Strategic interior designer websites target your ideal clients using messaging that resonates with your audience emotionally. If you find your website isn’t contributing to client growth, it could be your design and strategy have missed the mark due to common designer website mistakes.
In this episode I share patterns I have discovered through my research as a designer website copywriter. You’ll learn the seven biggest mistakes you might be making, with actionable tips that help create a more impactful message that gains trust and drives conversions.
Mistake #1: Attempting to appeal to every visitor
When you try to appeal to every visitor, you dilute the impact of your messaging which fails to resonate with anyone. Generic copy lacks insights that allow you to make deeper connections with a particular group you view as your ideal clients.
If you haven’t taken the time to consider your ideal client’s traits, needs, desires and pain points, you a) can’t craft copy that effectively influences positive decisions and b) can’t demonstrate how you are the solution to their particular design challenges.
Mistake #2: Neglecting copy above the fold
You have seconds to make a first impression on your website. If you don’t understand the value of the premium space above the fold, you miss your chance to draw visitors in and provide context.
I get it. As a designer, it might seem it just takes a flashy headshot or a picture of your work and a generic “hero statement” and voila, instant branding. However, this mistake quickly costs you leads. Although you want your work to speak for itself, in reality, images and words work in tandem.
Headlines arouse curiosity, so people take the next step which is NOT reaching out and scheduling a consult. Instead, it’s simply getting visitors to scroll down to browse your website and get to know more about you and your services.
Mistake #3: Failing to build trust – not including social proof
We all look for validation when making decisions and today, social proof plays a major role in shaping consumer behavior.
Testimonials are a powerful source of social proof that helps instill trust and build confidence in your services. It speaks volumes about your integrity, design ability and commitment to your work. Real people sharing real stories and praise based on their experience provides the validity visitors seek.
And don’t be shy to toot your own horn. Mention your certifications, awards, and any media attention you’ve received as these accolades help establish your expertise and industry leadership.
Mistake #4: Failing to differentiate
Not highlighting your unique value proposition makes you forgettable. Remember, your prospects can have 100 tabs open on their screen when researching designers. If they land on yours would anything stick? Would you be memorable?
Your differentiator tells people why you’re the right choice for their needs. Your designs alone aren’t enough because every other designer is showcasing their designs.
Set yourself apart by considering your ideal client and clearly define how your unique approach meets their particular needs.
Mistake #5: Ignoring potential objections/hesitations/pain points
A proactive approach to overcome common objections reduces the excuses people have to choose not to move forward.
Understanding the stages of your client journey helps inform the types of answers you need to provide throughout your website content. Your content should organically address objections, overcome hesitation, and resolve client pain points along that journey.
During the awareness stage for example, pain points are of the greatest concern as prospects have recently discovered they need to resolve a design problem. Clearly communicating your expertise and how your differentiator resolves pain points is critical at this stage.
At the consideration stage, outlining your process in five easy steps helps overcome the following common objections:
- What if I don’t like the design, how do revisions happen?
- Do I have to be involved and if so, how involved?
- How collaborative is the project process?
- What does the process look like?
Once visitors reach the decision stage, testimonials help avoid hesitation by instilling trust.
The quicker you minimize common obstacles that prevent visitors from moving forward, the safer and more confident visitors will feel about reaching out.
Mistake #6: Missing the personal touch
Including something personal on your website helps infuse your brand with a human touch. We crave connection and make decisions based on our emotions and how we feel. When you speak to people in a way that feels familiar, you make them see that you “get” them.
Your About page is your chance to talk about yourself, your experience, your passions, and what helps set you apart from other designers. What are your values? What is your story? What connects you to your ideal client? What is your inspiration? What was the defining moment that made you decide to become an interior designer?
Tell your story in a way that includes your visitors and they’ll be more likely to feel that emotional connection.
Mistake #7: Weak or vague calls to action
Calls to action are critical to your website’s success. They should be laced clearly throughout your web pages providing opportunities for people to act.
Instead of using basic, weak CTAs like Click here; Start your project; Reach out; or Let’s chat you should tell them why they should click, reach our or chat.
For example, instead of saying let’s chat or reach out, you might say, Reach out to learn more about the design process or Not sure where to start your design process? Book a quick chat with me today.
Context is also important. Understanding what a visitor is likely looking for on a particular page will help inform your CTA message. The action should make sense as the next step someone should take.
Avoiding these mistakes can help reduce bounces, encourage visitors to explore your web pages, and drive positive decisions that lead to conversions.
Need help with your website copy? Book a call with me to discuss your needs.
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