The #1 Feature Your Homepage Shouldn’t be Missing
Crafting the perfect website is worthy of a dedicated masterclass (Note to self). Truth is, creating and refining your website is an ongoing pursuit. But today, we’re going to talk about just ONE element that you definitely want to get right.
The one critical mistake designers (and frankly many business owners) make is to leave off their brand statement that answers these 2 questions:
#1 Who do you serve
#2 What problem do you solve
You have literally SECONDS to grab someone’s attention. They need to know if they are in the right place and if you’re the right interior designer for them.
If you want to start attracting your
ideal interior design client, this needs to be
crystal freakin’ clear.
Let’s dive into how to do this so you can craft the perfect statement.
First, let’s look at few examples outside our industry to help see how you can take this simple formula and apply it to any business.
Good Examples
Sleepwise Consulting - “We teach parents how to help their children sleep 12 hours a night.”
WomanSpeak - “Where women learn the art & soul of public speaking”
Stacey Brown Randall (Former podcast guest) - “ I teach small business owners, solopreneurs and sales professionals how to generate referrals without asking, without manipulation or feeling inauthentic.”
how you can craft your own brand statement as an interior designer in 5 steps:
#1 Who do you serve? (This is your ideal client in a nutshell) - Determine who your ideal client is. This may take some time and investigation if it’s not already established.
Examples:
Busy Parents
C-Suite Executives
Busy Bachelors
Second-home owners
Homeowners with Special Needs
Vacation Property Owners
High-end Salon Owners
#2 What problem are you solving? What is your ideal client struggling with that you can help them solve?
Examples
Wants a home that looks good but provides easy living with kids
Wants a turn-key design process that gives them a well-appointed home without the hassle
Wants a well-designed interior that feels like home for your friends.
Wants luxury look on a budget
Wants an extraordinary home that functions for the way you live
Wants quick design service that turns ordinary properties into 5-Star Experiences
Wants a luxurious beauty destination to attract top clients
#3 - Write your shitty first draft(s)
Here is my simple formula.
TIP: Your first draft is NOT your statement. Perhaps your third or thirtieth. Write it and write it again. Keep going until it’s uncomfortable and even silly. Try pen and paper. Don’t judge your writing just keep writing. Write at least 20 brand statements. Your final one may be a Frankenstein of several iterations.
#4 - Get feedback
Before you publish your statement on your website, share it with a few friends or cohorts you trust. They don’t need to be interior designers (perhaps better they are not).
Is the statement crystal clear to them? Does it flow off the tongue? Remember clarity over cleverness wins every time. Don’t be gimmicky or use industry jargon. Use simple words that would make your ideal client nod their head and say…”Yes! I found my person.”
If it’s not clear, go back and refine it based on your feedback.
#5 - Publish it!
Once you have a solid brand statement, it’s important that the placement on your website is clear.
I recommend this be the very first thing your client sees on your homepage above the fold (meaning no scrolling necessary to see it)
Other places you might want to share it:
Social media platforms - Instagram Bio, LinkedIn Bio, Facebook profile
Your Business Cards (if you’re really committed!)
Design Services & Pricing Collateral
One final thought, your brand statement may evolve over time. However, avoid the temptation to change it constantly. If you spend just a little quality time upfront you’re more likely to develop a statement that stands the test of time.
Eventually, you may outgrow your statement or your ideal client evolves, in which case it’s perfectly okay (in fact recommended!) to revise your brand statement to reflect your growing business.
