Flagship project 03 · Architecture & interiors
Luna Design Group: three kinds of client, one obvious first step.
An award-winning architecture, interiors and planning firm founded in 1990: 500+ housing units designed and 15 design excellence honors.
[The headline business result, e.g. qualified inquiries versus the previous website]
- The situation
- A New England practice founded in 1990, serving homeowners, developers and public agencies with different needs.
- What changed
- Each client type meets its own path, sees the firm’s honors before its claims, and starts an inquiry made for it.
- Verify it yourself
- Every buyer path, page and inquiry form described here can be opened and checked on the live website today.
View the website (opens in a new tab)Judge it as their buyers do.
The Luna Design Group home page, designed by SovrenOpen the website (opens in a new tab)
The result
What changed for the business.
Measured in the client's own analytics and published with their approval. Results also depend on the client's marketing and market conditions.
[The headline business result, e.g. qualified inquiries versus the previous website]
[A second measurable result, e.g. consultations requested per month]
[A third measurable result, e.g. share of inquiries from target clients]
What was at stake
A homeowner, a housing developer and a public agency each judge an architect differently. Each needed to feel the firm was made for them.
Private clients buy taste and trust. Developers and community development corporations buy delivery on budget. Public agencies need qualifications, including minority business certification. A single portfolio page asks all three to find themselves. Most will not look that hard.
See the websiteWhat every buyer now gets
Each audience the firm serves, and the outcome it now experiences.
Homeowners
A home they can picture. Award-winning residences in full-screen imagery, from Harvard to Provincetown.
Developers & CDCs
Proof of delivery. 500+ housing units designed, with the belief that quality should not depend on budget.
Businesses & public agencies
Qualifications first. Commercial and institutional work, and MBE certification, stated plainly.
Clients ready to talk
An inquiry made for their project. Each path ends in its own “Start an inquiry” step.
The board-level view
What changed, in the terms a board uses.
Revenue, reputation, risk and reach: the four questions every board asks of a major investment, answered with evidence you can check on the website.
01Revenue
More of the right projects.
Every client type has its own path and its own inquiry route.
Measured[Metric from the client's analytics]
02Reputation
Recognised before the first meeting.
15 design honors, 28 features in print and HGTV coverage shown up front.
Measured[Metric from the client's analytics]
03Risk
Fewer qualification questions.
MBE certification and public-agency work are visible to procurement teams.
Measured[Metric from the client's analytics]
04Reach
Ready for every client, on every screen.
Full-screen residences that hold their quality from phone to large display.
Measured[Metric from the client's analytics]
The same story, on every screen their buyers use
27-inch display2560 × 1440
15-inch laptop1440 × 932
13-inch tablet1032 × 1376
6.7-inch phone430 × 932
Shown to true relative scale: 27-inch display, 15-inch laptop, 13-inch tablet, 6.7-inch phone. Select any screen to see it full size.
What this means for your firm
The same outcome, applied to you.
Three lessons from this project that hold for any firm whose buyers decide before they call.
If you serve more than one kind of client
Give each their own door, not a shared hallway.
If your reputation is earned
Show the honors before you make the claims.
If projects vary in size and type
Let the inquiry ask the right questions for each.
Verified at launch
Four scores, four business protections.
Targets agreed with leadership before design began, measured with independent tools on launch day.
Fewer prospects lost to waiting. Google speed score, target 90+.
Open to every buyer, lower ADA exposure. WCAG 2.2 accessibility.
Buyers find what they need first time. Usability score, target 80+.
Client data and reputation protected. Security grade, target A.