Luxury Wall Surface Brand Needs Striving for £1m+ Turnover

In this episode of Grow with Evergreen, we sat down with Alan and Peter from Signature Walls, a luxury interior finishes business working on both residential and commercial projects. Their biggest challenge? Consistently attracting high-quality, qualified leads, especially in a market where a premium service demands a premium client.

The conversation was packed with practical marketing advice, actionable tips, and real-world insights for any home, garden, or lifestyle brand facing similar growth challenges.

Key business background

• Signature Walls operates in the luxury decorative finishes space, offering both commercial and residential services.
• The team size fluctuates (up to 10, including subcontractors), with hundreds of thousands in annual turnover.
• Services include Venetian plaster, microcement bathrooms, and seamless decorative wall solutions for high-end clients.
• Target customers include affluent homeowners and commercial clients such as hotels and spas.

Top marketing challenges

• Consistent Organic Inbound Leads: The business wants a steady pipeline of quality leads rather than relying on sporadic inquiries.
• Time & Resource Management: Being “omnipresent” across multiple channels is a challenge, especially for a small team.
• Choosing the Right Platforms: Deciding where to invest time and budget for the best marketing ROI.

Current marketing activities

• Signature Walls uses a mix of LinkedIn, their website, YouTube, TikTok, Instagram, and Pinterest for marketing.
• Organic SEO is a primary inbound channel, supported by paid search (Google Ads) and Meta ads (Facebook and Instagram).
• Annual marketing spend to date: £6-8K, with experimentation across several channels.
• The team’s long-term vision is to automate, systemise, and scale the business for a predictable pipeline, and ultimately aim for an eight-figure exit or a self-sufficient operation.

Actionable marketing insights

SEO: “what and where” optimisation

• Ensure every website page clearly states what you do and where you do it (location and service).
• Optimise service pages to mention core locations (e.g., “microcement bathrooms in London and the Home Counties”) to capture relevant local searches.
• No need for hundreds of duplicate local service pages. Google is now smart enough to understand broader location targeting if referenced well throughout content.
• Use simple, user-first copy; optimise headings and subheadings for clarity and local relevance.

Google ads: quality over quantity

• Focus on super-niche, highly targeted keywords to avoid wasting budget on irrelevant clicks.
• Accept that cost-per-click (CPC) is high in this industry, but quality clicks from well-structured campaigns can still deliver strong ROI.
• Use exact match keywords (with robust negative keyword lists) to avoid broad, untargeted traffic.
• Monitor Google Search Console for new keyword opportunities and refine targeting based on real search data.

Meta ads & social: combine paid and organic

• Meta ads work best when supported by consistent organic content (project updates, day-in-the-life posts, team stories).
• Video and UGC-style creative assets should be prioritised alongside static images for stronger results.
• Localise campaigns by targeting specific towns and cities, not just broad radius targeting.
• Post regularly, but don’t overthink scheduling. Consistency and authenticity matter more than precise timing.

Conversion funnel & pre-qualification

• Don’t overcomplicate funnels for smaller businesses; avoid adding barriers that discourage initial contact.
• Add simple qualifying questions (e.g., minimum budget) to website contact forms to help filter enquiries.
• Document standard lead-qualifying questions internally to maintain consistency across phone and web leads.

Commercial growth: LinkedIn & direct mail

• Proactively build relationships with commercial referrers (interior designers, architects) via LinkedIn and networking.
• Supplement digital outreach with personalised direct mail. Handwritten letters, physical brochures, and QR codes to personalised video introductions.
• Combining offline and online tactics makes a memorable impression and can open doors to new commercial projects.

General takeaways

• The most effective growth strategies are often a mix of targeted digital ads, robust organic content, and old-school offline outreach.
• Consistency in posting and personal branding builds trust and keeps your business top-of-mind for both residential and commercial clients.
• Don’t underestimate the power of small, authentic updates. What feels mundane to you can be fascinating for potential clients.
• Regularly review and optimise every touchpoint: website, ads, organic social, and offline materials.

Summary:

This episode with Signature Walls offers a masterclass in combining the fundamentals of SEO, paid search, social media, and personal outreach to grow a luxury service brand. The lessons are applicable to any premium home, garden, or lifestyle business aiming to boost both lead quality and quantity, while building a scalable, systemised operation for the future.

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