I Need Carpet
A conversion-focused WordPress website for a local carpet installation company in Kitchener-Waterloo — built around a guided 4-step estimate funnel, local SEO, Meta Pixel integration, and a full launch to the live domain.
About the Project
I Need Carpet is a professional carpet installation company serving Kitchener, Waterloo, Cambridge, and Guelph. The client wanted a clean, trust-driven website that converted visitors from Facebook and Google into booked estimates — fast. Annexal designed and built the full site from scratch, including a custom multi-step estimate funnel, five core pages, local SEO implementation, and all integrations before migrating to the live domain.
The Challenge
The business was operating primarily through Facebook Marketplace with no dedicated website. The goal was to build a site that matched the trust and simplicity of those listings — but could scale. The design went through multiple rounds of refinement to move away from a static corporate layout and toward a guided funnel experience: one where a visitor could understand the process, select their needs, and submit an estimate request in under 45 seconds, on any device.
"We want visitors to land, understand the process instantly, and reach 'Get My Estimate' in under 10 seconds."
Our approach
Homepage Design & Funnel
Designed the homepage through two full mockup iterations, evolving from a standard layout to a conversion-focused funnel experience — hero with dual CTAs, a 3-step process summary, a "Who I Am" customer type selector, a "What I Need" service selector with subtitles, carpet quality cards, and an estimate form with trust signals. Approved design was implemented in WordPress on staging before going live.
Full Website Build
Developed five complete pages — Home, About, Services, Gallery, and Contact — using the client's real installation photography, brand colors (blue #1C4E80 and orange #D97A00), and copy. The gallery page was populated with authentic before/after and completed project images provided by the client.
Integrations & Lead Capture
Integrated Meta Pixel, Google Analytics, WhatsApp click-to-chat, and a lead capture form sending submissions to the client's email. Removed background from logo for the header, applied a footer-appropriate logo variant, and added Facebook and Instagram social links.
SEO & Launch
Implemented local SEO across all pages — meta titles, meta descriptions, H1/H2 headings, and image alt text — targeting Kitchener, Waterloo, Cambridge, and Guelph. Migrated the full site from the Annexal staging server to the live GoDaddy domain (ineedcarpet.ca), configured SSL, and completed post-launch mobile adjustments.
What the site delivers
4-Step Estimate Funnel
A guided funnel taking visitors from customer type → service needed → carpet quality → contact form, designed to qualify leads and reduce friction at every step.
Mobile-First Design
Full mobile responsive layout with thumb-friendly CTA buttons, optimized card spacing, and a sticky help button — built for the Facebook and Google traffic the client drives from mobile.
Meta Pixel & Analytics
Meta Pixel and Google Analytics integrated and verified — giving the client full visibility into traffic sources and the ability to run retargeting campaigns.
WhatsApp Click-to-Chat
Persistent WhatsApp button connecting visitors directly to the client — giving mobile users a fast path to chat without filling out a form.
Local SEO Implementation
On-page SEO targeting Kitchener, Waterloo, Cambridge, and Guelph across all pages — meta tags, headings, alt text, and service-specific and high-intent keyword placement.
Real Project Gallery
Gallery page built with the client's own installation photography — before/after shots, completed rooms, stair installs, and basement projects — adding authenticity and social proof.
What changed after launch
Screenshots
What Annexal delivered
Working with Nikhil on the ineedcarpet.ca project was a positive experience overall. He took ownership of the website design and frontend work, and delivered results that we were happy with. He was responsive throughout the project, open to feedback, and made sure the final product looked good and functioned as expected. We're satisfied with the outcome and would consider working with Nikhil again.