Creation of the Webflow site by Papiers Français
Papiers Français is a creative house specializing in the reissue of heritage wallpapers, combining heritage, design and French lifestyle. To support the rise in their positioning, the brand needed a website that lived up to its vision: aesthetic, immersive, efficient, but above all capable of effectively converting visitors into buyers or qualified leads. We worked on the complete creation of the site, with an emphasis on UI design, SEO performance, and the optimization of conversion paths.
Background
The Papiers Français project is at the crossroads of interior design and accessible luxury. The brand offers patterns inspired by archival collections, brought up to date by contemporary artists, with a clear ambition: to become a high-end reference in the world of wall decoration. Until then, the digital image was not up to the product. The site lacked clarity, aesthetic coherence and, above all, conversion logic. The main objective of this redesign was therefore to design a platform that values the brand's creative universe while serving its business challenges: qualified traffic, SEO, conversions.
Issues
The redesign of the site had to solve several problems. Above all, it was necessary to build a strong, elegant but legitimate visual identity, capable of carrying the products without overloading the experience. The user journey had to be reviewed from A to Z, with smoother navigation, a clear presentation of the collections and a solid conversion logic, whether for making contact, ordering wallpapers or consulting a catalog. From an SEO point of view, the site had to lay down serious technical foundations, with a tagged structure, a coherent internal network, and an ability to integrate editorial content in a sustainable natural referencing logic.
Solution
We imagined a tailor-made, sober, editorial and elegant artistic direction, which supports the perceived value of the brand without overshadowing it behind an unnecessary style effect. The design highlights patterns, textures, and product details, with particular attention to typography, margins, and information hierarchy.
The integration on Webflow has been designed to offer an efficient and modular base. Each section is componentfirst, optimized for mobile and adapted to SEO constraints. We built rich product and collection pages that were able to attract traffic through content (titles, descriptions, structured tags), while maintaining a simple conversion funnel without distractions. CTAs are visible but discreet, the content is designed to inspire while encouraging action. We have also put in place elements of reinsurance and a storytelling logic around the brand to promote engagement.
Results
The new Papiers Français site now combines aesthetics, performance and marketing efficiency. It fully reflects the value of the brand while serving concrete goals of visibility and conversion. The loading speed is optimized, the SEO tags are properly structured, and the navigation is smooth, regardless of the medium. Visitors better understand the universe, the products and the possibilities of purchase or contact. The brand has a solid base to work on its SEO over the long term, while benefiting from a design that immediately stands out in its competitive universe.
Technologies & tools used
Webflow (componentfirst), Figma (UI design), on-page SEO structuring, on-page SEO structuring, on-page SEO structuring, native Webflow animations, CRO strategy applied to key pages, internal networking plan, internal networking plan, internal networking plan, responsive networking plan, responsive optimization, responsive optimization, structured tags.