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.