FCI Interior Design

FCI Interiors project with Want SEO

A creative team of interior designers and architects, working on residential and commercial interiors in London, the Middle East and Africa. Specialising in luxury and contemporary interiors.

Sister company to FCI London and providing a more complete solution for those needing the support of expertise experience and advice in selecting designer furniture.

Brand Awareness Case Study

Campaign Challenges:

  • Establish an individual and supporting brand identity
  • Develop a targeted SEO strategy in tandem with that of FCI London
  • Build and populate a user-friendly website with relevant imagery and testimonials
  • Engage with audiences through an ongoing communication plan
  • Use social media and video to build out audience growth

Campaign Results:


Referring Domains


Backlink Increase

A Closer Look At The Case Study Site

Period undertaken: Sept 2022 to Aug 2023

  • Research and Strategy Planning
  • Website Development
  • On-page and Off-page SEO
  • UX and UI implementation
  • Content Creation across multiple platforms
  • Strategy and planning online activities in line with FCI London

The Biggest Challenges We Had to Overcome

This new website was created to offer a more comprehensive solution for clients seeking expert advice and assistance in selecting designer furniture. The primary goal was to leverage the established reputation of FCI London while creating a distinct online presence for the sister company.

The initial challenge was to develop an SEO strategy that would differentiate the sister company from FCI London, yet benefit from the latter’s established market presence. The plan of action included keyword research focused on niche designer furniture terms, crafting unique content that highlighted the sister company’s expertise and services, and building a user-friendly website optimized for search engines.

Another significant challenge was to establish the sister company’s brand identity. This involved creating a distinct visual language and messaging that resonated with a clientele seeking personalized furniture selection services. The SEO strategy was integrated with content marketing, focusing on blog posts and articles that showcased the sister company’s knowledge and experience in designer furniture.

The final part of the strategy was to leverage social media and digital marketing to drive traffic to the new website. This involved targeted campaigns on platforms frequented by interior design enthusiasts and potential clients. The sister company also collaborated with influencers in the interior design space to increase brand visibility and credibility.

Here is a strategic list of challenges agreed with the client:

  1. Differentiating Brand Identity:

    • Establishing a unique brand identity for the sister company was crucial. This involved creating a distinctive visual style and messaging that aligned with its mission but was clearly different from FCI London. The challenge lay in striking a balance between leveraging FCI London’s reputation and ensuring the sister company stood out in the competitive designer furniture market.
  2. Developing a Targeted SEO Strategy:

    • Crafting an effective SEO strategy specific to the sister company was essential. This included identifying and targeting niche keywords related to designer furniture, optimizing the website for search engines, and creating unique, engaging content. The challenge was to enhance online visibility while maintaining a separate identity from FCI London.
  3. Building a User-Friendly Website:

    • Designing a website that was both aesthetically pleasing and user-friendly presented a challenge. The website needed to reflect the high-end nature of the furniture while being easy to navigate and optimized for conversions. This was critical for capturing and retaining the interest of potential clients.
  4. Engaging with a Niche Audience through Content Marketing:

    • The sister company needed to establish itself as a thought leader in the designer furniture space. This involved creating and disseminating high-quality content like blogs, articles, and social media posts that resonated with a niche audience. The challenge was to consistently produce content that was informative, engaging, and aligned with the brand’s image.
  5. Leveraging Social Media and Digital Marketing:

    • Effectively using social media and digital marketing channels was another significant challenge. The goal was to increase brand awareness and drive traffic to the website. This required a strategic approach to select the right platforms, create compelling campaigns, and engage with the target audience, all while differentiating the sister company’s presence from that of FCI London.

Our Plan of Attack


Step One - Establish a Brand Identity

Initially, the team focused on creating a distinct brand identity for the sister company. This involved collaborating with branding experts to develop a unique logo, colour scheme, and design elements that resonated with the upscale nature of the designer furniture industry.

Efforts were concentrated on ensuring that the visual and communicative elements distinctively represented the sister company’s ethos, differentiating it from FCI London while maintaining a sense of luxury and quality.

Step Two - Develop a Targeted SEO Strategy

Next, a comprehensive SEO strategy was implemented. This included extensive keyword research to identify terms specifically related to designer furniture and the unique selling points of the sister company. The website content, meta tags, and descriptions were meticulously optimized with these keywords.

Additionally, backlink strategies were employed to improve search engine rankings, focusing on sites relevant to high-end furniture and interior design.

Step Three - Design a User-Friendly Website

The sister company’s website was then designed, prioritizing aesthetics and functionality. A clean, modern layout was chosen to showcase the luxury furniture collections, accompanied by high-resolution images and detailed product descriptions. The site was optimized for fast loading times, mobile responsiveness, and easy navigation, ensuring a seamless user experience.

Step Four - Content Marketing for Niche Engagement

Content marketing became a key strategy. The sister company regularly published articles and blog posts covering various aspects of designer furniture, interior design trends, and tips for selecting high-end furniture.

This content was not only informative but also crafted to showcase the sister company’s expertise and unique perspective in the industry, thereby building a loyal following and enhancing brand authority.

Step Five - Social Media Engagement

Finally, a robust social media and digital marketing campaign was launched. Platforms like Instagram, Pinterest, and Facebook were used to target audiences interested in luxury furniture and interior design. The content shared was tailored to showcase the sister company’s products and design expertise, engaging users with visually appealing posts, interactive stories, and exclusive offers. Paid advertising campaigns were also strategically used to reach a broader audience and drive traffic to the website.

Analysing the Results

FCI Interiors along with Want SEO embarked on an ambitious project with the aim of carving out its unique identity in the designer furniture market, distinct yet complementary to FCI London. The strategic plan focused on several key areas, each contributing to the overall success.

Initially, the team undertook the challenge of establishing a distinct brand identity for the sister company. This involved creating a unique visual language and brand messaging, ensuring it resonated with the target audience while differentiating from FCI London.

A targeted SEO strategy was then developed, focusing on niche keywords related to designer furniture. The content on the website was optimized, and a backlink strategy was implemented, significantly enhancing the site’s visibility on search engines.

The creation of a user-friendly website was pivotal. Aesthetically aligned with the luxury brand image, it offered a seamless browsing experience, crucial for engaging potential customers.

Content marketing played a substantial role in engaging with a niche audience. Regular publications on trends and tips in the designer furniture space established the sister company as a thought leader and a go-to source for high-end furniture insights.

The culmination of these efforts was reflected in impressive metrics: a 70% increase in referring domains and an 88% increase in backlinks, signifying enhanced credibility and reach. The website’s inclusion in numerous citations further cemented its authority in the market.

This case study exemplifies the impact of a well-orchestrated SEO strategy, combining brand differentiation, targeted optimization, and engaging content marketing to achieve remarkable results in the digital domain.

In Conclusion

In conclusion, the SEO case study of FCI Interior demonstrates a strategic and successful approach to digital marketing in the competitive designer furniture landscape. The implementation of a distinct brand identity was instrumental in differentiating the sister company from FCI London while still capitalizing on the existing market reputation. The targeted SEO strategy, focusing on niche keywords and website optimization, significantly improved online visibility and search rankings.

A user-friendly website design and an effective content marketing strategy were key in engaging a high-end clientele, establishing the sister company as a thought leader in the designer furniture space. The impressive results of a 70% increase in referring domains and an 88% increase in backlinks, coupled with extensive citations, are a testament to the effectiveness of the strategies employed.

This case study underscores the importance of a holistic and tailored approach to SEO and digital marketing, proving that with the right strategies, even new players can make a significant impact in established markets. The sister company’s journey is a blueprint for success, showcasing how well-planned and executed digital marketing strategies can lead to substantial growth and market presence.