All American Discount Flooring and Countertops Case Study

Project at a glance

• Client: All American Discount Flooring & Countertops, a flooring and countertop store owned and operated by the Gutierrez family since 2005
• Location: Yakima, Washington, serving the Yakima Valley and Ellensburg
• How we met: Yakima Business Alliance, our BNI chapter
• Services: WordPress takeover, brand strategy, Webflow rebuild, local SEO and AEO, monthly maintenance
• Launched: February 19, 2026
• Result: 53% more clicks from Google per day since the new site launched

How All American Discount Flooring found Graceful Web Studio

All American Discount Flooring & Countertops connected with Graceful Web Studio through Yakima Business Alliance, our BNI chapter, where we built a relationship with owner Glenn Gutierrez. The team wanted help with website maintenance and SEO so their online presence could match the reputation the Gutierrez family has been earning in the Yakima Valley since 2005.

The problem: a WordPress site that broke during routine updates

We took over their existing WordPress website from a previous provider and moved it to new hosting in September 2025. It quickly became clear that the site was unstable, outdated, and prone to breaking during routine updates because of theme and plugin conflicts.

Rather than keep patching a fragile system, we had an honest conversation with Glenn. He could return the site to the previous developer or invest in a full rebuild on a modern platform. That conversation built trust and set up a better long-term solution.

A strategic rebuild in Webflow

Glenn chose a complete rebuild in Webflow, and we kicked off in November 2025. The focus was elevating the brand, clarifying services, and showing the full range of flooring and countertop products.

We restructured the content to highlight their installation-first approach and position the business as a trusted leader in the Yakima Valley. With a 4.8-star rating across more than 140 Google reviews, the new website needed to reflect that authority.

This path is exactly what our Webflow website rebuilds and platform takeovers service is built for: taking over a fragile site, then rebuilding it on a stable foundation.

Keeping the project moving during the busy season

The rebuild landed during the holiday rush, when a flooring store has very little spare time. To keep momentum, we replaced homework assignments with guided working sessions and collected content directly with the team. Decisions happened in the room, bottlenecks disappeared, and the project stayed on track without overwhelming anyone.

What we built

The new site launched on February 19, 2026, with a modern visual direction, a clearer structure, and a CMS the team can update themselves. Today it includes:

• Nine product pages: carpet, carpet pad, hardwood, laminate, luxury vinyl (LVP and LVT), sheet vinyl and VCT, tile, stone countertops, and commercial flooring
• Service area pages for Ellensburg, Grandview, Selah, Sunnyside, Toppenish, and Union Gap
• A project gallery, a kitchen transformation video, and real Google reviews, so shoppers can see the work before they visit
• A team page, so shoppers can meet the people who will measure and install their floors
• A specials page, plus the 10% discount for military, veterans, first responders, and teachers
• Clear calls to book a free measurement or visit the Yakima showroom
• Accessible design built to WCAG 2.2 Level AA, with an accessibility statement, readable contrast, clear headings, and descriptive alt text

Monthly maintenance that keeps the site growing

After launch, All American continued with a monthly website maintenance plan. Every month we build on the foundation with SEO improvements, AI search optimization, and new content. That work includes:

• A blog that now has more than 30 articles, from vinyl vs. laminate flooring and a 2026 flooring cost guide to granite vs. quartz and flooring for Yakima landlords
• Local content for shoppers outside Yakima, including a guide for Ellensburg and Kittitas County
• Regular updates to team members, project showcases, images, and video
• Monthly specials published to the site
• Performance reports so Glenn can see what the website is doing for the business

Results

Here is what Google Search Console shows, comparing the four months before launch (October 2025 to January 2026) with the months since (March to September 2026):

• 53% more clicks from Google per day. The site averaged 151 clicks a month before launch and 236 a month after.
• 117% more search impressions per day. The site now shows up in Google searches more than twice as often.
• Top-four rankings for the searches that bring in shoppers. The site's average Google position is 2.4 for "discount carpet Yakima," 3.2 for "carpet Yakima," 3.5 for "carpet stores Yakima," 3.7 for "discount flooring Yakima" and "flooring store Yakima," and 3.8 for "Yakima flooring."
• 1,777 clicks and more than 75,000 impressions from launch day through October 3, 2026.
• Google Business Profile is a top source. The link on their Google listing earned 774 clicks from search in the last 12 months.
• Articles reach new shoppers. The vinyl vs. laminate flooring guide has appeared in more than 18,000 Google searches.
• Most shoppers search on a phone. 69% of clicks from Google came from mobile devices.

Google Analytics shows 3,300 people visited the website from January 1 through October 5, 2026, across 4,700 sessions. Google search sent about 2,000 of those sessions, and Bing, DuckDuckGo, and Yahoo sent more than 200 combined.

What the client says

"Graceful Web Studio helped take my business into 2026 with a beautiful new webpage, custom friendly, easy updates and we can run the same message on all sides of social media. The business and I am thankful for all the hard work."

Glenn Gutierrez, Owner, All American Discount Flooring & Countertops

"Working with Crystal at Graceful Web Studio was an outstanding experience from start to finish. She brought incredible creativity and a deep knowledge of web design that truly elevated our online presence. She understood our vision, added thoughtful insight, and delivered a site that looks professional and functions seamlessly. What really set her apart was her commitment to the timeline and communication. She kept us informed every step of the way and handled every detail with precision. If you're looking for someone talented, reliable, and fully committed to delivering results, Graceful Web Studio is the answer."

Jeff Phillips, All American Discount Flooring & Countertops

What this project shows

A website that breaks every time it updates can't grow a business. Telling Glenn the truth about his WordPress site led to a Webflow rebuild that stays stable, and monthly maintenance has turned it into a steady source of local search traffic for a store Yakima already trusts.

You can see the results on the All American Discount Flooring & Countertops website. If your business is stuck with a WordPress site that keeps breaking, our website rebuilds and platform takeovers follow this same process. You can request a free project quote to start the conversation.

Curious what this could look like for your website? Our free accessibility ROI calculator estimates what more search traffic could add to your yearly revenue.

Crystal Scott, CPWA and certified Section 508 Trusted Tester, founder of Graceful Web Studio.