The marketing framework
Give every marketing channel a clear job.
Your website should convert. Social media should build trust and visibility. Pinterest and SEO can create long-term discovery. Referrals and partnerships can create high-trust introductions. The system works best when those channels reinforce one another rather than operating separately.
01PositioningKnow who the studio is for.
02VisibilityShow up where clients look.
03TrustDemonstrate expertise.
04ConversionTurn attention into enquiries.
Chapter 01
01 · Define your studio positioning
01Be clear about the type of work you want to be known for.
02Choose the project types and client profiles you want to attract.
03Define your geographic market or service area.
04Clarify what makes your approach meaningfully different.
05Make your positioning understandable in one or two sentences.
06Use the same positioning across your website, social media and proposals.
Chapter 02
02 · Build your core marketing message
01Explain who you help.
02Explain what you help them achieve.
03Explain the type of service you provide.
04Explain why your process is valuable.
05Use client language rather than only design-industry language.
06Keep the message consistent enough to become recognisable.
Chapter 03
03 · Create a website that supports sales
01Make your main service obvious above the fold.
02Show your location or service area clearly.
03Lead with strong portfolio work.
04Explain your process.
05Use clear enquiry calls to action.
06Answer common client questions.
07Make it easy to understand how to hire you.
Chapter 04
04 · Turn portfolio projects into case studies
01Explain the client brief.
02Show the design challenge.
03Show your process and key decisions.
04Include plans, materials or technical thinking where useful.
05Show the final outcome.
06Explain the result in terms a future client can understand.
07End with a clear route to enquire.
Chapter 05
05 · Build trust before clients enquire
01Show your process.
02Share behind-the-scenes decision-making.
03Explain common renovation or design problems.
04Show technical competence.
05Share client feedback where appropriate.
06Show consistency in the type of work you want to attract.
07Make expertise visible before the discovery call.
Chapter 06
06 · Use Instagram strategically
01Post finished project work.
02Share design thinking and project decisions.
03Show behind-the-scenes project activity.
04Create educational posts for clients.
05Use stories to stay visible between major project posts.
06Use occasional calls to action.
07Create content for prospective clients, not only other designers.
Chapter 07
07 · Use Pinterest for long-term discovery
01Create pins from strong portfolio imagery.
02Use searchable titles.
03Link pins to relevant project or service pages.
04Create multiple pins from one project.
05Build boards around specific rooms, styles and project types.
06Use Pinterest as a traffic channel rather than a follower-count platform.
Chapter 08
08 · Build local SEO foundations
01Use location-specific wording on relevant service pages.
02Optimise page titles and headings.
03Create project pages that include location context where appropriate.
04Keep business details consistent online.
05Collect genuine client reviews.
06Build links from relevant local and design-industry websites.
07Keep your Google Business Profile complete if it suits your business model.
Chapter 09
09 · Create a content system
01Choose a small number of content pillars.
02Create repeatable content formats.
03Batch ideas from real project questions.
04Repurpose one strong topic across multiple channels.
05Use project work as the main source of content.
06Keep content useful enough to demonstrate expertise.
07Do not depend on daily posting.
Chapter 10
10 · Choose content pillars
01Project case studies.
02Design education.
03Process and behind-the-scenes.
04Client guidance.
05Studio point of view.
06Technical expertise.
07Founder or studio personality.
08Services and offers.
Chapter 11
11 · Create a simple monthly content plan
01Plan one or two major project stories.
02Plan several educational posts.
03Plan trust-building behind-the-scenes content.
04Include at least one direct service reminder.
05Repurpose to Instagram, Pinterest and your website.
06Leave room for live project updates.
07Track which topics generate enquiries.
Chapter 12
12 · Build an email list
01Add an email signup to your website.
02Offer useful updates rather than generic newsletters.
03Share new projects.
04Share practical design advice.
05Share availability or service updates.
06Keep emails occasional and relevant.
07Use email to stay connected with past leads and clients.
Chapter 13
13 · Create referral marketing
01Stay in touch with past clients.
02Ask for referrals at the right moment.
03Make your ideal project easy to describe.
04Build relationships with architects and contractors.
05Build relationships with agents and property professionals.
06Track referral sources.
07Treat referrals as part of marketing, not a separate accident.
Chapter 14
14 · Build professional partnerships
01Identify professionals who serve similar clients.
02Build relationships before asking for leads.
03Refer suitable work both ways.
04Share useful opportunities.
05Keep partners updated on the type of work you want.
06Be reliable when someone introduces a client.
07Focus on long-term fit.
Chapter 15
15 · Use outreach without sounding salesy
01Create a small list of highly relevant people.
02Personalise the message.
03Keep the first contact short.
04Lead with relevance.
05Do not send a long studio biography.
06Give the person a reason to reply.
07Follow up once or twice.
Chapter 16
16 · Market your services, not just your aesthetic
01Explain what each service includes.
02Explain who the service is for.
03Show the problem it solves.
04Show the level of support the client receives.
05Use examples from real projects.
06Make the next step obvious.
07Do not assume beautiful imagery explains the service.
Chapter 17
17 · Build a consistent brand presence
01Use a consistent visual system.
02Keep tone of voice recognisable.
03Use similar messaging across platforms.
04Make your studio values visible through the work.
05Keep service information up to date.
06Remove content that attracts the wrong audience.
07Prioritise clarity over trying to look different everywhere.
Chapter 18
18 · Track marketing performance
01Website sessions.
02Enquiries.
03Qualified enquiries.
04Lead source.
05Discovery calls.
06Proposals sent.
07Signed projects.
08Revenue by channel.
09Average project value by channel.
Chapter 19
19 · Know what to stop doing
01Posting daily without a clear strategy.
02Creating content only other designers care about.
03Spending heavily on a channel that creates no qualified leads.
04Copying competitors' marketing without understanding your own positioning.
05Trying to be active on every platform.
06Changing your brand message every few weeks.
07Using vanity metrics as the main success measure.
Chapter 20
20 · Build your 90-day marketing foundation
01Days 1–30: clarify positioning, ideal client and core message.
02Days 1–30: improve website, portfolio and enquiry path.
03Days 31–60: build content pillars and a repeatable content system.
04Days 31–60: strengthen SEO, referrals and professional partnerships.
05Days 61–90: publish consistently and track lead sources.
06Days 61–90: double down on the channels producing qualified enquiries.
07Days 61–90: remove low-value marketing activity.
Core channels
Four marketing systems worth building first.
WebsiteYour sales hub.
Portfolio, services, positioning, case studies and enquiry path should all support a client deciding whether to contact you.
ContentYour trust engine.
Use project work, education and design thinking to make your expertise visible before the discovery call.
SearchYour discovery engine.
SEO and Pinterest help potential clients find the studio while actively researching interiors, projects and designers.
RelationshipsYour high-trust channel.
Past clients, architects, contractors and property professionals can create strong introductions when relationships stay warm.
What to measure
Your marketing dashboard.
TrafficWebsite sessionsAre the right people finding you?
DemandQualified enquiriesAre visitors becoming suitable leads?
ChannelLead sourceWhere do signed clients come from?
ValueRevenue by sourceWhich channels create valuable work?