Marketing your interior design business is a bit different. Your creative style is unique – that’s what makes you stand out – but how do you get potential clients to see what you see? Whether you're already running a successful studio or just getting started, the right marketing approach can help you attract clients who truly love your style.
Here’s how top interior designers build their brands, attract their dream clients and create thriving businesses.
Why marketing matters for interior designers
Having a gorgeous portfolio won’t do you any favours if no one ever sees it. The UK’s interior design industry is worth over £5.5 billion, with London at the top and Manchester, Edinburgh and others chasing close behind. Even the most talented designers risk getting lost in that crowd without solid marketing.
Think about how you'd look for an interior designer yourself. Chances are you'd check out websites, scroll Instagram or ask around for recommendations. Your potential clients are doing exactly the same thing. Marketing isn't something extra. It's how clients find you in the first place.
The market’s changed a lot, too. With more than 6,000 interior design firms in the UK alone, relying solely on word-of-mouth won’t cut it anymore. Loads of designers create beautiful interiors but still struggle to book the kind of projects that get them excited.
Great marketing shouldn't feel forced or awkward. It's just about showcasing your work authentically, telling your story and attracting clients who click with your style. When clients already feel connected to your vision before they even meet you, sales conversations become relaxed, enjoyable chats about bringing their ideas to life.
Marketing strategies for interior designers
You've got the talent and vision to transform spaces, but how do you get clients to notice? Here are some marketing approaches that actually work for interior design.
Your portfolio is more than just pretty pictures
Your portfolio is your number-one sales tool, but there’s a big difference between just uploading some snaps to a website and having a portfolio that actually convinces people to hire you.
One of the smartest investments you can make as an interior designer is professional photography. Quality images capture your spaces properly, making even simpler projects look seriously impressive. Before-and-after shots are a bonus, too, because clients love seeing the full transformation, not just the finished product.
But it's not all about pretty pictures. Tell stories about each project. What was tricky, how did you tackle challenges, and how did you bring your ideas to life? Clients relate to stories, and showing how you solve real-life problems makes it easier for them to imagine working with you.
Finding your visual voice on social media
While Instagram seems like the obvious choice for interior designers, it's not the only platform going. The British Institute of Interior Design suggests that LinkedIn could be a less saturated platform for growth, particularly if you work with commercial clients or higher-end residential projects.
Rather than spreading yourself thin across multiple platforms, focus on understanding your specific audience first. The platform doesn't matter and is largely irrelevant if your audience isn’t there. The focus should be on your audience, not the platform.
Pick one social platform that your ideal clients actually use, master it and then consider expanding. Quality always beats quantity when it comes to social media marketing.
Building credibility beyond your portfolio
Beautiful spaces alone won't convince sceptical clients to trust you with their homes or offices. You need to build credibility.
Client testimonials and reviews are especially important in interior design, where trust is everything. Positive recommendations help potential clients assess your work and can influence their decision-making process.
Look at creating short video testimonials where past clients talk about their experience working with you. These feel more authentic than written reviews and allow potential clients to connect emotionally with the transformations you've created.
Content marketing that showcases your expertise
Most designers focus solely on showing their work, but explaining your thinking and approach can be just as valuable. Blog posts, newsletters or social content that addresses common design challenges helps position you as an expert, not just a stylist.
Be generous when it comes to sharing knowledge. You can do this by creating content about topics like "How to choose the perfect paint colour for north-facing rooms" or "5 ways to maximise small spaces in city flats." This type of content brings in potential clients who are searching for solutions to specific problems.
Being strategic about your marketing doesn't mean being inauthentic. The best marketing for interior designers simply amplifies what makes your design approach unique and connects it with people who value that specific perspective.
Creating a website that converts visitors into clients
A stunning portfolio isn't much help if potential clients never see it. Your website often gives people the first impression of your work.
Elements of an effective website design
Forget cluttered websites with dozens of projects. A focused portfolio of 10 to 15 of your best examples is the sweet spot for interior designers. It’s enough to show range without overwhelming visitors. Quality trumps quantity every time.
Your website needs more than just pretty pictures. Include short case studies that tell the story behind each project, mentioning the location, brief, dates and challenges you overcame. Narratives like these help clients understand your thinking process and problem-solving skills, not just your aesthetic preferences.
Remember that clients aren't just buying your design skills. They're buying the experience of working with you. Make your personality and approach clear in your "About" section. If you specialise in sustainable materials, space-saving solutions or family-friendly designs, make that obvious from the moment someone lands on your page.
Beyond the basic portfolio
The best interior design websites go beyond showing finished projects. Consider adding elements like:
A design philosophy section that clearly explains your approach and values.
Client stories that highlight the journey you took together, not just the final space.
A blog that showcases your expertise by answering common questions your ideal clients have.
Interactive touches like 360-degree room tours can also make a huge difference. They let visitors virtually walk through your spaces, giving them a real sense of what it’s like to experience your designs first-hand.
Making your website work for you, not against you
Many designers build beautiful websites but miss out on attracting clients because they overlook the technical parts. SEO (search engine optimisation) helps potential clients discover you by boosting your visibility in search results. There are lots of online resources to help you get started, and tools like ChatGPT can make creating optimised content easier. If you’d rather leave it to the pros, hiring someone to handle your SEO can also be a smart investment.
Beyond SEO, don't make visitors work hard to reach you. Clear contact details should be easy to spot on every page. Consider a simple enquiry form specifically designed for potential projects. The less effort visitors have to make, the more likely they’ll get in touch.
A great design website doesn’t need to cost a fortune or feel complicated. It just needs to clearly communicate what makes you different as a designer. Effective websites do more than just look impressive. They’re built strategically to attract your ideal clients and make it easy for them to take the next step.
Building your network and creating valuable industry connections
You never really stop marketing and should take it with you into the offline world. One way to do this is through networking – who you know can be just as important as what you know. Building a strong network is about creating genuine relationships that can lead to collaborations, referrals and new opportunities.
Making trade shows and events work for you
The UK has a thriving calendar of design events that go well beyond just looking at new products. Clerkenwell Design Week is marketed as "The UK's leading design festival" with over 600 showroom events and 11 carefully selected exhibitions across London's EC1 area.
Rather than trying to attend every show, pick a few that align with your specific goals. Innovation Festival North offers a more focused, intimate, and personal encounter than conventional trade shows, with events in multiple northern cities, including Manchester, Liverpool, and Newcastle.
When attending these events, don't just wander aimlessly. Have a strategy and identify key suppliers or potential collaborators beforehand. Prepare questions and follow up promptly after the event. The connections you make at these gatherings can become a valuable source of referrals and partnerships.
Finding your design community
Industry associations offer community and ongoing development. The British Institute of Interior Design (BIID) hosts or partners with various exhibitions, CPDs, trade shows and networking events throughout the year, giving members multiple opportunities to connect with peers.
Consider joining specialised online communities too. Platforms like LinkedIn groups dedicated to interior designers can help you connect with colleagues between in-person events. These relationships can be just as valuable as those formed face-to-face, especially for designers outside major cities.
Creating partnerships that benefit everyone
The most successful designers don't view others in the industry as competition but as potential collaborators. Think about complementary businesses you could partner with, be it architects, home stagers, real estate agents or specialised contractors.
The Workspace Design Show at London's Business Design Centre brings together industry leaders, thought-provoking speakers, and visionary brands specifically focused on commercial workspace interiors. Events like these provide perfect opportunities to meet professionals who might need your expertise for their own clients.
Remember that networking is about creating a support system of peers who understand your challenges and can offer advice, referrals and even collaboration opportunities on projects that might be too large for a single designer.
The strongest business relationships develop organically over time. But to make them, you need to be out there, marketing yourself and the skills you bring to the table.
From inspiration to impact
Interior design marketing works best when you show clients exactly what makes your approach different. It’s about giving people a clear sense of your style and building connections that bring in projects you're excited about. When you tell your story clearly and focus on the types of clients who get what you do, your business grows naturally.
Talk to us about growing your interior business the right way
