Office Designer - SEO Case Study
Completed 2023
Client Case Study
Office Designer
UK commercial office design, officedesigner.com. Sister brand to House Designer
The Client
Office Designer is a UK commercial office interior design business working with companies on space planning, bespoke furniture and joinery, and ergonomic and biophilic workplace design. During this engagement it also ran a WooCommerce store, selling both office furniture and productised design packages online.
The Challenge
Business-to-business e-commerce behaves nothing like consumer retail. The buyer is rarely the user, the decision passes through several people, the consideration window is long, and the search happens in specification language rather than shopping language.
Selling a design package online adds a second problem: the buyer cannot see what they are purchasing. A productised service page has to do the job a physical product photo does, which is to make an intangible thing feel concrete enough to pay for.
What We Built
Productised services treated as products
The design packages were given the same treatment a physical product deserves: what is included, what happens after purchase, what the deliverable actually is, and who it suits. That is both a conversion problem and a ranking one, because a page with no substance has nothing to rank for.
Store and catalogue work
- Furniture product pages built around specification-led search, the way commercial buyers look
- Category and service structure separated so the store and the consultancy stopped competing
- Content aligned to a long B2B consideration cycle rather than to impulse purchase
- Technical and crawl work across the WooCommerce layer
- Trust signals appropriate to a commercial buyer spending a company budget
The Result
A commercial design business whose online store and consultancy each had their own route in from search, instead of one cannibalising the other.
Archive project. Office Designer and House Designer are two brands of the same client, worked over roughly the same period from 2019 until the engagement 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.