How Lemon Fridge Ranks Position 1 for Japandi and Colonial Design Without Spending on Ads
Lemon Fridge
Interior Design
Singapore
The Challenge
Lemon Fridge had everything a design firm is supposed to have. Award-winning Scandinavian portfolio. A founder with a UX degree who cared about timeless design over trends. 67 employees across Singapore and Malaysia. But when a homeowner in Toa Payoh typed "HDB renovation ideas" into Google, they found everyone except Lemon Fridge. The firm's Hometrust rating sat at 5.8 out of 10. Competitors like Mr Shopper Studio had 9.4 with 227 reviews. On Qanvast they had 64 reviews, but those were passive. No content strategy. No organic search presence. Zero organic traffic. Their only acquisition channels were Instagram and word-of-mouth.
Our Approach
Three Weeks of Research Before Touching Anything
The diagnostic research started with a full business deep dive, forum pain analysis across HardwareZone and Reddit, and competitive audit of the top 7 interior design firms in Singapore.
The findings changed the entire strategy.
Homeowners were terrified. They did not need another pretty portfolio. They needed proof they could trust someone.
Mapping Keywords to the Decision Journey
The analysis mapped the complete homeowner journey from trigger event to designer selection. BTO keys collection. Resale purchase. Life stage change.
The research identified keyword clusters across three stages. Awareness: japandi style, modern colonial interior design, parquet flooring. Consideration: kitchen design singapore, kitchen renovation singapore. Decision: colonial interior design singapore, modern luxury interior design singapore.
Each cluster maps to content answering the exact questions homeowners ask at that research stage.
Content That Addresses the Trust Crisis
Instead of showcasing portfolio images, which every competitor already did, the content explained renovation costs transparently and documented the design process step by step.
This positioned Lemon Fridge as the firm that educates rather than sells.
72.6K Followers and a Testimonial-First Ad Strategy
Lemon Fridge already had a strong social presence, 72.6K Instagram followers across 529 posts of project showcases, behind-the-scenes reels, and branded content.
Their Meta ads are exclusively testimonial videos. Homeowners and designers on camera describing the renovation experience. No hard-sell lead gen. No discount offers. Just social proof running on Facebook and Instagram.
The Results
Position 1 for Design Keywords That Matter
Lemon Fridge now ranks Position 1 for japandi style (900 monthly searches), modern colonial interior design (150 searches), colonial interior design singapore (100 searches), and parquet flooring (1,500 searches).
558 organic keywords total. 94 of those in the top 3 positions. 2,400 monthly organic visits worth an estimated $1,800 in equivalent ad spend.
All of this with a domain rating of just 14. No expensive link-building campaigns. The content earned its rankings through relevance, not authority.
From Generic to Niche-Focused
In February 2024, the site ranked for 1,196 keywords. Broad terms like kitchen design and kitchen renovation drove the traffic.
After the November 2024 redesign and content refocus, the keyword count consolidated to 558. But the keywords that remained were the ones that mattered, design-specific terms that pre-qualify visitors who actually want Scandinavian and Japandi interior design.
Your Competitors Aren't Waiting
Every month you run ads, post content, or pay for SEO without knowing what is actually working is another month of budget leaking, and in one conversation I can pull up your Google Ads, Search Console, and Analytics to show you exactly where the hole is and which underutilised areas deserve your attention first.
What you get from a 30-minute strategy call:
Full Platform Audit
A full breakdown of your current numbers across Google Ads, Meta, Search Console, and Analytics, showing where your money is going, what it is returning, and which underutilised areas could produce results faster
Biggest Constraint
The single biggest constraint holding your business back right now, identified from your actual platform data rather than guesswork
