Creating Clear Services Makes Sales So Much Easier!

As an interior designer, one of your most important business decisions is how you’ll define your interior design services.

• Will you offer full-service design with white-glove project execution?
• Maybe you’d prefer to focus on just design?
• Or perhaps you’d like the fast turnaround that goes with offering quick design advice for those on a budget or clients who only need a little guidance?

Maybe it’s a bit of all three. Whatever you choose, base your services on your strengths and passions, and most importantly, make sure those service descriptions are clear, compelling, and client-focused!

The Importance of Client-Centered Service Descriptions

The way we describe our services on our websites can make or break a prospective client’s decision to work with us. Too often, designers list technical tasks like “programming,” “space planning,” or “specifying,” assuming clients know what these terms mean. In reality, many clients don’t have a clue what those words mean, or if they need those unfamiliar things. Right when you want to give your clients a sigh of relief and build their excitement to work with you, industry jargon creates confusion and the client walks away. 😢

Want better results and easier sales? Focus on the results your clients will achieve and the interior design experience they’ll have when working with you. For example, instead of saying, “I offer programming and specifying,” say something like, “I create a detailed design roadmap that guides you every step of the way,” or “I manage your project from start to finish, so you can sit back and enjoy the process.” These descriptions are clear, understandable, and directly address what clients are looking for.

How I Defined My Services at Seriously Happy Homes

At Seriously Happy Homes, I knew early on that I didn’t want to make money off of selling “stuff.” I wanted to establish trust with my clients, whether I recommended a $10,000 Ralph Lauren sofa or a $1,000 IKEA sofa. This approach allowed me to focus on what I did best—creating the design and the design documentation—without the pressure of pushing products. (I have no problem with designers who choose to purchase all products for their clients, it just wasn’t my path.)

I knew my clients were often skilled project managers, perfectly capable of handling an install once they had a clear plan. Knowing that, along with what I wanted from my career, led me to focus on the services that were hardest for my clients: creating the design and producing the documentation. My mission was to “help as many folks get happy at home as I could,” so it was important to maximize my time on these critical tasks.

Despite initial doubts from my mentors about whether I could make a professional income offering design-only services to regular people, I succeeded. I defined my services based on what I loved doing and what my clients needed most, and still enjoyed a thriving professional career and income!

The Two Key Services I Offered

1. Quick Action Sessions: This service provided clients with quick, actionable advice for when they needed a little guidance, didn’t require a full design project, or couldn’t afford one. These sessions made up about a third of our total revenue and were a great source of regular, positive reviews on Yelp and Google. Since we offered frequent, short-term services, we had more opportunities to gather client feedback and build our reputation. Notice how the name gave clients a clue about what the service would provide.
2. The Works: For clients who needed detailed, complete design files, we offered “The Works.” This service allowed clients to execute the design on their own or with the help of a contractor, providing them with all the necessary documentation and plans to move forward with confidence. Again, notice how the name was simple and holistic, designed to help my clients choose between our two services.

By offering these two services, I aligned my business with my values, talents, passions, and personality. I also met the needs of my niche, serving clients who wanted a clear design plan they could execute themselves. This structure kept my work interesting and ensured I wasn’t bogged down in long-term projects that didn’t align with my strengths. It also allowed me to generously refer work to my many Seattle colleagues who offered luxury, custom design or white-glove execution.

Questions to Help You Clarify Your Service Structure

Are you ready to refine your service structure? Here are some questions to consider:

• What tasks do you love doing, and which ones do you dread? How can you focus your services on what you enjoy and excel at?
• What are your clients’ most common needs, and how can you design your services to meet those needs?
• Are your service names clear and descriptive, making it easy for clients to choose the right service for them?
• Do your service descriptions focus on the results your clients will achieve and the experience they’ll have, rather than the technical tasks involved?
• How can you align your service offerings with your values, passions, and business goals?

Need Help Defining Your Services?

Clarifying your service structure is essential for building trust with your clients and ensuring your business aligns with your strengths and passions. If you’re feeling stuck or unsure about how to move forward, I’m here to help. As a business coach for residential interior designers, I offer 1-1 coaching to guide you through these decisions and help you build a business that makes you Seriously Happy.

And of course there’s the whole Nail Your Niche course if you want to be guided through the process of defining your interior design niche!

Be brave, and may your business always be seriously happy! 💪