01 Background

Interior design is a referral-driven business, but referrals have limits. A firm that wants to grow beyond its existing network needs a digital presence that does the work of a referral: communicating quality, demonstrating experience, and giving a potential client enough confidence to make contact before they have ever spoken to anyone. For Wynn Home Design, a full-service interior design company, that presence did not yet exist in a form that matched the quality of the work behind it.

The project covered the full scope of what it takes to give a design firm a professional digital home: brand identity, site architecture, a custom WordPress build, and the analytics and conversion tracking infrastructure needed to understand how well the site was doing its job once it was live.

02 Problem

Great work is invisible if no one can find it.

Interior design clients do not hire a firm on the strength of a description. They hire based on what they can see: the portfolio, the range of work, the evidence that this firm has solved problems like theirs before. A site that buried that evidence, made it hard to navigate, or presented it in a way that felt unpolished would work against the very impression the business needed to make.

Beyond the portfolio, the business had a specific challenge around discoverability. A potential client searching for accent wall services or nursery design in their area was unlikely to find Wynn Home Design unless the site was structured to match those searches. The site needed to earn organic visibility for the specific services the firm offered, not just exist as a general presence that hoped people would stumble onto it.

There was also a lead generation problem. Getting a visitor to the site was only half the work. Converting that visitor into a genuine inquiry required a contact experience that felt considered and frictionless rather than like a generic form bolted onto the bottom of a page.

03 Planning

Structure first. Design and build after.

Before any design work began, the information architecture was mapped. A sitemap established every page the site needed to include, from the homepage and service pages through to the portfolio, product pages, and contact experience. User flows were mapped to understand how a prospective client would move through the site from their first visit to an inquiry, and how the internal team would manage and update content over time.

This planning phase was not a formality. A design firm’s website has a specific job to do: surface the right services to the right visitor and make it easy to take the next step. Getting the structure wrong would have made every design and development decision that followed harder to get right. The sitemap was the foundation everything else was built on.

04 Solution

Custom features built around how the business actually works.

The WordPress build used custom post types and taxonomies to give the site the flexibility a design firm’s content actually required. Service types like theme rooms, nurseries, and accent walls were structured as their own content type, allowing each to have its own dedicated landing page with keyword-matched content, an FAQ section with toggle interactions, a gallery of previous work in that area, and a clear path to hire. These pages were built specifically to earn search visibility for the individual services the firm offered and to give visitors the evidence they needed to act.

A second custom post type was built for products, with taxonomies that allowed the designers to tag which products were used in each project. Each product linked back to the original retailer, creating a potential affiliate revenue stream while also giving prospective clients a window into the firm’s sourcing choices and taste.

The portfolio gallery was built with a masonry layout so the team could upload images in any proportion or aspect ratio without worrying about the layout breaking or looking inconsistent. The grid adjusted to fit every image cleanly, which meant the administrative burden of maintaining the portfolio was low and the visual result was always considered.

Analytics and conversion tracking were implemented across Google Analytics, Hotjar, the Meta Pixel, and Pinterest’s tracking pixel. That infrastructure gave the client visibility into how visitors behaved on the site, which service pages were driving the most engagement, and what the real return on any paid advertising was across channels.