Interior Design Content Writing: 4 Essential Blog Types To Boost Sales
Compelling Copy for Interior Design Content Writing
When it comes to our homes we think with our hearts. Design is a deeply emotional experience. Engaging copy helps convey those feelings to connect with your audience.
Words enable the reader to gain a greater insight into the design process by outlining how you work, what the process entails and what level of service to expect. They can convince potential buyers to get in touch by learning more about your products or services, building essential trust and working through solutions with relatable stories.
Copy that resonates with the reader, can bridge the gap between ‘wishful thinking’ and ‘attainment’, prompting potential buyers to take action.
When it comes to interior design, there’s more at stake than just financial outlay.
Clients need to get to know you and your team. They’re seeking reassurance, comfort and easy communication for a stress-free experience. None of this is possible with images alone, however stunning.
Clients invite you into their homes and entrust you with decisions that can alter the way they live, feel and connect day-to-day. There’s a lot at stake.
Before we delve deeper into the different types of content for interior design marketing, let’s examine how it differs from copywriting.
Content Writing Vs. Copywriting: Key Differences
Content writing is fundamentally different to copywriting with some blurring of the boundaries. Copywriting is largely focused on sales. From the headlines, to the call to action, strategic copy steers the visitor towards a sale. To achieve this, a copywriter uses concise and clear language, removing excess words that don’t add value, which is why a copywriter will never charge by the word. Conveying what you want to say in fewer words, takes time and skill. Examples of copywriting include website copy, landing pages and sales copy.
SEO Blog content, on the other hand, largely exists to establish authority and build trust, focusing on information and education, rather than direct sales. Why? Because Google ranks websites according to ‘credibility’ and ‘usefulness’ (value). Alongside ‘practical usability’, these three factors determine how high up your website appears when you conduct an online search. Naturally, if it appears on Page One of Google’s search results, it is far more likely to attract visitors than if it is listed further down. Adding SEO (Search Engine Optimised) keywords to your blog content enhances visibility since popularly searched keywords increase Google rankings.
Put simply, Google aims to serve up the closest and most reputable match between what the searcher asks and the information your (website) or blog provides.
Whilst the actual content of your blog may not be sales-focused, the ultimate aim of an SEO blog remains the same, to increase revenue. It simply goes about it differently, generating sales by driving traffic to your website.
The language you use in content writing differs too. Blogs can adopt a more informal, conversational or entertaining tone to engage the reader, or they might adopt an educational tone to add value and authority, depending on the nature of the content. They can also include anecdotes and personal stories to make them more relatable. Generally speaking, the greater the number of words, the more a content writer will charge.
Other Ways Content Indirectly Drives Sales
Sharing knowledge in your specialist field builds trust and positions you as an industry expert. This naturally helps with ranking by demonstrating authority. It also attracts would-be buyers. Who better to buy from than someone who knows their trade? Long-form content that explores how to solve customer problems or why they need the service, can also persuade readers to take action.
Interior Design Blog Writing Styles
1.Short-Form Blogs
2.Long-Form Blogs
3.Business Blogs
4.Interior Design Case Study Blogs
The Merits of Short-Form Blogs for Design Content
The primary function of short-form blogs is to increase search engine ranking, by including keywords and phrases that are most frequently searched and topics that are useful and engaging for your target audience. Topics should be centred around your specialist field.
Ignoring SEO is like having a shop in the desert selling the most exquisite products and services. There are plenty of interested buyers out there but no one can find you.
Nurturing your SEO with a regular supply of fresh and relevant content optimises your website visibility.
Blog Quality vs. Quantity: Which is Best
Choosing popular topics and including valuable information encourages sharing on social media platforms, multiplying a blog’s potential reach. It’s important to be clear about what your audience wants when planning content for your interior design marketing.
Whilst consistency is key, hastily creating unoriginal content, without much thought to value, isn’t going to achieve the desired impact. Better to produce good quality blogs every two to three weeks, than bland content that might devalue your brand credibility. Overused and artificially embellished content can also detract from the luxury brand tone synonymous with your business. To avoid plummeting the growth you’ve worked hard to achieve, use AI with caution. Content that smacks of AI, will not sound high-end however you try to frame it. Pay close attention, if your interior design content sounds something like this. ’Where every corner tells a story’, ‘Where opulence meets affection’, ‘A testament to modern artistry’. It all sounds so ‘land of the faraway fairies’ and even worse, it all sounds the same! No bonus points there. Whatever your blog frequency ie how often you post them, always focus on quality, value and credibility. .
Picture Google like a universal umpire upholding ‘relevance’, ‘value’ and ‘authority’ with ultimate equity.
But what about paid adverts? Whilst you can buy your place at the top, with well researched Google Ad campaigns, Google will continue to uphold its fundamental principles, when determining rank for high-competition words. ‘Relevance’, ‘Value’ and ‘Authority’ reign supreme. So what does that tell us? Well-thought-out blogs continue to make a difference, Blogging matters. And the best news? They are not dependent on an endless stream of funds. With the potential to become ‘ever-green’, they can sustain interest over time. Unlike Google Ads, your search won’t be clearly labelled as an ad, which precludes them from being filtered out by savvy customers.
An estimated 70% of online marketers say that SEO is better than PPC for generating sales.
Blogs that have earned their place on merit are a self-perpetuating investment. Once the initial work is done, they can continue to generate organic traffic indefinitely.
Content Ideas for Interior Design Marketing
Aside from determining rank, the goal is to build brand awareness and demonstrate industry expertise . As an interior designer, your topics might include ‘Top 10 Interior Design Trends for 2024’, ‘How to Style an L-Shaped Family Room’, or ‘Factors to Consider When Choosing Between Wallpaper and Paint.’
Tailoring Copy For Your Interior Design Brand
When planning your content, tailor your copy to your brand. For example, a blog about interior design trends should emphasise emerging trends that align best with your brand. If your style is predominantly neutral, focus on natural textures. If your brand is renowned for colour, discuss trending palettes, maximalism or colour drenching. Choose titles that support your brand aesthetic. If you have formed established partnerships eg with fabric suppliers, tailor your blog accordingly, by choosing to write about materials, design prints and colours that support that collaboration eg ‘Natural Designs with Classic Linen’. Remember, the ultimate aim is to generate revenue so ensure they fit with your products and services.
Interior Design Seasonal Content Ideas
Schedule your blogs to cover seasonal or holiday themes such as ‘Al Fresco Dining’ and ‘How to Style Your Home for Autumn’ but first and foremost, ensure they connect with your products and services.
Creating Unique Content for Popular Interior Topics
If you choose a popular topic that’s been covered countless times eg current design trends, be sure to make it fresh and original. Infuse it with brand personality and add the benefit of your personal experience. Google favours fresh insight when deciding where to rank your content.
Using FAQs in Your Interior Design Blog Titles
Frequently asked questions make perfect blog titles, not least because they include commonly searched phrases which score highly for SEO.
Other useful topics include:
.Popular Design Dilemmas
.Emerging Trends
.Styling Tips
The more you brainstorm ideas, the more your creativity will flow.
The Power of Super Blogs to Boost your Bottom Line
Falling anywhere between 1,400 and 2,500 words, as a guide, long-form SEO blogs provide an opportunity for in-depth analysis of your specialist area. Exploring a subject in greater detail adds both authority and value, scoring highly with search engines. Content should be well structured, easily digestible and engaging.
Write in a style that keeps readers interested!
Including links to popular blogs from authoritative sources improves ranking and adds credibility. Long-form articles, by their nature, provide room for more keywords, increasing their chances of visibility. Keywords should be seamlessly blended to enable content to flow naturally. Cramming in multiple keywords to influence the algorithm is a sure way to fail. It can sound clunky, disrupt the flow and lead to penalisation. Long-form blogs provide an opportunity to fully explore the topic in detail, adding stories or light entertainment, to make them memorable and interesting. Encouraging the reader to stay on the page longer rather than bouncing from one URL to another shows Google that your page is useful and worthy of promotion and can lead to sharing and bookmarking for future reference.
But the real gold lies in the super blogs (approx. 2000 to 3000 words) in length.
Providing ample opportunity for linkage, download and reference, super blogs can lead to greater conversions and engagement. Super value blogs will attract higher SEO potential, attract more visitors and encourage backlinks from future blog writers who consider your blog an authoritative source.
Their impact has been widely recognised in 2024, prompting business owners to switch it up a little. Should you write many short or fewer long articles? It pays to diversify and add some lengthier articles to the mix. Your online content has the potential to be viewed by millions of customers across the globe.
Despite their arduous length, well-labelled sub-headings and frequently asked questions, make it easier to skim information, increasing their chances of download. Adding a table-of-contents with relevant links for easy reference helps too. Far from deterring busy readers, they provide a valuable and coveted resource that encourages saving.
Why Business Blogs Work Well for Interior Design Content
Business blogs that talk about you are perfect for the interior industry. Highly descriptive blogs that paint a picture help bring your high-resolution images to life and engage your audience. By using words that vividly describe sight, sound, smell and touch, you can articulate the feelings of excitement, intensity and joy associated with dream home interiors.
This is an opportunity to turn the spotlight on you, your products and services. A chance for clients to find out more about your brand including inspirational backstories of how you started the business, your philosophy and values and what truly sets you apart from the competition. Showcase design products and materials in greater detail, explore the quality of the manufacturing process or discuss your sustainable credentials with pride. Falling, as a guide, anywhere between 1200 and 1800 words, business blogs can bring your brand to life.
The focus should be on information, storytelling and description, rather than direct sales.
Engaging content with personal authenticity will naturally forge deeper connections, grow your audience and encourage them to fall in love with your brand.
Highlight your company’s achievements, explain the technical aspects of your products in greater detail or describe their physical attributes with irresistible language. This is especially useful for ecommerce businesses where the buyer cannot view the products in person. Employing SEO keywords can help both visibility and ranking.
The real beauty of brand-enhancing business blogs lies in their versatility. They can be repurposed multiple times as social media posts, product descriptions, sales brochures, or website copy, making them excellent value for money.
Content Ideas for Interior Design Business Blogs
Here are a few suggestions:
.How and why the business began
.Your design philosophy and ethos
.Sustainable credentials
.How you source products
.The manufacturing processes
.Introducing a new product line
.In-depth explanation of products
.Supplier collaborations
.A day in the life of
.Introducing staff
.Trade and conference exhibitions
.Webinars and applied learning
.Commercial partnerships
Interior Design Case Study Blogs
So often interior designers rely solely on images to showcase their case studies. Words can make your project come alive by setting the scene and help your readers understand the design process. Written case studies follow a common format. More formal in style than blogs, they showcase problems, solutions and evidence. Their overall length can fall anywhere between 500 and 1000 words. Reimagined with the art of storytelling, they can be repurposed into engaging blogs with lucrative SEO potential. Case study blogs could be short one-pagers, up to 1000 words, or long-form versions, up to around 1800 words. Alternatively, consider writing them in question-and-answer format.
You should include the location and explain how the design fits with the architecture and environment. Outline the initial ‘state of play’ before the project began. Relay powerful human stories and add a personal connection. Describe how the occupants use the space and identify what’s important to them.
Case studies provide the perfect opportunity to explain the process behind the decisions. Addressing relatable design dilemmas illustrates problem-solving skills and helps the reader comprehend the project complexities and understand your level of commitment and professionalism. Keep it real by documenting challenges, constraints and third-party delays to add authenticity. Your completed projects are an endless source of inspiration. They can attract potential clients seeking similar design solutions.
Why not send them straight to your mailing list to optimise potential sales and repeat customers?
Interior design case studies can include site plans as well as key products. Credit should be given to relevant stakeholders including architects, builders and photographers and you should obtain permission from clients before publishing. Adding testimonials creates hugely influential endorsements to demonstrate essential trust. Why not share them on social media as powerful social proof?
Include keywords and authoritative links to increase visibility. Common design dilemmas can be optimised for search engines since they typically include frequently searched phrases. A regular supply of case study blogs can improve your ranking so be prepared to take notes and updates from the very start of the project, along with before and after pictures. Enabling sharing through social media such as Pinterest, Facebook or Instagram, optimises potential reach.
Used in sales brochures or presentations, they are ideal for pitching to potential clients.
Consider creating a series of sales slides (around three to five) which can be repurposed for social media posts or reels.
Descriptive case studies blogs are crucial for interior design marketing. They engage the audience, demonstrate professionalism and build trust and are often the ultimate deciding factor when deciding whether or not to work with you.
Image portfolios without written case studies, fail to optimise conversions.
Take time to re-evaluate your interior design content writing. Bridge those gaps, build trust and connect with your audience by bolstering your blog content. Add case studies, business blogs and super blogs to the mix. Then stay ahead of the game, whilst waiting for the Googlebots (those tiny robots that crawl the web for ranking data) to do their job.
Written by Jane Eley
The Home Interiors Copywriter
www.janeeleywriting.co.uk
Content & Copywriter for Interior Designers and Interior Lifestyle Brands
Contact me for help with written content including interior design case studies.
