Write Project Descriptions That Win Interior Design Clients

Theme chosen: Writing Compelling Project Descriptions for Interior Designers. Step into narrative-driven, metrics-backed storytelling that showcases your design thinking, attracts ideal clients, and inspires confident inquiries. Read on, try the prompts, and subscribe for monthly writing templates and fresh examples.

Define the audience persona

Name the reader you want to reach before you write a single line: boutique hotelier, busy pediatrician, or growing family? Their priorities shape vocabulary, detail depth, and what outcomes you emphasize. Share your primary persona in the comments.

Clarify the pain point and aspiration

State the problem in candid language, then mirror the dream your client held. From echoes in an open-plan loft to chaotic morning routines, anchor the description in emotional truth before design solutions enter the frame.

Frame the transformation in one sentence

Craft a single clear line that captures the before and after: who they were, what you did, and how life feels now. If you can’t summarize it, the reader won’t remember it—rewrite until it sings.

Open Strong: Hooks That Stop the Scroll

Try a cinematic contrast: “Yesterday, sunlight died at the corridor’s threshold; today, breakfast begins in a ribbon of warm daylight.” A Brooklyn studio used a line like this and saw two qualified inquiries the same week.

Write tactile specifics instead of generic adjectives

Replace “sleek, modern kitchen” with “matte graphite fronts that hide fingerprints, ribbed glass uppers diffusing evening glare, and a touch-latch pantry clearing counters for quiet prep.” Specificity builds trust and helps clients picture living there.

Connect material choices to client outcomes

Explain the because: quartz chosen for stain resilience during nightly pasta sessions; wool blend selected for warmth without trapping allergens. Make every finish earn its place by describing the life it improves, not the brand alone.

Narrate decision-making, not just decisions

Briefly reveal your process: two iterations died under poor sightlines until a diagonal island unlocked flow. This micro-story shows rigor, not luck. Invite readers to ask for the sketch that clinched your final layout.

Prove It: Measurable Outcomes and Credible Data

Use understandable measures: task lighting rose from 250 to 500 lux at counters; storage volume increased 28%; reverberation time dropped from 1.2s to 0.5s. One designer added these metrics and doubled average consultation requests in a quarter.

Prove It: Measurable Outcomes and Credible Data

Let a client say what numbers can’t: “Our evenings feel quieter, and we actually sit for dinner.” Place one vivid quote near the reveal image. Ask clients’ permission during closeout to use an attributed line.

Prove It: Measurable Outcomes and Credible Data

Note real constraints met: phased installation kept the café open; lead time pivots preserved opening date. Concise transparency builds credibility. Comment with one metric you can track on your next project description.

Voice, Tone, and Brand Consistency

Match voice to your positioning

Boutique luxury? Use pared, lyrical lines and restrained adjectives. Hospitality specialist? Favor operations clarity and guest experience. Family-focused studio? Warm, practical, and reassuring. Document your voice rules so collaborators write in harmony.

Microstyle: rhythm, length, and punctuation

Vary sentence length for music. Use colons to compress specs; line breaks to stage reveals. Small style decisions guide attention like lighting guides the eye. Share your favorite microstyle trick with fellow readers.

Inclusive and accessible language

Avoid assumptions about bodies, ages, or abilities. Reference reach ranges, clearances, and wayfinding. Language that welcomes more people broadens your audience and signals thoughtful design beyond aesthetics.

Photographs, Captions, and Alt Text That Work Together

Write captions that answer why: “Banquette back angle set at 105° to encourage lingering,” rather than “Custom banquette.” Captions should reveal decisions invisible in photos, nudging readers to appreciate your expertise.

Calls to Action, Structure, and SEO Without the Jargon

Respectful calls to action

Place a single, gracious CTA after the outcome: “Considering a similar challenge? Let’s talk.” Pair it with a calendar link or inquiry form. Ask a question to encourage replies, then invite newsletter sign-ups for deeper guides.

Internal links that extend the journey

Link to your process page after mentioning discovery, to a materials primer when citing finishes, and to related projects by constraint type. Thoughtful linking keeps readers exploring, signaling topical depth to search engines.

Structure for discoverability, not stuffing

Use clear headings, descriptive slugs, and schema for projects. Fold natural keywords like “acoustic living room redesign” into real sentences. Comment with one keyword phrase you’ll weave into your next description today.