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!

Rebecca West, Interior Design Business & Communication Coach

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0:00 | 17:29

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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

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uh, I will let you

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that you're getting the message for your website

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right.

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The first time is when you're brand new because most of us are going to

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achieved a major

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and 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

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turned in my paperwork to

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The second time is when you're actually ready to

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them if I can please come live there.

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So most

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I'm waiting, and they have my passport in their

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beginning

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little hands, so I

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Figure out what the heck they do for people

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That makes my stomach

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that in the way that lands them those

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to hear you say that, right? Like my

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is usually when they're like, okay, I know what I'm

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31 days until we show up in Paris.

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exactly what I

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I am without passports, but they are, like I said, in their hands. So now the waiting game is

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to get very

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to approve, officially

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on your website. Unfortunately, most of us complicate it. So let's see if we can de complicate

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and

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.

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from that, this was a huge milestone and I

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In the aesthetics of

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how it. went

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I know

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how nervous I

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very deep rabbit hole when it came to the logo for my business when I was new,

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Just out

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but that's really not the place where we

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know

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Yes, of course it needs to be

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What to

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but just like when we design a room, we know that function has to come first and it's exactly the same way with the

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what is the turnaround

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So whether you're doing it yourself or you're hiring a website designer to

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it will vary

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it's really important to get clear on what you're trying to say to your clients so that it's communicated

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separately,

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If

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um, was that they

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or if we think that our website designer is somehow magically going to articulate what we need to say for us,

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faster

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are going to either,

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Um, so his should be turned around within

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mess of a website And fail to say what we need to

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of visas. And all of

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So for a second, let's just imagine that you have the

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the lead up to these things is so full of butterflies in your stomach

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That'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.

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the mail.

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We know that we're

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So because you're going with

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Professional results for our clients. And the same thing

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that mean that you get to ride on his coattails and get

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We also know that people can fairly effectively

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And like when you walk into the

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going to take longer.

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it was the

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They're going to make

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system.

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Yes. They might not get exactly the results they were needing, but it's probably

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walk in And it has signs all up saying, you know, these

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websites

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part of the visa process. They have no

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you're going into this website design process, what I'd like for you to do is think about

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our agents alone is basically what all these signs are saying.

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when 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

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at the same time. And I'm like,

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And hire you. I mean, that is our goal,

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it in this order and we're not going to

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So let's try to

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But she goes, yeah, you know, and she literally said it to

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going to land on a

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student visas faster. So I'm going to put yours in

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might start someplace else, having found a

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that hopefully they're

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through some random

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time and more

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but 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,

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she was

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what they need to see. Is a promise

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it go faster and go in tandem

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like to call this the sigh of

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Going back to earlier conversations

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needs to be the kind of

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your life is literally

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It helps them feel like, Oh, thank goodness. I no longer have to

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you're sitting, you were sitting across a

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found the designer I'm looking

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that folder on to a

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Now that might be influenced by the aesthetics of the photo you have

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at this point.

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Yes.

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gotta be more than that. Because a pretty room is lovely,

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all

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how are you going to get them from the room that they have to the room that they want to have?

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And going into a culture

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on and the results that you give

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I have a

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separate from the results of having a pretty room,

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your, every women

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to set you apart

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and I'm in this kind of, in-between

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that client

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who's helping me.

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So that sigh of relief promise shouldn't

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she wasn't French. She's,

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it should also be about how

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American either because

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how thoughtfully,

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it's like this in between tribe of people who

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or how exclusively you're going to get

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you're just sitting there

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final result. And it shouldn't be all of those

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person I know

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more you try to be all things

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the universe rewards

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the more you are no things to any

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know, invoking superstition,

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And that lane should be based on what you're great at and what you want to do.

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rub off like

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you're building a business. And so

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It's like

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maybe for the only thing in your life, you actually have choice and agency about what you

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going to be the best girl

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control 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

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and yet I'm running

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very, very clear. The moment

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am I following the rules? My

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that it's a sigh of relief promise that aligns

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This is how this has been treated in the past.

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skills, and your background. Those are all the things

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as you are not

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nail your niche course,

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a French person or having French clients, that's

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once you

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in 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.

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on all the pages, but

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and my lawyer was trying to say

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or if they have just one button, it goes directly from home to intake or contact

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making

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is too fast. That is like asking somebody to marry you on the first date.

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in the right

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do that. Your client doesn't have enough information to

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I mean, they may

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and fill out your

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red

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form yet. And for that matter, you don't want them to fill out the contact form that

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to the person who's taking

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because if they do, they are not yet a well informed

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like she

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And you're going to have to spend a lot of time telling

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our, our

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them how things work when, if you'd structure your website

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And so she said,

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time they fill out your intake form, they're going to be a well informed client

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I intend, like I know that my lodging ends in six months and I fully intend to

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So generally speaking on an interior designers website, after the homepage, you should lead them to the portfolio.

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Right?

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So on the homepage, you make them a

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And then after that, after that

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And then you

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drop points if

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that sound good to you? Do you

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They're French.

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the results that I've gotten other clients?

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and then you wait for the

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portfolio of work. The portfolio of work should

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which is that they go in and they're

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It should reflect the sigh of relief promise.

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That was a really

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not to just rely

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because we got

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There is something specific about your work that should be compelling to them.

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I left

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And obviously that should be the aesthetics, but also maybe it's the efficiency, the functionality,

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lens

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friendliness of all

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know, I'm prey, they're a predator, they're probably out to get us. And he's like, yeah, well, his job is

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is

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disarm

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your designs that are compelling to the client

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And I'm like,

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in their tracks by that sigh of relief promise?

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true. And

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He's a mole. He's a

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them on your portfolio, now you've got to

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a French spy.

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And the next page should be

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But wait, it's worse than that.

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you said on the homepage, Hey, I'm going to make you a promise. It's the promise you've been looking for.

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matter what

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Come see that I've fulfilled

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wait, it's

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for 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.

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who's ever gotten a

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You 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

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system is now going to work and that you will get your visa

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they understand your services,

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time to move to

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a 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.

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hands and

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Now 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

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their process

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we take them to the about page next, just to reinforce your expertise, your background, and to build client trust.

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no. So all of

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really is an optional step, but it's a good step.

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So we, we all have a digital

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But finally, once you have Made them a sigh of relief promise on your homepage,

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that, that supports

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that you can deliver on that promise in your portfolio,

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The

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them exactly how they can get those same results

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was

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your services page, and then built a little bit of trust on

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we'll, we'll go into this in a

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Now you can say, I would love to work with

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to be very unclear for our

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about my services. Fill out my intake form on my contact

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in the past, which will be recorded,

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And this is one more place where it's really

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Um,

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we put some thought into what we're

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with my visa

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quite frankly, not every client is a fit for your

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submitted the paperwork to the

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Not every client is a fit for your personality and not every client is going to be a

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Shane's

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aesthetic point of

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and Oliver's paperwork, and mine

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you have been giving them clues throughout this whole journey about what it's like to

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good. You're all clear to go, but there was no

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or are you thoughtfully slow? Are you going to help them with full execution, like from dirt

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the fingerprints

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Or are you just going to give them

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that allows you to do all the things in Spain.

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Are you the kind of person who makes every single meeting feel like a

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our lawyer submitted multiple

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who's very meticulous and makes sure that every T is crossed and every I is

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I think, you know, my, in my

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walking through the website with you

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you know, did

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by the time they get to your intake form, they've already self

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in the email, my

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as the perfect kind of client. And then the intake form

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a piece of paper, declaring it done. It

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and

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and put away.

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all of that

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what the fuck you do, pardon my

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It should be

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like, we're done with this. I'm sorry. This is case

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off that they're in the right place. If your whole thing is

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so we never got anything back from the Spanish

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then you should have some questions that talk about sustainability, like Why is sustainability important

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we didn't get back the paperwork

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what 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.

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of the, one

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But really you're reinforcing

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and we took that

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the right place. If your sigh of

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and started

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the homepage said,

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because, well, I didn't know, it until

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most sustainable designer,

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it.

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then the intake

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here's your ID number. Your national

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other end

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Oh, it was there all along.

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yes, client, you're in the right place. Go ahead and fill out this intake form

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your number. When I put it in the

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finally found your designer.

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and I'm like, Oh, well that's sketchy. So it was a thing,

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In fact, that could all be done on one of those long scroll landing page style websites,

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system and how often

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straightforward journey to go from the home page with the promise

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in the butt

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the portfolio with

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time. You shouldn't have to

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To the services, which shows them how to get those same

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your own language. So this is that on

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builds client trust in your

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don't know

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to that contact

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don't know

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where they are going to feel like

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not just one like healthcare bill in somebody's hands and in their

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which goes right back to that sigh of relief. Promise you see that beautiful cycle.

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where you're going to raise your family in somebody else's control. And one little clerical error

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be complicated. There's a quote out there that says

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don't know,

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mind

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and you can be looking at months

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if client doesn't understand what we do beyond like interior design, which is a very generic

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up and it was good, but

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the lawyer

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likely to walk away, which is exactly the opposite of what we want when they come to

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they have like, we know people

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And it really doesn't matter whether you're doing this yourself

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applied for the digital

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because you're new or it's time to invest four, five, six, seven, 10, 000 in a professional website

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because

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They need you

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like, I guess the government keeps coming

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Your website designer cannot tell you what you're supposed

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details now, but

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in order to draw in your best clients. Even the

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Our lawyers were

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cannot tell you what you're supposed

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again, I like, I

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You have to do that work, and then

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good lawyers who were very closely

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or hand that

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evolution of this visa

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designer, so that they can then create

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detect

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functional and beautiful room, i. e.

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rather than to have,

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potential clients to come visit, you know.

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reasons why this journey

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hope this helps demystify website design for interior

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I mean,

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It really needs

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can do this on our own, but we have to be realistic with our resources, like our time and our energy. Cause

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already looking

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changing your entire life, but it doesn't mean your entire life stops

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you can make this journey for them, the more they're going to trust that you're going to

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because

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design journey clear,

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going to have to figure out for a future episode. We can talk about It for sure.

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It shows up

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But I asked him

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thing that we

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what are some of the

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And 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.

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But the first

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the most important place is on your website because it's the one thing that you own, and it's

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because you don't have

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Google's

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number, the whole thing

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people come to find

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pen.

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Now, that doesn't get into SEO and all of

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And again, this is different by country. I have found that

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of building a

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definitely more archaic.

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the cool thing is that SEO is totally related to everything we just talked

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So, you

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That'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

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By, by

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times over all the pages of your

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to for me. It's just, am I being cheap with my

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But the SEO doesn't even matter unless you know

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I'm being cheap with my money. I frequently end up being cheap with my time because I ended up

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Take your clients by their virtual hand, lead them on a very clear and comfortable journey from the Sive Relief Promise

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up person with

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the intake form on your contact

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I can make with

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And I can pretty much guarantee that your conversion rates are going to be much, much better.

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for sure.

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I 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.