House Designer - SEO Case Study
Completed 2023
Client Case Study
House Designer
UK online home design studio, housedesigner.com. Sister brand to Office Designer
The Client
House Designer is a UK online home design studio covering interior, garden and exterior design. During this engagement the business ran a WooCommerce store alongside the design service, selling furnishings and decor: living-room pieces, luxury faux florals and styling products.
The Challenge
Interior design is one of the most inspiration-heavy categories online and one of the hardest to convert. People arrive to look, not to buy. The site had the harder half already: genuinely good room design and photography. What it did not have was a path from that inspiration to a product page, or product and category pages built to be found in the first place.
The store also sat behind a service business, so the catalogue competed for attention with consultation enquiries rather than being treated as its own channel.
What We Built
Shop the Look as a commerce engine, not a gallery
The strongest asset on the site was a set of complete room designs: Scandi open plan, autumn rust living room, Nordic chic sitting room, a glam sitting room under a set budget, a Scandi home office. Individually they were editorial. Structured properly they became the store front door: each room page targeting how people actually search for a look, and each linking directly into the products that create it.
Product and category work
- Category structure built around how buyers search rather than how stock arrived
- Product pages given original copy, correct attributes and proper imagery handling
- Internal linking from editorial and room content down into the catalogue
- Technical and crawl work across the WooCommerce layer
- On-page structure aligned to design and buying intent rather than brand terms alone
The wider search programme
The store was one phase of a four-year engagement. Running alongside it: full technical and on-page optimisation, keyword research and content strategy, link building and authority growth, Google Business Profile and local search visibility, and performance tracking through Analytics and Search Console.
The Result
An interior design site where the inspiration content carried readers into the catalogue instead of ending at a pretty picture, with product and category pages built to earn their own search visibility, supported by four years of technical, content, authority and local search work behind them.
Archive project. A long engagement, running from 2019 until it closed in 2023. Search Console and Analytics access ended with it, so there is no live data to show here the way there is on the current projects. The business has since moved to a consultation model, so the store described above is no longer on the live site. The work is recorded as it stood at handover.