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Client: Hart & Hill (hartandhill.com)
Services Provided
About the Client: Based in Wilmington, North Carolina, Hart & Hill is a vibrant interior design boutique and home furnishings showroom. Known for their bold, eclectic, and “tastefully unhinged” aesthetic, they offer curated retail shopping, bespoke furniture, and highly personalized design services aimed at bringing color, character, and joy to every home.
Before partnering with R&A Marketing, the client’s digital presence was actively hindering their growth. Their previous website suffered from a clunky user experience, fragmented data tracking, and critically low search engine visibility. Visitors were not being guided logically from the homepage to core business offerings. We were tasked with three primary objectives:
Execute a Seamless Migration: Move the massive inventory and site architecture to a new platform without triggering the organic traffic crash that often plagues major redesigns.
Build Modern E-commerce Architecture: Overhaul the site structure with clean category folders (like /shop/living-room/) that search engines could easily crawl and index.
Fix the Browsing Funnel: Design an intuitive, intent-driven user journey that organically filters general visitors into high-value destinations—specifically the Shop hub, Design Services, and Custom Furniture pages.
The following summary relies entirely on hard data from Google Analytics 4 (GA4) and Google Search Console (GSC) over the 90 days before and after the launch.
📈 981% Increase in Search Visibility: The old website appeared in Google search results 2,570 times. Post-launch, the new website appeared 27,786 times. Google is now putting the Hart & Hill brand in front of roughly 25,200 more potential customers per quarter.
🖱️ 91.9% Growth in Total Organic Clicks: Avoiding the traffic crash that typically plagues major website launches, pure organic traffic clicks jumped from 272 to 522.
⏱️ High Organic Engagement: Users finding the site through Google are highly qualified, spending an average of over 63 seconds actively engaging with the site’s content.
📍 Massive Local Ranking Gains: Highly competitive, non-branded search terms like “furniture stores wilmington nc” saw a 114% increase in impressions and jumped 5 spots in Google rankings.
To achieve these numbers, R&A Marketing built out highly optimized, intent-driven pages to guide the user journey. Here is a look at the core pages driving the new site’s success:
The Shop Hub ➔ hartandhill.com/shop/
The Strategy: We transformed a fragmented browsing experience into a proper e-commerce funnel. The new H&H Shop hub cleanly categorizes a massive inventory of furniture and decor (from living room sectionals to bespoke lighting).
The Impact: By using modern architecture and clean category folders (like /shop/living-room/), the site became significantly easier for search engines to crawl. Data shows the Homepage cleanly passes users to this primary shop hub (431 views post-launch), seamlessly forcing users to behave like traditional shoppers navigating defined departments.
Design Services ➔ hartandhill.com/design-services/
The Strategy: We needed a page to sell Hart & Hill’s premium service: their joyful, deeply personal design consultations. The page beautifully introduces founder Lizzee Hill, Holley Roberson, and Ricky Patterson, highlighting their bold, eclectic style.
The Impact: The page visually breaks down their collaborative process into four digestible steps (Discovering Your Style ➔ Curating the Vision ➔ Bringing It to Life ➔ The Final Flourish). By filtering users efficiently from the shop hub to this high-value page, we successfully turned casual browsers into qualified leads booking design appointments.
The Digital “Front Door” (Home Page) ➔ hartandhill.com
The Strategy: The goal was to eliminate the previously fragmented browsing experience by creating a clear, intuitive entry point. We needed the homepage to immediately communicate Hart & Hill’s vibrant brand identity while serving as a highly efficient traffic director that forces users to behave like traditional shoppers navigating a physical store.
The Impact: The data proves the new homepage is working exactly as intended. In the first 90 days post-launch, it captured 2,136 views and successfully functioned as a primary funnel. It now cleanly passes users to the /shop/ hub (431 views) before efficiently filtering them to high-value conversion pages like /contact/ and /design-services/. This creates a much healthier, intent-driven browsing experience that keeps users engaged longer.
Prior to the launch, overall traffic tracking heavily skewed toward a small pool of direct users. Today, the new website acts as a sophisticated funnel.
The Pre-Launch vs. Post-Launch Reality:
The Homepage now operates as the ultimate digital front door, capturing 2,136 views in the first 90 days. From there, it efficiently filters shoppers to the /shop/ hub and directs high-value clients to the /contact/ and /design-services/ pages. This intent-driven browsing experience is healthier for both the user and Google’s algorithms.
The new Hart & Hill website designed by R&A Marketing is a massive structural upgrade. It is being shown to far more people on Google, successfully capturing top-of-funnel traffic, and flawlessly guiding those users through a cleaner, more logical shopping experience.
Your website is your digital storefront. Is it accurately reflecting the quality of your furniture? If you’re looking for expert furniture retail website design that drives traffic, engages customers, and loads in a flash, we’re ready to help.
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We mean it when we say, “We love it when you succeed.” Our entire business depends on achieving the best possible results with each campaign for every single client.
– The Doran Family
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8320 Coppertop Lane
Lewis Center, OH 43035
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PO Box 197
Lewis Center, OH 43035
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