The Most Important Pages for Your New Interior Design Website
What pages should my website have? This is one of the most common questions I receive from new brand and website design clients. Even if they have a pre-existing website, they’re always looking to me for clarification on the essential pages to include on their new interior design website.
While every website should be built strategically around that business’s goals, there are a few website pages that are expected, especially for interior design businesses.
As a part of my brand and website design process, I guide clients through the following process of identifying their website goal(s) and outlining the pages of their website so they’re set up for success.
If you’re considering a new website for your interior design business, this article will help you decide what pages to include.
You’ll first want to get clear on the overall goal of your website before starting to outline your website pages.
An interior design website typically has one primary goal followed by several smaller goals. Once this goal has been identified, you can then move on to the goals of the individual pages.
So take a moment and ask yourself, what do you want from your website?
Top website goals for interior designers:
Every interior designer and small business owner will certainly want their website to position themselves as an expert in their field, allow potential clients to self-qualify themselves for their services, and ultimately take that first step in working together.
So when it comes to your website, you’ll want to clearly identify the action you want your website visitors to take. Here are a few of the most common website goals:
Option 1: Invite prospective clients to book a discovery call.
There are two ways to achieve this goal. The first is to simply link to your online scheduler throughout your website. Most of your calls to action would say something along the lines of getting in touch or book a discovery call. The goal here is to get people on the phone with you.
The second way to do this is what I recommend to my clients. It’s to put a buffer between website visitors and your calendar. You don’t want just anyone to have access to your calendar (and thus 1:1 time with you).
You only want qualified leads to be booking these. So I like to use an interest form that directs them to complete a form with pre-screening questions. Then I’ll personally review their responses before they get access to my calendar.
Option 2: Invite prospective clients to download an investment or services guide.
This website goal encourages qualified visitors to complete an inquiry form and download an investment guide. Yes, you’ll likely want to still jump on a call with them at some point but the primary goal here would be to gather their information upfront, then automatically deliver an investment guide.
While this might be the primary goal after they download the investment guide you can always circle back around and invite them to book a discovery call. However, by having them download the investment guide they have a lot of information they need to pre-qualify themselves for your services, so they’ll likely be more ready to move forward during that phone call.
Option 3: Invite website visitors to download a lead magnet and sign up for your email list.
No matter your website goal, you should always be working on growing your email list. Growing your email list as a business owner can be just as important as booking those discovery calls. Most people who land on your website will not be ready to discuss working together… so what should they do in the meantime? It’s rare they’d bookmark your website and set a reminder to circle back around when they are ready.
For these individuals, you’ll want to capture their information and send them something of value via a lead magnet. A lead magnet is something you send them in exchange for their email address. Click here for smart lead magnet ideas for interior designers.
Once you deliver the lead magnet, you’ll want to then set up a series of automated follow-up emails that nurtures that new relationship and invites them to take action… such as book a discovery call.
After the initial nurture sequence, you’ll want to follow up consistently. I suggest a once or twice-monthly newsletter to stay top of mind.
Only after you’ve clearly identified your website goal should you decide what pages to include on your interior designer website.
Okay! Let’s dive into the individual pages for your website now…
Here are the top 5 recommended pages for your interior design website:
The goal of this page should be to get your website visitors to click deeper into your website. You’ll want to briefly and concisely share what you do, who you do it for, and clear direction on their next steps.
2. About page:
The goal of this page is to let your website visitors you’re for them. While you’ll want to share about you, your team, and your business… you’ll want to keep the primary focus on your ideal client and how you serve them. You’ll want to then invite them to click on your Services page to learn more or Contact page to get in touch.
3. Services page:
The goal of this page is to highlight the services you provide. Avoid providing too much information so you won’t overwhelm your visitors. Give them just enough to self-qualify and then provide them with directions on how to get started. A frequently asked questions section at the bottom of this page may come in handy to provide additional details.
4. Portfolio page:
The goal of this page is to showcase your ability and experience. If you’re just getting started, a single portfolio page with your best work will suffice. If you’ve been at this for a while, consider adding sub-pages to feature individual projects. Don’t forget to include website copy (i.e. the words on your website) on this page, too. This will help your visitors better understand your role, services and will allow them to relate to the clients you’ve worked with. You’ll then want to direct visitors to your Contact page to inquire about their project.
5. Contact page:
Your contact page should be clear and precise. What information do you want from prospective clients? Don’t forget to share what happens after they complete your form. Will you be in touch within 24 hours or will they receive an automated email with their next steps? It’s also a good idea to include your service areas and/or geographical location.
When you’re just getting started or just want to keep things super simple and streamlined on your website, those 5 pages might be all you need. But as your business grows and evolves you may also want to consider including these pages on your interior designer website:
— Individual Project Pages
After you have a strong Portfolio filled with professional photographs of your work, you’ll want to consider adding individual project pages. These will be accessed via your Portfolio page and share more details on the project. You’ll want to be sure to include website copy (words on the page) as well as professional photos. The copy should tell the story of the project, including the services you provided, the design style, a bit about the client, and the geographical location.
— Individual Service Pages
If you have multiple services that need to be featured on their own pages, you might consider individual service pages. While this is great for SEO, it’s also helpful for your website visitors if you have multiple audiences. For instance, if you begin to offer virtual interior design services, perhaps you’ll want to dedicate a page just for this service. Your main services page can then highlight all available services and invite them to click a button to learn more details about the individual service. This could apply to full-service design, a designer-for-a-day service, design consulting, e-design services, commercial vs residential, etc.
On the individual services pages, you’ll want to highlight the service, clearly state who it’s for, what they should expect, and how to take the first step to book or move forward with this service. Don’t forget to include at least one testimonial from a previous client who’s used this service.
— Process Page
If you have a clearly defined process you’d like to share with prospective clients before they book a discovery call, you can dedicate a page on your website to highlight your interior design process. This is helpful for prospective clients, who might be new to interior design, to get a better understanding of the overall process prior to inquiring about your services.
— Media Page
When you begin receiving publicity around your work, you’ll want to highlight this on your website. While you could add the well-known logos to your footer with a ‘featured in’ heading, you’ll also want to consider adding a page on your website for all of your media and press features.
Here is an example of an interior design press/media page created for a client of mine. You’ll see we added a graphic of the publication on the left and a short line of copy on the right. We also made sure to link to the featured press, too.
— Blog Page
If you’re looking to boost your SEO, become well-known in your field, and provide value to your audience, I’d highly recommend adding a blog to your website. Publishing a new blog post just once a month will put you strides ahead of your competitors who aren’t blogging. Some content ideas for interior designers could be highlighting your process, diving deeper into a project or going behind the scenes, sharing information on how to get started with an interior designer. Or think of questions prospective clients or existing clients regularly ask, turn each one of those into a blog post.
Pro Tip: You can hire a copywriter who will write your blogs for you! I know of a great copywriter who will write a bundle of blog posts for you that can be scheduled in advance. You can then repurpose this content to share with your email list, social media, and more.
— Shop Page
Ready to add some passive income to your revenue stream? Consider adding a shop page to your website. Whether you’re dipping your toe into affiliate marketing, selling digital products or courses, or just embedding your LikeToKnowIt page, using a shop page makes it easily accessible to everyone who visits your website.
— Tools & Resources Page
A tools and resources page could also be considered a shop page but the idea is that you’re sharing tools and resources you use and/or recommend for clients. I have a resources page here that features my favorite business tools, most of which I’m an affiliate for, meaning I get a small kickback for anyone who purchases through that link. Depending on your ideal client, you can do something similar for your industry.
— Subscribe Page
Last but not least if you’re using a lead magnet to grow your email list, you’ll want a dedicated subscribe page. This page’s sole purpose is to get your website visitors to subscribe to your email list and download your lead magnet. Here is an example of mine. This is also hugely beneficial when sharing this across your social media outlets. You can reference your offer and share the URL that takes them directly to the subscribe page.
Pro Tip: Be sure to also include a call to action on your other pages throughout your website, too.
You might be wondering, what about a testimonials page?
While a testimonials page used to be expected on every website, it’s been proven more effective to strategically scatter individual testimonials throughout your website rather than plop them all on one page.
So for instance, when you’re writing about your luxury design services… include a testimonial that speaks to that. When you’re mentioning your fabulous team, include a testimonial that supports that statement. On your individual project pages, include a testimonial from that client. On your homepage, pull a few one-liners that really support the rest of the website copy on that page. You get the idea 😉
Recommended pages to include in the navigation menu of your interior design website:
Once you’re clear on which pages to include on your website, you’ll want to decide how to place them in your website menus (the links to the pages at the top or bottom of your website).
Your navigation menu (the menu of pages at the top of your website) should always be the most important and relevant page as your visitors will look there first to navigate through. It’s recommended to include:
- Home (commonly linked to from your logo and not actually written out as ‘home)
- Media (if applicable)
- Blog (if applicable)
- Shop (if applicable)
Pages to consider for your interior design website footer:
Typically, your footer will also include links to various pages. This is the second place visitors will look to navigate through your website. Any pages not already listed in the navigation menu should be included here unless you’re strategically hiding them, i.e. individual project pages don’t need to be listed in your menu but rather linked via your Portfolio page.
- Home (commonly linked to from a logo variation and not actually written out as ‘home)
- Blog Categories
- Social Media Icons/Links
- Legal Notices
Don’t forget about your legal pages for your interior design website:
This article is proof that there’s a lot that goes into creating a new website. If you’re just getting started, I recommend to start simple and set the foundation. Then allow your website to evolve as your business needs evolve. Your website should be an extension of you and your marketing team, making your life simpler (not more complicated).
If you’re finding that’s not the case for your website, I’d love to support you in creating an elevated brand and fuss-free website. Click here to get in touch.
Hi, I'm Katie! I'm a seasoned brand + website designer who specializes in timeless branding and fuss-free WordPress websites for interior designers. Here I share simple tips + inside peeks for interior design firms elevating their digital presence.