Clark Hall Doors

Turning hundreds of custom iron doors into a product catalog Google could finally find.

Clark Hall custom-designs and handcrafts iron doors for luxury homes. Beautiful work, but invisible to Google. We identified that they were missing out on organic, high-intent search traffic because their catalog of hundreds of designs lived only in a gallery, with no product pages for Google to index or rank.

I led the strategy to transform hundreds of gallery images into a structured, searchable product catalog by defining product data, organizing the catalog, and partnering with development on an automated, efficient migration process. The result was hundreds of indexable product pages that expanded the site's ability to capture high-intent search traffic.

The result: hundreds of gallery images became hundreds of fully indexable product pages, automatically, with no manual re-building of each one by hand.

MY ROLES:

SEO & Content Strategy

Project Management

Dev Coordination

3.7x

Higher conversion rate
on PDP Pages

2.42% CVR vs. 0.65% site-wide average

21

New Leads

Generated from a single new product page

+50

Lift in Leads YoY

In the first two weeks over the previous period

TARGET AUDIENCE

Homeowners and architects searching for custom, high-end iron doors.

  • High-intent searchers typing commercial queries like "iron patio doors," already comparing options.

  • Design-led homeowners renovating or building, searching for a specific product style.

  • Architects & builders specifying custom door products for a client, needing fast access to specs.

THE CHALLENGE

Give Google something to rank without manually building hundreds of new pages.

  • No product listing or detail pages existed, so high-intent search terms had no page to rank.

  • Hundreds of designs lived only as gallery imagery, not structured, crawlable product data.

  • The new structure had to launch clean, alongside the existing design-inspiration gallery.

APPROACH

IDENTIFIED PRODUCT CATEGORIES

I started by auditing every existing door design against the search terms buyers were actually using. I then mapped hundreds of one-off gallery entries into a defined set of product categories Google could index.

I categorized products into groupings by type (single, double, French patio, and pivot doors), crossed with style (modern, traditional, and wrought iron), along with wine cellar doors as their own category. Then each category needed its own listing page, template, and metadata strategy.

“Elevated design is in the details.”

ESTABLISHED INFORMATION ARCHITECTURE

With categories defined, I structured a clear PLP → PDP hierarchy on WooCommerce. This included one product listing page per category, and a product detail page per design, each carrying its own SEO metadata, specs, and imagery. The architecture was built to scale, so new designs could be added easily.

CRAFTED THE EXPERIENCE

Each product page pairs full specs and pricing guidance with the same rich photography from the original gallery, so buyers get both the inspiration and the information they need to request a quote.

I worked directly with the development team to facilitate building the pages, so the new catalog could go live without disrupting the inspiration experience customers already relied on.

RESULTS

Clark Hall had hundreds of door designs in a gallery, but none of them had dedicated pages that could be found through search. I reorganized the catalog into a product structure with category pages and individual product pages, while keeping the gallery intact for customers who wanted to browse for inspiration.

The new catalog launched alongside the existing gallery and started producing results right away. People were able to discover designs through search that previously had no way to rank, and the new pages were already generating qualified quote requests within the first two weeks.

Catalog:

  • Organized hundreds of gallery pages into clear product categories.

  • Created a dedicated product listing page and product details page for every design, making the catalog easier to browse and easier for Google to find.

  • Built a structure that makes it simple to add new designs in the future.

Early Results:

  • Conversion rate climbed by 3.7x within the first two weeks of the new pages going live.

  • A single new product page generated 21 leads on its own within the first two weeks.