What Should Be on an Interior Designer’s About Page?

Most interior designers think their About page is supposed to answer one question:

Who am I?

That is not wrong, exactly. Your About page should help people understand who you are, where you came from, and why you care about the work you do.

But if your About page is only a mini memoir with a headshot, a list of credentials, and a charming paragraph about how you rearranged your bedroom furniture as a child, it’s not working as hard as it could.

Your About page has a bigger job.

It should help a potential client understand why you are the right professional to trust with their home, their money, their decisions, and their project experience. That means the better question is not: What should I say about myself?

The better question is: What does my client need to understand about me in order to feel confident hiring me?

Your About Page Should Explain “Why You?”

Your About page should help answer the question your potential client is quietly asking:

Why should I hire you instead of another designer?

That does not mean you need to be louder, fancier, or more dramatic than everyone else. You do not need to pretend you invented throw pillows or personally discovered natural light. But you do need to connect your story, experience, and perspective to a client benefit.

For example, this is fine:

I have 15 years of experience in residential interior design.

But this is stronger:

After 15 years guiding homeowners through renovations, I know where projects tend to get confusing, which decisions tend to slow things down, and how to help clients move forward with more clarity and fewer surprises.

The first version gives a credential. The second version explains why that credential matters.

That is the move your About page needs to make again and again.

Use the “Because / So That” Test

One of the easiest ways to improve your interior designer About page is to use the because / so that test.

Any time you mention a credential, background detail, award, past career, personal story, or design philosophy, ask yourself:

Because of this, what does my client get?

Or:

I bring this experience, so that my client can experience what?

For example:

I worked in construction before becoming a designer.

Good start. But why should the client care?

Better:

Because I worked in construction before becoming a designer, I think about how design decisions will actually get built, so clients can move into their renovation with a plan that is both beautiful and practical.

Another example:

I used to work in luxury retail.

Better:

My background in luxury retail taught me how to guide clients through expensive, emotional decisions without pressure or overwhelm, so the design process feels more thoughtful and less chaotic.

That is how you turn your About page from a biography into a trust-building sales asset.

Warm Is Good. Vague Is Not.

I am a big fan of warmth on an About page. People hire people, especially in a service as personal as interior design. Your clients are inviting you into their homes, their budgets, their relationships, their routines, and the closet where they have been hiding regret-filled home-goods purchases since 2014.

Warmth matters.

But warmth alone is not enough.

A lot of interior designer About pages sound kind, polished, and completely interchangeable. They say things like:

I believe your home should tell your story.

Lovely, and true. The home should not tell your neighbor’s story. That would be unsettling. 😂

The problem is not that these statements are wrong. The problem is that they do not help the client understand your specific value.

Instead of stopping at warmth, add clarity.

Not just:

I create homes that reflect your lifestyle.

Better:

I create homes that reflect your lifestyle by helping you clarify what matters most, narrow the options, and make confident decisions before the project becomes overwhelming.

Even better?

I create homes that support your best Seattle lifestyle by helping you make the most of your space, find smart storage for your outdoor gear, and make design decisions that will not get in the way of real life.

That version gives the client something to recognize. It says where you work, who you understand, what problems you solve, and what kind of life your design supports.

Your About Page Should Help the Right Clients Recognize Themselves

A strong About page does not need to appeal to everyone. In fact, it should not.

Your About page should help the right clients feel more confident and help the wrong clients quietly exit before anyone has to have an awkward consultation. That’s a gift to them and your business!

If you work best with decisive clients, say that with warmth and clarity. If your process requires homework, collaboration, or timely decisions, your About page can begin setting that expectation. If you specialize in renovations, whole-home furnishings, family-friendly design, historic homes, new builds, downsizing, luxury second homes, or practical design for smaller spaces, say so.

The goal is not to sound exclusionary. The goal is to sound confident and clear.

For example:

I work best with homeowners who want thoughtful guidance, clear communication, and a designer who will help narrow the options instead of adding more noise.

That one sentence tells the right client, “Oh thank goodness,” and tells the wrong client, “Hmm, I was hoping to send 300 Pinterest images and see what happens.” Helpful for everyone.

Your About Page Should Support Selling Without Feeling Salesy

A lot of designers resist selling because they do not want to sound pushy. Fair. No one wants their About page to feel like a timeshare presentation with better wallpaper.

But selling is not just “book now” energy. Selling is helping someone understand value.

Your About page can support sales by explaining what you do, who you help, what makes your approach different, what clients can expect from working with you, and why your background makes you credible.

That is not pushy. That is useful.

A strong About page helps a potential client connect the dots between your experience and their desired outcome. It helps them understand why your fee is not just paying for taste. It is paying for judgment, leadership, process, communication, decision guidance, and the ability to make a complicated project feel more manageable.

That is especially important if your work involves renovations, large investments, construction decisions, or clients who are nervous about making expensive mistakes.

Your About page should make it easier for them to trust you before they ever inquire.

Your About Page Can Help SEO, Too

Your About page can also help search engines understand your business. But no, this does not mean turning your page into a robot salad of keywords.

Please do not write:

As a Seattle interior designer specializing in Seattle interior design services for Seattle homeowners seeking Seattle kitchen design, I provide Seattle interior designer expertise in Seattle.

That sentence needs a nap and possibly a restraining order.

Instead, use natural, specific language that helps both humans and search engines understand what you do. Depending on your business, your About page might naturally include phrases like:

• residential interior designer
• interior designer in [city]
• kitchen designer
• bathroom designer
• full-service interior design
• renovation design
• new build interior design
• whole-home furnishings
• design-build interior designer

For example:

I’m a residential interior designer in Portland, Oregon, helping homeowners plan kitchen renovations, bathroom remodels, and whole-home updates with a practical, construction-aware approach.

That sentence is useful for the reader and helpful for SEO. Beautiful. We love a sentence with a job.

So, What Should Be on an Interior Designer’s About Page?

Here is a simple framework you can use.

1. Clear positioning

Start with who you are and what kind of work you do.

Not:

Welcome to my creative world.

Better:

I’m a residential interior designer in Austin, Texas, specializing in kitchen renovations, whole-home furnishings, and practical design for busy families.

Give people a map. They should not need a compass and three scrolls to understand what you do.

2. Your point of view

What do you believe about good design, good projects, or good client experiences?

And no, “beautiful and functional” is probably not specific enough. Most designers say that. The real question is: what kind of beautiful, and what kind of functional, for whom?

One designer’s version of “functional” might mean durable, easy-to-clean materials for a house full of kids, pets, muddy shoes, and sports gear. Another designer’s version might mean refined spaces designed for entertaining, with thoughtful circulation, layered lighting, discreet storage, durable luxury materials, and back-of-house details that help the home run smoothly with cleaning staff, caterers, or frequent guests. Another might mean aging-in-place details that feel thoughtful and attractive instead of clinical.

Your About page should not just say you value function. It should show what function means in your world.

Not:

I believe good design should be beautiful, functional, and personal.

Better:

I believe a family home should feel polished without being precious, which means I prioritize durable materials, easy-to-clean surfaces, smart storage, and layouts that can handle real life without looking like real life won.

Or:

I believe a luxury home should feel effortless to live in and gracious to host in, which means we consider circulation, lighting, storage, maintenance, entertaining needs, service areas, and the behind-the-scenes details that help a beautiful home function beautifully.

That is much more useful to a potential client because it tells them what you value, what you protect them from, and what kind of design decisions you are likely to make on their behalf.

3. Proof and credibility

This can include your experience, credentials, awards, press, past career, specialties, training, certifications, or years in business.

But remember the because / so that test. Do not just list credentials. Explain why they matter.

4. Your process or client experience

Your About page does not need to explain your entire process, but it should give visitors a sense of what working with you feels like.

Are you highly collaborative? Very directive? Detail-heavy? Efficient? Deeply visual? Construction-minded? Great with nervous clients? Strong with couples? Excellent at narrowing options?

Say so.

5. Who you are best for

This is where you help the right clients recognize themselves.

But be specific. Saying your clients want “expert guidance, organized decisions, and a clear plan” is a good start, but it could describe almost anyone hiring a designer. Go one layer deeper.

Your ideal-client language should make someone think, “That sounds like me,” not just, “That sounds reasonable.”

Not:

My clients are homeowners who want expert guidance, organized decisions, and a clear plan before they invest in construction or furnishings.

Better:

My clients are busy professionals renovating older homes who want a designer to narrow the options, respect the character of the house, and help them make smart decisions before construction begins.

Or:

My clients are young families who want a home that feels elevated and pulled together, but still works for muddy shoes, snack drawers, homework piles, pets, and the chaos of everyday life.

Or:

My clients are luxury homeowners who want a refined, highly personalized home, but do not want to manage every detail, chase every vendor, or make hundreds of disconnected decisions on their own.

Or:

My clients are downsizing homeowners who want to bring the best of their old life into a smaller home without feeling like they are giving up comfort, beauty, or identity.

That is far more useful than “I work with anyone who loves beautiful spaces.”

6. A clear next step

Do not end your About page with a warm fuzzy cloud and no door.

Tell people what to do next. Depending on your business, that might be to view services, book a consultation, read FAQs, explore your portfolio, download a guide, or inquire about a project.

A confident About page should lead somewhere.

A Quick About Page Audit

Pull up your About page and ask yourself:

If a potential client only read this page, would they understand why I am the right designer for their project?

Then ask:

Could another designer in my market say almost the same thing?

That second question is where the magic is. If the answer is yes, your page probably needs more specificity.

Look for places where you say things like:

• beautiful and functional
• timeless interiors
• reflects your lifestyle
• passion for design
• attention to detail
• stress-free process
• personalized approach

Again, these are not bad ideas. They are just unfinished ideas.

Finish them by explaining what they mean in your business and why they matter to your client.

Your About Page Is Part of Your Client Experience

This is the bigger point.

Your About page is not just marketing. It is part of your client experience.

It starts teaching clients how to think about you, your role, your process, your value, and their own responsibilities. It can help them feel safer, clearer, and more confident before they ever book a consultation.

That means your About page should not simply say, “Here is my story.”

It should say:

Here is why you can trust me.
Here is how I think.
Here is what I know how to guide.
Here is what working with me will help you do.

That is what builds confidence.

And confidence is what helps better-fit clients take the next step.

Not sure what your business needs to fix first?

If you are attracting the wrong interior design clients, the issue may be your niche, your website message, your onboarding process, your client expectations, or the way you guide decisions once the project begins.

Take the free What to Fix Next? quiz to find out where your interior design business most needs attention right now, and what to focus on next.

If your quiz results point to messaging and differentiation, Nail Your Niche may be the next right step. If the bigger issue is your client experience, consult process, expectations, and onboarding, Lead to Launch may be a better fit.

Either way, the goal is the same: a business clients can understand, trust, and confidently invest in.

Because your About page should not just tell people who you are.

It should help the right people feel ready to hire you. 💛