How to Create a Blog that Drives Leads for Home Design Businesses

By MEGAN JOHANSSON

​Well-known home design bloggers tend to have blog posts on lock down. They do a phenomenal job at capturing readers’ interests, and as a result, their websites get mega hits on the daily and their income continues to tick up. But there are a ton of great design firms out there who have beautiful websites but don’t utilize their blogging capabilities. Those businesses are missing out on key traffic that could bring in fresh leads and result in more sales.
 
The solution is simple: incorporate home design blogging into your site on a regular basis, then watch the leads roll in.
 
It’s important to keep in mind, though, that not all blog posts are created equal. Some work and some fall flat. In order to make sure you’re floating in the “work” category, here are some key things to consider in your posts:

​#1 – Be Authentic
If you’re simply parroting a version of what you think is supposed to sound good to your readers, they’ll lose interest faster than you can hit “publish.” If your company specializes in traditional and classic designs, making a foray into the midcentury modern realm probably isn’t going to be the best move. Not only will you be promoting a design direction that doesn’t actually bring you business, but you’ll also sound inauthentic to your readers.
 
You always want to make sure your voice comes through in your writing, and no matter what subject you’re writing about, your personality must be authentic. Write about what you know and love, and you’ll find that you’re well on your way to connecting with your audience in a truly meaningful way. Content is always king.

​#2 – Never Forget Visuals
Home design blogs would be complete snore fests if it weren’t for the beautiful photos they use. While writing is wonderful, a picture still packs the biggest punch in this industry. You can tell people all day long about why using color A is better for a living room than color B, but until they actually see photographic proof of both colors in the space, they don’t care. Home design is visual. It is a mix and match fiesta. It can be an explosion of colors, or a serene space of neutrals. Photos are everything.
 
But my photos look awful, you might think. Well, if you’re blogging about a project and you’re terrible with a camera, hire a photographer to capture a few shots. It can seem like a lot up front, but those photos are pure gold and can go a long way not only on your blog, but also on all of your branding and social media posts. If you’re simply blogging about a concept, then turn to stock photos, or snag some example shots from Pinterest (just be sure to attribute the website and photographer). Whatever your post’s focus is, make sure you don’t forget photos because they are the lifeblood of this industry, hands down.

#3 – Keep it Short (Usually)
When readers go to open a blog post, the last thing they want is to dive into War and Peace. Purposeful length is perfectly okay as long as you aren’t rambling for the sake of filling space. Keep the focus on the photos, and keep your writing to the point. Your readers will see you as an expert who doesn’t need to add fluff to get an idea across.  If you can communicate to them in a short and sweet way, you’ve won (and you haven’t lost their attention). When leads stay interested, they stay on your site, and when they stay on your site, they are more likely to convert to business.

​#4 – Stay Relevant
Blogging for the sake of blogging is a terrible idea. But blogging because you have something to share with your readers about something they actually care about is an amazing idea. Remember that it isn’t an online diary or space for you to chronicle the ins and outs of boring daily happenings. Rather, it should be a space where your writing is intentional, and where you are speaking to design trends or rules that you 100% believe in or want to discuss. Care about incorporating eco-friendly design into your clients’ homes? Then write a post about the benefits of said designs! Have a love for thrifting unique pieces to add personality to a room? Tell your readers your flea market tips and tricks! The bottom line is that you need to consider how you can help your readers find success in their own home design endeavors. Position yourself as someone who knows exactly what they are doing in their field and your readers will be much more inclined to give you your next sale.

​Home design is a personal thing and everyone has a different style. Some prefer traditional couches over mid-century Eames chairs, and others want their entire homes to be floor-to-ceiling vintage. Because of this huge variety, you’re never going to write the perfect blog post for every single reader. Don’t let that hold you back. It’s critical to develop your blog to stay relevant with your readers, otherwise you’re letting potential business drop off before you’ve even had a chance to connect.
 
So remember these key steps – be authentic, never forget visuals, keep it short, and stay relevant – and your blog will find its natural rhythm. Blogging is essential to keeping your website fresh, and if you incorporate it regularly, I promise your potential clients will see you as the expert you truly are.

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