Client: Beth Krupa Interiors (BKI) — a full-service luxury interior design firm based in Greenwich, Connecticut Engagement: Website redesign, e-commerce optimization, CRM implementation, Google Search Ads Timeline: 3 months (ongoing)
The Challenge
Beth Krupa Interiors has spent years building a reputation for art-driven, globally inspired design work for high-net-worth clients across Greenwich and the Tri-State area. But the firm’s digital presence hadn’t kept pace with the caliber of the work itself.
The website was running on an outdated platform with a mobile experience that fell short of what today’s high-end clientele expects. The copy didn’t communicate a clear value proposition, and the overall presentation felt disjointed — more like a template than a reflection of a boutique design house with its own point of view. SEO was weak, and there was little evidence the site had been built with any real understanding of the competitive landscape or the audience it needed to speak to.
The firm’s e-commerce shop had similar problems. Product photography and layout didn’t match the brand’s aesthetic standards, and an overly complex category structure made it hard for shoppers to actually find what they were looking for — friction that quietly costs conversions.
On the operations side, there was no real system for managing leads. Inquiries came in but weren’t tracked, nurtured, or followed up on consistently, which meant real business was likely slipping through the cracks.
Our Approach
We started by treating BKI’s digital presence the way BKI treats a client’s home: nothing gets built without understanding who it’s for and what it needs to communicate.
That meant grounding the redesign in actual competitive research and a clear picture of the high-end residential design audience — what they expect from a firm at this level, and where the existing site was falling short of that bar.
What We Did
Website We rebuilt the site from the ground up: a modern platform, a mobile experience built for how people actually browse today, and messaging that finally gives BKI a clear, confident value proposition. Content was rewritten to match the brand’s editorial, design-forward voice, and the site architecture was restructured with SEO in mind — so the firm shows up for the searches that matter most in its market.
Store On the e-commerce side, we addressed the two biggest points of friction: visual presentation and navigation. We simplified an overgrown category structure into something intuitive, and elevated the product presentation to match the quality of the pieces themselves — so the shopping experience finally feels consistent with the brand.
CRM We implemented GoHighLevel as BKI’s CRM, starting with structured lead capture forms across the site. This gives the firm, for the first time, a real system of record for inbound inquiries — visibility into who’s reaching out and a foundation to build on, rather than leads landing in an inbox and getting lost.
Google Search Ads With a rebuilt site actually equipped to convert, we launched Google Search Ads to put BKI in front of high-intent prospects actively searching for interior design services in Greenwich and the Tri-State area. Paired with the new CRM, every lead generated from paid search is now captured and tracked from the first click — closing the loop between ad spend and actual pipeline, instead of driving traffic to a site with no way to measure what happened next.
Where Things Stand
Three months in, the new website and store are live, the CRM foundation is in place, and Google Search Ads are actively driving qualified traffic. The next phase is turning on email marketing within GoHighLevel — building the automated nurture sequences that convert a lead capture form into an actual client relationship. That’s the natural next step: the infrastructure is built, and now it’s about putting it to work.
Why It Matters
For a firm like BKI, the website and the CRM aren’t separate from the design work — they’re the first impression of it. A high-net-worth prospect deciding who to trust with a whole-house renovation is making a judgment call before they ever pick up the phone, and a dated, unclear website undercuts everything the firm does well in person.
This engagement was about closing that gap: giving BKI’s digital presence the same level of intention the firm brings to every room it designs.