Superior Floors sells luxury vinyl plank and carpet across six collections, each one engineered for a different mix of durability and price. The product itself is the hard part: a Superior collection plank with a 28 mil wear layer and a Benchmark Flex plank with a 12 mil wear layer can look almost identical on a phone screen, which made the website's job mostly about clarity.

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The hero leads with what the brand actually wants to be known for, hardwood-quality looks at vinyl-plank affordability. From there, each collection gets its own page with a short feature list (water resistance, scratch resistance, the Ultra Fresh mold and mildew treatment on Premier Stone) so a buyer can pick the right line without having to read every spec sheet.

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The site runs on Webflow with custom Webflow CMS collections for products, room scenes, and dealer locations. The dealer locator is the load-bearing piece for sales because Superior is a wholesale-leaning brand, and the site routes shoppers to a real dealer rather than trying to sell direct.