Freelance project · Launched October 2026
Ideal Upholstery
A complete website redesign for a Dublin upholstery business, bringing service content, a 19-project gallery, photo enquiries and search setup together.
- Project
- Freelance project
- Disciplines
- Website design · Content · SEO · Analytics
- My role
- Website design and development, content planning and copy, project galleries, enquiry flow, SEO, analytics and launch.
The brief
Ideal Upholstery needed a website that reflected David Peppard’s craftsmanship and helped people take the first step towards restoring their furniture. The existing logo was staying. The new site needed to explain domestic and commercial services, show the work behind them and make it straightforward to send photos for an initial estimate.
My approach
I started with the existing website and David’s business information, then organised the content around the questions a customer would ask: can this piece be restored, what might affect the cost, which fabric will work and how do I get a quote? A warm, restrained design, expressive typography and generous image layouts give the furniture room to speak, with the original logo carried through the site.
What I worked on
I designed and built the responsive website, developed the service and advice content, and turned the client’s project notes and image collection into individual case studies. I connected those pages to a practical enquiry journey and handled the production launch, including redirects, search tools and consent-based measurement.
The scope
From an existing website to a complete redesign.
Design & website build
A responsive design around the retained logo, with considered typography, image layouts and subtle motion.
Service & advice content
Domestic and commercial upholstery, repairs, fabrics and cost guidance organised around customer questions.
A 19-project collection
Individual project stories, domestic and commercial filters, image enlargement and before-and-after sections where supplied.
Photo-based enquiries
An enquiry form with service choices and photo attachments, alongside phone, email and WhatsApp routes.
Search foundations
Descriptive metadata, internal links, relevant structured data, a sitemap and redirects from useful older URLs.
Launch & measurement
HTTPS, publishing workflow, Google Search Console, Bing and consent-controlled GA4 contact tracking.
Give the work a story
The gallery brings 19 projects into one collection, with filters for domestic and commercial work. Each page explains the brief, the upholstery work and the finished piece. I organised David’s supplied notes and photographs, added related projects and service links, and built before-and-after sections where the source material supported them. The furniture work is David’s; my role was to shape and build its presentation online.
From a finished piece to an enquiry
Project pages show the detail behind a finished piece, then invite visitors to discuss something similar. An upholstery enquiry usually begins with furniture rather than a fixed product, so I built the contact route around that: choose a service, describe the piece and attach photographs. The form includes image previews and removal controls, with additional fields for business enquiries. Phone and WhatsApp remain available for people who prefer a conversation.
Carry the useful detail through launch
I prepared page titles, descriptions, canonical URLs, structured data and a sitemap, then connected Google Search Console and Bing Webmaster Tools. The launch included HTTPS and redirects from relevant old pages, while preserving the existing business email setup. Consent-controlled GA4 records page activity and contact actions, with a way for visitors to change their cookie choice. These tools establish a measurement baseline; they do not prove new enquiries or ranking gains.
What the project delivered
The redesigned website is live at idealupholstery.ie, bringing the services, project collection, practical guidance and contact options into one consistent experience. The completed build includes a tested photo-enquiry route and the tools needed to review search visibility and website activity. Traffic, rankings and commercial results need a longer reporting period after launch.
Looking back
Keeping the existing identity made this a different brief from Ryan’s Kitchens. The value came from organising the business’s knowledge and work into something customers could explore, understand and act on.