A curated flooring brand built from the ground up.

Sotto is a curated online flooring brand offering carpet, vinyl and entrance matting. Thoughtfully chosen and fairly priced. Rather than listing everything available, Sotto presents a considered edit: every product tested, compared and selected by flooring experts.

Sotto is more than a client. It is a performance marketing partnership where Resident North has a direct vested interest in the success of the business. That changes how we work. Every decision, from brand positioning to page structure to product copy, is made with commercial performance in mind. We are not just building a website. We are building a business.

Resident North were tasked with creating the Sotto brand from scratch, from naming and positioning through to ecommerce design, WooCommerce development and an SEO strategy designed to capture commercial search intent from day one.

Most flooring websites are built like catalogues. Overwhelming, cluttered and generic. Sotto needed to feel different. We developed a calm, editorial design language with considered typography, room-based navigation and rich category pages built around how people actually search for flooring.

A full migration from Shopify to WooCommerce preserved existing SEO equity from the previous Flooring UK domain via a comprehensive 301 redirect strategy, while new keyword-targeted category pages were built to capture high-intent searches like “click vinyl flooring,” “hall stairs and landing carpet” and “coir matting.”

Product content was written to inform rather than sell, with detailed descriptions, specifications and lifestyle guidance that help customers make confident decisions without the hard sell. Because we have skin in the game, every piece of content is built to convert, not just to rank.

• Launched a fully new ecommerce brand on WooCommerce with 218+ active products listed on Google Merchant Centre.Built SEO-rich category landing pages targeting high-intent commercial keywords across carpet, vinyl and entrance matting.
• Migrated full SEO authority from the existing Flooring UK domain with clean 301 redirects and zero redirect chains.
• Developed a brand identity, tone of voice and product copy style positioned closer to Heals and Soho Home than a traditional flooring retailer.
• Ongoing performance marketing partnership with Resident North directly invested in the commercial growth of the brand.