Slip resistance is a high-liability issue for architects specifying stone paving — and a content opportunity with low keyword difficulty. This article documents the strategy developed in the [1] December 2025 working session to create content targeting architects searching for slip resistance guidance.
The plan starts with a blog post and scales to a permanent service page if traction warrants it.
During a visit to Norman Foster's London office, Lincoln Durham learned that slip resistance is the firm's highest-risk category when specifying stone paving. The concern: if someone slips and falls on a specified material, the architect faces lawsuit exposure. Foster's team was actively looking to build a library of 12 qualified materials that any firm member could reference before specifying stone for paving.
This is the content hook: architects aren't just curious about slip resistance — they're managing legal and professional risk. Content that addresses this problem directly speaks to a high-value, high-intent audience.
"If someone slips, falls, we're in a lawsuit. It's our highest risk category."
— Lincoln Durham, referencing Norman Foster's team
Two primary terms are in scope:
| Term | Notes |
|---|---|
| Slip resistance | Lower volume, zero keyword difficulty, directly relevant |
| Coefficient of friction (COF) | Higher volume, more technical/jargon, but used by architects |
The key insight: use both terms in the same piece of content. "Slip resistance, otherwise known as coefficient of friction" captures both search audiences without requiring separate pages. Some COF search volume may be physics students rather than architects, so intent analysis is needed before over-investing in that term.
Related long-tail terms identified during keyword research:
- Slip resistance testing
- Slip resistant coatings
- Floor slip resistance
- Slip resistance tile
None of these carry high volume, but all have near-zero keyword difficulty — meaning Quarra can rank without significant competition.
Write a blog post that:
- Names the problem clearly (slip risk, lawsuit exposure for architects)
- Explains the difference between slip resistance and coefficient of friction
- Covers how stone finish affects slip resistance (thermal, sandblast, honed, brushed, leathered)
- Distinguishes interior vs. exterior applications
- Positions Quarra as a knowledgeable resource, not just a stone supplier
Assigned to: Mark Hope (keyword research and intent analysis; draft)
After publishing, monitor:
- Organic search impressions and clicks
- Time on page / engagement signals
- Inbound inquiries referencing the content
If the post gains traction, convert it into a permanent service page — potentially linked to the [2] service as a proof-of-expertise resource.
This content type exemplifies the differentiation strategy Lincoln described: every stone company can send samples, but few can solve specific technical problems. Slip resistance content positions Quarra as a consultative partner rather than a commodity supplier.
This approach also supports the [3] service rebrand — slip resistance expertise is exactly the kind of value a Design Assist engagement delivers.