How to Create a Lead-Generating Website for a Local Furniture Store

There is a big difference between having a “show” website and a “sell” website.

Cose di Casa Bergamo , a handcrafted custom-made sofa and armchair business, is proof that a small business can compete with big brands if its website is built like a marketing ecosystem, not a catalog.

Analysis and strategy: the starting point

The project began with an analysis of local and national competitors , from large marketplaces to direct showrooms.

We then built a keyword research (If you don't know what it is, read this: How to do Keyword Research for your Website ) focused on transactional searches — such as Bergamo sofas , Bergamo sofa outlets , Bergamo handcrafted sofas — to intercept users who are ready to purchase and not just curious ones.

Architecture and wireframes: designing the user journey

We designed the site structure as a marketing funnel : each section responds to a specific stage of the purchasing journey (attention, trust, action).

The wireframe allowed us to validate flows and content in advance, avoiding costly post-launch changes.

Made in Wix Studio (We are Legend Partners)

The site was developed in Wix Studio , a professional platform that allows us to combine design, performance, and execution speed.

As a Wix Legend Partner , we were able to take advantage of advanced features for SEO, dynamic layouts and micro-interactions, as well as a native tracking system seamlessly integrated with Google Tag Manager and GA4 .

Real tracking and conversions

All actions are tracked in an advanced way—clicks on buttons, forms, WhatsApp, phone calls, and chats. The GA4 data (July–October 2025) shows:

• 12,770 total events

• 1,294 active users tracked

• 101 “generate_lead” events , equivalent to a 7.8% conversion rate on completed forms

A result above the average for the furniture sector, where the average lead conversion rate varies between 1% and 3%.

SEO optimization and positioning

The site positioned itself in just a few months for 284 keywords (source SEO Zoom), including:

• 84 in the top 10

• 13 in the top 3 positions

Top transactional keywords like “Bergamo sofas” and “Bergamo artisanal sofas” are now on the first page thanks to on-page SEO and content optimization .

In addition to this, the site is also already present in 60% of commercial searches in Google AI Overview:

Behavioral Analytics with Microsoft Clarity

To optimize your conversion rate (CRO), we integrated Microsoft Clarity with Copilot AI .

This allows us to analyze heat maps, user journeys, and drop points in real time, identifying micro-obstacles in navigation and opportunities for continuous improvement.

Any future changes will be based on real behavioral data, not assumptions.

📈 Summary results

💬 Conclusion

Cose di Casa Bergamo didn't buy "just a website." They invested in a marketing asset designed to measure, analyze, and convert.

A project that demonstrates how—even with a CMS like Wix—you can achieve concrete results if the site is designed as part of a funnel and supported by a data-driven strategy.