About Flooring Web Solutions

Flooring Web Solutions - a highly creative team developing cutting edge solutions for the flooring industry. Offering innovative web strategies that go way beyond traditional methods to help brick and mortar retail flooring businesses better compete online with the large national chains.

From complete E-SellerTM  e-commerce solutions for Flooring Dealers, to order fulfillment solutions coupled with resell opportunities for inventory owners, to innovative websites and web marketing for Flooring Dealers , Flooring Web Solutions has the experience and expertise to grow your flooring business in new ways.

Flooring Web Solutions (FWS) works predominately for the flooring industry to create innovative flooring website design. At FWS, we understand two-step distribution and all the various channels by which flooring reaches the end user today.

It all starts with great graphic design and usability. To ensure well-designed brand identities and websites, FWS graphic designers create design elements for your branding, print, POS, and flooring website design needs.

To support our data-driven solutions, the FWS team consists of .NET web developers, a MS SQL/ISD database developer, a project manager, and a project architect/customer interface.

We invite you to learn more about us on this website, or contact us to discuss how we can meet your flooring website design and marketing needs.

What We Do

Our in-house capabilities include:

  • Branding / Logo Design
  • Graphic Design for Print, Advertising, Point-of-Purchase Displays, & Selling Tools
  • Website Design & Development
  • Private Label Brand Creation
  • Website & Web User Interfaces
  • Marketing Support – Local & National Web SEO, AdWords Campaigns, Email Blasts & Landing Pages, Web Content / Sales / Calls to Action, Social Media, & Video
  • E-Commerce & Reselling Solutions

Flooring Web Solutions offers these expanded capabilities and dedicated applications to flooring resellers who want to leverage the benefits that can be gained in the ever-growing “go-to-market” environment.

Our Team

William Jopling, CEO
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William Jopling


As a serial entrepreneur, William has developed many unique programs and entities under his TW Flooring Group umbrella, including Flooring Web Solutions/Twigs Design Group. William is proud to support Flooring Web Solutions in full service of the marketing needs of the flooring trade. Learn more about TW Flooring Group →

Amy Chaplin, Creative Director
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Amy Chaplin

Creative Director

Amy has worked in direct mail, retail product design and packaging, as well as corporate communications and website design. Amy is well versed in all aspects of design from concept to execution. In her free time, Amy chronicles craft and DIY projects on a lifestyle blog, attempts to garden, and enjoys playing several instruments including the piano, clarinet, handbells and handchimes, and, most recently, the organ.

Maria Martins, Accounting
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Maria Martins


It all starts with Maria—who as head of FWS accounting kicks off your project by accepting your deposit and issuing you your initial invoice. It continues with your progress billing once the agreed-upon milestones have been met. It ends with your final billing when we deliver the completed project. And it may continue with monthly service billing if hosting, maintenance, and ongoing marketing services have been contracted.

Jason Grant, Environmental Editor
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Jason Grant

Environmental Editor

Jason offers expertise in copywriting related to green practices, sustainability, life cycle analysis, and opportunities in the green building market. He consults on green wood procurement and policy, marketing and sales strategy and content, FSC chain of custody certification, etc. Jason is widely recognized for his expertise in ecological forest products and the role of wood in green building. He is a LEED Accredited Professional, a LEED user certified wood expert, and an FSC chain-of-custody auditor for Scientific Certification Systems.

Jayne Mawhinney, Content Editor
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Jayne Mawhinney

Content Editor

As a business communications professional, Jayne has more than 20 years of writing, editing, and proofreading experience. During her career, she has helped develop marketing and technical content for many industries, including financial services, real estate, insurance, food and beverage production, software development, and, most recently, the flooring industry. A native Philadelphian, Jayne now resides in South Jersey with her husband and two sons.

Joel Sholtz, IT Director
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Joel Sholtz

IT Director

Joel has been with William for over 15 years and is our resident generalist. On the IT side, he maintains our hardware and our network. On the Marketing side, he assists with SEO, AdWords, E-mail blasts, and our CRM – Salesforce. On the Website side, he was the builder of our first websites. On the Product Database side, he plays a key role in data integrity. As the consummate South Jersey/South Philly native in the Bruce Springsteen tradition, Joel is also a consummate cruise aficionado where when on board he remains connected to our network from the upper deck lounges in his cruise wear.