In this episode of Grow with Evergreen, we sat down with Alan and Peter from Signature Walls, a luxury interior finishes business working across both residential and commercial projects.
Their biggest challenge? Generating a steady flow of high-quality leads. In a market where their premium offering needs to meet premium clients, standing out and staying front of mind is essential.
Key business background
Signature Walls specialises in luxury decorative finishes, offering Venetian plaster, microcement bathrooms, and seamless wall solutions. They work with both high-end homeowners and commercial clients like hotels and spas.
With a small but flexible team of up to ten people including subcontractors, the business is turning over several hundred thousand pounds annually.
Top marketing challenges
The main focus for the team is building a consistent and reliable pipeline of inbound enquiries. Like many small businesses, they’re trying to do a lot with limited time and resource.
Being visible across multiple channels feels like a full-time job. And with so many options available, deciding where to focus for the best return can be tricky.
Current marketing activities
They’ve experimented with a broad mix of platforms including LinkedIn, YouTube, Instagram, TikTok, Pinterest, and their website. SEO brings in most of their organic leads, and they’ve dabbled in paid search and Meta ads too.
Annual spend sits around £6 to £8K. The long-term vision is a systemised and self-sustaining pipeline that lets them scale or even exit the business.
SEO: “what and where” optimisation
The basics matter. Every service page should clearly spell out what Signature Walls offers and where. Think “microcement bathrooms in London and the Home Counties” because it’s about matching user intent with clear, relevant copy.
There’s no need for dozens of duplicate pages anymore. Just focus on clear headings, simple language, and local relevance.
Google ads: quality over quantity
With high competition and expensive clicks, the key is precision. A tight list of exact match keywords, paired with negative keywords, will help avoid wasted spend. Google Search Console is a useful tool here as it shows the real search terms that are working.
Even with a small daily budget, highly targeted campaigns can bring great results.
Meta ads and social: combine paid and organic
Running ads on Meta works best when it’s layered on top of consistent organic content. Behind-the-scenes clips, finished projects, and short videos introducing the team help build familiarity. You don’t need a big studio setup. Authentic phone-shot content is often more relatable. Local targeting is essential here too.
Conversion funnel and pre-qualification
Keep it simple. No need for complicated funnels. Just make it easy for people to enquire and filter out timewasters with one or two smart questions on your contact form. Internally, make sure the team is asking the same lead-qualifying questions every time, whether it’s via email, phone, or web.
Commercial growth: LinkedIn and direct mail
LinkedIn is a great space to start building relationships with commercial partners like interior designers, architects, and specifiers. But pairing digital with physical can really stand out. Handwritten notes, printed brochures, or QR codes linking to personal video intros can help break through the noise.
General takeaways
It’s not about chasing every trend. The best marketing plans combine the basics: smart ads, strong content, and real-world touchpoints.
Post regularly, be yourself, and show people what you’re up to, even the day-to-day stuff. It builds trust and keeps your brand top of mind.
Summary
This episode with Signature Walls is packed with practical advice for any premium home, garden, or lifestyle brand. From refining SEO and paid media to showing up in your local community, it’s all about combining the fundamentals in a way that suits your team and your goals.
Get those basics right and scale becomes a whole lot easier.
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