THE PROBLEM
The quality of the work had outgrown the way the business
was being presented online.
Project work lacked enough depth
Copy no longer reflected the specialist market position
Website + search presence needed to operate as one digital system
SIGNATURE DÉCOR PREVIOUS WEB + SEARCH PRESENCE
THE APPROACH
Let the completed work provide the proof; use hierarchy, copy + navigation
to make the expertise around it easier to understand.
PROJECT EVIDENCE → SPECIALIST POSITIONING → ENQUIRY
01 — SITE ARCHITECTURE
Restructure the site around completed projects rather than asking
service copy to do all the explaining.
10-page website structure
4 core pages — Home · About · Projects · Contact
6 individual project pages
Projects move from overview → detail rather than ending at a gallery
Navigation keeps About, Projects and Contact accessible throughout
Similar Projects creates a continuous browsing path between individual project pages
HOME → ABOUT / PROJECTS → PROJECT → SIMILAR PROJECTS → CONTACT
THE BUILD
02 — PROJECT SYSTEM
6 individual project pages · Repeated page hierarchy · Larger image sequences · Project-specific information · Repeatable structure for new work
03 — CONTENT HIERARCHY
Overview pages for quick comparison · Detail pages for project context · Accessible service information · Broad capability → specific evidence · Contact positioned as the next step
THE BUILD
04 — POSITIONING + COPY
Painting + timber presented as distinct areas of expertise · Project evidence supports service claims · Materials, finishes + completed work prioritised · Information structured for scanning · Calls to action move users toward projects or enquiry
THE BUILD
05 — UI + ART DIRECTION
Restrained typography · Repeated spacing rules · Large-scale project photography · Wider context + material detail · Consistent UI across all 10 pages
06 — RESPONSIVE UX
Multi-column layouts stack for mobile · Image scale responds to screen width · Typography + spacing reduce with viewport size · Navigation remains accessible · Project → enquiry pathways stay intact
07 — INTERACTION + CUSTOMISATION
Squarespace retained as the CMS · Custom code extends the default platform · Consistent links + interaction states · Reusable behaviours across project pages · Content remains editable through Squarespace
THE BUILD
08 — SEARCH + DIGITAL PRESENCE
SEO structure supports rewritten content · Individual projects have their own searchable destinations · Service language stays consistent across the site · Google Business aligns with the same positioning · Search discovery leads into project evidence before enquiry
OUTCOME
The digital presence now matches the level at which the business already operates.
A 10-page project-led website + aligned Google presence now move users from discovery → project evidence → enquiry, while new work can enter the existing structure without redesign.