Tips for writing website copy for interior designers
Why is copy on your website important?
The moment a client lands on your website, there is an opportunity to position yourself as a designer that can help them achieve their dream interior. To do this, it is important to present an authentic voice that carries throughout your website and speaks directly to your ideal client.
The copy on your website, together with the website design and the images that you present, ensures that your brand message is communicated clearly, ensuring that the leads you are looking for will understand that your style fits theirs perfectly.
Establish your brand identity and convert the visitor into a quality lead
To create a brand identity, it is important to consider the following:
Identify your ideal client
Consider who your ideal client is by listing the qualities that make that client perfect for your business. These may include: where they live, their budget, project type, timeline etc.
By identifying these, you will be able really to understand the needs and desires of your clients and ensure that your messaging fits. Once you have identified your client, use words and phrases in your website copy that communicates your style and identity. You might like to take a look at other websites for examples of how designers communicate with their clients. Look particularly at the phrasing and tone. By using a tone that they can relate to, you can start building the foundations of a relationship.
Identify your style
List out some words that directly describe your style. For example you might describe your style as fun, eclectic and original. When you are writing your website copy, ensure that the words that you choose are consistent with that style. Make a list of 3 or 4 words that you will use to define your brand identity. For example, you could describe your style as light-filled, natural, airy and traditional.
Remember that you are speaking to your ideal client- one person so choose words that talk to them directly.
Ensure that your images, style and brand identity are consistent
We all know that professional interior design imagery is important for a website’s success. Choose images of projects that exemplify the words that you have identified so that your brand message is completely authentic. If you are not quite working on your ideal projects, use visualisation tools to hint at the style of projects that you are looking for. Your tone of voice needs to fit with your imagery and words.
What copy do you have to include?
The goal of your copy is to talk directly to your ideal client. Your ideal client’s need and desires are the only thing that matters. Write with clarity and like you are speaking to a friend.
In every section, ensure that you include a call to action. Websites will convert more clients if clients don’t have to look around, or jump to another page to take action.
In your copy, include keywords that will help with SEO. For example, if your ideal clients live in a particular area, ensure that you mention this. Use the style words to describe your brand, designs and ideals. Authenticity is key. Make sure that your spelling and grammar is on point. Use an online tool such as Grammarly to check or get a friend to have a read through.
Let’s take a look at specific pages on a typical interior design website and look at the copy required.
Home page
The Home page is your lead’s entree into your design world. After viewing this page, they should have a clear idea of who you are, what you do, who you serve and why you do what you do. The home page has the least amount of words as most leads will look at the first couple of parts of the home page and decide if they would like to look further.
The Home page website copy for an interior design should include a hero image of an interior/your work and a call to action ‘above the fold’. It’s becoming fashionable to include process videos, but in my opinion these are unhelpful, as leads are not interested in how you do your job, just the result. Remember the page is not about you, but what you can do for them.
Underneath the image should be a mission statement that differentiates you from other designers. This doesn’t have to be an elaborate statement about how you are going to save the world, one room at a time, but a thoughtful statement that reflects on your authentic approach to design.
This page is essentially a brand-building page and should take the lead to the call to action, which usually is one of two things: booking a consultation or signing up for a newsletter.
It should also outline your specialities and areas of service- for example, if you specialise in office design, or offer an eDesign service this should be highlighted on this page. Your imagery could also reflect this.
About page
The about page is probably the only page where you can talk a little about yourself, including your likes to add personality. In my opinion, this should be a page where you list your qualifications ( to make leads feel that you are an authority), but again focus on how you serve your ideal customer, rather than a lengthy description of you.
Write about your process and what you do to achieve results. You can also introduce your team on this page if you have one.
Portfolio and Projects page
The Portfolio and Projects page is generally some sort of gallery of photos with a description of the project. Website copy on this page should talk about the approach to the design and how you incorporated the needs of the client. Again, think of the needs and desires of your ideal client. What is your role in the design process? What is their role? How do you find out their wishes and desires?
This is another place you could include testimonial blocks to give social proof.
Contact Page
The contact page is the final part of the client journey throughout the website. The copy on this page should direct the client through the process. Usually, some sort of form would be included on this page, but I would also include an email address and/or a phone number if clients prefer to contact you this way. Some clients can’t be bothered filling out a form. I would also include a space for additional comments so that you can open up a dialogue if they are not ready to engage you for a design consultation. Some designers might mention fees and minimum project investments, but I think these are better on your Services page.
Services Page
Outlining exactly what you do and how you do it can be showcased on the Services Page. Here, website copy should focus on your process, your goals and how you measure success. There are varying schools of thought about whether you list prices, but if you only work on jobs with a certain budget, then being upfront about that is probably the way to go. Ultimately, interior design is a luxury service and your ideal client should have an expectation about how much it should cost. If you do charge for an interior design consultation ( and I believe you should) this is where you could add your calendar app and a payment link. I always settle payment prior to the consultation- it cuts down on awkward moments.
Now you have covered all the pages that should be included in a website design, ensure that your tone of voice, branding and images are consistent. Carry this branding identity through all parts of your communications- from your Instagram posts to your email newsletters and marketing.
Design Ink Co helps interior designers start up and scale up their businesses through resources and courses. We will soon be launching our new course, Website in a Weekend , which will teach you how to build a website from scratch in Squarespace. We believe in empowering business owners to really control every aspect of their business so that they can target and convert their ideal client.
Are you :
✔️ looking for more clients✔️ wanting to launch your new interior design biz effectively?
✔️ wanting to upskill your offerings?
I’ll be launching a series of courses and resources soon…check out our courses page
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