Long Island Paneling, Ceilings & Floors is an award-winning home improvement business on New York's Long Island. The business has served the Long Island community since 1964.


This website was built for Long Island Paneling, Ceilings and Floors, a chain of New York-based home improvement stores that wanted to replace a previous website built on a commercial website builder.


Long Island Paneling, Ceilings & Floors’s previous site had been built on a commercial website builder and was becoming increasingly expensive month-to-month to have the most basic features.  The previous site also had photos that had been resized many times and were of low quality and appeared pixelated – not to mention, slow-loading.

Our mission was to create a new website that was visually appealing and easy-to-navigate but also appealing to a large target audience in terms of age and demographics.

According to Google Analytics, roughly 60% of LIP’s website users were age 45 +, so the goal was to create a site that still catered to users that were older and accessing the site primarily from their desktop computer, but also appealed to a younger audience who were generally accessing the website from mobile phones – as, at this stage of time, were the people who were buying and remodeling homes, in terms of generation (younger Generation X, Millennial).  By including the embedded Instagram, we could target a younger market with social media integration.

In addition, LIP needed to create a branding and social media strategy to again, attract a younger customer base, which continues to be a work in progress as the process needed to be started from the ground up.

Colours & Typography

Playfair Display

Final Result

The first phase of this website was completed in 2020, however, we continue to work with Long Island Paneling, Ceilings & Floors in expanding the website and its capabilties (in 2021, we integrated a catalogue and created a careers page), graphic design, print advertisements and social media.  We were able to also successfully promote LIP when they were nominated for “Best of Long Island” as a flooring specialist, a contest which they won in 2021 and 2022.

The WordPress website features a virtual floor finder, an embedded Instagram feed, an embedded flooring catalogue and examples of products carried by the company with information related to selecting the right type of product for your home. The site displays updated inventories of discontinued items, as this is one of the business’s unique specialty areas that gives the company national reach in the United States. There is also an interior design blog created by the company’s resident interior designer. In addition, the site includes multiple photo galleries that feature different variations of each kind of product, and a pre-shopping questionnaire that allows for a potential customer to make contact with the store before visiting.

The site also features an accordian-style frequently asked questions (FAQ) section. The theme is fully custom-designed by us, and we refreshed an older version of the logo, while creating a new logo designed for social media.

Graphics & Other Elements