Swedish Door & House of Fine Carpentry
Transforming two sister brands from e-commerce optimization to lead generation
Client overview
Swedish Door and House of Fine Carpentry (HOFC) are sister companies serving different markets but sharing a common vision of quality craftsmanship and modern design.
Swedish Door
Specializes in high-quality custom cabinet doors and panels designed to fit IKEA kitchens, catering primarily to a B2C audience of homeowners.
House of Fine Carpentry
Delivers high-end architectural millwork solutions: cabinetry, trim, ceilings, and custom woodworking, for both homeowners and professional partners (designers, architects, builders).
Since 2022, U7 Solutions has partnered with both brands to modernize their digital presence, enhance marketing performance, and lay the foundations for long-term growth.
The challenges
Though the two companies serve distinct audiences, both faced digital barriers:
💾 Outdated websites that did not reflect the brand’s craftsmanship or provide smooth user experiences.
📊 Weak analytics setups that made it difficult to measure conversions or ROI.
🎨 Both sites needed new branding that would better reflect their identity and modernize the overall design.
🔧 Need for technical improvements: site speed, SEO, and hosting setups.
Our solutions
Swedish Door: digital foundations, migration & growth
1. Analytics, SEO and design improvements
- Implemented GA4 + GTM tracking for goals and downloads.
- Fixed site speed, HTTPS errors, and SEO related issues.
- Redesigned menu, footer, homepage, and catalogue for better navigation and SEO.
2. Shopify → WooCommerce migration (2023)
- Planned and executed full migration with custom product flows.
- Built a platform flexible enough to scale to today’s catalogue of 283+ products across 80 categories, including highly complex items with up to 360 variations per product.
- Integrated Nuvei payment and custom shipping rules for minimum cart value and freight shipping rules for oversized items.
- Streamlined checkout with “save for later” and optimized variation handling.
3. Marketing growth (2024–2025)
- Launched abandoned cart recovery, wishlist, and custom filters.
- Managed Google Ads and email campaigns.
- Built Looker Studio dashboards for full marketing visibility.
House of Fine Carpentry: lead generation and website modernization
1. Navigation and content strategy
- Reorganized the site around five core service areas.
- Added catalogues and inspiration galleries for quick access.
2. Audience-specific landing pages
- Created tailored pages for homeowners, designers, and builders.
- Added multiple conversion-optimized forms (Book Now, Start Planning, Partner/Dealer).
3. Technical and visual enhancements
- Homepage video banner, optimized catalogues, improved hosting setup.
- SEO-friendly structure for landing pages.
4. Analytics and paid media
- Custom GTM tracking for all forms, catalogue downloads, gallery usage.
- Unified Looker Studio dashboard combining web, SEO, social, and ad performance.
- Designed and launched initial Google + Meta campaigns with targeted structure.
Results and impact
Stronger digital foundations
Both brands now have faster, modernized websites with clear user journeys.
E-commerce flexibility (Swedish Door)
WooCommerce unlocked advanced variations, custom checkout, and measurable ad ROI.
Lead generation power (HoFC)
Dedicated landing pages and forms increased conversion opportunities across B2C and B2B audiences.
Actionable analytics
Both companies now rely on Looker Studio dashboards to measure results and guide decisions.
Scalable growth
With optimized sites and active campaigns, the two brands continue to expand market share and brand visibility.
Key takeaways
⚙️
Integrative approach
By combining web development, analytics, and marketing strategy, U7 Solutions delivered measurable growth on both sides.
🤝
Collaborative advantage
A shared partnership across two sister companies allowed for tailored solutions per audience: e-commerce innovation for Swedish Door and high-end lead generation for HOFC.
🖇️
Unified evolution
The dual transformation demonstrates how a long-term, layered approach can modernize distinct brands under a common vision.
