and build a site like the demo here, on your own domain, with your name on it. Yours would be the same thing: a working site, not a mockup. Inside it: the subfloor clause, a failure table that says when each fault shows, and an estimator that takes your numbers. The questionnaire replaces those examples with your own.
Tell us which qualifications you’d like customers to see. We can include certifications, licenses and insurance details you provide.
Your prep charges and installation rates belong in the estimator. We’ll use your answers to explain what the price includes and when a subfloor needs extra work. Send me the questions ›
And when the job comes in, it lands here
Your Console keeps customer messages and job details together. Try Okonkwo’s sample below. The workflow tools draft texts for you to review, then send from your own phone.
okonkwoflooring.example/console
We build your website with the Console and workflow tools included. We’ll help you set up the tools that fit your work.
Your domain is registered in your name and billed at cost, about $11 a year.
Your mobile plan and optional voice line
The tools draft the message; you review it and tap to send on your phone. Texts use your carrier plan, with no per-message fee from Plainsmith.
The optional front desk answers calls you forward when you can’t pick up and prepares a text reply. We check forwarding on your number during setup. Its Twilio voice line costs about $1.15 a month plus about a cent a minute, billed to your own account. See provider costs.
Cancellation and refunds
Cancel from your account. Your website comes down and workflows stop at the end of the month or year you paid for.
You have 14 days to request a refund, starting when we send the finished website for review. We return your full website payment, including $400 if you paid annually. Domain registration is nonrefundable; you keep the domain.
Your Console stays open in read-only mode, free, so you can download your contacts, messages and appointments.
Buying the website to host elsewhere
Your domain, words, photos and logo belong to you from the start. The website’s design and code cost $499 less your plan credit to buy.
Monthly: this month’s $40 comes off. Annual: we credit $400 divided by 12 for each unfinished month, including the month you’re in. Your account shows the exact price.
Your files and hosting setup arrive within seven days. You take over hosting, updates and renewals. After a buyout, hosting and workflow service finish with your current billing month. Read the ownership terms.
What your site will know about flooring
The arguments that win when the customer is holding a cheaper bid, researched for your trade and written into
your pages. Read them the way a homeowner will.
The complaints are never about the floor
We read what homeowners write when a flooring job goes wrong. Almost none of it is the laying. It is what was under the floor before the first board went down, and nobody could see it on the day the price was agreed. Your site will say what happens when you find it.
Prep skipped, floor ruined
A $23,000 whole-house job that warped inside two months because the subfloor was never prepared, and a company that then asked the homeowner to help pay for the repair.
Never flattened
Hollow spots, planks that rock underfoot, lippage along every seam. A floating floor over a half-inch dip works its locks loose in about eighteen months, and the homeowner blames the plank. Tile is less forgiving still: a substrate that moves is cracked grout inside a year.
Drywall screws in the subfloor
Drywall screws where subfloor screws belong. They are hardened and brittle, so they snap under load and back out, and the homeowner hears it every time somebody walks the hall.
The bill didn’t match the quote
Surprise charges and disputed line items, because the scope was one number and the subfloor was a discovery. The line item lands after the old floor is up, when refusing it is not an option.
And the two the homeowner cannot check until later — your page says how you handle each.
A slab never tested
A meter passed over the surface reads dry. Humidity probes drilled into the slab and left for a day read what the plank will sit on, and the report carries each sensor’s serial number, which is why a cheaper outfit cannot fake one. Two years on, the floor that skipped it is black underneath.
Gone afterward
Months to answer, then nothing. Flooring failures show up a season or two later, so a warranty is only worth the phone number behind it, and the moisture record that backs a claim.
So publish the subfloor clause — these are the numbers the questionnaire will ask you for, and every one goes on the page:
Flatness: what you work to, in ten feet, with a straightedge the customer watches you put down.
Moisture: how a slab gets tested, and that the report goes to the homeowner.
Prep: the leveling and repair rate per square foot, agreed before the old floor comes up.
Stairs: the price per tread, because a staircase is the line people leave out of their own square footage.
The minimum job: in writing, and the days a floor needs to sit in the house before it goes down.
A homeowner holding two bids has no way to tell them apart until somebody writes those down. The outfit underbidding you either matches them, which costs him what it costs you, or leaves the gap on his own page for the customer to find.
The one paragraph an out-of-state template cannot write
The demo above is a Front Range shop, so its local paragraph is Colorado’s; yours carries your own climate and your own ground. Here, a house sits near 15 percent humidity in January. Solid plank over five inches wide opens up in February, a credit card’s width between boards, and closes again in July. It is not a defect and it is not a bad install, and a site that says so before the sale prevents the February callback every installer here knows. It also tells a homeowner the company works here.
The swamp cooler is the other half. Older houses on evaporative cooling swing from 15 percent in winter to 60 in July, a bigger swing than most of the country sees, and it moves wood from the top face down. A page that asks whether the house runs AC or a swamp cooler before it recommends solid over engineered has already earned the job.
Basements carry their own paragraph. Along the hogback and across Douglas County, slabs float on expansive clay and the walls are built floating above them, so the right answer there is a floating floor, with a generous edge gap and nothing fastened into the wall’s bottom plate. Say it on the page, and the homeowner who has just read three sites promising hardwood in the basement knows which one has been in one.
The per-square-foot question, and the three words that keep it from becoming a dispute
It is the first question most callers ask, and the one that trains them to compare two bids that are not measuring the same job. The answer that wins is a range with before subfloor prep attached, and a plain line on why prep varies: leveler goes by the bag, and doubling the depth doubles the bags. Customers do not resent the second number when they hear it before the contract.
Every price on the demo is a placeholder. You set your own bands and change them when your supplier does. What is worth publishing on any flooring page, whatever your bands are: the labor range for each floor you lay, the per-tread price for stairs, the tear-out and haul-away rate, a minimum job in writing, and why a shower cannot be priced from a photo.
What the week holds, and which of its answers are yours
Once a caller has a number, five more follow, and the installer we interviewed takes them in this order: how soon can you start and how long will it take, do you supply the flooring or do I buy it, do you move the furniture, do you tear out and haul the old floor away, and can we stay in the house with the dog. On a tile job a sixth follows — do you do the shower too.
Every one of those answers is yours. Whether furniture is inside your number, whether haul-away is, whether a dog can be in the house while you work — those differ shop to shop, and a page that answered them for you would be inventing your business. What the page does is put your answers where a caller meets them first, so the call starts at the job instead of at the basics. Four things underneath them are the same in every shop, and they are what a competitor leaves out:
Material sets the calendar
Stock plank is next-day from a distributor. Special-order hardwood, imported tile and anything from a small mill runs two to six weeks, and containers slip. A floor down for Thanksgiving is selected in early October.
Acclimation is a reading, not a date
The wood sits in the room it will live in until its moisture content matches the house. The NWFA puts that room at 60 to 80 degrees and 30 to 50 percent humidity, with the heating or cooling running five days beforehand and no more than four percent between the subfloor and the flooring. Material that spent the night in an unheated garage needs 48 hours inside before anyone opens it, no matter what the box says about acclimation — that 48 is the cold-material minimum, and it is never the acclimation period itself.
Cold stops the chemistry
Levelers, adhesives and thinsets want the substrate above 50 degrees for 24 hours before they go down and 72 hours after. Fifty is the floor rather than the target: below 70 the cure still runs, only slowly, and a portland-cement bed caught by a freeze is often weakened for good rather than merely slow. It is why a January garage floor is a different job from the same floor in May.
A shower takes the room away
The bathroom is gone for four to six days, because the thinset cures, the waterproofing cures and the grout cures, and none of them care about the schedule.
And two the customer does not know are decisions until they arrive. Keeping the baseboards means shoe molding and living with the old paint line. Plank has to be racked from four or five boxes at once, or one corner ends up a clump of dark boards and it is the only thing they see afterward.
The subfloor numbers are half of what makes one bid different from another. This is the other half, and it costs nothing to put in writing.
What we can build into a flooring site
We read what flooring contractors put on their own sites, and what their customers say in reviews. The questionnaire asks which of these belong on yours.
The subfloor paragraph
Every homeowner has heard a story about the number that changed once the old floor came up. Saying plainly what happens when you find damage, and how it is priced when you do, is the paragraph that answers the question every quote in this trade leaves open.
Materials, and where each belongs
LVP, hardwood, tile, carpet: one line each on where it belongs and where it doesn’t. It answers the question people are searching at 9pm, without waiting for a showroom visit.
A door for property managers
Rental turns and water-loss work invoice on net-30 and schedule around a tenant, and a landlord is reading for turnaround and a certificate of insurance. One plain line for them, separate from the homeowner’s page.
A gallery that shows the middle of the job
Every flooring site has finished-floor photographs, and they all look alike. What a buyer cannot get anywhere else is what was under it: the slab as you found it, the leveling going down, then the floor. Those are also the only record either of you has if the job is argued about a year later.
An estimate form that asks for measurements
What they want laid, the rooms, rough square footage, the stairs, whether anything has ever been wet, and photos of the floor that is there now. You go out already knowing the material and roughly the area, so the visit is for the two things a photo cannot tell you: what the subfloor is doing, and where the transitions land.
Send us the change.
After your site goes live
Send the hours, photo or wording you want changed. We make the edit.
5Edit requests included each month
Most go up the same day.
Put your changes in one message. Everything in that message counts as one request.
Choose an example
PlainsmithExample exchange
Your direct line
Edit request
Your request
Can you change Saturdays to appointment only? I’m keeping weekdays the same.
↓ Plainsmith makes the edit
Plainsmith✓ Done
Saturday now shows “By appointment” in your contact section. The weekday hours are unchanged.
Your request
Please replace my old contact number with (720) 555-0184.
Plainsmith makes the edit
Plainsmith✓ Done
Your contact section and call buttons now use (720) 555-0184.
Your request
It’s easy to think we just lay new boards. Can we mention the work underneath too?
↓ Plainsmith makes the edit
Plainsmith✓ Done
Your flooring page now explains that the subfloor is checked and prepared before the new floor goes down.
Your request and our reply stay together in your account.
Sample conversation. These examples don’t send a request or change a website.
From your account, from your phone, in a sentence, and it lands on our phones the second you hit send. The two of us read every message that comes through your account; you meet us at the bottom of this page. We work through edit requests in the order they arrive. Most go up the same day. Five edit requests a month are included, and how much goes into each one is up to you — everything in a single message counts as one, so send them together. A sixth queues for next month, or $10 puts it up now.
What happens while the wood is acclimating
Quotes sit. The homeowner is collecting three of them and deciding over weeks, and chasing feels like begging, so most contractors do not. A whole main level of plank, 1,400 square feet at the demo estimator’s installed range of $4 to $9 a foot for vinyl plank, is $5,600 to $12,600 of work, and one of those lost to a slow reply is more than eleven years of this page. Meanwhile the phone rings while you are on your knees with a nailer, and a job booked days ahead of the crew is exactly where a date slips.
Quote chaser
Drafts the day 2, 7 and 14 follow-ups in your own words for your tap.
Workflow tools come with your website plan, with no setup charge. The texts go out from your own number, every word they send is yours to edit first, and everyone who ever contacted you is yours to download as a spreadsheet from your account. The website plan is $480 over twelve monthly payments, or $400 paid annually. Your domain and any provider charges are separate. Send me the questions ›
Try the estimator
Try Okonkwo Flooring’s example prices below. Your website uses the rates and minimum you choose.
The estimator uses your rates. Your pages also explain common problems and how you handle them, using details you confirm. Keep agreed visits in your Console calendar.
Yes. Name the prep rate and explain when it applies. That lets a homeowner see how hidden damage could change the quote before they commit to the installation.
Should I publish square-foot prices?
Only if you want to. You can offer an estimate after a visit instead. If you publish prices, say which flooring and installation work they cover, and price subfloor preparation and stairs separately.
What photos work best?
Use your finished rooms alongside preparation photos: an exposed subfloor, a straightedge check or a moisture test. Those show the work behind the finished surface and give you something concrete to explain.
Can the site focus on commercial clients or property managers?
Yes. We’ll lead with the work you want and explain turnaround, access arrangements and insurance documentation. Residential work can have its own section if you also take homeowner inquiries.
Can search engines and AI tools find my business?
We describe your services and location on the page and in the information search engines read. This helps them understand your business. We can’t promise a ranking, recommendation or number of inquiries.
Is Plainsmith right for a flooring company with 1–3 crews?
Yes, if you still work on the jobs and take the calls yourself. We handle the website; included workflow tools help with missed calls and follow-ups. Tell us if you need dispatch, payroll or accounting integration so we can check the fit.
Ten to thirty minutes of questions. Then we build.
The questions are plain ones — what you lay, where you work, how you price it — and we read every answer ourselves. Then we write the pages and build the site, and it publishes only when you have seen it and say publish.
The “we” is Jason Walls and Tadar Puakpaibool. Jason came to software from four trades — drilling, roofing, cabinets, machining — and started Plainsmith from Golden. He is responsible for your website build and custom tools, and handles technical problems when you contact us. Tadar is the marketer: fifteen years of campaigns and launches for brands including Red Robin and Procter & Gamble, and what each page says, top to bottom, is his call. Here’s our story.
Explore Okonkwo’s demo ↗
