Every business needs words.
If you happen to create beautiful interiors for people, you know a picture can be worth a thousand words.
And yet, even the most accomplished interior designers still need words to run their businesses.
For interior designers, copywriting can be the missing piece that gets your business to page 1 of Google, featured in your dream publication, or on the “must work with” list of your dream clients.
From my work with service providers and creative businesses, I know exactly how the right words can make all the difference.
In this post, I’m bringing you the copywriting tips I *specifically* want interior designers to know so they can get more attention to their businesses.
Copywriting for interior designers can elevate the presentation of your design work
For most interior designers, you’ve got the visuals down.
You know how to stage a room that looks warm, inviting, relaxing, or whatever your client desires. Chances are, you’re pretty good at creating imagery (emails, social media, or websites) that reflects your expertise.
However, choosing the right words to accompany your design work will only elevate the experience of working with you.
If you struggle to find the right words for all the copy your interior design business needs, having a go-to copywriting resource (I can be that for you!) creates an easier path forward in your copywriting.
So if a blank page still freaks you out, here are some of the easiest copywriting tips I can recommend for interior designers.
1. Get specific on what you want the reader to do
Chances are, you’re writing copy to move the needle in your business. After all, that’s what copy is meant to do: make you money.
However, you’re probably aware of the different steps someone needs to take before they become a client. You’ve got to earn their trust before they hire you.
(Let’s be honest, interior design clients are basically letting a stranger in their house. You’ve got to do some warming up before someone agrees to that.)
So before you write that piece of copy, decide what you want the reader to do.
We call this a CTA or Call To Action. It’s the reason you’re writing this piece of copy. Keeping your CTA in mind before you start writing is helpful because you can keep the goal of your copy front and center the entire time you’re writing.
Here are some typical CTAs I recommend for different types of copy you’re working on:
- Email Newsletter: Reply to this email or book a discovery call.
- Social Media Caption: Follow this account or leave a comment.
- Sales page: Buy a low-ticket offer or book a call.
- Services page: Book a call or inquire for design project.
- Blog post: Book a discovery call or download a free resource.
The CTA you choose should be something the reader wants to get as well. Whether that’s more information on your services or a free resource, they are getting closer to becoming a paid client as they follow through with the CTA you’ve chosen for your copy.
2. Write to one specific person (your ideal client)
One of the most powerful ways to elevate your copy is to write it to one specific person.
At the end of the day, there is actually only one person reading your copy on their phone or on their computer screen! The more personal and specific you can get, the more engaged they will be with your copy.
Being specific about who you’re writing to will bring out all the nuances that make your copy connect with people.
Think about how you would describe your services to the following people:
- A WFH mom who wants to feel more organized while at home with her kids.
- A busy executive who needs her home to be an escape from the stress of her job.
- A retired couple who are looking forward to hosting the holidays in their new home.
Each of these people have different needs, experiences, and feelings around their design project. When you’re specific about who you’re speaking to, it can help them feel seen and understood.
3. Tap into their feelings and desires
Speaking of unique experiences, make sure you understand the emotions your ideal client is experiencing (or want to experience) when writing copy for your business.
Since you work so closely with your clients, you’re probably more of a mind reader than you realize. You see and understand what they feel, and what they desire from working with you.
Sure, you could describe your designs literally:
- “We painted the walls Naval, by Sherwin Williams.”
Not incorrect, but tapping into the feeling that your designs bring to people will help them feel included in the experience before they even inquire with you:
- “Walking into this room feels like stepping into a calm, moonlit evening. We chose Naval by Sherwin Williams for its rich, grounding depth that creates an immediate sense of calm and luxury, perfectly complementing the warm brass accents and soft textures in the space.”
Doesn’t that provide a different, more engaging experience for the reader?
This is especially important if you consider yourself to be a luxury brand or services. There is a whole ethos and method to writing copy for luxury brands, that heavily leans into the experience, feelings, and desires you want to create in people.
4. Lean into your unique brand voice
As a copywriter who works closely with entrepreneurs, I tend to see a lot of people who want to sound “professional” with their copy.
However, when you’re marketing your business online, you don’t have to be quite as rigid with what you’ve been taught is “professional.”
Adding some personality to your copy isn’t just fun, it’s actually extremely effective in building a brand voice that people come to know and love. Conversational copy performs better these days than boring (but “correct”) copy.
This doesn’t mean you have to go out of your way to sound like someone else. If you don’t naturally use emojis and pop culture references in how you speak, don’t try to add it into your copy!
However, adding a little more humor, wit, or personal details can take your brand voice from generic to dynamic. Don’t be afraid to break some of the rules you’ve been taught about writing.
After all, your interior design business is a creative project, not a resume. You can feel free to sound like yourself, and it won’t take away from your expertise as an interior designer.
Interior design copywriting is about elevating your design work and making it easy for people to hire you
Ok, so by now, you’re probably understanding how copywriting can elevate your interior design business.
As a recap, it’s all about:
- Getting specific on the goal for each piece of copy you write
- Writing to one specific person (your ideal client)
- Understanding their feelings and desires
- Sounding like you, not what you *think* you should sound like
And listen: in my experience, if you’re an interior design firm that values copywriting, gets good at it yourself, or hires a go-to copywriter, you’ll be putting yourself miles ahead of the competition.
Check out my copywriting services here to see what service is right for your interior design business, or inquire here to start your project.
Need help with blog post ideas for your design business? Read this post about 51 Blog Ideas for Interior Designers or this post about Digital Marketing for Interior Designers.
