Stuff Interior Designers Need To Know: Insider Industry Advice for Residential Interior Designers
Looking for real-talk wisdom that'll help you steer your residential interior design biz to sweet, sweet success?
Welcome to "Stuff Interior Designers Need To Know" – the podcast where seasoned interior-designer-turned-marketing-and-communication-strategist Rebecca West of Seriously Happy Coaching & Consulting serves up perfect pours of business and industry advice for residential interior designers who want to help their clients get seriously happy at home.
No topic's off-limits and the advice is wide-ranging, covering everything from how to create an interior design website to what interior designers need to know about bookkeeping. No matter the topic, every episode is meant to help both new and experienced residential interior designers succeed in business.
So put down that paint fan and let’s dive in for some no-nonsense, totally actionable advice that'll help your design biz thrive and keep your sanity intact.
--
Hosted by business coach Rebecca West, an interior designer with nearly two decades of experience running her residential interior design firm Seriously Happy Homes. She’s obsessed with costume parties, cat videos, and - oh yah - raising the standards for professional interior design services.
Stuff Interior Designers Need To Know: Insider Industry Advice for Residential Interior Designers
Ep 2: How to Create an Interior Design Website: A Roadmap That Leads Your Clients to a YES!
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
In this episode of Stuff Interior Designers Need to Know we talk about the fundamentals of building in interior design website. Whether your DIYing your first site, or finally investing in a professional website designer develop, this episode will give a roadmap that decomplicates the ecosystem of your site and turns it into a conversion machine! In 17 short minutes we'll cover:
- Function First: Prioritize functionality over aesthetics when designing your website, just as you would when designing a room. Ensure clarity in communication to effectively convey your message to potential clients.
- Crafting a Compelling Promise: Your homepage should feature a "sigh of relief" promise that stops visitors in their tracks and assures them they've found the designer they're looking for. This promise should go beyond aesthetics and highlight how you'll deliver results that align with your clients' desires and needs.
- Guide Visitors Through a Clear Journey: Lead visitors through a logical sequence of pages, starting with the homepage, then the portfolio, services, about page, and finally, the contact page. Each step should reinforce your value proposition and build trust, ultimately leading to conversion.
- Avoid Overwhelming with Calls to Action: Resist the temptation to inundate visitors with too many calls to action or prompt them to contact you too quickly. Instead, gradually introduce them to your services and allow them to explore your portfolio before inviting them to inquire about your offerings.
- Align Messaging with Brand Identity: Ensure that your website's messaging reflects your brand identity, values, and unique selling points. Consistency in messaging across all platforms, including social media and SEO efforts, reinforces your brand and attracts your ideal clientele.
Tune in to unravel the complexities of website design and distill it into a clear, actionable roadmap!
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There are two really
rebecca_1_01-30-2024_090500uh, I will let you
Track 1that you're getting the message for your website
squadcaster-8dd1_1_01-30-2024_090500right.
Track 1The first time is when you're brand new because most of us are going to
squadcaster-8dd1_1_01-30-2024_090500achieved a major
Track 1and we need to make sure we do as well as we can so that we make some money and then that way one day maybe we can
rebecca_1_01-30-2024_090500turned in my paperwork to
Track 1The second time is when you're actually ready to
rebecca_1_01-30-2024_090500them if I can please come live there.
Track 1So most
rebecca_1_01-30-2024_090500I'm waiting, and they have my passport in their
Track 1beginning
rebecca_1_01-30-2024_090500little hands, so I
Track 1Figure out what the heck they do for people
squadcaster-8dd1_1_01-30-2024_090500That makes my stomach
Track 1that in the way that lands them those
squadcaster-8dd1_1_01-30-2024_090500to hear you say that, right? Like my
Track 1is usually when they're like, okay, I know what I'm
rebecca_1_01-30-2024_09050031 days until we show up in Paris.
Track 1exactly what I
rebecca_1_01-30-2024_090500I am without passports, but they are, like I said, in their hands. So now the waiting game is
Track 1to get very
rebecca_1_01-30-2024_090500to approve, officially
Track 1on your website. Unfortunately, most of us complicate it. So let's see if we can de complicate
rebecca_1_01-30-2024_090500and
Hello, and welcome to another episode of Stuff Interior Designers Need to Know, the podcast where you can learn how to nail your niche, establish clear client expectations, and empower your clients to make the kinds of quick, confident design decisions that keep your projects on time and on track. If you're determined to do whatever it takes to build a remarkable residential interior And join me on my mission to stop letting celebrity housewives, discount design, and HGTV define our industry. Then roll up your sleeves and let's dive in.
rebecca_1_01-30-2024_090500from that, this was a huge milestone and I
Track 1In the aesthetics of
rebecca_1_01-30-2024_090500how it. went
Track 1I know
rebecca_1_01-30-2024_090500how nervous I
Track 1very deep rabbit hole when it came to the logo for my business when I was new,
squadcaster-8dd1_1_01-30-2024_090500Just out
Track 1but that's really not the place where we
squadcaster-8dd1_1_01-30-2024_090500know
Track 1Yes, of course it needs to be
squadcaster-8dd1_1_01-30-2024_090500What to
Track 1but just like when we design a room, we know that function has to come first and it's exactly the same way with the
squadcaster-8dd1_1_01-30-2024_090500what is the turnaround
Track 1So whether you're doing it yourself or you're hiring a website designer to
rebecca_1_01-30-2024_090500it will vary
Track 1it's really important to get clear on what you're trying to say to your clients so that it's communicated
rebecca_1_01-30-2024_090500separately,
Track 1If
rebecca_1_01-30-2024_090500um, was that they
Track 1or if we think that our website designer is somehow magically going to articulate what we need to say for us,
rebecca_1_01-30-2024_090500faster
Track 1are going to either,
rebecca_1_01-30-2024_090500Um, so his should be turned around within
Track 1mess of a website And fail to say what we need to
rebecca_1_01-30-2024_090500of visas. And all of
Track 1So for a second, let's just imagine that you have the
rebecca_1_01-30-2024_090500the lead up to these things is so full of butterflies in your stomach
Track 1That's awesome because you're going to get the same results that a client will get when they stop DIYing their house and finally hire a professional interior designer.
rebecca_1_01-30-2024_090500the mail.
Track 1We know that we're
squadcaster-8dd1_1_01-30-2024_090500So because you're going with
Track 1Professional results for our clients. And the same thing
squadcaster-8dd1_1_01-30-2024_090500that mean that you get to ride on his coattails and get
Track 1We also know that people can fairly effectively
rebecca_1_01-30-2024_090500And like when you walk into the
Track 1going to take longer.
rebecca_1_01-30-2024_090500it was the
Track 1They're going to make
rebecca_1_01-30-2024_090500system.
Track 1Yes. They might not get exactly the results they were needing, but it's probably
rebecca_1_01-30-2024_090500walk in And it has signs all up saying, you know, these
Track 1websites
rebecca_1_01-30-2024_090500part of the visa process. They have no
Track 1you're going into this website design process, what I'd like for you to do is think about
rebecca_1_01-30-2024_090500our agents alone is basically what all these signs are saying.
Track 1when they get to your website and how you're going to take them by the hand and lead them all the way to your intake form so that they can then tell you they're interested in your
rebecca_1_01-30-2024_090500at the same time. And I'm like,
Track 1And hire you. I mean, that is our goal,
rebecca_1_01-30-2024_090500it in this order and we're not going to
Track 1So let's try to
rebecca_1_01-30-2024_090500But she goes, yeah, you know, and she literally said it to
Track 1going to land on a
rebecca_1_01-30-2024_090500student visas faster. So I'm going to put yours in
Track 1might start someplace else, having found a
rebecca_1_01-30-2024_090500that hopefully they're
Track 1through some random
rebecca_1_01-30-2024_090500time and more
Track 1but let's assume that they heard about you at a networking event or something, and they start on your regular website. So on your homepage,
rebecca_1_01-30-2024_090500she was
Track 1what they need to see. Is a promise
rebecca_1_01-30-2024_090500it go faster and go in tandem
Track 1like to call this the sigh of
squadcaster-8dd1_1_01-30-2024_090500Going back to earlier conversations
Track 1needs to be the kind of
squadcaster-8dd1_1_01-30-2024_090500your life is literally
Track 1It helps them feel like, Oh, thank goodness. I no longer have to
squadcaster-8dd1_1_01-30-2024_090500you're sitting, you were sitting across a
Track 1found the designer I'm looking
squadcaster-8dd1_1_01-30-2024_090500that folder on to a
Track 1Now that might be influenced by the aesthetics of the photo you have
squadcaster-8dd1_1_01-30-2024_090500at this point.
rebecca_1_01-30-2024_090500Yes.
Track 1gotta be more than that. Because a pretty room is lovely,
rebecca_1_01-30-2024_090500all
Track 1how are you going to get them from the room that they have to the room that they want to have?
rebecca_1_01-30-2024_090500And going into a culture
Track 1on and the results that you give
rebecca_1_01-30-2024_090500I have a
Track 1separate from the results of having a pretty room,
rebecca_1_01-30-2024_090500your, every women
Track 1to set you apart
rebecca_1_01-30-2024_090500and I'm in this kind of, in-between
Track 1that client
rebecca_1_01-30-2024_090500who's helping me.
Track 1So that sigh of relief promise shouldn't
rebecca_1_01-30-2024_090500she wasn't French. She's,
Track 1it should also be about how
rebecca_1_01-30-2024_090500American either because
Track 1how thoughtfully,
rebecca_1_01-30-2024_090500it's like this in between tribe of people who
Track 1or how exclusively you're going to get
rebecca_1_01-30-2024_090500you're just sitting there
Track 1final result. And it shouldn't be all of those
rebecca_1_01-30-2024_090500person I know
Track 1more you try to be all things
rebecca_1_01-30-2024_090500the universe rewards
Track 1the more you are no things to any
rebecca_1_01-30-2024_090500know, invoking superstition,
Track 1And that lane should be based on what you're great at and what you want to do.
rebecca_1_01-30-2024_090500rub off like
Track 1you're building a business. And so
squadcaster-8dd1_1_01-30-2024_090500It's like
Track 1maybe for the only thing in your life, you actually have choice and agency about what you
squadcaster-8dd1_1_01-30-2024_090500going to be the best girl
Track 1control our spouses. We can't control our children. We can't even control ourselves half the time. But building a business is the one time when we have the opportunity to build something intentionally. So make sure that that sigh of
rebecca_1_01-30-2024_090500and yet I'm running
Track 1very, very clear. The moment
rebecca_1_01-30-2024_090500am I following the rules? My
Track 1that it's a sigh of relief promise that aligns
rebecca_1_01-30-2024_090500This is how this has been treated in the past.
Track 1skills, and your background. Those are all the things
rebecca_1_01-30-2024_090500as you are not
Track 1nail your niche course,
rebecca_1_01-30-2024_090500a French person or having French clients, that's
Track 1once you
rebecca_1_01-30-2024_090500in France. But I'm still, I was so nervous about it. Like, what are they going to say? I'm picturing like, like an FBI interrogation with a lamp over my head and like a concrete room.
Track 1on all the pages, but
rebecca_1_01-30-2024_090500and my lawyer was trying to say
Track 1or if they have just one button, it goes directly from home to intake or contact
rebecca_1_01-30-2024_090500making
Track 1is too fast. That is like asking somebody to marry you on the first date.
rebecca_1_01-30-2024_090500in the right
Track 1do that. Your client doesn't have enough information to
rebecca_1_01-30-2024_090500I mean, they may
Track 1and fill out your
rebecca_1_01-30-2024_090500red
Track 1form yet. And for that matter, you don't want them to fill out the contact form that
rebecca_1_01-30-2024_090500to the person who's taking
Track 1because if they do, they are not yet a well informed
rebecca_1_01-30-2024_090500like she
Track 1And you're going to have to spend a lot of time telling
rebecca_1_01-30-2024_090500our, our
Track 1them how things work when, if you'd structure your website
rebecca_1_01-30-2024_090500And so she said,
Track 1time they fill out your intake form, they're going to be a well informed client
rebecca_1_01-30-2024_090500I intend, like I know that my lodging ends in six months and I fully intend to
Track 1So generally speaking on an interior designers website, after the homepage, you should lead them to the portfolio.
rebecca_1_01-30-2024_090500Right?
Track 1So on the homepage, you make them a
rebecca_1_01-30-2024_090500And then after that, after that
Track 1And then you
squadcaster-8dd1_1_01-30-2024_090500drop points if
Track 1that sound good to you? Do you
squadcaster-8dd1_1_01-30-2024_090500They're French.
Track 1the results that I've gotten other clients?
rebecca_1_01-30-2024_090500and then you wait for the
Track 1portfolio of work. The portfolio of work should
rebecca_1_01-30-2024_090500which is that they go in and they're
Track 1It should reflect the sigh of relief promise.
rebecca_1_01-30-2024_090500That was a really
Track 1not to just rely
rebecca_1_01-30-2024_090500because we got
Track 1There is something specific about your work that should be compelling to them.
rebecca_1_01-30-2024_090500I left
Track 1And obviously that should be the aesthetics, but also maybe it's the efficiency, the functionality,
rebecca_1_01-30-2024_090500lens
Track 1friendliness of all
rebecca_1_01-30-2024_090500know, I'm prey, they're a predator, they're probably out to get us. And he's like, yeah, well, his job is
Track 1is
rebecca_1_01-30-2024_090500disarm
Track 1your designs that are compelling to the client
rebecca_1_01-30-2024_090500And I'm like,
Track 1in their tracks by that sigh of relief promise?
rebecca_1_01-30-2024_090500true. And
squadcaster-8dd1_1_01-30-2024_090500He's a mole. He's a
Track 1them on your portfolio, now you've got to
squadcaster-8dd1_1_01-30-2024_090500a French spy.
Track 1And the next page should be
squadcaster-8dd1_1_01-30-2024_090500But wait, it's worse than that.
Track 1you said on the homepage, Hey, I'm going to make you a promise. It's the promise you've been looking for.
rebecca_1_01-30-2024_090500matter what
Track 1Come see that I've fulfilled
rebecca_1_01-30-2024_090500wait, it's
Track 1for other clients on my portfolio. Then you can say, Oh, you like these results. And you would like them too. Well, come to my services page and I will tell you exactly how to get those same results.
rebecca_1_01-30-2024_090500who's ever gotten a
Track 1You might have several different levels of services. That's fine. The whole point is that they're all pointing back to the results you promised on the homepage. And the proof you showed them
rebecca_1_01-30-2024_090500system is now going to work and that you will get your visa
Track 1they understand your services,
rebecca_1_01-30-2024_090500time to move to
Track 1a lot more about the services and price signaling and whether or not you should include your prices, but that's a conversation for another day. But once you. Showing them how they can actually get the same results that they saw on your portfolio page and that you promised on your home page.
squadcaster-8dd1_1_01-30-2024_090500hands and
Track 1Now you might choose to take them on a little side journey. That side journey could take them to your about page or a blog or an FAQ page. Generally speaking in the lead to launch
squadcaster-8dd1_1_01-30-2024_090500their process
Track 1we take them to the about page next, just to reinforce your expertise, your background, and to build client trust.
squadcaster-8dd1_1_01-30-2024_090500no. So all of
Track 1really is an optional step, but it's a good step.
squadcaster-8dd1_1_01-30-2024_090500So we, we all have a digital
Track 1But finally, once you have Made them a sigh of relief promise on your homepage,
squadcaster-8dd1_1_01-30-2024_090500that, that supports
Track 1that you can deliver on that promise in your portfolio,
squadcaster-8dd1_1_01-30-2024_090500The
Track 1them exactly how they can get those same results
squadcaster-8dd1_1_01-30-2024_090500was
Track 1your services page, and then built a little bit of trust on
squadcaster-8dd1_1_01-30-2024_090500we'll, we'll go into this in a
Track 1Now you can say, I would love to work with
squadcaster-8dd1_1_01-30-2024_090500to be very unclear for our
Track 1about my services. Fill out my intake form on my contact
squadcaster-8dd1_1_01-30-2024_090500in the past, which will be recorded,
Track 1And this is one more place where it's really
squadcaster-8dd1_1_01-30-2024_090500Um,
Track 1we put some thought into what we're
squadcaster-8dd1_1_01-30-2024_090500with my visa
Track 1quite frankly, not every client is a fit for your
squadcaster-8dd1_1_01-30-2024_090500submitted the paperwork to the
Track 1Not every client is a fit for your personality and not every client is going to be a
squadcaster-8dd1_1_01-30-2024_090500Shane's
Track 1aesthetic point of
squadcaster-8dd1_1_01-30-2024_090500and Oliver's paperwork, and mine
Track 1you have been giving them clues throughout this whole journey about what it's like to
squadcaster-8dd1_1_01-30-2024_090500good. You're all clear to go, but there was no
Track 1or are you thoughtfully slow? Are you going to help them with full execution, like from dirt
squadcaster-8dd1_1_01-30-2024_090500the fingerprints
Track 1Or are you just going to give them
squadcaster-8dd1_1_01-30-2024_090500that allows you to do all the things in Spain.
Track 1Are you the kind of person who makes every single meeting feel like a
squadcaster-8dd1_1_01-30-2024_090500our lawyer submitted multiple
Track 1who's very meticulous and makes sure that every T is crossed and every I is
squadcaster-8dd1_1_01-30-2024_090500I think, you know, my, in my
Track 1walking through the website with you
squadcaster-8dd1_1_01-30-2024_090500you know, did
Track 1by the time they get to your intake form, they've already self
squadcaster-8dd1_1_01-30-2024_090500in the email, my
Track 1as the perfect kind of client. And then the intake form
squadcaster-8dd1_1_01-30-2024_090500a piece of paper, declaring it done. It
Track 1and
squadcaster-8dd1_1_01-30-2024_090500and put away.
Track 1all of that
squadcaster-8dd1_1_01-30-2024_090500what the fuck you do, pardon my
Track 1It should be
squadcaster-8dd1_1_01-30-2024_090500like, we're done with this. I'm sorry. This is case
Track 1off that they're in the right place. If your whole thing is
squadcaster-8dd1_1_01-30-2024_090500so we never got anything back from the Spanish
Track 1then you should have some questions that talk about sustainability, like Why is sustainability important
squadcaster-8dd1_1_01-30-2024_090500we didn't get back the paperwork
Track 1what does sustainability mean to you? It's not so much the answer will be super important, although you are trying to look to make sure that the client is aligned with your design philosophy and point of view.
squadcaster-8dd1_1_01-30-2024_090500of the, one
Track 1But really you're reinforcing
squadcaster-8dd1_1_01-30-2024_090500and we took that
Track 1the right place. If your sigh of
squadcaster-8dd1_1_01-30-2024_090500and started
Track 1the homepage said,
squadcaster-8dd1_1_01-30-2024_090500because, well, I didn't know, it until
Track 1most sustainable designer,
squadcaster-8dd1_1_01-30-2024_090500it.
Track 1then the intake
squadcaster-8dd1_1_01-30-2024_090500here's your ID number. Your national
Track 1other end
squadcaster-8dd1_1_01-30-2024_090500Oh, it was there all along.
Track 1yes, client, you're in the right place. Go ahead and fill out this intake form
squadcaster-8dd1_1_01-30-2024_090500your number. When I put it in the
Track 1finally found your designer.
squadcaster-8dd1_1_01-30-2024_090500and I'm like, Oh, well that's sketchy. So it was a thing,
Track 1In fact, that could all be done on one of those long scroll landing page style websites,
rebecca_1_01-30-2024_090500system and how often
Track 1straightforward journey to go from the home page with the promise
rebecca_1_01-30-2024_090500in the butt
Track 1the portfolio with
rebecca_1_01-30-2024_090500time. You shouldn't have to
Track 1To the services, which shows them how to get those same
rebecca_1_01-30-2024_090500your own language. So this is that on
Track 1builds client trust in your
rebecca_1_01-30-2024_090500don't know
Track 1to that contact
rebecca_1_01-30-2024_090500don't know
Track 1where they are going to feel like
rebecca_1_01-30-2024_090500not just one like healthcare bill in somebody's hands and in their
Track 1which goes right back to that sigh of relief. Promise you see that beautiful cycle.
rebecca_1_01-30-2024_090500where you're going to raise your family in somebody else's control. And one little clerical error
Track 1be complicated. There's a quote out there that says
rebecca_1_01-30-2024_090500don't know,
Track 1mind
rebecca_1_01-30-2024_090500and you can be looking at months
Track 1if client doesn't understand what we do beyond like interior design, which is a very generic
squadcaster-8dd1_1_01-30-2024_090500up and it was good, but
rebecca_1_01-30-2024_090500the lawyer
Track 1likely to walk away, which is exactly the opposite of what we want when they come to
squadcaster-8dd1_1_01-30-2024_090500they have like, we know people
Track 1And it really doesn't matter whether you're doing this yourself
squadcaster-8dd1_1_01-30-2024_090500applied for the digital
Track 1because you're new or it's time to invest four, five, six, seven, 10, 000 in a professional website
squadcaster-8dd1_1_01-30-2024_090500because
Track 1They need you
squadcaster-8dd1_1_01-30-2024_090500like, I guess the government keeps coming
Track 1Your website designer cannot tell you what you're supposed
squadcaster-8dd1_1_01-30-2024_090500details now, but
Track 1in order to draw in your best clients. Even the
squadcaster-8dd1_1_01-30-2024_090500Our lawyers were
Track 1cannot tell you what you're supposed
squadcaster-8dd1_1_01-30-2024_090500again, I like, I
Track 1You have to do that work, and then
squadcaster-8dd1_1_01-30-2024_090500good lawyers who were very closely
Track 1or hand that
squadcaster-8dd1_1_01-30-2024_090500evolution of this visa
Track 1designer, so that they can then create
squadcaster-8dd1_1_01-30-2024_090500detect
Track 1functional and beautiful room, i. e.
squadcaster-8dd1_1_01-30-2024_090500rather than to have,
Track 1potential clients to come visit, you know.
rebecca_1_01-30-2024_090500reasons why this journey
Track 1hope this helps demystify website design for interior
rebecca_1_01-30-2024_090500I mean,
Track 1It really needs
rebecca_1_01-30-2024_090500can do this on our own, but we have to be realistic with our resources, like our time and our energy. Cause
Track 1already looking
rebecca_1_01-30-2024_090500changing your entire life, but it doesn't mean your entire life stops
Track 1you can make this journey for them, the more they're going to trust that you're going to
rebecca_1_01-30-2024_090500because
Track 1design journey clear,
rebecca_1_01-30-2024_090500going to have to figure out for a future episode. We can talk about It for sure.
Track 1It shows up
rebecca_1_01-30-2024_090500But I asked him
Track 1thing that we
rebecca_1_01-30-2024_090500what are some of the
Track 1And of course, that should then be reinforced by making sure that you are reflecting that same sigh of relief promise on your Instagram feed or wherever else you're showing up in the world.
rebecca_1_01-30-2024_090500But the first
Track 1the most important place is on your website because it's the one thing that you own, and it's
rebecca_1_01-30-2024_090500because you don't have
Track 1Google's
rebecca_1_01-30-2024_090500number, the whole thing
Track 1people come to find
rebecca_1_01-30-2024_090500pen.
Track 1Now, that doesn't get into SEO and all of
rebecca_1_01-30-2024_090500And again, this is different by country. I have found that
Track 1of building a
rebecca_1_01-30-2024_090500definitely more archaic.
Track 1the cool thing is that SEO is totally related to everything we just talked
rebecca_1_01-30-2024_090500So, you
Track 1That's just about how you say what you say, making sure that you do some keyword research so that the clients are going to look for the same words that you're using on your website. So if you're going to be Boston's most sustainable designer. You're going to want to repeat that phrase
rebecca_1_01-30-2024_090500By, by
Track 1times over all the pages of your
rebecca_1_01-30-2024_090500to for me. It's just, am I being cheap with my
Track 1But the SEO doesn't even matter unless you know
rebecca_1_01-30-2024_090500I'm being cheap with my money. I frequently end up being cheap with my time because I ended up
Track 1Take your clients by their virtual hand, lead them on a very clear and comfortable journey from the Sive Relief Promise
rebecca_1_01-30-2024_090500up person with
Track 1the intake form on your contact
rebecca_1_01-30-2024_090500I can make with
Track 1And I can pretty much guarantee that your conversion rates are going to be much, much better.
squadcaster-8dd1_1_01-30-2024_090500for sure.
Track 1I hope this helps you, whether you're just at the beginning of your journey or you're ready for a rebrand.
If this sparked some ideas for you, you know, I'd love to hear them come find me on Instagram at be seriously happy. And tell me what you learned and what you're going to do differently. Now that you've listened to this episode until next time.