How many projects do I need for my interior design website?

A lot of interior designers worry that if they don’t have enough projects on their website, it will make them look unexperienced.

However, this is definitely not the case! There are a few reasons:

1) Most people who visit your website only look at 1 project. They skim your website within 3 minutes or less on a Desktop computer, and 1 minute or less on a mobile phone. So most people don’t even look at all your projects.

2) If you’ve done a kitchen, bathroom, living room and bedroom for just 1 house, most people will not know that it is all the same project, since usually all the rooms look a little different anyway. Put them all into 1 page and mix up the order, and you’ll look like you’ve done a lot more than just one project! Even just professionally photographing your own home is enough to make people inspired.

3) There is a lot more to your website than just the photos. If you clearly describe your unique niche, how you solve problems, your services, and how to request pricing, most people won’t spend too much time looking at all the photos. You only need about 5-7 stellar photos (even from just 1 project) to make an impression.

Here are 5 websites that have only 1 or 2 projects on their website. As you can see, they still look impressive!

Have questions? Get in touch at

Free Interior Design Marketing Checklist

Any marketing you do for your interior design business will be wasted if you first don’t plan for and use 3 important strategies:

1) Clearly identify your unique, ultra-focused niche in the industry
2) Show photos, testimonials and proof of successful project results
3) Creating a clear, easy path forward for your clients to take to potentially work with you.

If you master these 3 techniques, you’ll be ahead of more than 90% of interior design firms that don’t know what their unique niche is, don’t focus on client success stories enough, and don’t call their clients to take some sort of super small, easy action. 

Better Interior Design Marketing | Step 3 - Call to Action

50% to 80% of your website visitors go straight to your interior design portfolio before looking at anything else.

Look at your analytics. The vast majority do not look at your Press, About, Blog, Testimonials or Services pages. 

That's because your clients really only care about seeing successful projects you've completed for real clients.

To make a more powerful Portfolio section on your website, or for your social media or press marketing, here's what you need to do: 

1. Always show your absolutely best work first.
Don't present it in chronological order. Almost 100% of visitors to your website only look at the first 1st portfolio example you give them. 

2. Pair your Portfolio section with some sort of real-life proof that the work was truly done successfully.
Show a photo of your client, with a testimonial, and put Press articles regarding that Portfolio example directly on the Portfolio page (not on a separate Press page, because no one clicks that). 

3. Ask visitors if they want similar results on their own project.
Most interior designers leave their Portfolio pages blank, which leads to no sales unless you give them a clear path to take action. Instead, ask your visitors "Do you want to see the same results with your own interior design project? If so, request a free project proposal today." And link to your contact form. 

This is ultimately what your clients want to see. Proof of real success stories you've accomplished for your clients, paired with beautiful photos. 

Better Interior Design Marketing | Step 2 - Show Proof

50% to 80% of your website visitors go straight to your interior design portfolio before looking at anything else.

Look at your analytics. The vast majority do not look at your Press, About, Blog, Testimonials or Services pages. 

That's because your clients really only care about seeing successful projects you've completed for real clients.

To make a more powerful Portfolio section on your website, or for your social media or press marketing, here's what you need to do: 

1. Always show your absolutely best work first.
Don't present it in chronological order. Almost 100% of visitors to your website only look at the first 1st portfolio example you give them. 

2. Pair your Portfolio section with some sort of real-life proof that the work was truly done successfully.
Show a photo of your client, with a testimonial, and put Press articles regarding that Portfolio example directly on the Portfolio page (not on a separate Press page, because no one clicks that). 

3. Ask visitors if they want similar results on their own project.
Most interior designers leave their Portfolio pages blank, which leads to no sales unless you give them a clear path to take action. Instead, ask your visitors "Do you want to see the same results with your own interior design project? If so, request a free project proposal today." And link to your contact form. 

This is ultimately what your clients want to see. Proof of real success stories you've accomplished for your clients, paired with beautiful photos. 

Why Squarespace is better for your interior design SEO than WordPress

There is a misconception on SEO that WordPress is the best for Google Search optimization.

10 years ago? Yes, for sure.

But these days, WordPress doesn’t have many advantages any more for being the best for SEO - at least not for your small business.

Over the years, Google has changed their algorithms to focus on quality design and content. 

If you have WordPress right now, how much traffic are you currently getting from Google Searches to your website each month?

If your website has these problems, WordPress is probably not the right platform to stick with:

  • Is your website SSL/HTTPS secure? Go on Google Chrome and look for the Lock symbol.

  • Is your website 100% mobile responsive? Meaning, no design errors on a phone or tablet.

  • Do you blog all the time or update your website regularly? Or is WordPress to annoying to bother and try, and you have to hire a web developer all the time to do it?

  • Is your website nice, simple and clean? Mostly look for your buttons and links? On mobile, is it easy to click buttons without hitting the wrong link? Google doesn’t like cluttered, hard-to-use websites!

Here’s why Squarespace works just as good, if not better, than WordPress for SEO on your interior design website:

  1. Google looks for quality content, meaning the words you use are most important, which can be done on any website! Squarespace is more minimal, clean and beautiful, and is easier for your interior design team to manage with new blog posts or portfolio pages.

  2. Google looks for good mobile responsive design and SSL security, which is inherent in Squarespace (it’s free to turn on SSL where as with WordPress you have to hire someone to do it!)

  3. Google likes clean, minimal design, with as little clutter as possible. They actually have robots which measure how large your buttons and links are to ensure easy of use, and not too much information. They know good design means people stay on and use your website. Squarespace inherently addresses this problem.

  4. Google no longer looks for hacks and keyword stuffing. This was common 10 years ago, but was overused by web developers, so they focus instead on quality rather than quantity of words. Again, minimalist design wins in this situation again. WordPress sites are usually cluttered and ugly. 

  5. Blogging on a weekly basis is the most important thing you can do for SEO. My clients find that Squarespace is faster and easier to post new content, so they use it more often than WordPress. 

Those are the main reasons I've seen that Squarespace is actually better for SEO when you are a smaller interior design business, because it takes care of all these issues on their own and you don't have to spend a ton of money managing and getting all these things right on your website. 

A note to web developers:

Look, I know all you web developers are going to argue this way and that why WordPress is better for SEO. You love your clients paying you tons of extra money for SEO audits that really don’t result in any new business for your clients. And you’re stuck in the old ways of SEO, with making sure you have at least 500 keywords on each page, with all your Green Lights flashing with your Yoast SEO plugins. And you’re adding h1 tags, and h2 tags, meta tags, alt tags, and filling out meta descriptions and all that good stuff. But, guess wha? You can do that all on Squarespace!

Better Interior Design Marketing | Step 1 - Declare Your Niche

All the marketing you do as an interior designer will be wasted if you do not clearly explain why you are the right fit for a client and are different than other designers.

If you do residential interior design, you are not just an interior design for homes. If you work best with young families, state it. If you work better with retired couples, state it. If you work exclusively in Dallas, Texas in 1 specific style, make that clear. Otherwise, you will not stand out among your competitors. Your photos do not tell the whole story.

Is blogging on your interior design website worth it?

While you can blog on social media, your ultimate goal is to drive traffic to your website to capture interest and new leads in a way that Social Media cannot.

Gail Doby

Original article by Gail Doby, ASID
Read the entire article at Gail Doby Coaching & Consulting & Design Success University

Client who might want to work with you will check you out on Instagram, Pinterest or Houzz. Those seeking client reviews will look for you on Facebook or Twitter. But with social media, your ultimate goal is to drive traffic to your website to capture interest and new leads.

Social Media is mainly a means of attracting followers in order to get them to go to your web site, online portfolio or blog.

Here are 3 reasons blogging helps you stand out as an interior designer:

1 | Blogging expresses your brand in way your portfolio cant
Through words and images, post after post, you can express your brand personality and pitch it to the type of clients you want to attract. Prospects not only can see photos of your design work, they also gain greater insight into your taste, approach and design philosophy.

2 | Blogging showcases content that keeps your website alive
When you blog, you are creating and posting fresh, current content on regular basis. Readers can see that you are actively designing and on top of the latest trends. Looking busy is one of the best ways to attract new business.

3 | Improves your SEO / Google Ranking
Regularly adding new content and tagging it with the right keywords improves your search engine optimization (SEO) ranking on providers like Google or Bing, thus upping your chances of prospects discovering and going to your website. Once a week is ideal, but even twice a month can improve your visibility substantially.

Blogging can be time-consuming and requires a regular commitment. If you are not comfortable producing content or don’t have the time, you can outsource your blog, just as you might other PR activity. Give it some time to develop a following, and you will reap the benefits in new and more desirable clients.

How to find your next interior design client

As an interior designer, you know that not all clients are good clients. In order to run an efficient interior design business, you must first identify who your ideal client is, and discover the right ways to reach them through marketing and networks that your ideal clients spend time at.

Here are 6 ways to find your next, ideal interior design client:

These tips come from Gail Doby. Read the full article at Gail Doby Coaching & Consulting

1 | Identify who your ideal client is
Identify at least 5 characteristics of the clients you are trying to reach, otherwise you’ll probably attract anyone and everyone as your next client.

2 | Find ways to reach your ideal clients
What do they live? What is their family like, the activities they enjoy, charities they support, or community activities in which they are involved.

3 | Set up a regular plan for press releases and social media posts
Announce things like new hires, promotions, community involvement, design-related tips that spotlight your firm, seasonal tips, etc. Remember to focus on media platforms that appeal to your ideal client.

4 | Ask for referrals from your current and past ideal clients
Once you have your ideal client and marketing plan in place, reach out to clients for referrals, have a plan in place to thank them for the referrals.

5 | Establish a professional network
Connect with a few real estate agents, financial advisors or other professionals to establish a connected network that you enjoy working with.

6 | Engage in your community
Identify where you will most likely interact with your ideal clients and get engaged then regularly be involved in those community activities.

Specialize, Focus & Find Your Niche as an Interior Designer

One of the worst things you can do for your interior design business is to:

“Offer to do anything for just about anyone.”

When you get your first 3-5 clients, it’s okay. You need the experience and to figure out what the heck you’re doing.

But as soon as you get some clients, some data, feedback and a feeling for what you’re doing, you need to start specializing.

This is because no one can be good at all things. No one has the time to create processes and knowledge for a wide range of subjects.

I think of it just like the Medical industry. There are hospital, doctors, nurses and medicine. But the best doctors specialize in a very, very specific field. A general practitioner knows a little about a lot. But a neurosurgeon is more knowledgeable, specialized (and gets paid more). Even better is a neurosurgeon who specializes in only Epilepsy, or just Spinal Cord issues, or just Brain tumors. If you had a brain tumor, wouldn’t you want a doctor who specialized their entire life in treating brain tumors and nothing else? That doctor will have a very high success rate (very important!) as opposed to a neurosurgeon who did everything with the brain, and didn’t specialize. It’s a lot scarier to have them as you doctor! Always good for the specialists, and the exports.

If it’s important to specialize in the medical industry, it is important for any business owner to do the same thing. As an interior designer, the more broad you focus, the more you suck. You’ll scramble to learn about everything, and never get really, really good at what you do.

Businesses that do everything stay small forever. If you are an interior designer who does every style, residential, commercial, hospital design, retail design, single story, multi story and everything in between, you’ll stay up every night trying to get it all done, deal with lots of unhappy clients, and be totally miserable.

The best thing you can do for your interior design business is to specialize.

Here’s how to do it:

  1. First, get clients. If you have never gotten a client, just get experience. Charge them very little and get the hang of doing some projects.

  2. Second, analyze the results. Once you get 3, 4 or 5 clients, analyze very closely which ones you loved working for most, and which ones you hated. Document all the good and bad experiences. Then, make a GOOD and BAD list. Good projects & clients have these characteristics. Bad projects & clients typically have these elements.

  3. Third, discover a specialty. Once you know which elements of projects and clients you like doing best, you can start creating your niche. Do you love only doing bathrooms? You could be a bathroom specialist. Do you love traditional, classic interior design? Specialize in that. Do you love working with families with young children and focus on creating play spaces? Do that exclusively.

  4. Update your marketing. Once you establish a niche, you must update your marketing. This must be on your website and business card, your social media, your email marketing, your email signature, and as your business slogan. You must start telling people what you do. Instead of saying “I am interior designer” say “I design spaces for children to play in” or “I design Texas farmhouses.”

  5. People gravitate emotionally to niches. If you are just an interior designer, no one is emotionally connected with you. But, if you specialize you’ll find more clients just like you who value the same things. If you are an interior designer specifically or the disabled community, they will love you for it. If you design only with antiques and furniture that is made up of a history, your clients who hire you will love to work with you.

  6. Re-analyze your niche as you get more clients. As you get more clients, you will lose focus. People will pull you in every direction. Or, you may find an even more specific niche that is even more relevant and powerful that before. You might find that you started as a “Classical interior designer” and now you design for “Retired people who live in Washington DC that love classical architecture.” After you get 10 or 20 clients, you find that 2 or 3 of them fit an even more specific niche that you really, really well in.

  7. Document the process. Throughout each of these steps, you need to create a Master Checklist that documents each step of the process along the way. Eventually, all your projects need to go through the same One (1) Master Checklist that ensures all your clients will be 100% happy. This makes you more efficient, and it makes you more of an expert. If you specialize exclusively in “Interior Design for Chiropractors in Chicago” you can be the go-to, with a proprietary, documented process that no one else in the entire world can compete with. You will dominate your industry.

If you want to truly be successful as an interior designer, you must find your niche. Otherwise, you look like all other interior designers. Clients wont understand the difference between you and your competitors, and they will mostly go off of price, or something arbitrary. If you can identify a niche you love working with, you’ll grow faster than specializing, you’ll be an expert, and you can start hiring people to follow your process and do most of the repetitive work for you.

9 Reasons for Interior Designers to Use Their Own Website - with Nancy Ganzekaufer, Interior Design Business Coach

As an interior designer, you know you need a business website. But it’s important to understand why and how to use it properly.

The primary reason for any business to use a website is to control the way your business, work and ideas are presented to your ideal clients.

There are 3 primary ways to do this:

1) Establish your niche and approach. Clearly explain your unique approach, niche and services to interior design clients. Most interior designers don’t do this, but you need to use some words to actually explain how you are different than others!

2) Prove yourself with photos & client success stories. Prove your value and design experience with a Portfolio and match them with real client testimonials - Clients want to see “what could be” and get proof that you are able to get the final job done fully, properly and without stress.

3) Capture initial contact information. This one is often the weakest for interior designers. They live their contact page to say “Contact Us, and then use Name, Email, Phone and Message” - but this inspires no one to take action. You need to lead your clients to take the next step by asking them to either schedule a phone call, request pricing, schedule a meeting, download your pricing or process sheet, or other ways to get clients to take the next step.

Below are 9 reasons interior designers need to confidently use their own website to display their work, by Nancy Ganzekaufer, interior design business coach

Check out her website at

1.  Showcase your work

In the world of interior design, images speak volumes. In fact, one image could be all you need in order to land a client. A website is a powerful way to put your best work front and center, making it easy for anyone to view and appreciate.

2.  Make it easy for your work to be shared 

A website not only showcases your portfolio of work, but it allows people to share it, whether via design platforms, popular apps, or even just emailing or texting a friend. This reason alone should be enough to compel you to create a website because it empowers others to do your marketing for you.

3.  Develop a relationship with potential clients

Your website is a great opportunity for you to allow potential clients to get to know you and your work. Many times, it takes a client several interactions before they decide you’re the right designer for them. Your website affords you more and more opportunities so that you can close the deal.

4.  Create valuable content to position yourself as an authority

Through your website’s blog, as well as the potential for newsletters, PDF downloads, etc., you’re able to share your expertise with anyone who lands on your pages. This type of content not only helps you get found online, but it deepens the relationship you’re building with future clients, too.

5.  Give options for getting in touch with you

A website allows you to give plenty of options for people wanting to talk or ask questions. While you can (and should) still feature a phone number, you can also provide easy to fill out email forms (or even online customer service chat apps) to make it more convenient. You’ll be amazed how many more clients get in touch with you when you give them options!

6.  Take control of your brand’s image 

If you don’t have a website online as an interior designer, you have no control over what shows up when someone searches your name or your business. The best way to make sure people are finding what you want them to find is to create a website.

7.  Easily offer free services and information

Your website is an amazing way to generate new leads. Even if someone isn’t interested in working with you just yet, you can utilize your website by providing something free (like a downloadable guide to styling homes) in exchange for an email. Creating an email list that you can stay in touch with can keep your business healthy for years to come.

8.  Do less work to get more clients

There are a lot of clever ways to automate elements of your website, which means you can start getting clients without having to hustle every single day. A lot of the systems utilized on websites only require you to do something once, such as recording an informative video or webinar, rather than having to say the same thing every day to potential clients who call asking questions.

9.  Attract the right clients

When you design a website for your interior design brand, you’re given so many opportunities to infuse it with your style and personality. When your website conveys who you ARE as a designer, then you’ll find that the right clients come to you– and fewer of the ones who aren’t a good fit.

While it’s great to have a professional help you design your website, I know it can sometimes be pricey which, if you’re just starting out, can be something that is just out of your reach. But that doesn’t mean you should go months (or years) without one. There are so many great, easy to use templates that will allow you to get started building your online presence. And, if you’re wanting to really compete in interior design, that’s something you have to have.

Overwhelmed growing your business and need help? You don’t have to figure it out all alone anymore. Sign up for a discounted one-time business strategy call and I’ll help you make decisions on the next steps for you and your business.

SEO for interior designers

SEO has been a popular topic, even when I started doing web design 9 years ago in 2010.

SEO is, in short, how you show up in a Google Search. So if you’re an interior designer in New York, the hope is that if someone types in “new york interior designer” into that you would show up high.

There are ways to do this, but in competitive markets (especially in New York), it’s tough to compete. Plus, if you do some research on Google Ad’s Keyword Planner you’ll see that hardly anyone in the New York area does a Google search for “interior designer.”

With millions of people in New York, only about 1,000 people per month search for “interior designer” on Google. There’s probably more than 1,000 interior designers in New York! With such low volume and high competition, to go ahead and spend a ton of money on SEO optimization for your website (often times in the thousands of dollars) you’ll hardly see it pay off.

There’s a quick way to bypass the work though. There are 2 simple things you can do:

1) Set up a Google Business account at

2) Set up a Yelp account at

These 2 platforms will automatically get you some visibility. Just make sure to add some nice photos and use the word interior designer.

There are definitely businesses out there who get new clients from SEO. But if you don’t have thousands of dollars to get that started and do a huge marketing push, you’re better off trying other methods.

These are the ones I recommend first:

Focus on connections from your previous clients, colleagues, vendors and other professionals

  1. If your client had an amazing experience, ask them to leave a review on your Google or Yelp pages, or on

  2. If your client had an amazing experience, offer them a “referral fee” or some sort or perk to refer you business from friends or co-workers.

  3. Stay connected to architects, contractors, engineers and real estate developers you like working with. This often times is the best way to get new business.

  4. Keep your brand top of mind with Email Marketing. This especially helps when promoting to other vendors like Architects and Developers who do not spend a lot of time on social media. They spend more time reviewing their email.

  5. Instagram and Houzz still seem to work for a lot of interior designers. But focus in on a niche as much as possible, in terms of style, cities you work in, types of families or personalities. Too many interior designers do not explain how they are unique against their competitors. And clients wont understand the different until you tell them.

SEO is expensive

Compared to all these other marketing methods, SEO is the most time consuming, the most expensive and the lowest ROI (return on investment). You’re better of spending time on what works better, cheaper and faster: Email Marketing, Social Media, staying in touch with your co-workers and other industries,, Yelp, and Google Business.

SEO is only worth pursuing if you have a big pile of cash lying around and you’re ready to take the next step. Which, even then, referral and network marketing will still work better.

I hope this helps! Email us at for questions.

How to use your interior design website to vet clients

As an interior designer, with all the things that go into a successful project, you don’t have the time to take on the wrong types of clients - the ones that don’t get you. Or the ones that don’t fit your approach to interior design.

An online questionnaire or form on your interior design website, or creating an interior design consultation form can help you vet clients, so you’re only pursuing the projects that are worth your time.

Here’s a video explaining on how to build an effective project questionnaire or consultation request:

Here’s how to do it:

How to make an interior design consultation form effective for vetting clients:

  1. Ask questions that help you know if they may be a good or bad client - Base these questions on your experience. Do they need to like a certain style, re-design a certain number or rooms, have a minimum Square Footage requirement, or live in a certain city or state? Include that in your form.

  2. Make the form long enough to deter tire-kickers, but short enough that it’s not exhausting. Somewhere around 7 form fields is a good length.

  3. Don’t let anyone just email or call you. This way, you’re using your time effectively. Once they fill out a form, and you determine they are a good fit for you, then invite them to schedule a call or a meeting.

Your time as a business owner is value. Every moment you spend building your interior design business in the right way, will compound over time to building a better, stronger, more efficient business - doing the work you love for the clients you love working for.

How many portfolio examples should I include in my interior design or architecture website?

You want to show your absolute best work. The projects you want to do more of. The ones your clients are most impressed by.

Here’s how your clients navigate your website

Here’s what happens on almost all interior design & architecture websites and the steps your visitors go through to look at your website:

Step 1: Home Page

Your clients quickly view your home page

Step 2: Portfolio Page

Over 50% will then click on your Portfolio/Projects/Work page to very quickly scan the work you’ve done. Put your absolute best work first.

Step 3: 1 Individual Project Page

This one is important! About 50 to 90% of your client will ONLY look at 1 individual project page. Usually, this is the very first one you give them! So it’s important that you don’t just put a random project in the first slow. Instead, put your absolute best, client’s most favorite project in that slot, always. Even if it is not in chronological order!

Step 4: Maybe your About or Services page

About 25% of your clients will look at an about/services page, which is often times the least visited page. Here, it is important again to show examples of your best work, one testimonial, and then lead them to the ultimate page: The Contact Page.

Step 5: The Contact page

This is where you want everyone to end up. Although, although 25% of your clients will go there. It’s important to have a button to lead clients to a Contact/Questionnaire/Schedule A Call page so everyone knows exactly how to get info from you to start a project.

So how many projects should you show on your website?

Based on the information above, you can see that most clients are just skimming your projects and look at a few random photos, based on what you present.

This means YOU are in control of how these projects are presented, and you most choose correctly.

There are 3 options you should choose from for your website when presenting photos:

Option 1 | Show everything on one page

This option is good if you are okay with showing only your best work. This guarantees that visitors to your website will only see your best work. They scroll down the page, see your awesome work, and then click a “Get pricing for your project” button. This optimizes the website nicely, and makes it easy to set up a website. This option also works great if you only have 1 or 2 projects you’ve ever done. And that’s okay, because most clients are not going to look at every single project page anways!

Option 2 | Show up to roughly 6 of your best projects

If you don’t like the idea of just 1 page for all your projects, then showcasing about 6 of your best projects is best. Again, most clients will only look at the first 1 or 2 pages you give them. So you need to put your BEST example first, your second best example second, and so on. In this option, you cut out your worst projects. No one needs to see them anyways! Unless they get in touch with you for a 2nd time, you can show smaller projects later as appropriate depending on the client.

Option 3 | Show every single project on it’s own page

This option only makes sense for one reason I know of:
Most architectural firms or commercial interior designers have clients who want proof of EXTENSIVE experience in their field. In this case, it’s not about nice photos, it’s about experience and expertise. In this situation, it might be good to show as many projects as possible to give your clients clear proof that you are very experienced.

Which option should you choose?

If you’re a smaller design firm, or specialize more in design aesthetic and less about function and technical work, go with option 1 or 2.

If your a technical design firm, commercial designer or architect, option 3 is best to showcase experience and trustworthiness.

How to ensure a successful results for your interior design website

Imagine choosing the wrong design firm for your new interior design website. All of the time, money and effort spent trying to get it right, only to see it fail. 

This happens everyday to countless interior designers and architects. With so many amateur and unfocused web development teams out there, and lots of misinformation in podcasts, blogs and books, there's a high probability that you'll choose the wrong path for your website. 

Here are 3 steps to take to ensure your next website design is a success:

1 | Choose a website design team that understands your specific industry
Every website is different and requires different technologies. It's like a heart surgeon trying to perform surgery on the brain. They are not equipped for the job! Hire an website firm with experience in the interior design industry, or an Ecommerce development firm for your online store. 

2 | Cast a vision for the final results
Tell your web designer examples of other websites you really like. This sets realistic expectations between both parties to ensure the result is successful, rather than leaving the final results to a guess. View examples from our portfolio for ideas on interior design or architecture websites.

3 | Figure out what you'd ideally like to have on your website
The more detail you can provide a web design team, the more accurate their proposal will be, and the less likely there will be frustrations by either party. Figure out how many total pages you'd like to have, how many portfolio examples or ecommerce products you'd like, and any other unique items like a blog, podcast, private login or other unique features.

Get a proposal for your next website design project by filling out this website design questionnaire.

Top 10 Interior Design & Architecture Websites

Don’t lose clients due to an old and outdate website for your interior design or architecture firm.

Here are the top 10 most popular interior design & architecture websites in 2019.

Should interior designers & architects use the StoryBrand framework?

The problem interior designers & architects have, is lack of focus on what their marketing message should be.

If you look at most architecture or interior design websites, they all have the same content. Usually, a super simple website with just a few photos, logo and navigation.

But they don’t tell you what their unique niche is, who their ideal customer is, what their unique or primary service is, and how to interact or take the first step on their website.

There are 3 things you need on your website

When designing a website for an Architect or Interior Designer, I recommend that you focus on 3 primary things to get your messaging clear on your website:

  1. Clearly explain the primary service you offer. Not just architectural design or interior design. Get specific. Super specific. Such as “Modern architectural design for large families in Seattle.” Think about it. If you do good work for that kind of client, then when they read that super-specific statement (large families in Seattle who love modern architecture), you’ll probably get every single one of those clients because you spoke directly to them.

  2. Explain your unique offering, approach or selling point. If there are multiple residential modern architectural firms in Seattle (which there are), then you need to explain why you are either better or different than them. If you have the fastest design approach, if you take care of everything for them, or include them in every step of the process, or are the most affordable, then differentiate yourself by explaining your unique difference.

  3. Explain how your clients can take the very, very first step in working with you. Most interior designers and architects have no Call To Action other than “Contact.” But this is way too vague. You need to lead people to get in touch with you, in a very low-key way. Such as: Take a project questionnaire, schedule a free phone call, schedule an appointment at our studio, take a project quiz. Anything that gets people to interact with your website in a very easy first-step kind of way.

I get these techniques from 2 of my favorite business authors: Don Miller from and Mike Michalowicz.

The Storybrand framework was developed by Donald Miller at - so credit goes to them for this information. His point of view is that people are draw to “Story” because it gets rid of all the extra unimportant information, and leads people step by step, from point A to point B. For instance, your clients aspire to have a new home to enjoy with their family, but they don’t know how to achieve it. So they come to you, who has experience in modernist interior design and can help them reach their goals with a clear design plan and strategy when ends in a beautifully designed home! Your website needs to tell a story which is super clear, super focused, and gets rid of all the un-important information.

The second is from Mike Michalowicz, who wrote my all-time favorite business book, The Pumpkin Plan. This book is about focusing on your unique offering, to a super specific type of client that you thrive in working with. Instead of trying to do all kinds of interior design projects for all kinds of interior design clients all over the world. figure out which clients you work best with, which work you love doing most, and focus in on that niche. Once you figure this out, you can apply the “StoryBrand” method to your website and business.

Here’s an example of how to do this for your own business

For example. I design websites specifically for architects and interior designers. I found that my interior design and architect clients were the most happy. I loved doing the work for them. Their websites turned out awesome. It has been a natural fit. So I updated my website to reflect this. I focused all of my marketing, blogs and emails specifically to architects and interior designers. Their is an instant connection, and we’re more likely to do business with each other.

Apply these methods to you own business.

By the way. Want a proposal for website design & copy creation for your own business?

5 Marketing Methods for Interior Designers & Architects

Your website will only work effectively if you can bring people to see it.

But you don't want just anyone to go to your website. You need to target a very, very specific small group of people and speak their language. Identify your customer's problems, and offer a unique solution. 

Bringing people to your website only works when you know who your best clients are. Figure out the following based on your previous best-ever clientele base (only consider your absolute best clients, not all of them):

  • Their average age

  • Their gender

  • What cities do they live in?

  • What problems do they face when it comes to your industry?

  • Where do they get their information about your industry?

  • What questions did they ask before they became a client of yours?

Figure this information out first before spending any money driving people to your website. 

After working with numerous interior designers, architects & professionals, below are the best ways to quickly get people to see your website, in order of quickest to slowest turn around:

No 1 | Yelp & Google Business
Any business that relies on local customers needs to be on both Yelp and Google Business. These platforms are totally free, and get you visibility in Google Searches almost immediately. Especially if you are one of the only providers in your area offering the service you do, such as a commercial architect or interior designer in a rural area, or if all of the accountants and lawyers in your area are rated poorly or have no reviews at all, you have a very good chance to being seen on these 2 platforms. If you have not already, sign up for these today at and - do it right now!

No 2 | Direct Email & Mail Marketing
Spam is everywhere. But a very focused, narrow service to a very specific group of people is one of the best ways to bring people to your website. If you offer interior design services specifically for single family homes in a certain nice part of town, you can do direct mail marketing to just a couple hundreds homes, for relatively inexpensive, and direct your postcard specifically to your ideal type of client. The same goes for email marketing. Find who your best customers typically are, and target them with email marketing - directly addressing their unique problems. It won't look like spam because you're actually speaking to the right language to your ideal client. 

No 3 | Third Party Organizations
Market directly where your ideal customers spend time, whether online or offline, and advertise at third party organizations which specifically contain your ideal customers. Don't market to just anyone, figure out the demographics of your past best-ever clients. This could be an online forum, an online organization, or an organization which meets in person.

No 4 | Google Ads
This is extremely difficult to master, and I recommend you hire a professional. It's very easy to spend $500 USD in Google Ads and see no results. That's because you need to first perfect your website, then narrow, narrow, narrow your focus down to the most specific keywords and demographics as possible. This is a quick way to jump to the top of the list of Google searches, but be prepared to spend at least $300 per month to effectively gain leads. And make sure your website is optimized first to capture leads.

No 5 | Advanced SEO & Regular Blogging
This is the slowest method of all. That is because Google wants to see credibility and longevity from your website. Your website needs to be up and live for at least 6 months before Google will start to see it as credible. The more traffic you get to your website, the more you blog valuable content, and the higher quality the website functions overall, the higher it will show up in search results. I always recommend to business owners that an Advanced SEO integration and blogging for your website should be the last method on your list, because it is labor intensive and the turn around is slow. I've spent over 2 years blogging regularly to get about 3,000 visitors to my website per month, but it has been a ton of work to get there. It's been worth it, but I had to put in the time.

Again, all the advertising in the world will do nothing if you do not know who your ideal client is. Get very specific. Write it down first. And then start with marketing options No 1, 2 & 3 above before moving on to more expensive and time-consuming methods.

What To Include On Your Interior Design Website

Your interior design portfolio is an opportunity to showcase the story, uniqueness and approach of your design firm. Which means it needs to be very focused, clear and concise, without cluttering or confusing your ideal clients.

This means you should only be showing the content and services you want people to see. Not everything that you’ve ever done or everything people need to know all in one giant pile of information. Break it down into small pieces.

I’ve worked with many interior designers who only have 1 or 2 good projects to show on their website. But that is perfect! Because, from an analytics standpoint, your clients only look at the first one or two projects you show them. Most will not dive super deep into everything little thing you have done - at least not on the first visit of your website.

When you only showcase your best work, you’ll gain clients who gravitate towards what you do, without being overwhelmed with too many options, or seeing your less-than-stellar work.

When I look at the analytics of the over 100+ interior design websites I’ve designed for clients, there is a clear pattern:

100% look at your home page
50% look at your 1st portfolio example
25% look at your services or about page (it’s best to bundle these together)
25% go to your contact page

These are the 4 most important pages your website needs to have. Having more is just too much information.

But what about other common pages, like Press, a Blog, or Testimonials?

Only 1% to 5% of your visitors will look at those pages. On an initial visit to your website, your clients don’t care about reading your blog, or looking over a bunch of boring Press articles.

If you find some of your blog posts, press and testimonials are very important to your sales process, they should be nicely integrated with the 4 most important pages of your website: Home, Portfolio, Services & Contact. Include a testimonial on your Portfolio page. Show your most impressive Press article on your Services page. Include your best Blog Post as a PDF download on your contact page.

On those 4 primary pages (Home, Portfolio, Services & Contact) is where you need to tell your entire story, unique selling point, selling strategy and call to action. Because that is where 95% of your website visitors are going to look. So make it count.

On each of these 4 pages, you need a clear Call To Action - a way for visitors to engage with your website. This can include a Pricing PDF download, a full list of services PDF download, a project questionnaire, a free phone call, a way to schedule an appointment, as questions, etc.

Only once your visitors get on your email marketing list is when you bring them back a 2nd time to look more closely at testimonials, blog posts, and press articles to continue the client’s journey towards becoming a client.

For your Blog, Testimonials, Press and other pages, I recommend putting those in the Footer of your website. They’re accessible, but not prominent.

This strategy of all strategies I have done on websites for interior designers is by far the most effective. Only show clients what they want to know on a 1st impression of your business. Grab their attention with several ‘Calls To Action,’ and then slowly lead them through your sales process over time.

Email Marketing Strategy for Interior Designers

First, most businesses in the interior design industry don’t bother to do email marketing. They mostly stick witch social media.

Second, email marketing is more effective than social media. People take their emails more seriously for decision making, while social media is more for ideas and inspiration.

So if you’re not doing email marketing for your interior design business, you’re probably losing clients.

Email marketing is an effective way to engage your clients and get them familiar with your unique approach.

An interior design campaign through emails should not be all about you, your press releases, the awards you won. That makes your clients think your business is all about serving yourself.

Instead, it should be an opportunity to show how you and your clients are the right fit for each other. That you understand each other, and that it will be a good collaboration and mutually beneficial.

You should explain the following in some of your email marketing, one piece at a time:

  • The process your follow when doing an interior design project

  • What your clients can expect during the process

  • How do determine if you’re the right fit for each other

  • The opportunity to take a project questionnaire or to get pricing

  • Answer common questions your clients have about interior design in general or your unique approach

  • Showcase some before and after or client testimonials to show successful projects you’ve done before

  • Call your clients to action and make a decision to work with you

These are just a few ideas. And the great thing about email marketing is that you can keep trying over and over, every few days, and get better at it over time.

Just like people post social media on Instagram regularly, you should not be afraid to try email marketing on a regular basis. Somewhere around intervals of 3 to 10 business days (Or every 1 or 2 weeks).

Email marketing is an important part of your interior design marketing strategy that you shouldn’t ignore.