Why your website’s About page matters more than you think
When you’re building your interior design business, it’s easy to focus all your energy on your portfolio. The images, the projects, the pretty details—that’s the fun part, after all!
But if your website isn’t converting visitors into inquiries, the missing piece is often something far less visual… and far more powerful: your About page.
For many interior designers—especially those in the early years of business or in a season of pivoting—this page can feel surprisingly hard to write.
What do you say?
How personal is too personal?
does anyone even read it?
The answer is YES. The right people absolutely do.
Let’s take a deeper look at why your website’s About page matters, what to include on this important page… and what NOT to include.
The importance of the About page on your interior design website
Your website’s About page isn’t just a formality—it’s a connection point.
Prospective clients aren’t just hiring you for your design eye. They’re inviting you into their homes, their routines, and often their most personal spaces.
So before they reach out, they want to feel something: comfort, alignment, trust.
Your website’s About page is where that trust begins.
It answers the unspoken questions:
Do I feel understood by her?
Would I enjoy working with her?
Can I trust her with my home and investment?
A strong About page will bridge the gap between “your work is beautiful” and “I need to hire you.”
What your website’s About page should include
If your goal is to connect more deeply with your audience, your About page needs to feel both intentional and human.
Here’s what to focus on:
✔️ Your story
Share how you got here—but keep it relevant to your clients.
Instead of listing your entire career timeline, highlight the moments that shaped your design perspective or your approach to working with clients.
✔️ Who you serve
Speak directly to your ideal client. Let her see herself in your words.
For example: are you designing for busy families? Newlyweds? Women creating their forever homes? Be clear and specific.
✔️ Your approach to design
This is where you stand out.
Do you prioritize livable luxury? Function-first design? A calm, collaborative process? Share what working with you feels like, not just what it looks like.
✔️ Personal touch-points
You don’t need to share everything—but a few thoughtful details go a long way.
Think: what you love, what inspires you, how you spend your time outside of work. These little glimpses make you relatable and memorable.
✔️ A clear invitation
Don’t leave your reader wondering what to do next.
Gently guide them toward the next step—whether that’s viewing your services or reaching out.
What your About page should NOT include
Just as important as what you include is what you leave out.
A few common missteps can unintentionally create distance instead of connection:
🚫 Making it only about you
Yes, it’s your story, but it should always circle back to your client. If it reads like a résumé with no relevance to them, it won’t resonate.
🚫 Overly formal or generic language
If it sounds like it could belong to any designer, it’s not doing its job. Write the way you speak. Warm, clear, and approachable always wins.
🚫 Too much (or too little) personal detail
Aim for thoughtful balance. You don’t need to share your entire life story, but you also don’t want to feel like a stranger.
🚫 No visual connection
An About page without a photo feels impersonal. Include at least one image of yourself—ideally something that reflects your brand and personality.
🚫 Skipping it altogether
If your About page is an afterthought (or missing entirely 😱)you’re likely missing out on inquiries from people who were this close to reaching out.
What to include on your website’s About page if you have team members
If you run an interior design studio with multiple team members, your About page takes on an even more important role.
It’s no longer just about introducing you—it’s about helping potential clients feel confident in the entire team they may be working with.
Because here’s the truth: when someone hires a design firm, they’re not just buying into a portfolio. They’re trusting a group of people to collaborate, communicate, and care about their home as much as they do.
Should you include a bio for each team member on the About page?
The short answer: Yes—with intention.
Featuring your team can be a beautiful way to build trust and show the depth of your studio. It reassures potential clients that they’re supported, organized, and in capable hands. But not every bio needs to be long or overly detailed.
Instead, think of your team section as a way to:
Humanize your brand
Showcase the personalities behind the work
Highlight the strengths each person brings
For smaller teams, a short, thoughtful bio for each person works well.
For larger teams, you might highlight key members (like lead designers or project managers) and keep supporting roles more streamlined.
What to include in team bios on the About page
Keep each bio consistent, approachable, and aligned with your brand voice.
A simple structure works beautifully:
Their role in the studio
A sentence or two about their experience or perspective
A small personal detail to make them relatable
For example, instead of listing credentials alone, you might share how a team member loves creating calm, family-friendly spaces—or has an eye for layered textures and vintage finds.
It’s these small details that help clients feel like, “I can see myself working with them.”
Creating a cohesive, trust-building experience through the About page
Even with multiple people featured, your About page should still feel cohesive—not like a collection of disconnected profiles.
A strong approach is to:
Start with the founder’s story and vision
Transition into how the team supports that vision
Then introduce individual team members in a clean, visually consistent way
This creates a natural flow—from leadership, to values, to the people who bring it all to life.
Making connections through your website’s About page
Not every interior design client will meet every team member—but seeing the faces behind your business creates an immediate sense of transparency and trust.
It tells your audience:
“We’re real people. We care about what we do. And we care about you.”
And in a service as personal as interior design, that feeling matters just as much as the final result.
A gentle reminder
If you’ve been feeling like your website isn’t quite connecting, it’s not necessarily because your work isn’t strong enough.
More often, it’s because your audience hasn’t had the chance to truly connect with you yet.
And your About page is one of the most meaningful places to make that happen.
Ready to make your About page work for you?
If your About page doesn’t quite feel like you—or you’re not sure how to turn your story into something that builds trust and connection—we’d love to help.
Schedule a friendly chat with us about how to shape your website into something that feels aligned, authentic, and genuinely inviting to your future clients.
