Project Detail

• Client: Lori MacKeil Designs
• Industry: Custom drapery + soft furnishings workroom serving designers
• Service area: Boston and beyond
• Location: Medway
• Website: lorimackeil.com
• Deliverable: A modern, conversion-oriented website built to attract discerning design professionals

Lori MacKeil Designs – Luxury Home Service Website Design, Medway MA

When craftsmanship is your product, the website has one job: make quality visible.

For BBDS Design, this project was about translating a high-end custom workroom’s real-world expertise into a digital experience that communicates trust, precision, and premium positioning—without overwhelming visitors or burying the services that drive inquiries.

The challenge: selling “invisible value” online

Luxury work is often hard to explain quickly. The differentiators—construction methods, fabric handling, finishing details, installation competence—are real, but they don’t translate automatically to the web.

Lori MacKeil Designs needed a site that would:

1. Position the business as a trusted, designer-facing workroom (not a commodity vendor).

2. Show breadth of capabilities (drapes, roman shades, pillows, cushions, bedding, hardware, custom projects) without confusing navigation.

3. Convert visitors into inquiries—especially designers who want confidence before picking up the phone.

Goals: a site that looks premium and converts

We designed the site around three measurable business goals:

1) Premium positioning in 5 seconds

The homepage message needed to instantly communicate: custom drapery workroom, Boston-area, high-end, designer-trusted.

2) A service architecture that mirrors real buying behavior

Designers don’t search “services” generically—they search for the item they’re specifying. So we structured services into clear, dedicated pages (e.g., Drapes & Sheers, Roman Shades, Bedding, Hardware).

3) High-intent conversion paths

Every page needed a visible next step: contact, consultation, or “learn more,” with friction removed.

Our solution: clarity, hierarchy, and designer-friendly UX

A) Homepage messaging built for fast trust

The site opens with a direct value proposition—custom drapery workroom, Boston region, and the promise of solving complex design challenges—so the visitor understands exactly what’s offered and for whom.

B) Service pages engineered for search + conversion

Instead of keeping services as a single scannable list, we built a service system that:

• improves SEO by giving each service its own topic “home”

• improves conversion by matching the user’s intent quickly

This includes dedicated pages for:

• Drapes & Sheers

• Roman Shades

• Pillows

• Cushions

• Bedding

• Hardware

• Completely Custom Projects

This structure does two things exceptionally well:

1. captures long-tail searches (e.g., “custom roman shades Boston”)

2. keeps visitors from bouncing because they found “the thing” they were actually looking for

C) Conversion-first contact strategy

We ensured the contact path is obvious, consistent, and frictionless—especially important for mobile visitors and designers working on site. The contact page includes direct phone, email, and address details.

D) Brand credibility signals in the right places

For luxury services, “trust” is built with small, repeated signals:

• consistent brand visuals

• clean typography and spacing (reads as premium)

• testimonial placement to validate quality (social proof)

• footer attribution reinforcing professional build quality (“Designed by BBDS Design”)

SEO strategy: how we built the site to attract the right leads

A service business website shouldn’t chase traffic—it should attract qualified buyers. The SEO approach here focused on three layers:

1) “Service + location” intent capture

Pages and copy emphasize the service identity and region (Boston-area workroom, designers, installation capability), aligning with how people search when they’re ready to hire.

2) Topic clustering through service silos

Service silos naturally create a topical map that search engines understand:

• “Roman shades” is not diluted by “bedding”

• “hardware” is not buried under generic “services”

• specialized pages can rank independently while strengthening the domain

3) Content written for expert buyers

Design professionals don’t want marketing fluff—they want competence and decision support. The site copy is written to answer the real questions behind the inquiry:

• Can you handle delicate fabrics?

• Can you execute complex designs?

• Do you advise on lining, materials, and hardware decisions?

• Can you install?

Outcomes: what this site is designed to do

Because we’re not pulling private analytics in this write-up, here are the practical outcomes the site was engineered for (and what similar clients typically see when these elements are done right):

• Higher-quality inquiries (people self-qualify because the site signals premium work)

• More service-specific leads (visitors land on the exact service page matching their project)

• Better conversion from mobile (clear contact and simplified navigation)

• Stronger referral amplification (a site that makes referrals easy to validate)

Why this case study matters for your business

If you run a premium service company—interior design, construction trades, boutique hospitality, professional services—the biggest website failure mode is being “pretty but vague.”

Your website should do three things:

1. communicate your specialty fast

2. prove trust without a sales call

3. convert visitors into inquiries

That’s what we build at BBDS Design.

Want a website like this for your business?

If you need a website that looks premium, ranks for the services you actually sell, and converts the right visitors into leads, we should talk.

Contact Us!

FAQs:

What makes a luxury service business website convert?
Clear positioning, strong service architecture, social proof, and frictionless contact pathways.

Why do service pages help SEO?
They match high-intent searches (“service + location”), improve topical relevance, and let each service rank independently.

Do I need a portfolio site or a lead-generation site?
A premium service business needs both: portfolio-quality visuals + conversion paths built around real buyer intent.