#47 Building a strategic website that attracts and converts with Cathleen Barnes

Ah, how we all love gorgeous websites! I’m always admiring beautifully designed sites of my peers, competitors and interior designers that I serve. The smart navigation, bold graphics, sexy fonts! But just like function is vital  to a well designed home, so is strategy to a website.

Is your website for your interior design business bringing in clients? A beautiful design might catch the eye, but if your site isn’t strategic, it’s not doing the heavy lifting. Today, we’re getting into what really makes a website work – data-driven strategy and purposeful design that actually leads visitors to take action.

Joining me is Cathleen Barnes, a website designer who’s all about results. She shares how interior designers can elevate their websites with strategic design to attract high-end clients who are ready to hire. If you’re ready for a website that goes beyond looks and starts converting, this episode is for you.

What you’ll learn in this episode

• Why most designer websites miss out on conversions and how to change that

• A powerful approach to ensure your website works as a strategic tool, not just an online portfolio

• How high-end clients evaluate websites differently—and what yours needs to stand out

• Strategies for a website that both attracts and converts, taking visitors from interest to action

• The importance of case studies and intentional content for building credibility

Memorable quotes:

• "Websites work in a very similar fashion... yes, they should be beautiful, but there are so many pieces that make a website strategic."

• "An inspector tool... shows me exactly what they're doing, what they're clicking, and where they're getting stuck."

• "When you know your ideal client, you can craft focused messaging around that. They’ll read it and say, 'I get you.'"

• "I recommend turning your portfolio into a case study... so high-end clients see the full process and results."

• "If your website isn't getting at least one out of every hundred visitors to take action, you’re missing out."

• "Generic testimonials are boring... they don't tell me anything about the outcomes."

Key highlights:

• Understanding your ideal client is key to a high-converting website.

• A strategic website has a purpose for every page, not just aesthetics.

• Simple, purposeful navigation keeps visitors engaged.

• Transform your portfolio into case studies to showcase the design process.

• Effective use of call-to-actions can increase conversions.

• Integrating inspector tools gives insight into user behavior on the site.

• Use specific testimonials to build trust, rather than generic ones.

Connect with Cathleen:

• Instagram

• Website

Connect with Masha:

Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:

• FREE GUIDE: 7 strategies to attract affluent clients

• Weekly marketing tips

• Masha’s Instagram

• Masha’s Website

• Book a call with Masha