5 Pages an interior design website needs to increase conversion
Whether you hire a professional website designer or DIY your website with a template, when it comes time to create your page content, you want to have a clear structure in mind.
Think about your audience and how best to help them get the information they need from your website. What content will most benefit them and what kind of a “map” do they need to get to that content?
Why organize your website pages?
✔︎ For a better user experience
Organizing your website content into pages is crucial to ensure a smooth, intuitive user experience. So well-structured website pages will certainly help visitors navigate your site and find what they're looking for quickly and easily.
✔︎ To improve SEO
Clear page navigation can also improve your site's search engine optimization (SEO) by making it easier for search engines to index and understand the content of your website.
✔︎ To project a polished brand
By focusing on the organization of your pages, you can enhance the visual appeal of your website, creating a polished and professional look that reflects positively on your brand.
What makes a website feel welcoming?
A website is your business’s online home, so think carefully about how you want the space to feel and be perceived.
It’s not all about pretty pictures. Your website should feel welcoming and organized, while maintaining all the essential elements and functionality.
Just like your home or office space, an uncluttered website makes it easier for visitors to think clearly, and helps them focus on your content.
Think like Marie Kondo, but for a website ;-)
Bottom line - when you have a well-structured website whose pages have been thoughtfully presented, you’re providing a prospective customer with a blueprint that welcomes them in and leads them to the valuable information they’re looking for.
5 Essential pages for a successful website
1) Home page
Think of your Home page as the digital “front door” to your interior design business. It’s where first impressions are made and interest is either sparked or lost. Just like a beautifully styled entryway, it should feel polished, intentional, and welcoming, instantly reflecting your design aesthetic and professionalism.
For interior designers, this page does more than introduce your brand; it guides visitors toward becoming clients by clearly communicating who you are, what you offer, and why you’re the right fit for their project.
With strategic calls-to-action, thoughtful messaging, and easy navigation, your Home page builds trust, showcases credibility, and gently leads visitors to explore your portfolio, learn your process, and ultimately take the next step in working with you.
2) About page
An About page is a powerful opportunity for interior designers to build trust, establish credibility, and form a genuine connection with potential clients. It’s where you can share your story, design philosophy, and values, giving visitors a behind-the-scenes look at the person and passion driving your work. By highlighting your experience, approach, and what sets you apart, this page reassures visitors that they’re in capable, thoughtful hands.
A well-crafted About page humanizes your brand, making you relatable and approachable while reinforcing your expertise. When visitors feel connected to you and understand your process, they’re more likely to envision working with you.
By pairing your story with subtle calls-to-action and clear next steps, your About page doesn’t just inform, it helps convert curious visitors into confident clients ready to begin their design journey with you.
3) Services page
A well-designed Services page is one of the most important pages on an interior design website, and it’s often the one that does the most selling. This is where potential clients clearly see how you can help them, whether it’s full-service design, consultations, or styling support. By presenting each service with clear, approachable descriptions, pricing (when appropriate), and the specific benefits clients can expect, you remove uncertainty and help visitors feel confident in their decision to move forward.
High-quality imagery that reflects your design style brings each service to life and keeps visitors engaged, while organized sections or categories make it easy to navigate multiple offerings. Adding client testimonials reinforces trust and credibility, showing that others have had positive experiences working with you.
When paired with strategic calls-to-action that invite visitors to inquire, book a consultation, or get started, your Services page becomes a powerful conversion tool, turning interest into action and browsers into clients.
4) Portfolio page
A portfolio is one of the top five must-have pages on any interior design website because it brings your work and your vision to life. It allows prospective clients to instantly see your style, creativity, and attention to detail, helping them imagine what you could create for their own space.
More than words ever could, a well-curated portfolio builds trust and confidence by showcasing real projects and real results. It’s often the page that turns a curious visitor into an excited client ready to reach out.
✨ Read more: How to make your interior design portfolio tell a story clients can’t resist
5) Contact page
While it may seem like a no-brainer, the Contact page is one of the most important (and sometimes overlooked) pages on an interior design website. For potential clients who are already inspired by your work, this page is where interest turns into action. A thoughtful, welcoming Contact page reassures visitors that reaching out is easy, approachable, and worth their time, helping remove any final hesitation before getting in touch.
For interior designers, this page should offer multiple ways to connect, such as a simple contact form, email address, phone number, and links to social media, so visitors can reach you in the way that feels most comfortable to them. Including a short FAQ can also answer common questions upfront, saving time and increasing confidence. When your Contact page is easy to find and thoughtfully designed, it becomes a powerful conversion tool—inviting visitors to take the next step and begin a meaningful design relationship with you.
✨ Read more: What your contact form needs to attract premium interior design clients
This list of must-have website pages by no means signals that you have to restrict your website to these five pages.
In fact, you’ll likely have more website pages, but on a secondary navigation level.
For example, your Services page may be an introduction to your three main services. Each service item may lead to an individual page with content outlining the service in more detail.
However, it’s important that the five top-level pages from the list above live within the main navigation of your website.
A sixth page interior designers should always include on their website
This next page wasn’t included in the list above because it’s not a page that will link directly from your top-level website navigation.
But it’s a very IMPORTANT page(s) that your website should always have… a Privacy Policy / Terms of Service Page.
You’ll definitely need this legal page(s) on your website if you:
Have a contact form and collect customer data (email, phone number, etc.)
Have a subscribe feature to collect names and email addresses
Link to any third-party apps (scheduler, etc.)
Use Facebook Ads
Use Google Analytics or other analytics tool
While this page is not an SEO booster for your website, it’s important to include for legal reasons. You can easily link to the page(s) within your website footer, so that it’s not crowding your main website navigation.
I hope this content has been useful. As always, reach out with questions. Happy designing!
PS: I use Termageddon* for my business’s website to take the guesswork out of maintaining updated legal pages. Protect your business from fines and lawsuits in less than 30 minutes by creating your Privacy Policy, Terms of Service and more. Policies will update automatically as the laws change.
*This is an affiliate link. Full disclaimer.
