Interior designers are still treating their websites like lookbooks. And it’s costing them.
Clients aren’t choosing designers based on a photo alone. They’re searching for someone who gets them – someone who explains how the process works, what it might cost, and how to take the next step.
If your site isn’t doing that, it’s not just underperforming – it’s working against you.
The Portfolio Trap
Most designers built their first site around a simple idea: “Let the work speak for itself.” And while that might have worked a decade ago, today’s clients come in with higher expectations and far less patience.
They’ve already seen your work on Instagram. They’ve already heard about you from a friend. By the time they hit your homepage, they’re not just browsing… they’re vetting.
A static gallery doesn’t help them understand what it’s like to work with you. It doesn’t answer their unspoken questions:
- Are you in my budget range?
- Do you take on projects like mine?
- What’s your process?
- What was the scope in that specific work?
- What should I do next?
No amount of beautiful photography can replace that clarity.
Your Website Should Guide the Buying Journey
In marketing circles, it’s called a funnel. But let’s be honest – most creatives aren’t thinking in those terms. We prefer to call it what it actually is: a guided buying journey.
Your website should meet people where they are:
- Curious, but unsure
- Interested, but not ready to commit just yet
- Ready to book, but needing guidance and reassurance
And it should walk them, step-by-step, toward the right next move, whether that’s reading about your process, downloading a guide, or filling out an inquiry form.
If your site isn’t built around that journey, it’s missing its main job.
This Isn’t Just a Website Shift. It’s a Business Shift.
We’re seeing a shift across the design industry. The most successful designers are thinking like brands. They’re building systems that attract, qualify, and convert – without relying on referrals or social media alone.
Your website is the foundation of that system. It’s where your email list starts. It’s where licensing partners check for legitimacy. It’s where trade buyers vet your brand. And it’s where future clients decide if you’re the one they trust.
Designers who treat their website like a business tool – not just a digital gallery – are booking better clients, growing stronger brands, and expanding their revenue in smarter ways.
If You’re Still Using a Portfolio Site…
You’re not behind – you’re just ready for an upgrade. Your website doesn’t need more portfolio images but more intention.
Not sure where to start? We’ve broken down the exact steps in this tactical guide: How to go from a lookbook website to a conversion engine