How to Write the About Page for Your Interior Design Website (That Clients Actually Care About)

Because it’s not about you, it’s about what they see in you.

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Let’s talk about the most misunderstood page on your website: the About page.

Spoiler alert, it’s not actually about you.

Sure, your name might be at the top, but this page isn’t a digital resume or highlight reel. It’s your chance to make people feel something, like trust, connection, and confidence, and to position yourself as the no-brainer choice.

Think about it: clients don’t hire you just because you have good taste (though you totally do). They hire you because they feel seen, heard, and sure you’re the right fit. Your About page? That’s where that feeling starts.

So if your current one feels a little meh, like it could belong to any designer on the block, let’s fix that. I’m breaking down how to write an About page that feels genuine, looks polished, and actually works to convert the kind of clients you want to work with. Let’s dive in.

1. Start with Your Why, Not Your Timeline

Interior design is emotional. It’s how people experience their home, how they feel when they walk in the door. And if you want dream clients to trust you with that experience, you’ve got to lead with your why.

Skip the typical “I launched my business in 2016” and start with heart: What drew you to design? What kind of homes do you love to create? What transformation lights you up every time?

Your story matters, but only in how it helps your future client see what’s possible for them.

2. Clarify Your Mission and Values

People don’t just want pretty, they want purpose. Your mission is a chance to show what kind of experience you create and who it’s for.

Examples:

• "We help high-achieving families create polished homes that support their real life."

• "We design spaces that feel like a breath of fresh air, layered, thoughtful, and always livable."

Then anchor that with values like:

• Thoughtful communication

• Elevated yet approachable design

• Respect for your time, your home, and your lifestyle

This is where people start to nod their heads and think, “Finally. Someone who gets it.”

3. Use Strategic Visuals (AKA Look the Part)

This is your visual first impression, so ditch the stiff headshot and opt for images that feel aligned with your brand. Think:

• A photo of you in your element, sourcing, styling, sketching, coffee in hand

• A short video of your design process or studio vibes

• Branded details that reflect your aesthetic (fonts, colors, layout)

  
  

Make it feel elevated and approachable. Like your dream client could imagine working with you and feel instantly at ease.

4. Show the Human Behind the Brand

The best interior design relationships are built on trust. So show a little of your human side.

Tell them what matters to you beyond design. Share a few personal details (yes, your obsession with textiles or your rescue pup counts). Introduce your team if you have one. And don’t be afraid to show the face behind the work.

Because at the end of the day, people work with people. And the more real you feel, the easier it is for them to connect with you.

5. Use Testimonials to Build Trust

This is where you bring in social proof. Not just “she was great,” but the kind of praise that shows real transformation.

Think:

• "She took everything swirling in my head and turned it into the most beautiful, functional home."

• "The process was seamless, I felt supported from start to finish."

Short, specific, and aligned with your dream client's hopes and fears. That’s what makes testimonials powerful.

6. Add a Call to Action (Because They’re Ready Now)

Your reader made it this far. They’re feeling the connection. Don’t leave them hanging.

Give them a clear next step:

• "See how we work"

• "Browse our latest projects"

• "Book your discovery call"

Keep it warm, clear, and aligned with your brand voice. This is your digital handshake.

Let’s say it one more time for the people in the back: your About page is not just about you, it’s about what your clients see in you.

They want to know that you understand their lifestyle, that you’ll make the process easier, and that the end result will feel like home. So yes, share your story, but tell it in a way that reflects their dream.

The best About pages are warm, strategic, and totally human. So don’t be afraid to bring your personality, your perspective, and your passion to the table. Just make sure it’s always pointing back to the client experience.

Need help pulling it all together? That’s literally what we do. We design strategic websites for interior designers who want to attract dream clients and show up like the pros they are, without doing it all themselves. Apply to work with us here.

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Want to Book High-end Interior Design Clients Through Your Website?

Tired of relying on referrals to book high-end interior design clients? Your website can do more than showcase your work—it can attract and convert ideal clients.

Download our free guide, What Your Website Needs to Book High-End Interior Design Clients (Without Relying on Referrals), and learn the key elements your website needs to book more clients and grow your business.

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