> ## Content Index > Fetch the complete content index at: https://en1.abstract27.com/llms.txt > Use this file to discover other available public pages before exploring further. # Website creation for an interior designer in London and Paris: Madame Design - URL: https://en1.abstract27.com/website-creation-for-an-interior-designer-in-london-madamedesign-uk/ - Published: 2026-09-20T00:00:00.000Z - Updated: 2026-10-23T12:19:12.000Z - Description: How Abstract27 built madamedesign.uk for Valérie Gnansia Arquier: a portfolio website for an interior designer working across London and Paris, on managed Ghost CMS, with projects she publishes herself. - Author: Jeremie Raude-Leroy - Tags: Portfolio, Web design, #portfolio, #sector-professional, #primary-professional ## Client [**Madame Design**](https://madamedesign.uk/?ref=en1.abstract27.com) — a bespoke interior design practice founded in 2023 by **Valérie Gnansia Arquier**, working on luxury residential renovations in London and across France. Her background spans interior architecture and fashion. The site's line: *Inspired by you.* ## Industry Interior design and architecture — an independent practice serving private clients in two countries ## Services provided - [Website creation](https://en1.abstract27.com/web-essentiel-website-creation/) from scratch on Ghost CMS - [Managed Ghost CMS hosting](https://en1.abstract27.com/ghost-cms-managed-hosting/) - An image-first portfolio structure - Services, About and Contact pages - Newsletter and Google review integration - Client training and ongoing support ## Project objective Valérie Gnansia Arquier had no website. She had a portfolio — ten completed renovations in Paris, Neuilly, Boulogne, Asnières and London — living in photographs, and a practice built entirely on referral. For an interior designer, that is a real ceiling. The work is visual, the buying decision is visual, and a prospective client who cannot see the work will not call. Three objectives: 1. **Put the work first.** Not a homepage that explains the philosophy above the fold and shows a thumbnail below it. The photographs *are* the argument. 2. **Make her self-sufficient on projects.** A designer's portfolio is never finished. If publishing a completed renovation requires an agency, the site is out of date within a quarter. 3. **Serve two markets from one site.** London and Paris, without splitting the practice in two. ## The challenge - Designing for photography that varies wildly in aspect ratio, from a tall fireplace shot to a wide living room - Keeping the site fast when every page is essentially a gallery - Structuring a services offer that ranges from a single styling consultation to full project coordination - Giving a designer — not a technician — a publishing flow she can use without help ## Solutions implemented ### A homepage that is a gallery, not a brochure The homepage is the portfolio. A grid of projects, each one a large photograph with its title, with one project marked as featured and the rest loading progressively as the visitor scrolls. The only text above it is a single positioning paragraph: bespoke interior design in London and Paris, luxury residential renovations, from concept to completion. That restraint is a deliberate choice. A design practice's site is judged on taste in the first two seconds, and nothing communicates taste less than a wall of copy. ### Project pages that read like a project sheet Each project opens with the facts a client actually wants — location, project type, scope, style — then gives the photographs room. For example: *Boulevard Saint-Germain, Paris 6th, duplex apartment renovation, interior design and bespoke furniture and project management, contemporary Parisian with period features.* Short, factual, then the images. And each project ends with a related-projects block, so a visitor who likes one renovation immediately sees two more. That single pattern is what turns a portfolio visit from one page into three. ### Slugs that describe the work Because Ghost puts URL control in the editor, each project sits at an address that describes it: `/apartment-renovation-bryanston-square-london/`, `/duplex-renovation-paris-15th/`, `/studio-conversion-asnieres-sur-seine/`. This matters more for an interior designer than for almost any other profession. Nobody searches for a designer's name — they search for *apartment renovation Paris 15* or *interior designer Bryanston Square*. Every project page is therefore a landing page for a specific kind of enquiry, in a specific place. Ten projects, ten doorways. ### A services page that answers "what will this cost me in commitment?" Rather than one undifferentiated offer, the site separates three levels of involvement: **interior styling and furnishing** for clients who want to refine a space without major works, **design development** covering moodboards, material research, supplier sourcing, technical drawings and 3D visuals, and **project coordination** overseeing craftsmen and suppliers through to delivery. A prospective client can therefore self-select before the first call, which is the single most useful thing a service page can do for an independent practitioner. ### Trust signals and audience A newsletter signup collects prospects on her own list rather than a rented one, and a Google review link routes satisfied clients to the place where reviews actually influence local search. Small pieces, but they are what turn a portfolio into a business asset. > Need a portfolio site that shows the work properly? [Book a free 30-minute video call](https://en1.abstract27.com/contact/#book-a-call) — no commitment, and we'll look at your photographs and your structure together. ## A step-by-step approach 1️⃣ **Positioning and structure** — what the practice sells, to whom, in which two cities, and how the site should be read. 2️⃣ **Theme and gallery behaviour** — image-first grid, progressive loading, handling for mixed aspect ratios. 3️⃣ **Content build** — ten projects published with their photographs, facts and descriptive slugs, plus Services, About and Contact. 4️⃣ **Newsletter and reviews** — subscription on her own domain, Google review routing. 5️⃣ **Training and go-live** — a working session on publishing a project from scratch, then launch on madamedesign.uk. ## Who this applies to The same structure serves any practice where the work is the pitch: **interior designers** and **decorators**, **architects**, **landscape designers**, **photographers**, **furniture makers** and **craft studios**. In each case the requirement is identical — large images treated well, project pages that double as local landing pages, and a publishing flow the practitioner uses without calling anyone. If you are relying on Instagram as your portfolio, you are building your business on an address you don't own and a feed nobody can search. [A proper site for an independent practitioner](https://en1.abstract27.com/how-to-create-a-website-for-independent-creators-and-freelancers/) fixes both. ## What the client runs herself Valérie publishes her own projects. She uploads the photographs, writes the project facts, sets the slug and publishes — and she does, regularly: the portfolio has been added to and revised well after handover, which is the only real proof that a training session worked. She also edits her About and Services pages herself. We host, maintain, back up and support. ## Conclusion A website for an interior designer is one of the few cases where the brief is genuinely simple and almost always executed badly: show the work, large, fast, and let the designer add to it. Madame Design got exactly that — a gallery-first Ghost site where ten renovations each have their own searchable address, a services page that lets clients self-qualify, and a practitioner who keeps her portfolio current without an agency in the way. ## Do you need a portfolio site that sells your work? [Let's talk](https://en1.abstract27.com/contact/#book-a-call) — a free 30-minute video call, no commitment. We build and host sites for interior designers, architects, studios and independent practices. [Book a free video call →](https://en1.abstract27.com/contact/#book-a-call)Free · \~30 minutes by video · No commitment