Our work · Case study
Greenhill Flooring: 1,388 floors in one catalogue, built from scratch
Greenhill Flooring is the flooring arm of Greenhill Timbers. Its site puts every engineered, hybrid and laminate board from twelve suppliers into one catalogue, with a price on each, and a tool that finds the closest match to a photo. We built it from the ground up.
- Live at
- greenhillflooring.com.au
- Where
- Thomastown, VIC
- Type
- New build, product catalogue
- Scale
- 1,388 colours
Why it exists
Flooring is sold in a strange way. Twelve suppliers each have their own website, none of them show a price, and the shop that actually sells the boards has a wall of samples and a phone that rings all day with “how much is the oak one?”
Greenhill already had the showroom in Thomastown and the suppliers. What it didn't have was the catalogue, because no supplier publishes one with prices on it. So the brief was to build the thing the industry doesn't have: every board from every supplier in one place, priced for retail and for trade, and searchable the way people actually shop for a floor, which is by colour.
The site went live on its own domain, separate from the timber store, because a homeowner choosing a floor and a builder ordering framing are different customers on different days.
One tool, up close
Find Your Floor
Most people start with a photo. A floor in a friend's house, a magazine page, a screenshot from a listing. Find Your Floor takes that photo, works out which part of it is the floor, and compares it against the live catalogue. Back come the five closest colours, each with a confidence score, each one tap from its product page and the quote calculator.
It works on room shots, not just close-ups, and you can limit it to engineered, hybrid or laminate before it runs. It takes about 30 seconds and doesn't need an account.
Try Find Your Floor on Greenhill Flooring with a photo of your own.
From the ground up
Everything that had to exist before the first quote went out
There was no site to refresh and no catalogue to import. Every part of this was built new. This is the list.
The catalogue
1,388 colours across engineered timber, hybrid and laminate, grouped by supplier and range. Filter by type, shade, tone, look, board format, thickness, veneer and supplier, or search by colour name. The counts update as you narrow it down.
Product pages
Board size, wear layer, square metres per box, the product code and a colour profile such as medium and neutral. Add to quote, compare, share, and the three closest alloy trims for edges and doorways, matched to the board.
Find Your Floor
Upload a photo of a floor you like, even a whole room. The tool finds the floor in the image, then matches it against the live catalogue and returns the five closest colours with a confidence score on each.
The quote calculator
Type in the square metres, pick a waste allowance (straight lay adds 10%, herringbone 15%), and it rounds up to whole boxes, shows the real coverage, and totals it with GST. A quote the customer can take to the showroom.
Accounts and trade pricing
Create an account and confirm your email to see retail prices. Apply for trade pricing with an ABN and, once approved, the same product pages show your trade rate the moment you sign in.
Supply and install
A page that explains the deal plainly: Greenhill supplies the floor and puts the job in front of installers it knows, with no mark-up in the middle. Send the square metres and the quotes come back.
19 guides
The honest verdict on flooring for kitchens, why timber needs to acclimatise before it's laid, how trims get colour-matched, and nine real Melbourne rooms. Each one links straight back into the catalogue.
Search
A page per range with a title that names the product and the city, 1,547 addresses in the sitemap, and a Content Signals header that lets search engines index everything and tells AI crawlers not to train on it.
By the numbers
What's in the catalogue
Counted from the catalogue's own filters in October 2026. Ranges come and go as suppliers update them.
- colours in the catalogue
- 1,388
- suppliers in one place
- 12
- engineered timber colours
- 1,005
- hybrid colours
- 217
- laminate colours
- 166
- guides written
- 19
The catalogue
1,388 colours, sorted the way people shop
Nobody asks for a 1900 by 190 millimetre engineered oak with a 4 millimetre veneer. They ask for something light and warm, or grey, or “like the one in the photo”. So the filters lead with shade, tone and look, and every count is live: 792 beige and sand boards, 140 grey ones, 15 near-black.
Boards sit under their supplier and range, so a Tudorwoods Fontaine 190 shows all its colours together with the board size and the square metres per box printed once at the top. Each card has a colour tag, a sign-in link for pricing and an add-to-quote button, and the compare tray builds as you go.
Browse the full Greenhill Flooring catalogue or start with engineered timber flooring.
One page, up close
The Blackbutt page
A product page here has one job: get the board into a quote. The photo is the board, not a styled room. The size, wear layer and square metres per box sit under it, because that's what the calculator needs. The price appears once you've signed in, and the add-to-quote button is the biggest thing on the page.
Underneath, the three closest alloy trims for edges and doorways, matched to the board's colour, so the finishing question gets answered before anyone has to ask it.
What this means for your website
You probably don't need a photo-matching catalogue. But the idea behind this site is the same one behind a three-page site for a plumber: put the answer on the page so nobody has to ring for it. The Start Up does that for a new business. The Full Build does it when the site has to carry a catalogue, accounts or a quote tool as well.
And if you're choosing a floor in Melbourne, go and read the Greenhill Flooring guides. The kitchen one will save you a mistake.
Explore Greenhill Flooring
Go and use it
The best way to judge a catalogue is to look for a floor you'd actually buy. These are the pages worth a look.
- Timber flooring in MelbourneThe home page. Ten boards to start with, the four steps, and the showroom.
- The full flooring catalogueAll 1,388 colours, with filters for type, colour, board specs and supplier.
- Engineered timber flooring1,005 colours. The biggest of the three ranges.
- Hybrid flooring217 waterproof click-lock colours for kitchens and busy homes.
- Laminate flooring166 colours at the budget end of the range.
- Find Your Floor: match a floor from a photoUpload a photo, get the five closest colours in the range.
- Blackbutt by HurfordsOne product page in full, down to the matching door trims.
- Flooring guides for Melbourne homes19 guides, from the kitchen verdict to why timber needs to acclimatise.
- Flooring supply and installSend your square metres and get the job in front of installers.
- The flooring showroom in ThomastownFull-size boards on the wall at 170 Settlement Road, open six days.
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