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Phoenix Interiors  - A new dedicated website for cleaning services

Case Study


Phoenix Interiors


To increase awareness of Phoenix Interiors specialist cleaning service for luxury curtains, upholstery, carpets & blinds.


A new stand-alone website that educates customers about what Phoenix Interiors offers with regards to cleaning and positions them as a premium service.


Website Design
Website Development
responsive screen sizes on devices


Since the launch of the website Phoenix interiors have been able to focus their digital marketing strategy by implementing segmented Google AdWords campaigns. Now that each cleaning service is clear to see on their website they have seen an increase in customer conversion rate and a reduced bounce rate.
Increase In
Conversion Rate
Reduction In
Bounce Rate

Back Story

Phoenix Interiors specialise in luxury made to measure blinds, curtains, shutters & soft furnishings as well as offering an expert cleaning service for those items.

When Phoenix Interiors contacted me, they outlined their intention to pivot and focus primarily on the cleaning side of their business. The reason for this decision was because the expert cleaning allowed for greater cash flow as jobs are much quicker to turn around and there was reduced risk as each individual job didn't rely on them having to make large upfront payments to suppliers for materials.

Their existing website focused primarily on the fitting side of the business with only a page dedicated to the cleaning. Whilst they wanted to continue with their fitting service as a revenue stream they wanted to bring more attention to the cleaning service. They also felt frustrated with their current site as they weren't able to make simple copy amends for marketing purposes without having to go through their web designer first.

phoenix interiors fitting site
Existing Website


Through open discussion with Phoenix Interiors we came to the conclusion that a stand-alone website for their cleaning services was the best route. I quickly secured the domain name of and we set about devising a strategy for the new site.

Phoenix Interiors wanted the new site to fall within their existing branding whilst the main aim was to champion their expert cleaning service in its own right. My first step was to identify their target audience working collaboratively with Phoenix Interiors we created some user personas which gave context to who we were trying to engage.

Phoenix Interiors User Personas
User Personas

Once we had defined the target audience, I went away and researched reference sites the client had highlighted to me and aspirational brands that we had identified together in order to begin aligning the visual direction for the website, this culminated in the creation of a stylescape.


With the visual tone now set through the stylescape, our attention went to mapping out the sites architecture through post it notes. This allowed us to systematically think through the user experience of the site and make quick amends where necessary.

sticky note site map
Site Map

The next stage was to take the site map and visualise it, firstly as a quick sketch then as a low-fidelity wireframe. This ensured that iterations could be made quickly whilst determining what the hierarchy of information should be and and how elements would be laid out. It was fundamentally important for this stage of the project to receive content from the client in order to be able to progress to the design stage.

sketch - wireframe - design
Sketch - Wireframe - Design


With the final static design signed off by the client, the site was developed in Webflow. The benefit of this was that it has an on page editor which meant the client could easily edit content right on the page so there was no need to navigate a messy backend content management system, once the client was happy with whatever changes they required, they could publish them to the site with the click of a button.

With the new found versatility of the website Phoenix Interiors were able to launch successful Google AdWords campaigns, which meant they could focus their marketing on individual cleaning services as they required.

google adwords screenshot
Google Search Results
“Leigh just gets it!  We wanted a website that reflected our business and the clientele that we like to work with. From the beginning Leigh completely understood where we were coming from and the whole process was seamless from start to finish. Leigh was a delight to deal with - professional, fast and great value for money whilst delivering a 1st class service. We thoroughly recommend Leigh Foley Design if you wish to capture your target audience from the get go!”
Linda, Phoenix Interiors

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