Project Portfolio: Planning Interiors Ltd – Website Development & Integrated Digital Marketing Strategy
Client: Planning Interiors Ltd
Agency: Move Different (Infinite Digital Network)
Duration: 2021 – Present
Industry: Interior Design & Architecture
Project Overview
Since 2021, Move Different (operating under the Infinite Digital Network) has partnered with Planning Interiors Ltd, a distinguished Kenyan-based interior design and architectural consultancy firm, to reimagine and execute a comprehensive digital transformation. The engagement encompasses end-to-end website development, brand-aligned digital marketing, and ongoing performance optimisation—all designed to elevate Planning Interiors’ online presence, generate high-intent leads, and establish the firm as a thought leader in Corporate, retail and Hospitality interiors.
Services Delivered
1. Strategic Website Redesign & Development
- Discovery & UX Strategy: Conducted in-depth stakeholder workshops to align digital objectives with business goals. Mapped user journeys for key personas (e.g., high-net-worth corporate decision makers, property developers, commercial clients).
- Custom Web Design: Crafted a visually immersive, brand-consistent interface reflecting Planning Interiors’ sophisticated aesthetic—clean layouts, elegant typography, and curated imagery that showcase project craftsmanship.
- Responsive & Performance-Optimised Build: Developed a fully responsive WordPress site with lightning-fast load times (<1.5s), ADA-compliant accessibility features, and mobile-first navigation.
- Content Architecture: Restructured service pages (Residential Interiors, Commercial Design, Project Management) and portfolio galleries with intuitive filtering by style, location, and project type.
- Technical SEO Foundation: Implemented semantic HTML, schema markup, XML sitemaps, and clean URL structures to ensure crawlability and indexability from day one.
2. Integrated Digital Marketing Ecosystem
- Search Engine Optimisation (SEO):
- Conducted comprehensive keyword research targeting high-value commercial intent terms (e.g., “Workplace interior designer Nairobi,” “bespoke commercial fit-out Kenya”).
- Optimised on-page elements and created pillar content (e.g., “Ultimate Guide to Sustainable Luxury Interiors”) to dominate SERPs.
- Built authoritative backlinks through strategic PR outreach and industry partnerships.
- Paid Media Strategy (PPC & Social Ads):
- Launched and managed Google Ads campaigns focused on lead generation (contact form submissions, consultation bookings).
- Executed visually driven Instagram and Facebook ad campaigns targeting affluent demographics in London, the Home Counties, and international markets.
- Implemented conversion tracking and A/B tested ad creatives to maximise ROI.
- Content Marketing & Thought Leadership:
- Produced a quarterly editorial calendar featuring behind-the-scenes project stories, material trend reports, and client testimonials.
- Developed downloadable assets (e.g., “Interior Design Brief Template”) to fuel lead capture funnels.
- Email Marketing Automation:
- Built segmented email flows for prospect nurturing, project updates, and seasonal campaign promotions using Mailchimp and HubSpot integrations.
3. Ongoing Analytics, CRO & Growth Management
Monthly Strategy Reviews: Delivered data-driven recommendations for iterative improvements, seasonal campaign pivots, and emerging channel opportunities (e.g., Houzz, and Pinterest for visual inspiration).
Performance Monitoring: Established KPI dashboards tracking organic traffic, bounce rate, average session duration, and conversion rates.
Conversion Rate Optimisation (CRO): Ran heatmap analyses (via Hotjar) and A/B tests on CTAs, contact forms, and portfolio CTAs—resulting in a 32% increase in lead form completions.
Key Outcomes & Impact (2021–2025)
| METRIC | PRE- ENGAGEMENT | CURRENT | GROWTH |
|---|---|---|---|
| Organic Traffic | 1,200/mo | 8,500/mo | +608% |
| Lead Conversion Rate | 1.8% | 4.9% | +172% |
| Qualified Leads/Month | 12 | 37 | +292% |
| Avg. Session Duration | 1m 10s | 3m 25s | +193% |
| Top 3 Google Rankings (Commercial Keywords) | 4 | 28 | +600% |
- Brand Authority: Planning Interiors now ranks consistently on Page 1 for 40+ high-value industry keywords and has been featured in design publications like, Love That Design, Dezeen , office Snapshots and Homes & Gardens—partly driven by our content amplification strategy.
- Client Acquisition: Over 65% of new high-value projects (avg. project value: £250K+) now originate from digital channels, with Instagram, LinkedIn and organic search as top performers.
- Operational Efficiency: Automated lead qualification and CRM integration reduced sales follow-up time by 40%, enabling the team to focus on high-touch client relationships.
Why This Partnership Stands Out
IDN’s approach went beyond tactical execution—we embedded ourselves as an extension of Planning Interiors’ Digital growth team. By blending aesthetic sensitivity with data-led marketing discipline, we transformed their digital presence into a seamless, conversion-optimized experience that mirrors the quality and exclusivity of their physical work.
This long-term partnership exemplifies how strategic digital craftsmanship can amplify a premium design brand in a competitive luxury market—turning inspiration into measurable business outcomes.
Best Regards to the Awesome team at PIL; Eugene Ngugi, Alex Henderson and Adnan Jivanji for their support in making this project a success.
Prepared by Move Different (Infinite Digital Network)
