Summary: Interior architects can use these 5 simple tips to get more trust from their potential customers by lowering the bar to get in touch.

Say you buy an old Bed and Breakfast you want to entirely redecorate.

You immediately decide to look up interior architects specialized in hospitality.

You take a look at two websites:

  • Option A: a website without staff pictures, and they don't showcase any previous work.
  • Option B: a website that shows the owner's face and case studies of recent work with professional-grade pictures.

You decide to go for interior architect B.


They used techniques to win your trust.

And ultimately, it's trust that makes us do business with someone.

In this article, we'll go over 5 simple techniques you can leverage as an interior architect to also increase trust via your website and ultimately get more leads:

Tip 1. Show and tell

Two pictures of an interior

Say you're looking for an interior architect.

You stumble on the firm's website, and you take a look at their projects to get a feel for their work.

Then you see pictures like the one above.

Maybe you're thinking: "Wow, that looks great!"

Maybe you're thinking: "I don't like that style."

Either way, you're only able to judge the visuals.

That's the issue with just showing, not telling.

You're not telling me:

  • What the briefing of that specific client was?
  • Why you used those particular materials?
  • Why you chose those specific colors?
  • Why the furniture was arranged that way?
  • How you integrated the requests of your client into the interior?
  • ...

It's one of the most common issues I see on most interior architect websites. They just put up a couple of pictures per project, and that's it.

That's a huge missed opportunity.

If you show projects on your website (which you should do), make sure you always show AND tell. Provide context so your potential customer can accurately form an opinion about your work.

Add explanations to your visuals:

  • A short briefing
  • The year of the project
  • A short explanation of the outcome
  • Small featured snippets to highlight special parts
  • ...

Guide your potential customer through the project. Give them a peek into your thought process. This increases trust and allows them to envision how you would handle their project. It'll lower the barrier for them to get in touch with you.

Tip 2. Invest in professional photographs

A comparison between a cute kid with a photgraph and a professional photographer

Lucy over there is extremely cute with her purple toy camera, but she shouldn't be taking the photographs for your portfolio.

While written text is essential to strengthening your visuals, that doesn't mean you can neglect the quality of your photographs.

"Never judge a book by its cover" doesn't apply to websites for (interior) architects and designers. You're in the design business. People expect you to have a keen eye for it. On top of that, you want your work to shine and draw in people.

The only way to do that? Invest in a professional photographer. If at all possible, a photographer who specializes in interiors. Believe me, there's a large difference between specializations in photography.

Investing in a professional photographer will massively elevate your portfolio and website quality and in turn, lower the bar for a potential customer to get in touch with you.

Tip 3. Keep your portfolio up to date

A ghost town

If a potential customer lands on your website and your latest projects are from a couple of years ago, your credibility will tank.

"Haven't they done any more work since then?"

"Why won't they show their latest work?"

"They're probably not that good if their latest project dates back to [X]."

If you have a portfolio (which you should have), you need to keep it up to date. Make sure it doesn't look like a ghost town.

Create an internal workflow to make sure that at the end of each project you:

  • Ask your potential customer for a review.
  • Arrange a photoshoot to take pictures of your project.
  • Write accompanying text to your visuals.
  • Upload everything to your site as soon as possible.

An up-to-date portfolio will increase trust and will make sure your website is always performing at the top of its game to convert potential customers into paying ones.

Tip 4. Show me who I'll be working with

A comparison between a picture that is very unpersonal and one that's very personal

Who would you rather do business with: a faceless corporation or a business with real people?

If you've answered the latter, you're like most people. We just like doing business with real people, people we can trust.

On top of that, interior design is a very intimate profession. People invite you into their homes to perform your services. That requires an extra level of trust.

The solution? Show me your face.

By adding a picture of yourself, you'll:

  • give me a first glimpse of who I'll deal with
  • make your business more human
  • increase trust by making a human connection

And in the end, earning business is all about earning trust

So, show who the person behind the company is.

Show your face.

Tip 5. Show me your process

A schematic of a process flow

In short, these are the two main objections your potential customer will go through:

  1. Quality & fit — "Can they deliver the type of project and quality I'm looking for?"
  2. Reassurance — "Will they deliver on my project?"

You can answer the first objection with your portfolio. A potential customer will use previous work to filter out potential partners that don't meet their standards. Both in terms of quality and the type of project (commercial, hospitality, private, ...).

As soon as they decide you are a good fit, they'll have a second objection: "they've done great work before, but will they be able to deliver on my project?". In other words: they're anxious about working with you.

By showing them that there is a process to your magic, they'll feel less anxious about working with you. You've lifted the veil and reduced the mystery. They'll get a clear idea of what they can expect, which ultimately increases trust and lowers the barrier to get in touch with you.

To summarize

Here's what you should do as an interior architect if you want to increase trust through your website and lower the bar for your potential customers to get in touch:

  1. Add written content to your visuals to provide context and allow a potential customer to envision how you work.
  2. Invest in a professional photographer to make sure your work shines and draws in potential customers.
  3. Keep your portfolio up to date to avoid bad first impressions.
  4. Show your face to create a human connection with your potential customer.
  5. Explain your process so your potential customers can envision what their project will be like.

Are you an interior architect? Do you want to take your website to the next level? Schedule a free meeting, and let's meet! I'd love to hear your story.

Maarten Van Herendael

Maarten Van Herendael

Maarten is Heave's founder. His passion is to help businesses like yours do great things with a website that looks better and sells more. You can find Maarten on LinkedIn.