Identify the right specialist
Commercial service pillars clarified the work available to architects and general contractors.
Custom Millwork & Architectural Fabrication · Client story
Put commercial craftsmanship in front of commercial buyers.
NY Loft
NY Loft’s portfolio demonstrated its capabilities. Its search presence needed to reflect them. The engagement repositioned the website around architectural millwork, casework, and hospitality projects.
- +212%
- Organic Traffic
- +96%
- Qualified Project Inquiries
- +340%
- Keywords in Top 10 Positions
- -38%
- Cost Per Qualified Lead
Reported engagement results
The starting point
What stood between the business and its next customer?
MarketNew York, NY (20 W 20th Street, Manhattan)
Visit the client websiteNY Loft came to us seeking a digital partner who could translate 20+ years of craftsmanship into a commercial pipeline that matched the quality of the work leaving the shop.
NY Loft is a Manhattan-based fabrication shop specializing in architectural millwork, casework and hospitality interiors, with completed projects at The Westly, 100 Flatbush, 15 Renwick and 100 Norfolk Street. Despite a portfolio filled with landmark NYC addresses, the business was effectively invisible for the commercial search terms architects and general contractors actually use when sourcing a millwork partner.
The problem was positioning, not capability. The site read as a residential kitchen and bath remodeler, while the revenue was increasingly coming from commercial millwork packages for developers, hotels and coworking operators. Every unqualified residential lead was time the estimating team wasn't spending on six-figure commercial bids.
We rebuilt the site around commercial millwork intent, restructured the project portfolio into a proof engine, and built a topical content program targeting the specification and pricing questions that architects search before they ever pick up the phone.
A connected engagement
The expertise behind the work.
The customer journey
Three decisions.
A more useful path forward.
Evaluate project evidence
Standalone project pages connected completed work with capabilities and service destinations.
Start a relevant inquiry
A revised estimate flow brought project fit and supporting evidence closer to the decision.
Strategy into delivery
Repositioning Around Commercial Intent
We audited every page against commercial search demand and rebuilt the information architecture around the three revenue lines that mattered. architectural millwork, architectural casework and hospitality millwork.
Keyword research mapped to the architect and GC buying cycle
New service pillar pages for each commercial millwork vertical
Rewritten copy speaking to specification, tolerance and lead time
Schema markup for local business, services and portfolio projects
Internal linking structure connecting projects to service pages
Strategy into delivery
Turning the Portfolio Into Proof
The project archive was NY Loft's single strongest asset and its most underused one. We restructured every project into a standalone indexable case page with location, scope, materials and imagery. turning The Westly, 100 Flatbush and The Dream School Charter into search-visible credibility assets.
Strategy into delivery
Content Built for the Specification Phase
We launched an ongoing editorial program targeting the questions that precede a millwork RFP: cost drivers, the design process, material and finish selection, and lead times. These pieces earned links naturally from design and trade publications and now account for a substantial share of top-of-funnel discovery.
Strategy into delivery
Keep improving the inquiry path.
Quarterly CRO testing on the estimate request flow. shortening the form, adding budget qualification and surfacing project imagery adjacent to the CTA. lifted form completion by 88% while simultaneously improving lead quality, since the inquiry path made commercial project fit clearer.
Search intent
The questions behind the demand.
millwork NYC
architectural casework
custom hospitality millwork
commercial millwork contractor
reception desk fabrication NYC
The result, in perspective
A clearer view of the change.
Each metric starts at an index of 100. The second bar shows the reported outcome relative to that starting point.
Calculated from the reported percentage changes. These are indexed comparisons, not raw traffic or cost figures, and do not show a monthly trend.
Workstream results
Search Engine Optimization
Assess discovery and the performance of the pages receiving it.
- +186%
- Total Traffic
- +212%
- Organic Traffic
- +194%
- Total Users
- +201%
- New Users
- +340%
- Keywords Ranking Page 1
- +268%
- Keywords in Top 3
- +147%
- Branded Search Volume
- +54%
- Average Session Duration
Workstream results
Local SEO
Connect location visibility with the actions customers take.
- +178%
- Google Business Profile Views
- +92%
- Direction Requests
- +134%
- Profile Calls
- Top 3
- Map Pack Rankings (Millwork NYC)
- +223%
- Local Landing Page Traffic
Workstream results
Content Marketing
Help readers answer questions before the inquiry.
- +412%
- Blog Sessions
- +128%
- Content-Assisted Conversions
- +67%
- Average Time on Page
- +43%
- Pages Per Session
- +86
- Content-Driven Backlinks
Workstream results
Web Design & CRO
Reduce friction between finding the business and getting in touch.
- -61% load time
- Site Speed (LCP)
- +117%
- Mobile Conversion Rate
- +88%
- Form Completion Rate
- -39%
- Bounce Rate
- +256%
- Project Gallery Engagement
The strategic takeaway
The portfolio needed to answer a specification decision.
An architect evaluating a fabrication partner needs more than attractive imagery. Connecting project scope, materials, and location with the relevant service gives that work a commercial context. The content program extended that explanation into specification-stage questions. Qualified inquiry growth is the reported outcome; the case study does not attach an invented revenue figure to those inquiries or assume that every RFP became a contract.
How to read these results.
Exact baseline and comparison dates were not specified in the engagement summary. Figures reflect the full engagement described in the supplied case study. Channel measures can overlap and should not be added together. Percentage changes are relative changes, not percentage-point increases. Results vary by business and starting point.
Your next chapter
What would better-fit growth look like for your business?
Discuss Your Growth PrioritiesAnother business.
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