Right at Home Interiors
AKA: Everything and the kitchen sink...literally
Interior Design
The Vision
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Establish Right at Home Interiors (RaH) designer Keely Hersh as a recognized small business leader in the Interior Design industry
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Revitalize RaH's website to enhance user experience and align with its new, more sophisticated brand
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Create a consistent blog content calendar that potential clients could use to both educate themselves and get a feel for what RaH can do for them
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Identify PR opportunities and think creatively to carve a pathway for RaH to attain national recognition
The Challenge
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Started with a semi-broken website
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Blog content was unoptimized, messy, and without any real value
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Local SEO was nonexistent, even though the designer worked with clients almost exclusively in the greater Sacramento area
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When the pandemic hit, the designer needed to find a way to maintain a client roster, leading to a need to pivot to virtual services
My Role
Content Strategist, Copywriter, PR manager, Marketing Manager, and SEO specialist
The Process
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First, Keely and I spoke about her business, her goals, and her brand vision over the course of multiple phone conversations
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Once I understood her needs and her business, I designed and wrote copy for three services pages as well as two local SEO home pages
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After that project's success we decided to enter her into the VISION International Design Awards. If she won, she would receive international recognition, increased brand awareness, leadership authority, and (hopefully!) more client leads
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We built out her blog with several SEO-optimized in-depth mid-funnel pieces as well as top-funnel, "sticky" content
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We worked together to get her placed as a guest on local TV, trade podcasts, and industry panels
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We created a Virtual Services page as well as banner content and multiple CTAs to promote her virtual services locally and nationwide
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See the Virtual Services page that transformed Keely's business during the pandemic
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We applied for local grants and awards
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We pitched guest post opportunities to multiple trade organizations
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We devised a plan for her to participate in the well-known One Room Challenge as a promotional move for her business (and because it's fun!)
One of the many pages I took on for Keely. This page is too copy dense and the photo borders look outdated.
Keely's updated About page features less text, better photos, and a snappier story.
One of the many pages I took on for Keely. This page is too copy dense and the photo borders look outdated.
The Outcome
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The majority of Keely's leads now come from her website
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She has won multiple VISION International Design Awards over two (and maybe soon to be three!) years
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The pivot to virtual design services allowed her to work throughout the pandemic, increasing her revenue by over 200%
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She won Business of the Year in her hometown, El Dorado Hills as well as multiple other grants and local awards
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She has been featured in VISION Magazine and VISION's blog as well as in Drapery and Design Digital Digest as a regular contributor
Growth Moment
In my nearly three years working with Keely, we transformed her business and made her a recognizable figure in drapery and window treatments.
I learned so much about managing a brand, growing an audience, generating leads, and getting scrappy and creative to meet business goals. We smashed every goal we set for her business and then some.