Restructuring Quick-Step’s laminate, vinyl and wood category pages

The challenge: give each category a clear role

Quick-Step’s laminate, vinyl and wood pages needed to guide visitors through a considered purchase. Related articles sometimes repeated the category pages’ explanations, while other supporting articles covered the same questions. This created competing search targets and an unclear path from broad research to a suitable floor. I needed to make each main category page the destination for its core topic, give supporting content a distinct purpose and connect the journey through internal links.

How I restructured the pages

1. Understood the brand and buyer

   I started with Quick-Step’s positioning and tone of voice, mapped the customer journey, and interviewed sales colleagues to learn the questions buyers actually ask about laminate, vinyl and wood.

2. Researched search intent

   I combined keyword research with AnswerThePublic, Reddit discussions, live SERP reviews, Search Console queries and GA4 traffic. I also used prompts tracked in Rankshift to capture the questions people bring to AI search.

3. Consolidated and linked content

   I merged articles answering the same questions, removed repeated category-level explanations from supporting pages and linked those pages back to the relevant laminate, vinyl or wood hub. I mapped internal links between discovery, comparison, product information and the next buying step to reduce keyword cannibalisation.

4. Rewrote, localised and launched

   I rewrote and restructured the three landing pages and their supporting articles, balancing brand voice, target keywords and real customer questions. I built the content in Sitecore, translated the English (UK) version into 15 additional languages, reviewed SEO for the main countries and implemented the pages online.

The content journey I mapped

Rather than treating every query as a request for a product list, I organised the content around a shopper’s next question: first understanding the differences between laminate, vinyl and wood; then comparing suitability, look and practical needs; then getting answers to specific concerns; and finally exploring the right category and product range. Each supporting article answers its own question and points back to the appropriate main landing page, while the category page connects visitors to deeper advice and products.

Vinyl: a second category-page example

I applied the same research, consolidation and journey-led structure to the vinyl page, with copy tailored to the questions and considerations specific to vinyl flooring. The screenshot below shows the supplied Search Console comparison; the page filter URL is shortened in the capture.

Click to enlarge

What I delivered

A clearer, connected set of laminate, vinyl and wood landing pages and supporting articles: researched from real customer questions and search data, written in Quick-Step’s voice, structured to avoid overlapping search intent, published in Sitecore and localised from English (UK) into 15 other languages with SEO reviews for the main countries.

Skills used

• Customer research
• Keyword research
• Search Console & GA4
• Rankshift prompt research
• Content audit & consolidation
• Internal linking
• SEO copywriting
• Sitecore
• Localisation