How consistent blogging doubled organic traffic for a Cheshire interior designer
A 12‑month content strategy that shifted search visibility, traffic quality, and commercial intent.
Results at a glance
Average monthly organic traffic doubled year‑on‑year
135 ranking keywords across the site
Average of 25 top‑three positions each month
Page 1 for “Cheshire interior designers”
Number 1 rankings for “Interior designer Liverpool”, “Interior designer Manchester”, and “Interior designers North West”
72.3% of traffic now driven by commercial‑intent searches
The client
Natalie Holden Interiors is a luxury interior design studio based in Cheshire, specialising in high‑end residential and commercial projects across the North West.
The business had been built largely on referrals and word‑of‑mouth. As Natalie prepared for maternity leave in April 2025, she needed her marketing to generate enquiries without relying on active client hunting from a small team.
The challenge
In October 2024, Natalie reached out with a clear problem: the website existed, but it wasn’t pulling its weight.
Traffic was modest, search visibility was limited, and there was no structured way to attract, capture, or nurture potential clients through a longer decision‑making process.
With maternity leave approaching, the business needed a system that could work in the background.
The approach
Over 12 months, we worked across three phases to turn the website into a lead‑generating asset.
Phase 1: Audience clarity and journey mapping (months 1–3)
Before writing anything, we defined Natalie’s ideal client profile, looking at who they were, what mattered to them, and where they searched for help.
We then mapped the customer journey to understand what information was needed at each stage. From this, we created three strategic lead magnets:
A home renovation guide for early‑stage planners
A budgeting guide addressing cost concerns
An interior design style quiz for low‑pressure engagement
Each asset had its own landing page and automated email sequence, creating a way to nurture leads even when no one was actively selling.
Phase 2: Website refresh with search in mind (months 3–4)
With the funnel in place, we focused on the website itself.
Key pages were rewritten:
Homepage
Residential services
Commercial services
The copy was aligned with how people actually search for interior design support, including location‑based intent across Cheshire, Liverpool, and Manchester.
Working alongside the web designer, homepage UX was refined using heatmap data to reduce drop‑off points and guide visitors more clearly towards enquiry.
Phase 3: Long‑term content strategy (months 4–12)
Once Natalie went on maternity leave, we implemented a consistent blogging strategy: two articles per month, every month.
Each blog was written for homeowners at the very start of a renovation journey, focusing on guidance, reassurance, and demonstrating understanding of real‑world challenges.
Rather than chasing quick wins, the focus was on building visibility and authority over time. Each blog was repurposed across email and social channels to extend reach without increasing workload.
The results
After 12 months, the impact was clear.
Organic traffic doubled year‑on‑year, with a steady upward trend and no major dips — a strong indicator that the content was evergreen and technically sound.
Search visibility improved significantly, with strong page‑one and top‑three positions across key regional terms, including competitive location‑based searches.