Overview
Willow & Birch Interiors is a New York interior design studio known for a quiet, refined style. The work spoke for itself once clients saw it, but the studio’s website wasn’t set up to bring new clients in. The portfolio existed, but it wasn’t reaching the people searching for a designer.
The Challenge
A review of the studio’s site and search presence surfaced a few clear gaps.
✓ Portfolio pages weren’t structured in a way search engines could easily index or rank.
✓ The site didn’t target the specific design searches New York clients were using.
✓ There was no clear path from browsing the portfolio to booking a consultation.
✓ Local search visibility was inconsistent across different New York neighborhoods.
Our Strategy
The plan focused on making the portfolio discoverable, then guiding visitors toward reaching out.
Phase 1: Portfolio & On-Page Optimization
✓ Restructured portfolio pages with proper headings and descriptive project content.
✓ Optimized image alt text and page titles around real design search terms.
✓ Improved internal linking between portfolio pieces and service pages.
Phase 2: Local Visibility & Conversion
✓ Strengthened local SEO signals across the neighborhoods the studio serves.
✓ Added clear, low-friction calls to book a consultation on every key page.
✓ Set up tracking to see which pages were driving inquiries.
Results
✓ Portfolio pages began ranking for the design search terms tied to the studio’s style.
✓ Consultation requests increased as visitors found a clearer path to reach out.
✓ Local presence strengthened across New York, with the studio showing up more consistently in relevant searches.
Client Testimonial
“Our portfolio was always the strong part of our business. Now it’s actually doing the work of bringing people to us, instead of just sitting there looking nice.” — Founder, Willow & Birch Interiors