Family Value Flooring
A new name, two stores, one website
Family Value Flooring sells and installs flooring from showrooms in Goshen and Topeka, Indiana. For twenty years the Goshen store was Troyer Carpets. I built its new website under that name in 2021. In 2022 the business added a store in Topeka and took a new name. A change like that can cost a business the place on Google it spent years earning. This one kept it. The site carried everything the old name had earned over to the new one, with a place for both stores. I still look after the site and the search work around it.
The homepage says the new name and the old one in the same breath, Family Value Flooring, formerly Troyer Carpets.
New pages, updates, and search work, year after year
- Client
- Family Value Flooring (formerly Troyer Carpets)
- Where
- Goshen and Topeka, Indiana
- Business
- Flooring sales, design, and installation, for homes and businesses
- Launched
- 2021, with the Topeka store added in 2022
- What I did
- Website design and copy with SEO built in, local search and Google Business Profile work, hosting, and care
From two old names to one
The moments that mattered, and the results that followed.
The site went live in 2021 as Troyer Carpets. The risk came in December 2022, when it moved to the new name and a new web address. Google clicks didn’t dip, and they have grown every year since.
The flooring store
Twenty years in Goshen, under a name people knew.
Family Value Flooring is a flooring store in Goshen, Indiana, with a second showroom in Topeka. It sells carpet, hardwood, laminate, luxury vinyl, tile, and stone, and its own crews install what it sells. In-house designers help customers choose, and a big warehouse keeps much of the stock ready to go. Tyler and Hannah Smith own and run it. Tyler started in the business as an installation apprentice in 2008.
For most of its history, the Goshen store was Troyer Carpets. The name was known across Elkhart County, and it had twenty years of customers and reviews behind it. A store like this lives on word of mouth and on the map. Someone needs a new floor, asks a neighbor, searches the store's name, and drives over to look.
The website project
A new name, without losing what the old one had earned.
The owners chose a new name, Family Value Flooring, and wanted a website that matched it. A new name is a risk for a local store. Customers who knew Troyer Carpets would keep searching for Troyer Carpets. Reviews, links, and listings carried the old name. The new site had to catch every one of those people and tell them, plainly, that they'd found the right store.
The project had four goals:
Carry the old name.
Anyone who searched for Troyer Carpets should land on the new site and know at once it was the same store.
Show the floors.
Flooring is chosen by eye. Each kind of floor needed its own page, with real photos of installed floors.
Get people to the showroom.
Most sales start with a visit, so directions, hours, and a request for a free estimate had to be easy to find from any page.
Make room to grow.
The site had to take on new locations, new product lines, and new services without starting over.
I built the site in 2021, as Troyer Carpets, and moved it to the new name in 2022.
The last goal got tested early. In 2022, the store bought Quality Floor, a flooring store in Topeka, about half an hour from Goshen. The website took the new store on without a rebuild, with a page of its own, its own address and hours, and the same products and services, with a line telling Quality Floor's customers where their store had gone.
Two stores, two old names, one new name
The web design and SEO work
One site, two stores, and both names working for the business.
Keep the old name in view.
The new name leads, and the old one sits right beside it. The homepage introduces Family Value Flooring as "formerly Troyer Carpets," and the Topeka page says "formerly Quality Floor." The homepage's description in Google's results says it too, so someone searching the old name sees right away that they've found the same store.
Keep the reviews.
Years of reviews were written to Troyer Carpets. Losing them would have made a well-known store look new. So the site keeps a reviews page under the old name as well as the new one, and both show what customers say about the store. Someone who searches for reviews of Troyer Carpets lands on the new store's own reviews, in its customers' words.
A page for every floor
Customers search for the floor they want, like hardwood, luxury vinyl plank, carpet, tile. Each kind of floor has a page of its own, written around the questions customers ask about it and filled with photos of floors the store has installed. The installation gallery collects the best of those jobs, from tiled showers to whole kitchens, so a customer can picture the work in their own home before the visit.
Two stores, one site
Both stores share one website and one brand. The homepage and the showroom page invite customers to visit either location, and each store has its own page with its address, hours, and directions. The contact page carries a map. Every page ends with the same two choices. Visit the showroom, or ask for a free estimate.
Built for the map
For a flooring store, the map matters more than any other part of Google. The site lists the towns and the county the stores serve in plain words. Each store's name, address, and phone number match its Google Business Profile, and each store has a page of its own for its profile to point to.
Changing your name or adding a location?
Tell me what's changingResults
The old name still brings people to the new store.
Family Value Flooring (formerly Troyer Carpets) has offered design-to-installation service in Elkhart County for 20+ years.
Search the old name, find the new store
#1On Google for “Troyer Carpets”The name change worked on Google. Search for "Troyer Carpets" or "Troyer Carpets Goshen," and the first result is the Family Value Flooring website. The same goes for the new name. Customers who remember the store either way find it.
No dip when the address changed
+55%Google clicks a month, 2026 against 2022When the site moved to its new address in December 2022, the Google clicks came with it. The old address averaged about 114 clicks a month in its last year. The new one had 155 in its first full month, and the monthly average has gone up every year since.
Both stores, in the top three on the map
49 of 49Map points in the top three, at both storesOn Google Maps, each store shows up in the top three at all 49 points around it, the Goshen store for “hardwood flooring goshen,” and the Topeka store for “flooring store.” Both scans are from October 16, 2026.
More than a thousand ways in
1,000+Different searches that bring people to the siteMore than 1,000 different searches brought people to the site in the past year. The store’s two names lead the list. After them come the floors and the towns, like flooring stores near me, goshen flooring, carpet stores near me, topeka flooring.
Where most sales still start
830+Direction requests to both stores from Google, May to September 2026The site and both stores’ Google profiles all point people to the showroom. From May to September 2026, people asked Google for directions to the two stores more than 830 times, about 170 a month. The site’s job is to get them through the showroom door, in Goshen or in Topeka.
Want your store found by its old name and its new one?
Start a projectDone right, down to the parts nobody sees
Google still connects the old name to the new store.
and down
A good electrician turns every outlet screw so the slot points straight up and down. Most homeowners never notice. Another electrician does, and that one screw tells them how the rest of the job was done. Websites have clues like that behind every page. They tell you whether someone did the job right or took shortcuts. On this site, one of them kept the old name working. When Troyer Carpets became Family Value Flooring, the old name went into the summary Google shows under the link.
<meta description> Family Value Flooring (formerly Troyer Carpets) has offered design-to-installation service in Elkhart County for 20+ years.<title> Family Value Flooring | Flooring Specialists in Goshen INflooring-remnants-sale-in-goshen-indiana-2.jpgalt="Flooring Remnants Sale in Goshen and Topeka Indiana"Search summary
The short description under the link in Google, called the meta description, starts with "Family Value Flooring (formerly Troyer Carpets)." A search for the old name finds the new store.
Page title
The title names the trade and the town customers search from. It reads "Flooring Specialists in Goshen IN."
Photo file names
Photos are named for what's in them and where, like "flooring-remnants-sale-in-goshen-indiana-2.jpg."
Image descriptions
The short description of that photo, called alt text, names both stores. It says "Flooring Remnants Sale in Goshen and Topeka Indiana."
None of it shows on the page. It's part of why the store is still #1 on Google for "Troyer Carpets."
The business today
A site that changes when the store does.
I host the site and make its updates, and the requests come in as the business changes. In March 2026, road construction made the Goshen store hard to reach, so I added a notice to the site with a map of the detour. That spring, I also recovered the store's Google Business Profile listing. In October 2026, I added Shaw Floors branding to the homepage at the manufacturer's request. Remnant sales, new product lines, and new photos from the installers go up as they happen.
This project shows how a small business website handles a change in the business itself, like a new name, a second store, and years of updates on one build.
Small business website
A new site for the store, built in 2021 and carried over to the new name, with SEO built in from the first page.
A second location
The Topeka store added to the same site in 2022, with its own page, address, hours, and directions.
Local search and Google Business Profiles
Both stores set up to match the site, each profile pointing to its own page, with the profile work ongoing.
Hosting
The site hosted and updated since launch, from live Google reviews to a detour map during road work.
Looking back
This is one of the most unique and challenging sites I've ever designed and built. The whole design is meant to feel like flooring and keep the floors front and center, and getting that to look good on every device took a lot of work.
Hannah and Tyler aren't just some of my favorite clients. They're some of my favorite people. The logo was the very first design I showed them, and it was the winner. That felt awesome.
Since then, the business has grown and changed, with a second store in Topeka, a new name and logo, a new domain, and new flooring pages. Figuring out how to adapt the site to each one has been a lot of fun, and I love being part of their growth.
Questions about this project
Still have a question?
Ask me directlyWill changing my business name hurt my search rankings?
It can, if the old name disappears. The fix is to keep the old name working for you. Say "formerly" on the new site, keep it in the page titles for a while, keep the old reviews on the site, update every listing, and point the old web address to the new site for as long as you own it. Family Value Flooring still comes up first for its old name.
Can one website serve two locations?
Yes. Each location gets its own page with its address, hours, and directions, and its own Google Business Profile pointing to that page. The rest of the site, the products and the services, is shared. Customers see one brand, and Google sees two real stores.
What should a flooring store's website show?
The floors, installed. Customers choose flooring by eye, so each kind of floor needs real photos of jobs the store has done, along with plain answers to the questions people ask about it. Then make the visit easy. Show where the showroom is, when it's open, and how to ask for an estimate.
What happens to reviews under an old name?
On Google, a review stays with the Business Profile, so a store that renames its existing profile keeps its reviews. On the website, a reviews page can keep the old name in its address, the way this site keeps one for Troyer Carpets.
Do you keep working on the site after launch?
Yes. Family Value Flooring has sent me requests every year since launch, including a new store, new products, a detour notice during road construction, and manufacturer branding.
Can you do this for a business like mine?
Yes, especially if customers have to come to you, or if your business is changing its name, adding a location, or buying another one. The work starts with how your customers find you today and what they need to see before they visit. We settle what yours needs on a short call, and you always know what comes next.
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Tell me where your customers find you.
Send a few lines about your business, your locations, and how customers find you today. If your business is changing its name or adding a location, say so. Your request comes straight to me, and I’ll reply to set up a short call. Start with the form.