Case Study

42° North – Architecture + Design

42° North is a boutique residential architecture/design firm, serving the state of Michigan and beyond. We created new “specialty” pages for their site that better match, and serve, the searcher. 

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The Problem

We identified that 42° North’s website and content did not have the searcher in mind. The language they used on their site did not match how users were searching for their services. Ex. They listed their services as “custom architecture” while searchers searched “custom home design.” The 42° North team wanted their site to better match the searchers' queries to increase both conversions and leads.

The Solution

Our team worked with 42° North to improve the copy and content on their website to enhance the user experience. We specifically crafted and published their "specialty" pages after discovering that searchers were looking for specific home design types. The keyword “Modern Prairie”, targeted on one of their specialty pages, attracted over 200 users to their site in June. These results are also due to the consistent content that is crafted with search empathy and tailored for search engines. Although SEO takes time, we have seen incredible outcomes for 42° North. Their online presence has broadened, and they now rank for more than 400 keywords.

The Results


Increase in impressions compared to last year


Total organic goal completions this year


Total impressions in the last three months

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