Mountville, Pa. -- AHF Products recently announced the launch of the entirely redesigned Bruce Hardwood Flooring website, with new and improved features for both professional contractors and homeowners to help guide them through all stages of the buying journey–getting started, advice and ideas, product information, installation instructions, and where to buy.

The redesigned site features a fresh and thoroughly updated user interface, designed for a more intuitive search for all things hardwood flooring. The site is clearly defined with new content dedicated to the consumer, from novice floor buyers to experienced DIYers, and to the Trade Professional, offering resources, education and tools specifically designed for contractors, builders and remodelers.

“It’s our job to be helpful and link arms with the DIYer, the Contractor, and the Builder to help them from shopping, specification, installation and post sales service," said Wendy Booker, vice president of marketing and product development, AHF Products. "The redesigned website is a clear expression of our commitment to inspiration and education for all Bruce customers. There is so much clutter in the marketplace and competition for mindshare that having a strong online experience, coupled with a trusted name like Bruce, helps people make decisions and feel confident that they have made the right purchase. Above all, we wanted to create a destination on the web where choosing hardwood flooring would be an easy, intuitive and totally transparent experience, no matter what your level of knowledge or expertise.”

Starting with the landing page, the site is welcoming, and has been designed to provide the ultimate user-friendly experience with simple navigation and search functionality that takes into account users’ different needs, interests, and level of knowledge. For example, there is a dedicated FAQ page filled with customers’ top hardwood flooring questions and answers, to help them get better informed and begin browsing products. Users can easily find all of the flooring products and collections, including new Hydropel, the 100% waterproof real hardwood floor from Bruce. It’s easy for users to find a store; a user’s zip code will default to their IP address, driving customers to their closest retailer, faster. The site also ensures that visitors have a user-friendly experience across their mobile devices, desktops and laptops.

"We’ve worked to create a visual and inspirational online experience, developing new content and tools to increase engagement with the homeowner and professional tradesperson,” said Booker. “Delivering the ultimate user-friendly experience and enhancing our strong online presence remains a key initiative. Ultimately the goal is to aid the customer, and increase sales and profitability for us and our retail partners.”

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