Strategy as e-commerce consultant

Crown French Furniture came to me in April 2025 with a website that had fallen behind the standard expected by today’s UK furniture buyers. The site was outdated in design, slow to load, and not presenting the brand’s quality furniture range in a way that inspired confidence or converted visitors into buyers.

Organic search data from Google Search Console painted a clear picture. The site was generating between 250 and 300 organic clicks per day reasonable visibility, but with an average position of 22.6 placing it on page 2 to 3 for most searches. The site had presence in Google but was not maximizing it. A significant volume of impressions 574,000 per month was going to waste because the site wasn’t ranking highly enough to earn the clicks that volume of visibility deserved.

The brand had the products, the heritage, and the audience but the digital presence was holding back the commercial potential that was clearly there.

What was delivered service by service :

Magento 2 website rebuild

The existing site was beyond salvage — patching it would have been treating symptoms rather than the underlying problem. The decision was made to start fresh with a professional Magento 2 build that could properly represent the Crown French brand and support long-term growth.

Bespoke Figma UI design
Every page template — homepage, category pages, product pages, checkout — designed in Figma before development began. This meant the client could see and approve the exact design before any development resource was committed, reducing costly revisions and ensuring the final build matched the brief precisely.

Magento 2 development
Figma designs implemented on Magento 2 — a platform chosen for its flexibility, scalability, and ability to handle the complexity of a furniture e-commerce catalogue. Performance, mobile responsiveness, and SEO-ready architecture were built in from the start, not bolted on afterwards.

SEO-first build approach
Unlike many developers who treat SEO as an afterthought, the new site was built with search performance in mind from day one clean URL structures, optimised page templates, structured data for products and breadcrumbs, and a site architecture designed to pass authority to the most important category and product pages.

Ecommerce SEO

With the new site live, a full SEO programme began immediately. The goal was twofold: recover from the collapse in organic visibility as quickly as possible, and build a sustainable long-term organic presence that would reduce dependence on paid advertising over time.

  • Technical SEO audit full crawl of the new site to identify and fix any technical issues before they became ranking problems
  • On-page optimisation all key product and category pages optimised for target keywords, meta titles, descriptions, and structured data.
  • Keyword strategy – research-led identification of the highest-value UK furniture search terms, mapped to the site’s page architecture
  • Content strategy – editorial content plan to build topical authority in the furniture and home interiors space.
  • Monthly reporting – clear reporting on rankings, clicks, impressions, and average position trends month on month.

Google Ads management

Following the successful launch of the new site, Google Ads campaigns were set up and managed to drive immediate paid traffic while the SEO programme built organic momentum in the background. Shopping campaigns were structured to showcase Crown French’s furniture range directly in Google search results reaching buyers at the exact moment of purchase intent.

Campaigns were properly structured with conversion tracking configured from day one, ensuring every pound of ad spend was measured against actual sales outcomes. The campaigns ran during their active period and delivered consistent traffic and sales growth that complemented the organic strategy demonstrating the value of running both channels simultaneously rather than treating them as alternatives.

Summary

The most important decision Crown French made was to treat the website rebuild, SEO, and Google Ads as a single integrated project rather than three separate workstreams. Because the site was built with SEO in mind from day one, the organic results arrived faster. Because Google Ads ran alongside SEO from launch, the business generated revenue while organic authority was being built. That joined-up approach one consultant across all three channels is what made the difference.