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Words & Images in Harmony: Interior Design Website Copy

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This article explores why website copy is essential if you want your business to be found online. I also share two interior design websites that I have worked on this year.

Interior designers create beautiful spaces that present aspirational lifestyles to homeowners, visitors and employees. They know how to deliver a vision, with impact. They understand how to balance colour, shape, light, space and texture. As such, they can create stunning websites.

The challenge for such a visual profession is that they often want a portfolio website. Full of professional photography, images showcase their talents and distinct style. Words are secondary and, in many cases, designers would love to keep written website content to a minimum.

Website Copy & Search Engine Optimisation

A visual website, with just a few lines of text, is very unlikely to get noticed. If lead generation comes from other marketing strategies, this may not be an issue. However, if you want to be found online, then the web page content has to include text.

When preparing website copy, I see it as a triangle. You have to approach it from three distinct perspectives:

  • Grabbing the interest of your target customers
  • Using words and phrases the search engines will be seeking (keywords and related terms)
  • Effectively communicating your message

When an internet search is made, the search engine bots scan millions of web pages to find a match. This does include tags on images, but the best chance of delivering relevant results comes from the page copy.

With billions of web pages to choose between, competition is high. If the written content on web pages is sparse, it is unlikely to be ranked in the listings. For this reason, 300 words are the absolute minimum that should be included. In SEO terms, that is thin content.

How to Make Website Copy Less like an Essay

If you prefer images to words, this sounds like a lot of text to fit on each page. The trick is to break it up in the following ways:

  • Design the layout of the website to separate chunks of text
  • Include sub-headings through the text
  • Use bullets when listing key points
  • Incorporate testimonials or a mission statement part way through the page

This approach makes it easier for visitors to skim read and navigate quickly to the information that they are seeking.

Examples of Interior Design Website Copy

I have been fortunate to provide website content writing services for two interior designers this year. One is a recently launched business, the other is more established.

Amberley Studio

Amberley Studio is a business in its infancy, but already working on creating interiors for homes, student accommodation and a newly-built apartment block. Owner Alix took on the challenge of building her website, employing a professional photographer to produce the images and asked me to write the copy.

I’ve seen Alix’s home and was excited to play a small part in getting this new enterprise up and running.

Alix was hesitant about including a lot of text, so we built it up by detailing her portfolio case studies. This information outlines her response to a brief. The large images still dominate the page but combined with the written copy, it helps visitors to understand her approach and style.

“I absolutely love it. It amazes me that I can write you some notes and then you spin that into a comprehensive piece of text. You have managed to make the content professional but still sound like me, which is exactly what I was after and I love how you have organised my services.”

– Alix Stoney

Alix plans to add a blog to her website. This will provide another way to add text that ticks the SEO box, whilst providing information of interest to site visitors.

Petina Julius Interiors

As part of a rebranding project, Petina Julius Interiors wanted to upgrade its website. Petina had a strong partnership with a professional photographer, had selected a web designer and asked me to prepare the website copy. I had collaborated with Petina in the past and understood her unique style and focus on biophilic interior design.

“‘It was important for me to get good content together as well as to fit in with the overall look and feel of my new website.  Content writing is not my strong point and enlisting Catherine’s services has certainly taken a load off my shoulders. She captured the essence and natural tone of my personality and interpreted that brilliantly into what I needed. I would highly recommend Catherine’s friendly, helpful service.”

– Petina Julius

Petina recognised the need for pages brimming with imagery and text, yet wanted to retain a sense of harmony and calm. Each page contains a lot of information, yet due to the way the web designer has divided up the page, it is beautiful rather than cluttered or wordy.

Getting the Balance Right

Even with impressive photography, video and graphics, a website still relies on a match between search criteria and page copy to be found and ranked by the search engines. By breaking up the text and getting the balance right, it is possible to include plenty of words without compromising visual impact.

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Readability: Writing Accessible Content

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Do potential customers understand your business offer?

The first port of call for many prospects is your company website and they are looking for solutions. Your website content plays a vital role in giving prospects insight and answers. This is important, because it enables them to make informed choices.

In this article, I will explain why accessibility is important. I will also help you to assess whether your website content is accessible.

Website Accessibility

We will begin with the word ‘accessibility’. It is widely associated with being able to get into, and move around, physical premises. So, what has this got to do with website content?

To answer that question, here is the dictionary definition of accessibility:

“The quality of being able to be reached and entered, easy to obtain or use and easily understood and appreciated”

In summary, accessibility is about empowering others to get what they need.

A website is more accessible when the content is easy to read and understand. In contrast, complex words, industry terms and acronyms, compromise readability. Rather than enlightening the reader, this  confuses and frustrates them. As a result, they will look elsewhere.

What are the Three Barriers to Readability?

Three reasons why website visitors may struggle to understand your written content are:

  1. Legibility – physically seeing the words on the page

Legibility can be compromised if:

  • The text on the page is too small
  • The contrast between the colour of the text and the background is not strong
  • Text is presented on top of an image
  1. Readability – reducing the complexity of words and sentence structure

Readability can be challenging if:

  • The text includes industry jargon
  • A dictionary is required to understand the meaning of words
  • Sentences are long
  1. Comprehension – understanding what is being said

Comprehension is difficult if:

  • There are no clear answers to common questions
  • Data and features are not supported by applications, case studies or customer reviews
  • Readability is poor

Improving Readability

Are you ready to take action? If so, the following 5 steps will help to improve website content readability:

  • Firstly, explain all technical terms, abbreviations or acronyms
  • Secondly, divide written content into sections with subheadings. (Breaking up the text allows readers to skim to sections of relevance to them)
  • Then, split long sentences
  • Next, replace complex words familiar words
  • Finally, use bullet points to summarise key points

Tools including Readable are another option for checking your company website.

Turning Prospects into Customers

Being ranked on the top page of Google is an aspiration for most business owners. To this end, it is recommended that webpage content exceeds 400 words. This can look like an essay, so how can readability be improved? The answer is in the presentation.

These tips will help you to get the presentation right:

Introduce your Offer

Use the Main Heading and Introduction to summarise your offer. Your prospects need to immediately see something relevant to their search.

Use Subheadings and Visual Content

Divide the bulk of the text into sections. Then use white space, images and infographics to aid presentation.

Drop Down Sections are Effective

A short paragraph is sufficient for some readers, but others want more. Use drop-down buttons, such as ‘Read More’ to expand the content and address both needs.

Include Internal Links

Include links to other relevant pages on your website for further information. This could include Frequently Asked Questions, case studies or shipping information.

Share your Customer Testimonials

Do you have a customer testimonial for the specific product or service on each page? If so, share it, as this adds value to the visitor and content to the page.

Interesting and well-presented content will encourage visitors to read more. As a result, they gain a better understanding of your offer and your company becomes more approachable. This increases the likelihood of prospects becoming customers.

I can assist with web page copy, simply email catherine@write-it.co.uk to discuss your requirements. I will prepare written content that delivers your message and appeals to customers.

 

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Does your Marketing Message Still Hit the Mark?

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Through this challenging year, every business has had to adapt. Have changes been reflected in your marketing?

If your business has experienced change, it is fair to assume that the same applies to your customers. Priorities have shifted, along with where and how we work. Plans may have been put on hold as we focus on what’s needed to keep afloat.

Whether you serve other businesses or consumers, what they need and expect from you now is probably different from a year ago. Does your marketing message still hit the mark?

Is your Website Content Current?

If you have adapted processes, changed your product range or have new ways of accessing services, has your web page content been updated to reflect the changes?

Beyond your website, take a look at your business profile on social media platforms, directories and other marketing tools; are the details accurate? As uncertainty continues, it is worth reviewing this content regularly.

Responsive Marketing

During times of rapid change, communication with customers is essential. Keeping in touch and encouraging open conversations provides valuable insight. This enables your business to tailor services and marketing in ways which address customer and organisational needs.

In many cases, those quickest to respond to the Covid-19 lockdown were small businesses. Knowing their customers and community, they were responsive. As they shifted their offer and message to meet needs, they attracted new business.

As you welcome customers back through the door, have you communicated the steps you’ve taken to keep them safe? Do they even know that your company is still operational? Email marketing and newsletters are an effective way to reassure customers, retain their trust and keep everyone on your database informed.

Retain Customers with Direct Marketing

Direct communication with existing customers can pay dividends. We know that it takes a lot more effort to acquire new customers than to retain existing ones. As many companies and individuals are facing difficulties, what will it take to keep those loyal customers?

A change in financial situation could mean that previously regular buyers can no longer afford your services. Rather than lose this business, do you have an alternative option or can you agree on new payment terms?

Bring your Content up to Speed

As a small business, there is always plenty to keep us busy. I encourage you to find 30 minutes in this week’s calendar to review your communications and marketing messages. Is your content relevant or does it need bringing up to speed?

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Any Advice on Website Content?

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Furlough has provided many with the time to realise long-held ambitions. Online forums are filled with questions about the different aspects of starting a business. From business bank accounts and e-commerce platforms to marketing tips and website content, shared advice is helping many to feel positive about the future.

A good friend has been studying Interior Design, building a portfolio and gaining practical experience in a construction company. She has been preparing to launch her own business for years. Weeks without work have been used productively and she got in touch.

Her initial thoughts were to create a simple website. As she responds better to images than text, she planned to keep wording to a minimum. She asked if I have any advice on what should be included in the text and if writing a blog was necessary.

Below is my advice. I thought it could be useful information for anyone setting up a business and considering website content.

Website Planning

Before you start work on the website, it is advisable to undertake some serious research.

Customer Focused Content

Setting up a business means that you need to plan everything from the perspective of your ideal customer. The reality is, it isn’t about what you want, it is all about what they want! So, you need to get in their head and work out what will sell your services to them.

I would suggest you start by answering these questions:

  • Who is your ideal customer?
  • Where do they shop?
  • What do they read?
  • Why do they want the (goods or) services you will offer?
  • Why don’t they (make it or) do it themselves?
  • What would convince them to make you a contender?
  • What barriers might prevent them from placing an order?
  • Are there barriers which might prevent them from employing you specifically?
  • What are their expectations?

I know it is especially tricky at the moment, but it is insightful if you can find ways to get into their world (the places they visit) and their heads (the online groups they join, articles they read…). What is influencing their decisions?

If you want to take this further, this article on Neil Patel’s site provides more insight in how to understand your customers.

It might be that you have more than one ideal customer, so this activity should be repeated.

What is the Competition Offering?

You also need to suss out the competition. Who are your online competitors? (in her case Interior Designers in her geographical location, but also kitchen fitters/home furnishing stores who offer a design service).

  • What does their website look like?
  • Which pages have they got on their website?
  • What information are they sharing?

You do not want to replicate their websites, but it is useful to see who you are up against and what they offer. You can learn from their mistakes and improve on the bits that they have got right!

The Purpose of the Website

The next step is to seriously consider what you want your website to do.

  • Is it simply a stylish catalogue of your work?
  • Do you want people to find it online?
  • Do you want it to operate as a sales tool?
  • Would it be helpful if it enabled you to create a list of interested contacts?
  • Will it provide useful information to customers?

Website Content

Every business offer and every target market is different. When it comes to the design and content of your website, there is no set formula.

It is only when you have the answers to these questions, that a website developer can build a site that works for your company. It is only then that you can plan the website content – not around what you want, but what the customer is looking for.

With the answers to these questions, it is possible to make informed decisions about:

  • Whether a low-cost DIY website is better value than paying a professional to design your web pages
  • If Search Engine Optimisation (SEO) is important
  • What content to include on your pages
  • Whether a regular blog writing will benefit your business or distract from other tasks

She is now working through these questions. This exercise will help me to provide her with useful advice and it could also help her with other marketing strategies. I hope it will help you too. Just remember that you only have a business if you have customers, so your website content has to meet their needs, rather than yours.

Writing Website Content

Are your time and skills are better spent on other areas of the business set up or development? If writing website copy, content planning or creating blogs is not your forte, I can help you to move the project forward. For further information, please email catherine@write-it.co.uk.

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What About Us?

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It’s commonplace for websites to have an About Us page, but what purpose does this serve? Surely your visitors are only interested in your products, services and prices.

The most visited pages on a website are the Home, Contact and About Us pages. (If you have Google Analytics, you can check the exact number of page visits on your website.) When writing website content, it is vital that these pages really hit the mark.

Whatever you offer, there will be a host of other companies who could also serve your customers. Your About Us page content is the primary opportunity to convince them to come to you.

The About Us page provides the opportunity to differentiate your business from the competition. It should:

  • Make your Business More Approachable
  • Celebrate the Values that Underpin your Business
  • Build Trust in your Services
  • Invite interaction

Make your Business More Approachable
If you want people to call, email or pop in, it’s important to make your company approachable.

Write the About Us page in a friendly, conversational style.
Use ‘we’, ‘us’ and ‘you’, rather than your company name and ‘our clients’. This may not fit with the style of copy writing on your Home and other pages, but the About Us page is all about adding a bit of personality to your website.

Include professional quality photos of your team, particularly customer facing staff.
Photos make you easily recognisable. Visitors may have previously met members of your team at exhibitions, networking or socially. Your company is instantly familiar when they see a photo of a person they recognise on your website. Equally, a photo will help them to identify you when they arrive at a training session, turn up for a meeting or when you are stood on their doorstep ready to fix their boiler.

Consider Video Content
Video content can bring your team to life. Consider opportunities to show collaborative team work, possibly on a work project or volunteering for a local charity.

Celebrate the Values that Underpin your Business
About Us is the ideal website page to communicate your company values. Your values should be determined by the desire to provide the best services to your target customers, so let them know. Do you have a reputation for quality, is customer convenience a priority or have you developed strong environmental credentials? If you’ve received a business award for your values, or have gained relevant accreditation, let it be known!

Build Trust in your Services

Seal of Approval
If your business is an approved provider or has been independently rated, add logos to your page.

Social Proof
Include case studies and testimonials to show how others have benefitted from working with you.

Established Business
Readers trust an established business, but if you are a start-up, mention previous roles to highlight your expertise. If this is a completely new venture, focus on what your company are going to do better than the rest to meet customer’s needs.

Invite Further Interaction
Having made the effort to build a little rapport, allow visitors the opportunity to keep in touch. Invite them to ‘follow’ your company on social media, sign up for your monthly newsletter or request a free consultation. What would be your preferred call to action?

What to Avoid on an About Us Page
Having provided ideas on what to include, it’s also important to mention five things that must be avoided:

  • Technical or Industry Jargon
  • A Sales Pitch
  • Lengthy Mission Statements
  • A detailed autobiography of the company
  • Fake or very out of date reviews and testimonials

Should any of these feature on your company’s About Us page, it’s time for change!

FREE ‘ABOUT US’ PAGE REVIEW
If you would like a bit of feedback on your company’s About Us page content, email me a link and I’ll share my thoughts.