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One small inconvenience on your interior design website and boom you’ve lost your dream client to your competition. With millions of websites, small businesses and brands competing for attention, you just cannot afford to slip up.
If you think you’re nailing it with your interior design website, here are 7 mistakes you might be making that probably never even crossed your mind.
1. Above the fold – an unutilized interior design website feature
Bold images, snappy headlines, discounts, and controversial statements are just another way to stop people from scrolling.
If you look closely, a majority of these baits are the first thing you lay your eyes on on a website. This is the above-the-fold section of a website and anything that requires scrolling is below the fold.
Adding stunning visuals at the top won’t cut it because pretty much every interior design website does this. You need to utilize this section to build an instant connection with your readers and persuade them to take action.
To do this, address a problem they might have, specify how you can solve it, highlight a transformation, and articulate why you should be their first choice. Don’t forget a call to action – add a ‘Let’s Talk’ button and make it obvious what they should do next.
2. Not specifying your location- #1 interior design marketing mistake
Kentucky Fried Chicken. It’s right there in the name. As an interior designer, you’re a local business first. Not specifying your location is a huge interior design marketing blunder you need to avoid.
Specify the location on your website and register yourself as a local business through Google. You are more likely to appear in Google Search and Maps when someone in your area looks up ‘Best interior designers near me’.
3. Do you even SEO?
What white paint is good for walls? vs Is Benjamin Moore Atrium White OC-145 the best white paint for walls? How are you supposed to know what a layman types in the search bar?
SEO is how you’ll know.
Not working on your SEO implies you’ll probably never reach those people looking for the best white paint in your area.
Now, there are probably a million websites talking about white paint. How on earth is Google going to decide that your website amongst others satisfies its user’s intent? I think you can see the pattern here. Work on your SEO.
According to Backlinko, organic search is a BIG source of traffic. Search accounts for 10x more traffic than social media and is preferred over paid search. Think about it, what’s the first thing you do when you want to buy white paint? Go to Google, right?
Next time you write copy for your website, keep SEO and search intent in mind. See what the experts who top most interior design-related searches do. Pick a course that walks you through SEO and keyword research. Moz, Backlinko, and Ahrefs have some of the best resources for SEO.
4. Your USP is not apparent enough
“People don’t buy what you do, they buy why you do it.” What’s your why? If it isn’t obvious to you, it won’t be to your audience. From a marketing standpoint, Simon Sinek – New York Times best-selling author of Start With Why – says people won’t truly buy into a product, service, movement, or idea until they understand the WHY behind it.
By defining your why, you set yourself apart from your competition. This makes it easier for people to choose you over them.
What’s that one thing that gives you an edge over other interior designers? Why should people pick you over a designer near them? The first step to defining your Unique Selling Proposition is by answering these questions. Then, make sure to convey it to your audience.
This takes time but by starting, you’re already doing better than 90% of the people competing with you.
5. How much copy is too much?
Long paragraphs or 5600×5600 wide images with no context. It’s either Can you get to the point? or Okay, nice ceiling picture you’ve got there, what do you want me to do about it? There’s no in-between when it comes to most interior designers’ website copy. You either can’t stop writing or you don’t write at all.
Fix the copywriting for your interior design blogs today by:
- Writing compelling headlines
- Breaking long paragraphs into shorter, more digestible ones
- Making use of lists, bullet points, and sub-headings to differentiate between pieces of content
- Adding a clear call to action so everyone’s on the same page
And, assuming images will do all the talking is big bad-copy energy. Add text that explains images in your blog and let people know WHY it’s there in the first place! If you find writing overwhelming, hiring a copywriter for interior designers is always an option (mua, for instance).
6. Evergreen content is not a part of your marketing
Trends come and go. Remember when everyone was obsessed with barn doors, edison bulbs and all-gray everything? Not anymore. If your website copy is built on trends and trends only, as an interior designer you will be as relevant as that trend.
People will keep buying homes for generations to come and will always want to buy white paint. What they probably don’t care about is what brand the paint is as long as it works. 99% of people search for What white paint is good for walls? (evergreen) and not Is Benjamin Moore Atrium White OC-145 the best white paint for walls (trend)?
What is evergreen content?
Evergreen content is content that’s timeless. It remains relevant to your audience regardless of season and will continue to generate traffic for months and years after you publish it. Kind of like trees that never lose their leaves.
Backlinko analyzed over 3.6 billion articles to understand evergreen content better. One of their key findings was: How-to and list posts are the two most evergreen content forms to exist.
Here are some examples of evergreen content for your interior design website:
- 7 timeless white paints to brighten up your room
- How to design a small office space you will never want to leave
- How to choose the best hardwood floors for your room
- 11 Girl nursery design ideas for new parents
- 5 steps to designing the ultimate bedroom sanctuary
These are just examples. Align your topics with your blogging strategy to make sure you attract the right type of audience.
To stay on top of your game and build authority in your niche, you need to incorporate evergreen content for your interior design business. By prioritizing evergreen posts in your content writing strategy, you not only get regular organic traffic but you also don’t have to worry about updating your content every month or so.
7. You are not intentional with your branding
Ever tried arguing with an Apple fan? There’s no winning because to them, nothing beats Apple.
According to this Harvard Business School case study, 95% of the time people make purchasing decisions subconsciously. But how do you reach the subconscious mind? Through your brand personality – something Apple is very good at.
Brand personality should be a part of your interior design marketing strategy as it humanizes and adds a differentiating factor to your brand. There’s too much digital noise and people are busy. So, make sure your branding cuts to the chase.
The bottom line, having a well-defined brand personality will make it easier for your customers to care about you. Start off by asking yourself these questions:
- Who is your dream client? What do they care about? Where do they hang out?
- How will it benefit them by choosing you over other interior designers?
- What experience do you promise that they most likely won’t find elsewhere?
Once you’ve arrived at an answer, create a website and social media copy around your brand personality and stay consistent with it.
These were just some mistakes interior designers make on their websites. I could go on but I’ll stop here so that you can reflect on this.
To make sure your website doesn’t get lost in the sea of interior design websites out there, you need to have great copy and branding. As a professional copywriter for interior designers, I know how important content is to stand out as a business.
Let’s Chat! I’m a copywriter for interior designers – that’s all I do!
If you don’t have the time or copywriting isn’t your zone of genius, hop on a call with me, and let’s figure out how I can support your business.
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Hi, I'm Masha
The words expert, coffee connoisseur, and the face behind Content Vertical.