Website Design for Interior Designers
This article was originally published on July 5, 2023; it was updated on July 10, 2023.
It used to be customary to hire generalists or hobbyists to develop a company’s website: people who don’t view their work as their craft or ever establish a lasting, successful company. Those times have passed for good. The industry has changed, and websites have become the ultimate display of luxury for high-end services such as those interior designers provide. Without a great website, one is in imminent danger of losing ideal prospective clients.
Web designers who haven’t worked extensively with people in the design industry often miss the mark, which results in an underperforming website, unable to bring interior designers new clients from their target demographic. It is a prevalent problem but one easily fixed with the right professional.
Essentials of the Ultimate Interior Design Website
Every finished website has a different design and feel, but there are three commonalities among all excellent interior design websites crafted by web professionals specializing in websites for people in the luxury interior design industry.
1. Focused Messaging to Attract Ideal Clients. It’s extremely important for an interior design professional to have clear messaging on their website. “Having a strong and unique approach to interior design and showing it on your website helps your prospective clients connect with you on a deeper level than simply just providing full-service interior design services,” said Justin Page Wood, owner of JPW Design Studio, which specializes in creating websites for interior designers. “Why should a client work with you? If you love modern interior design, and they do too, you will quickly stand out. If you love designing exclusively in New York City, and your clients love the city too, they will be more drawn to your approach. The best design niche is focusing exactly on the kind of work you love most, so that you attract more clients who love exactly what you do.”
2. Professional Photography to Feature Best Work. Great photography on an interior designer’s website is essential because a website is the best online representation of a designer and their firm. As Wood explained, “Your website is the place where any client can see your work in an instant, so it should be the best possible version of your work. While Instagram or Facebook show glimpses of your work, ideas and approach, your website is the finalized and polished presentation of everything you do.” Interior design websites are rightly photography heavy, so having photographs with good composition, lighting and resolution are essential.
3. Intentional Website Design (Less Is Often More). Whether in planning the photography, design layouts or text content, less is often more when it comes to website design for interior designers.
“You should curate your website to show the best photos and content about your firm,” said Wood. “In fact, being very selective about what you show is always the best approach. Most interior designers have done a lot of work, but only a handful are the true representation of your design work. So pick your projects selectively. Keep your website very simple and easy to explore so clients can navigate it with ease.”
Websites designed by nonspecialists who don’t understand the interior design industry often lack a clear strategy. Simpler websites have been proven to get more engagement for interior designers. Prospective clients usually visit only four pages on an interior designer’s website: Home, Portfolio, About and Contact. There’s a 50% drop in visits from one page to the next, so a simple, easy-to-navigate website is crucial.
Clear Direction & Calls to Action
A design website must be kept clean and concise. The goal for this type of website should always be kept in mind, and that goal is “leading prospective clients to contact you on your Contact page for more information, a design consultation or to request a project estimate.” After more than a decade of designing websites for interior designers, the most common problem Wood comes across is a lack of focus in the website’s design.
“Your website should be the ultimate reflection of your brand,” he said. “The moment a client sees the home page of your website, they should see you as a credible, professional firm. Every page should show professionalism and provide clarity each step along the way.”
Two decades ago, many designers didn’t even have a website, and those who did didn’t need to care about how high-end it looked. The terrain of today’s luxury design industry, however, has progressed to where clients see websites as the direct reflection of the work an interior designer produces. Interior designers must put their best digital foot forward to capture the attention of their target clientele, and the best way to do that is with a stunning website designed by a professional who understands their industry.
—By Sarah Siedenburg, copywriter and PR specialist with JPW Design Studio
