Pages an interior designer's website should have

Most interior designer websites are a gallery with a phone number stuck underneath. Pretty, yes. But a visitor who can't tell what you do, how it works or what it might cost will close the tab and look at the next studio.

So here's the plan. Eleven pages, each with a job. Build only the ones that match what you really do, and skip the rest. A sole designer who only does room consultations has no need for a project management page. Keep it honest, keep it simple, and add pages as the business grows.

Purpose: Tell a visitor in a few seconds who you are, what you design, where you work and what to do next.

Think of the home page as a signpost, not a brochure. The detail lives on the pages it points to. Start with a plain headline that says what you do and for whom, such as "Interior design for homes and small commercial spaces in [your area]". Then one or two sentences saying how you work.

Add a handful of your best project photos, each linking through to its full project page. Add a short line for each service, linking to the Services page. Put one clear button near the top, pointing to your enquiry page. And repeat it at the bottom, because people who scroll to the end have usually made up their minds.

Show your business name exactly as it appears on your stationery and your Google profile. If you're a UK limited company, your website must show the registered company name, registered number, registered office address and where you're registered (GOV.UK). The footer is a sensible place for that.

Keep your phone number and email visible without scrolling. People shouldn't have to hunt.

Avoid long life stories, auto-playing videos, slideshows that move too fast to read, and a wall of text about your "passion for design". Avoid vague headlines such as "Welcome to our website". Avoid stuffing every service, every project and every award onto one page. If a visitor has to think about where to click, the page has failed.

Purpose: Show exactly what you offer, so the right clients recognise themselves and the wrong ones don't waste your time.

List only what you actually do. For most studios that means some mix of full design, room consultations, styling and project management. Give each its own short section, or its own page if there's plenty to say.

For each service, cover four things. What it is, in a sentence or two. Who it suits (a whole-house renovation, a single living room, a small café or office). What the client gets at the end. And roughly how it works, with a link to your Process page for the full story.

Be clear about the differences. A room consultation is not full design. Styling is not project management. If a client can't tell which one they need, they'll either enquire for the wrong thing or not enquire at all. A short line such as "Not sure which suits you? Send us a message and we'll point you in the right direction" helps.

Say whether you work on homes, small commercial spaces or both. Say what you don't do, too. If you don't handle structural work, say you coordinate with the client's builder instead.

Avoid listing services you offer in theory but have never delivered. Avoid vague wording like "bespoke solutions tailored to you", which says nothing. Avoid industry jargon the client wouldn't use. And avoid one giant page that mixes all services together with no headings. Short sections, plain labels, done.

Purpose: Prove you can do the work, using real projects, with permission.

This is the page most visitors want to see, so give it room. But resist the urge to dump fifty photos in a grid. A few well-chosen projects, each with its own page, will do far more than a sprawling gallery.

Each project page should tell a short story. Start with the brief: what the client wanted, the size and type of space, and any constraints such as budget, timeline or awkward layouts. Then say what you did. Describe the key decisions, such as how you changed the layout, what you sourced, which pieces were made to order. Finish with the result, in plain words.

Use good photos, and where you have them, add a before shot. Name the type of space and the general area, not the client's address. Credit your photographer if you used one.

Get the client's agreement before publishing photos of their home. Do it in writing, and say what you plan to show. If the project involved a commercial client, ask about their business details too.

Show a mix that matches the work you want more of. If you want more small commercial jobs, show some. Visitors judge you on what's in front of them.

Avoid using photos you didn't take or projects you didn't do. Avoid stock images dressed up as your own work. Avoid publishing a client's home without asking first. Avoid captions that say only "Living room" with nothing about the brief or the work. And avoid a page that never gets updated; a portfolio that stops three years ago looks like a studio that stopped working.

Purpose: Take the mystery out of working with a designer, so a nervous first-time client knows what happens and when.

They don't know what to expect, and that uncertainty stops many of them getting in touch. Your Process page fixes that.

Walk through your stages in order. For many studios that's consultation, concept, supply and install. Use your own stages if yours differ. For each one, say what happens, how long it usually takes (only if you can say so honestly) and what the client receives.

Then make clear who does what. Who chooses the materials? Who orders and tracks deliveries? Who deals with trades? What does the client need to decide, and by when? Where does your involvement end? If you hand over to the client's builder, say so. If you manage the install yourself, say so.

Mention how many rounds of changes are included at the concept stage, if that's how you work.

A simple numbered list of stages works well here, with a short paragraph under each. Add a closing line pointing to your enquiry page.

Avoid fancy names for your stages that nobody outside your studio understands. Avoid promising timescales you can't keep. Avoid skipping the awkward parts, such as delays on custom orders or what happens if the client changes their mind. And avoid copying another designer's process word for word. Yours is different, so describe yours.

Purpose: Explain how you charge, so people can judge whether you're a fit before they contact you.

You don't have to publish a price list. But you do owe visitors a clear idea of how the money works. Silence on cost makes people nervous, and nervous people go elsewhere.

Start with the method. Do you charge a fixed fee per project? An hourly rate? A percentage of the project spend? A flat fee for a consultation? A mix? Say which applies to which service, in plain language.

Then say what's included and what isn't. Are product costs separate from your fee? Do you pass on trade discounts, or add a margin? Are site visits, travel and revisions covered? Is there a deposit, and when are later payments due? Spelling this out stops awkward conversations later.

If you can honestly give a starting point, such as the lowest project size you take on, include it. If you can't, explain what affects the cost (size of space, scope, how much sourcing is involved) and invite people to get in touch for a quote.

Be upfront about what you'll ask in the first conversation, such as budget range, room sizes and timescale, so the client knows what to prepare.

Avoid vague phrases like "prices on request" with no explanation. Avoid publishing numbers you don't intend to honour. Avoid hiding extra charges until the proposal stage. And avoid sounding embarrassed about money. A confident, matter-of-fact tone makes a client feel they're dealing with a professional.

Purpose: Make it easy for a good prospect to tell you about their project, in a form you can actually act on.

This is where interest becomes work, so keep it short and focused. A long form scares people off. A form with one box saying "Message" leaves you chasing for detail.

Ask for the essentials. Their name, email and phone number. The type of space (home or commercial). The rough location. Which service they're interested in. The size or number of rooms. Their timescale. And, if you're comfortable asking, a budget range. Add a free-text box for anything else, and a place to upload a photo or two if you want them.

Tell people what happens next. Say when you'll reply, and be realistic. Something like "We reply within two working days" is only worth writing if you do. Say whether the first call or visit is free or paid, and link to your pricing page for clarity.

Check the form works on a phone. Send yourself a test message. Many enquiries come in from someone standing in a half-finished room with their thumbs, so make it easy.

If you collect personal details through the form, you have responsibilities for how you handle them. Check the current requirements with the relevant regulator, and link to your privacy policy.

Avoid asking twenty questions. Avoid a form that fails silently, so the visitor thinks they've sent it and you never see it. Avoid vague promises such as "we'll be in touch soon". And avoid making the phone number the only route; some people would rather type than talk.

Purpose: Tell visitors where you work, so you get enquiries from places you'll actually travel to.

If you visit clients, this page earns its place. People want to know whether you cover their town before they bother with a message.

Name the towns, cities or regions you really serve. Say how far you'll travel, and whether there's a charge beyond a certain distance. If you work further afield for larger projects, say that too. Mention whether you also work remotely, for example for consultations by video, if that's a service you offer.

If you want a page per area, be careful. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam. So each area page must carry something genuinely different. That might be a real project you completed there, the types of properties you've worked on, or practical notes about working in that location. If you've nothing different to say about a town, don't give it a page. One honest page listing your areas beats ten copies with the town name swapped.

Search figures give a rough sense of demand. "Interior designer near me" gets an estimated 5,400 searches a month across the UK, per DataForSEO in October 2026. That's a national estimate, not a figure for your town, so treat it as a sign that people look for local help, nothing more.

Avoid listing every town in the county in one long block. Avoid claiming areas you won't visit. Avoid copy-and-paste area pages. And avoid a map that points to your home address.

Purpose: Let past clients speak for you, in their own words, with their say-so.

A good testimonial shows what working with you was like. Not "Great designer, would recommend", but something a new client can picture: how you handled a tricky brief, how communication went, how they felt when it was finished.

Use only real feedback from real clients, and ask permission before publishing. Tell them exactly where it will appear and whether you'll use their full name, first name only or initials. If they'd rather stay anonymous, respect that. If you want to pair a quote with a photo of their home, that needs their agreement too.

Put testimonials where they help. A couple of strong ones on the home page, one beside each relevant service and a fuller set on a page of their own. A quote sitting beside a project page, from that project's client, is especially useful.

Keep their wording. You can trim for length, but don't rewrite praise into something they didn't say. If a client emailed you something kind, ask if you can use it.

If you don't yet have testimonials, say nothing about it and build the pages without. Then ask each new client for feedback at the end of the job, while the result is fresh.

Avoid inventing quotes, using initials to hide that a review is made up, or quoting a client who hasn't agreed. Avoid a page of one-line praise with no detail. Avoid quoting reviews you've paid for or written yourself. And avoid leaving old feedback sitting unchanged for years without adding anything new.

Purpose: Show visitors who they'd be working with, so they feel comfortable picking up the phone.

Interior design is personal. Clients let you into their homes and spend real money on your judgement. They want to know a person is behind the studio.

Show your face. Use a decent photo of you, or the whole team. Say who you are, what you do and how you got here, in a few short paragraphs. Include relevant background such as training or past roles, but only what's true and only what a client would care about. Check that any qualifications or memberships you mention are accurate and current.

Say what you care about in your work, in specific terms. "We like making small spaces feel bigger" is better than "We create beautiful, functional environments." Mention the kinds of projects you enjoy most, because that attracts more of them.

If you're a team, introduce each person and their role. If you work with regular trades, makers or suppliers, say so briefly. Link to your portfolio and your enquiry page at the end.

If you're a UK limited company, show the required company details somewhere on the site (see the home page section above). The About page footer or the site footer both work.

Avoid writing in the third person if you're a one-person studio; it feels stiff. Avoid a list of awards with no context. Avoid a tour of your childhood bedroom. And avoid claiming experience you can't back up.

Purpose: Give every way to reach you, in one obvious place.

Keep this page simple. Your enquiry page handles new project briefs; the contact page is for everything else, and for people who prefer to pick up the phone.

Include your phone number, email address and the hours you're reachable. If you visit clients and work from home, don't publish your home address. Instead, say you work by appointment and give the areas you cover. If you have a studio or showroom that visitors can attend, give the full address, opening times and parking or access notes.

Make the phone number tappable on mobile. Check the email address works. Add links to your social profiles only if you actually keep them up to date.

If you're a limited company, the registered details belong on the site, as covered above. Many owners put them in the footer of every page, with a link to the contact page.

Keep the information identical everywhere: website, Google profile, social accounts, invoices and email signature. Mismatched details confuse visitors and make a business look careless.

Avoid a contact page that contains only a form. Avoid an out-of-date phone number or a mailbox nobody checks. Avoid listing opening hours that don't match what happens in real life. And avoid hiding the page; link it from the top menu and the footer.

Purpose: Get your studio found on Google when someone nearby looks for an interior designer, without publishing an address you don't want public.

Most designers visit clients rather than welcome them to a shopfront. Google treats that as a service-area business, and the setup is different. Remove the address from the profile and set service areas instead. You can add up to 20. Edits to service areas can take up to 48 hours to show, so don't panic if nothing changes straight away (Google guidelines).

Use your real-world business name, the one on your website and stationery. Don't add extra words to the name to catch more searches. And you can't pay for a better local ranking, so ignore anyone who says they can sell you one.

Keep your hours accurate, including holiday hours. A profile that says you're open on a bank holiday when you're not does you no favours.

Add your best project photos, a short description in plain English and your services. Link to your website. Keep the details matching your contact page exactly.

Check the profile now and then. Look at it as a client would see it, on a phone, and fix anything that's wrong.

Avoid keywords in the business name, a made-up address, a virtual office pretending to be a studio, or service areas covering places you wouldn't travel to. Avoid leaving the profile untouched for a year. And avoid duplicate profiles for the same business.

1. Home page: a clear signpost saying who you are, what you do and where.
2. Portfolio with a few real project pages: proof of your work, shown with permission.
3. Services: exactly what you offer, in plain language.
4. Enquiry page: a short form that makes it easy to start.
5. Google Business Profile: set up as a service-area business, with accurate hours and service areas.

Everything else can follow. Process, pricing, areas, testimonials, About and Contact all matter, but these five give a visitor enough to decide.

Not sure which of these pages you're lacking, or which topics your competitors cover that you don't? Seracu offers a free snapshot that shows which topics your site lacks compared with competitors. It takes the guesswork out of deciding what to build next.