Imagine a limitless pipeline of ideal clients, just waiting to work with you. It’s the dream for every interior designer, whether you’re just starting out or a seasoned expert. But how do you actually find and secure those clients? No matter where you are in your design journey, you’ve probably at one point or another experienced the anxiety of not knowing where your next job is coming from. These tips will be your safety net. In this post, we’ll explore proven methods (complete with step by step guides) to attract—and land—more interior design clients.
Let’s dive in.
1. Identify and target your ideal client
The first step to attracting more interior design clients? Clearly define your target audience. Is it young families looking to remodel? Creative entrepreneurs in coastal areas? Empty nesters who appreciate fine art? Understanding the preferences, needs, and demographics of your ideal client is crucial. By tailoring your marketing and messaging to resonate with this specific group, you’ll increase the chances of attracting clients who are the best fit for your services.
If you’re feeling a little overwhelmed at the thought of figuring out who your ideal client is, don’t worry, we’re here to help. This guide to discovering your ideal interior design client dives deep into the topic, and includes a worksheet that will walk you through the steps.
Get our guide to discovering your ideal client.
2. Find your zone of genius
What is the unique promise that sets you apart from your competitors? Is it that you have a signature style or niche? Are you known for historic home restorations? Do you provide an incredible customer experience? If you don’t already know what your x factor is, invest some time into figuring it out. Once you’ve pinpointed your zone of genius, and showcase it throughout your marketing materials, you’ll stand out from the crowd and get more clients.
Not sure how to identify what makes you different from your competitors? This post breaks it down in more detail, with examples from some of the top-earning designers.
Get our guide to specializing and charging more.
3. Build a cohesive brand identity
A strong and consistent brand identity sets you apart in a competitive market. Your logo, color scheme, overall design, and brand messaging should all reflect your unique style and values. Consistency across all marketing materials brings you credibility and helps reinforce your brand in the minds of potential clients.
4. Create a website that converts
Your website is hands down your most important marketing tool!
It’s your prospective client’s first impression of you and the state of your website could mean one of two things for your business.
Designed right – it can be your 24/7 salesperson, filling your voicemail and inbox with high quality leads.
Designed wrong – it can turn away clients faster than having no website at all.
So if you know your website’s in need of a little TLC but you’ve been putting it off because you’re not sure where to even begin, I have a little gift for you.
In this in depth guide I cover:
- The key pages that are essential for a high converting website
- Detailed templates for each page (think of it like paint-by-numbers but for your website)
- What content to include and how to write it
- Plus loads of great examples from actual designer websites
Get our website guide and templates.
5. Start an email newsletter
You know those pop-ups that ask for your email address when you land on a website? They might be annoying sometimes, but guess what? They actually work. In fact, adding an opt-in to your website can improve your conversion rates by up to a whopping 50%. I recommend capturing the email addresses of your site visitors and then emailing them regularly. Engaging email newsletters that showcase your portfolio, offer valuable design tips, and industry insights will keep you top of mind and foster deeper connections with both existing and potential clients. This way, when a project arises, you’ll be the first one they think of to hire.
If this feels like a lot of work, we got you. This guide walks you through exactly how to create a lead magnet (including great examples from other designers) that entices site visitors to sign up. It also includes 11 key emails to set up your email newsletter campaign and how to write them. Check it out to get started.
Get our email nurturing guide and templates.
6. Leverage social media
Social media is the ideal medium for designers to establish their image as the go to expert in their specific field or niche. It allows you to build a following and foster deeper connections with an audience of ideal leads that you can nurture into paying clients. Here are a few tips for how to make the most of it:
- People want to know the person they are hiring so be authentic and give your following little insights into who you are as a person and what it’s like to work with you.
- Focus on platforms where your target audience is most likely to hang out. Instagram and Pinterest work well for our visual industry, but don’t ignore others like Facebook and LinkedIn.
- Ensure your profile clearly states your zone of genius and reflects your brand.
- Share high-quality images and videos of your completed work, as well as before and afters, and behind-the-scenes stories.
- It goes without saying but engaging regularly with your audience is the best way to foster deeper connections with them.
If you want to learn how to really leverage social media to get more clients, be sure to check out our detailed guides to Instagram and Facebook Marketing for Interior Designers.
Remember, building a strong presence on social media takes time and effort, so don’t expect overnight results. Don’t get too hung up on the number of likes or comments. Stick with it and the results will be worth it.
Get our guides to Instagram marketing for interior designers and Facebook marketing for interior designers.
7. SEO optimize your website
Make it easy for people to find you on the internet. You can hire someone to boost your SEO, or if you want to go the DIY route, I recommend using a tool like Google Keyword Planner or SEMrush to conduct keyword research and identify relevant keywords and phrases that potential clients might use to find interior design services. Then strategically incorporate these into your content. Check out this step-by-step guide for learning the basics about SEO for Interior Designers.
Creating high-quality content, including blogs, articles, project descriptions, and design tips, is a great way to get in those key words and phrases (but never at the cost of clear messaging!). A high-ranking website will increase your visibility and attract organic traffic—and if your site is set up correctly to receive that traffic (see #4), you’ll see an uptick in booked calls on your calendar.
Get our guide to SEO for interior designers.
8. Network
Building a network is a key aspect of growing your interior design business. Attend industry events, join design associations and online groups, and connect with fellow professionals. Creating relationships within the industry can lead to valuable collaborations, referrals, and new opportunities. And don’t just focus on other interior designers. Your network should include general contractors, builders, local high-end boutiques, real estate agents, artisans, architects, and anyone who might be a potential future collaborator.
Learn more about how to maximize your networking and referral opportunities here.
Get our guide to networking for interior designers.
9. Deliver exceptional results
Doing a killer job on your current projects is one of the most effective ways to secure future clients. Word-of-mouth referrals often result from satisfied clients who sing your praises to their friends and family. Always aim to exceed expectations on every project.
As you start implementing these strategies, remember, it’s not just about getting more clients; it’s about getting the right clients who appreciate your unique talent and expertise.
When it comes to building your brand, fostering relationships, and marketing your services, the most important factor is consistency. In many ways, it’s a long game, and the players who stay consistent, through the ups and downs, are most likely to succeed.
