Interior Design Content Writing: 10 Techniques To Create Impactful Content

Writing about interior design can be a tricky thing. How do you convey the visual beauty of something through the written word? What’s the most effective way to make sure that you are providing value to your target audience?

If you also want to add in a marketing layer, how do you showcase what sets your brand or products apart from your competitors?

While it can be easy to get lost in the forest of content creation, there are several techniques that will help you stay on your desired path. I have written thousands of pieces of content over the past 3 years and here are 10 things that I always keep in mind.

1. Tell your readers what they want to know, and then some.

Let’s say that someone was searching for “best shades for home offices” and stumbled upon your article. First of all, awesome.

Now it’s your job to keep them there.

Start by hooking them with the specific facts that they came for and then branch out into information that they didn’t know they needed. Style options? Unexpected colors? Functionality? Have they thought about layering shades with other window treatments? Did you know that some pieces can pair with automation?

Unlock unexpected possibilities that will showcase other products in your line. This will paint a more complete picture of what you and your company can offer.

2. Think about questions they may have and try to preemptively jump over them when possible.

If you’re selling a sofa with specific dimensions include some hard facts within the copy. This will drive home the reality of bringing the product into their residence.

Some buyers may already have a specific size in mind, so help them envision what their new living environment could look like after the sale.

However, be careful about clunky sentence structure. Adding these details to your content can be a useful tool, but overdoing it can cause your copy to become bland and unsuccessful when it comes to conversion.

READ: Changing Careers? Don’t Forget To Bring Your Existing Skill Sets With You

3. Remain conversational yet direct.

Everyone knows that content is important when it comes to expanding visibility and closing sales, but that doesn’t mean it has to be standoffish.

Navigate the waters in a way that leans into your individual voice as a storyteller while also adhering to the expectations held by a reader. To me, that balancing act is paramount when creating engaging content. Copy Posse founder Alex Cattoni also touches on the importance of a conversational tone in her awesome 10-step copywriting tutorial.

By walking the delicate line between professionalism and assumed familiarity you can foster a better relationship with your potential customer from the moment they land on your website. Keep your eye on the prize, but don’t forget to have a little fun along the way.

4. Integrate useful transitions.

We’ve all had the experience of reading a piece of content — whether it’s a product page, a blog, or anything between — and feeling as though it completely lacked cohesion.

Or, worse, immediately clicking away without a second thought because you were overcome with boredom.

To reduce bounce rate, try to place transitional phrases or open loops throughout the piece. This will A. keep readers on the page, and B. keep them engaged.

According to Visme, 92% of consumers want brands to make content that feel like a story, so why wouldn’t you intentionally work that into your marketing strategy?

A few of my go-tos are “In addition to the aforementioned x” and “Aside from x” if I’m talking about a line of Hunter Douglas or Benjamin Moore offerings. If these don’t work for you, play around until you find what fits your tone and purpose. Highlighting other products or services that your company offers can also broaden your customers’ horizons.

5. Think about why you would buy the product or service. Use yourself as a source and build off of that.

So, maybe you’re not thinking about buying a new bookshelf right now, but what if you were? What are the benefits of the product that would convince you to click “add to cart” or visit a showroom?

Would a small bookcase provide a way to organize your favorite cookbooks in a nook inside your kitchen? How great would it be to have your library within reach from your favorite recliner? This train of thought can help you reverse engineer the customer journey. Exploring the potential result always goes a long way when writing about home decor.

6. Offer bite-sized actionable steps throughout.

While every piece of content should have a clear and succinct CTA at the end, don’t forget to sprinkle unexpected pieces of advice into the copy.

For example, if you sell interior paint, talk about other ways to introduce a bold color without repainting an entire room. Perhaps your reader loves bright orange but can’t quite commit to repainting an entire room. This is where unexpected suggestions enter the chat. Explore how you could repaint smaller pieces, such as cabinet doors or nightstands.

Take this opportunity to showcase the versatility of your products. Offering solutions to problems that they may not have considered could also inspire them to take action in a different way than they initally anticipated. And, it could even lead to an aha moment if they’ve been wondering what they should do with a particularly tricky space.

7. List color names that evoke imagery.

Being able to see all the available styles is always a gift to your reader, but often it’s not possible on a single page. Many businesses offer hundreds, or sometimes thousands, of colors, so try to include names that will ignite your reader’s imagination from the second they finish the sentence. “Fire engine red” vs. “red” paints a very distinct picture, so let verbal vibrancy lead the way and drive the copy home.

If you don’t want to talk about such stark colors, lean into the effect that your offerings could have inside a home. “Calming neutrals” can still showcase the end result in a way that piques the interest of modernists and minimalists alike, even if a specific color isn’t mentioned.

8. Integrate keywords that you would search for if you were Googling the topic.

Let’s say you want to buy a rug for a high-traffic area, put that phrase smack dab into the copy: “Rugs for high-traffic areas.”

On top of bringing your target audience where they want to go at that moment, this is also a great tactic for general search engine optimization (SEO). As you write, think about how you would try to find this exact piece of content.

Then, try to (gracefully) incorporate those queries into your copy. This is a way to think outside the box if you’re looking for something beyond traditional keyword research.

9. Go where they go.

Just like with any industry, readers can tell when a copywriter or content writer knows their stuff. Whether you’re selling a product or a service, try to read publications or watch TV shows about your niche.

Learning the structure, words, and jargon in the field will make it easier for your readers to see you as a trusted authority. And, as a result, you can create a two-way relationship that hopefully lasts for years to come.

If you want a jumping-off point, check out this glossary of 40 interior design terms courtesy of MasterClass.

10. Don’t degrade competitors to stand out. Write why you’re the best for the given situation and trust what you have to offer.

Competition is everywhere. It’s on Instagram, on SERPs, on Twitter. It’s part of the gig. And even though it’s hard, blocking out the noise will absolutely serve you in the long run. After all, customers aren’t visiting your page to see a compare and contrast of why you’re better than competitor x.

So, think about highlighting the unique history of your brand, how your products are durable, how your company is reducing your eco footprint. This will help you stand out, cement your unique position in the field, and likely remain more memorable in the long run.

Want to know more about me and my work? Interested in reading other pieces? Check out my personal website: www.sarahguywriting.com

This story was originally published here.

Sarah Guy is an experienced copywriter and content writer with years of marketing experience. She has published thousands of pieces of content, has had her work appear in Google search results countless times, and has continuously sharpened and developed her craft. In her past life, she worked as a reporter, which has helped her infuse storytelling and research techniques into each piece of SEO-friendly copy she now produces for her clients.