Chapter Seven Design

Chapter Seven Design is a multi-disciplinary luxury interior design studio from the Midlands. Made up of husband and wife team Andrew and Joanne Smith, they turn their hands to all manner of residential, commercial and property development projects.


After assessing Chapter Seven's brand identity, Andrew and Joanne knew they needed to better convey their interior design services as a bespoke package and appeal more to the luxury market. I was brought on board to refine the company's brand positioning and rewrite the website copy. It needed to rank for SEO and feel relevant for their three key audiences – high net worth homeowners, property developers and architects.


Andrew and Joanne first requested I work on a buyer persona document to help pinpoint their ideal client. Using Acorn’s Consumer Classification Guidelines and my own in-depth research, I created four personas for the interior design buyer and two for the project development buyer. These detailed everything from demographics, pain points and motivations to purchase habits to social media usage.

Next up was an SEO audit. I researched what keywords Chapter Seven Design’s competitors were ranking for and made recommendations on keywords to factor into the new website copy. I also provided ideas on how the client could secure high-quality backlinks from business directories and lifestyle blogs, in order to direct relevant traffic to the site while showing Google that the site is rich with relevant and worthwhile content.

Putting all my research together, I rewrote Chapter Seven Design’s website copy to better position them as a provider of luxury interior design solutions. Andrew and Joanne had previously received enquiries for isolated services they offer in their packages, such as colour recommendations and furniture sourcing, so I wanted to make the bespoke way that they work crystal clear.

I coordinated the rebuild of the website and worked alongside the talented Kelly at Studio K Graphics. As well as redesigning Chapter Seven Design’s website and factoring in the structure of the new copy, she helped align their visual identity through branding, social media graphics and stationery.


Chapter Seven Design’s new website is informative, inspiring and clearly communicates how they make their clients’ dream, luxury property a reality. I wrote a new ‘Our Approach’ page to help everyone from homeowners to architects to better understand the studio’s process of working. By expanding on their original case studies, I demonstrated how Andrew and Joanne used their expertise across interior design, interior architecture and project coordination to solve their clients’ problems.

In terms of SEO, Chapter Seven Design now ranks #2 for the term ‘luxury interior design Midlands’ on page 1 of Google, as well as ranking on page 1 for the more general term ‘luxury interior design studio’ (as of time of writing on 01/11/2022).

Andrew and Joanne took on board my SEO backlinking recommendations and secured a behind the scenes interview with Dear Designer, a blog championing the best of British interior design. Dear Designer has roughly 1,000 daily page views and are ranked 5th on Google, so this helped Chapter Seven Design expand their reach to a wider potential audience.

Chapter Seven Design website copywriting homepage
Chapter Seven Design website copywriting Our Approach
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