The Challenge
Whitfield Joinery is a craft-first business. Their work is visually stunning but they were stuck in the "low-value" carpentry market — hanging doors and fitting skirting — because their website looked like a basic handyman service.
The Approach
We built a high-end "Editorial" portfolio.
- Magazine-Style Layout: Used asymmetric grids and prestige typography (Syne & Inter) to mimic luxury interior design magazines.
- Material Showcase: Detailed pages explaining their use of sustainably sourced oak, walnut, and traditional joinery techniques.
- Instagram Live Feed: Integrated their social feed to show "work in progress" and the human side of the workshop.
- Heritage SEO: Targeted "bespoke joinery York" and "heritage window repair" to attract owners of York's historic townhouses.
The Results
- Shifted market position: They now exclusively take on bespoke projects, with no more "handyman" enquiries.
- Average project value rose from £800 to £4,500.
- 18k new followers across channels as the website became a hub for their visual content.
- Waitlist created: Now booking projects 6 months in advance.