Don’t Let the Graphics Guys Mess with Your Message

A disaster waiting to happen.

That’s what I call it when interior designers count on graphic designers to come up with wording for their websites.

Interior designers waste thousands — maybe millions — of dollars each year hiring graphic designers to come up with the language, as well as the “look” of their sites.

They assume that, since their graphics grab you, their words will, too.

Bad assumption.

Show me an interior design website, and I can tell you in a New York minute if a graphics designer provided the copy.

Chances are, he did if there are way too many words that say too little. And if the words fail to differentiate the designer, and spell out the unique benefits of working with her.

Graphic designers know graphics. They don’t know interior design, nor interior designers,  nor how to provide the words that best promote them.

Let the graphics guys stick to the visuals. Have someone else do verbiage — or supply it yourself.

You can add “Wow!” to the wording of your website, by following this formula:

1/ Keep it Simple. Cut down your copy. The average website visit is 4 seconds and two clicks. Get your message across fast.

2/ Speak to Your Specialness. Include your only brand on the home page.

3/ Beef Up Your Bio. Make sure the About Us section presents you as the star that you are.

4/ Call for Action. Give visitors a “next step:” call, buy this, download that, give your contact info, etc.

5/ Keep it Current.  Include blogposts, articles, tipsheets, links, client profiles, etc.

6/ Make it Interactive. Q&A columns, surveys, and search boxes get visitors involved.

7/ Use Killer Keywords. Put the right words in the right places: the title bars, atop pages, at the front of paragraphs, etc.

8/ Think Links. They increase your visibility, credibility and search engine rankings.

9/ Create Credibility. Include testimonials and your physical address.

10/ Make it Measurable. Monitor numbers of visitors, page views, when people visit and for how long, what sites send you traffic, etc.

Fred Berns writes website copy, articles, blogposts and other marketing materials for interior design professionals.