One Instagram funnel.$84K in signed work.
A two-person Evanston design studio with a beautiful portfolio and zero leads built a single Instagram funnel that converted $84K in signed projects in 90 days.
- Client
- Maple & Oak Interiors
- Industry
- Interior Design Studio
- Location
- San Antonio, TX
- Year
- 2024
- Engagement
- Branding refresh + Instagram funnel · Project-based, 90 days
$84K
Signed projects
90 days post-launch
11.2%
Funnel conversion
DM → discovery call
0 → 6
Project waitlist
now booking 4 months out
[ the situation ]
Where they started.
Maple & Oak is run by two design school friends who left a large firm in 2022 to do small, beautiful residential projects. Their work is exquisite — full kitchen remodels, custom millwork, the kind of warm modern interiors that go viral on Pinterest.
They had 9,400 Instagram followers and almost no inbound work. Every project was a referral from a previous client. They were good at design, panicked about marketing, and refused to ever run a long-term retainer because they wanted to stay small.
[ the problem ]
What was actually broken.
- Inquiries went to a generic 'hello@' inbox with no qualification — they spent hours on calls with people who had $8K budgets for $80K projects
- Instagram bio link sent traffic to a Squarespace homepage with no clear action
- No pricing transparency anywhere — high-intent prospects were ghosting
- Founders were burned out doing content with no payoff
[ our approach ]
How we thought about it.
01
Build a real funnel, not a website
Replaced the homepage-as-funnel with a single-purpose landing page: portfolio sample → investment range → qualifier form → calendar.
02
Qualify ruthlessly, up front
Published a 'projects start at $40K' line on the landing page. Cut unqualified inquiries by 87%, doubled close rate.
03
Make the content engine repeatable
Built a 9-template post system (before/after, process video, material story, etc.) so the founders could batch four weeks of content in one afternoon.
[ execution ]
What we actually shipped.
Week 1
Brand audit & strategy
Workshop with both founders, redefined their ideal-client profile, agreed on the $40K minimum, mapped the funnel.
Week 2–4
Identity + landing page
Refined wordmark, new color system, photographed five existing projects properly, built and shipped the landing page.
Week 5
Funnel wiring
Typeform qualifier → Calendly → HubSpot Free, with auto-emails and a 'preparing for our call' PDF.
Week 6–8
Content engine + handoff
Built the 9 templates in Figma, recorded a 40-minute Loom walkthrough, ran one round of post critique, handed off.
[ deliverables ]
- Refreshed wordmark + 28-page brand guide
- Single-page funnel site (Framer)
- Typeform qualifier with conditional logic
- Calendly + HubSpot Free integration
- 9-template Instagram content system
- 60-minute training session + recorded Loom library
[ the results ]
By the numbers.
| Metric | Before | After |
|---|---|---|
| Signed projects / quarter | 1.3 (avg) | 5 |
| Avg project value | $18K | $28K |
| Unqualified inquiries | ~30/mo | ~4/mo |
| Instagram → call rate | 0.3% | 11.2% |
| Content time / month | ~24 hrs | ~4 hrs |
[ after launch ]
We handed them the keys.
Status
○ Engagement complete
Cadence
Project-only — handed off in-house
Scope
Studio owner trained on Meta Ads Manager and content calendar; we provided a 30-day post-launch QA window.
“I was so scared to put pricing on the site. Two weeks in we had a $52K kitchen booked from a single DM. We finally have time to actually design again.”
Jess Roeder
Co-Founder, Maple & Oak Interiors
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