---
title: Quarra Design Assist Service Rebrand
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-12-salesforce-call-108366930.md
tags:
- quarra
- branding
- seo
- content-strategy
- design-assist
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra Design Assist Service Rebrand

## Overview

Quarra's consulting service was originally named **"Professional Stone Consulting"** on the website. In a December 2025 working session, the team decided to rename it to **"Design Assist"** based on SEO data showing that the original name had effectively zero search volume, while "Design Assist" is a growing term with zero keyword difficulty — a clear opportunity to capture organic traffic.

This article captures the rationale, SEO findings, messaging strategy, and action items for the rebrand.

---

## The Problem with "Professional Stone Consulting"

- The term "Professional Stone Consulting" returns **no meaningful search volume** in keyword tools.
- Quarra's sales team and clients understand the service, but prospective clients searching for it online would never find it under that name.
- This is a common pattern: internal jargon diverges from the language customers actually use when searching.

> *"Stone Consulting, Google doesn't even have any volume."*
> — Mark Hope, Dec 2025 call

---

## Why "Design Assist"

SEO research conducted by Karly Oykhman and reviewed live on the call showed:

| Term | Monthly Search Volume | Keyword Difficulty |
|---|---|---|
| Professional Stone Consulting | ~0 | N/A |
| Design Assist | Low but growing | **0** |
| Design Assist Construction | Slightly higher | Low |

Key findings:
- "Design Assist" has been on an **upward trajectory over the past 5 years**.
- Zero keyword difficulty means Quarra can realistically rank for it without competing against established players.
- "Design Assist Construction" has more volume but doesn't flow naturally as a service name.

The combination of growing demand and no competition makes this a high-value SEO target.

---

## Messaging Strategy

### Framing the Service Correctly

A key concern raised by Lincoln Durham: some designers may perceive "Design Assist" as a slight — implying they need help with their craft, or that the service will compete with their fee on a project.

The page copy must explicitly address this by framing Design Assist as:

- A **collaborative tool**, not a critique of the designer's process
- Something that comes out of the **stone budget**, not the designer's fee
- A way to **enhance** the designer's work, not replace their judgment

> *"It is not in any way a challenge to the designer's process. It is a tool that they can employ to enhance their process in a non-threatening way."*
> — Lincoln Durham, Dec 2025 call

### Semantically Similar Keywords

The page rewrite should incorporate semantically related terms to broaden organic reach. Karly was tasked with researching these. Candidates to explore include:

- Stone design consultation
- Architectural stone services
- Stone specification support
- Material selection assistance

---

## Action Items

- [ ] **Lincoln** — Rename the website service page from "Professional Stone Consulting" to "Design Assist" and rewrite the copy to incorporate semantically similar keywords and correct framing
- [ ] **Karly** — Create a dedicated "Design Assist" landing page (separate from the main service page, optimized for paid/organic traffic)
- [ ] **Karly** — Research semantically similar keywords for "Design Assist" and provide a list for the page rewrite
- [ ] **Lincoln** — Share draft Design Assist lookbook (PDF) with Asymmetric team for review and campaign planning

---

## Related Context

- The Design Assist lookbook (an InDesign PDF) is being developed in parallel and will anchor a targeted email campaign to architecture and landscape architecture firms. See [[wiki/clients/quarra/index]] for broader campaign context.
- A Falls Quartzite landing page is also planned as a separate effort — Travertine will *not* get a dedicated landing page (Lincoln's preference is not to broadcast that sourcing publicly).
- The slip resistance content strategy is a related SEO initiative targeting a high-value problem for architects. See [[wiki/knowledge/content-strategy/quarra-slip-resistance-content]].

---

## Related Meetings

- [[wiki/meetings/2025-12-12-salesforce-call-quarra-asymmetric]] — Source meeting where rebrand was decided