An Interior Designer Gets Lots of Web Visitors But Few Leads / Enquiries

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I talked to a friend a couple of weeks back and she bemoaned the fact that her Design Practice had spent quite a bit of time and money on creating and growing their web site but not much was coming from it in terms of genuine leads and sales in the very particular niche market that she was targeting much of her efforts towards.

So I quizzed her a bit more:

1. Was she creating engaging, frequently updated content for her target market? She said yes. I read her blog and had to agree.

2. Was she using the right keywords? She thought so. And although I’m not an expert in her particular target market I tended to agree.

3. Then she raised the point that Mr Google thought her PAGERANK was quite high. That was strange and surely not part of the problem?

4. We then looked through her Google AdWords campaign. And that too seemed broadly OK.

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5. There were quite a few backlinks from other sites to hers, so that wasn’t the problem either.

So what’s the problem? Other than she wasn’t getting any money back from the investment? And, er, that’s pretty important!

To cut a long story and quite a bit of research short, here’s what we thought the problem was (if you want to know what pagerank is there are links at the end of the article).

Well, although her pagerank was OK it wasn’t actually that relevant.

One problem with pagerank is that it just BROADLY shows how often your site is visited/how important your site is/how trusted yoru site is. It does NOT show you how often YOUR target customers visit your site…and that is the stat you really want.

So what was happening was that quite a lot of people were visiting the site from all the good links and good search engine positioning that she had paid for. A few of them read some of the stuff on her blog BUT VERY FEW went on to the next steps for converting them into customers. And that was because they weren’t interested in her services because her services were not RELEVANT to them…they just WERE NOT POTENTIAL CUSTOMERS.

So you could have the most visited website with the best page impressions, page views, clicks and all the rest of it. BUT THAT IS NO GOOD IF THE WRONG PEOPLE ARE VISITING YOUR SITE ! They won’t buy.

Her market was such a small market and relatively technically unsophisticated so, perhaps, blogs and search engines were not the best way to get to them.

Similarly, and a bit simplistically, if she had a pagerank of 8/10 (which would be excellent) it would not mean that she was excellent at targeting her customers…just excellent and targeting the whole population.

And the problem was compounded because the 3rd party, who was commissioned to get clicks and a higher pagerank and higher search engine positioning and all the rest of it, did just as they were asked. They weren’t asked to get leads! And didn’t!

Now it was not a total waste of time of course. Because pagerank IS IMPORTANT for google to give your site weighting when google produces search results.

And really the picture was not as bleak as I painted as she did experience an increase in leads for other services she was offering. Although they were more mass market services with lower levels of profit.

So what did she do?

A: Cut back a bit on 3rd party SEO services, focussing the remainder of the budget on the markets that had been successfully reached. With the marketing budget that she saved, she is now looking again at how best divert funds to more traditionally target the profitable niche market she originally set out to make money from.

Designers: Interior Design Links – How To Get Them

If I get another email from some dodgy company in some foreign country offering to boost my reciprocal links I’ll, I’ll, I’ll….I’ll probably either cry or laugh. You get them too I know.

Here’s how smart Interior Designers get some links without paying or investing too much of their spare time. Oh yes and ways that will actually work for you rather than work AGAINST your website.

Q. Why do I want links?

A. So customers can find your web site

A. So google ranks your website HIGHER in your customers searches.

You need to understand that good links ARE important for your business even if you then choose to do nothing about it.

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First DO NOT DO THESE TWO:

1. 🙁  Spend a whole weekend of your time posting your web address on various message boards, forums or comments on blogs to do with interior design. This does not work. There is a technical reason why this does not work even though it seems like a good idea. Trust me DO NOT WASTE YOUR TIME DOING THIS (Here’s the technical reason in case you don’t believe me: the html nofollow tag is automatically inserted on blogs/forums to hide it from Google)

2. 🙁 Pay someone to create lots of reciprocal links from sites they control. This works only in a very, very, very, very I MEAN VERY limited way. Don’t waste your money. If you know a little bit about reciprocal links then you will think I am a bit mad as surely all links to your site are good? No, sorry. I can explain why not in detail but it’s quite boring. OK here we are then…a link to your site must be from a good, relevant and genuine site. Google know about this faux strategy of linking and actively penalise against it!

Now you need to think about something.

Why would any potential CLIENT go to your web site? Let’s face it your site is probably pretty boring. It might have a few nice pictures and things saying how great you are. Everyone’s site is exactly the same as yours. So ask why google should want to go to your site. there may well be no good reason other than you would quite like it to because you might get more customers! but that’s talking about YOU and not YOUR CLIENT. And YOUR POTENTIAL CLIENT is the one that Google is trying to help.

So once again we return to the old adage: “Your site must contain genuinely unique and relevant content that is frequently updated”. Apologies for the previous paragraph if you already do this!

Think about it. Someone who is going to spend thousands of pounds on your services and associated products wants to see your work. So yes you have a portfolio but they also want to know how you work. They are probably interested in your opinions and keen to see what things you like. If they go back to check you out a few weeks later, when they are more keen to make a decision, they might want to see some of your even more recent work…not the same static website that actually you put up there 3 years ago and haven’t touched since.

So you need to write a blog as well as having your show piece web site. Then you will have new and hopefully interesting  stuff that people, who you neither know nor pay, will be keen to link to.

So start by linking your blog to interesting things (work related). Don’t ask for them to link back, you can but concentrate on writing good stuff. When anyone links to our web site/blog we are automatically notified by wordpress.com and we of course check these people out and may link back. If you want you can get some friends or associates to link back to your blog/web site but only do that about 5 or 10 times. If you do it too much Google at best ignores it at worst penalises you as it ‘thinks’ there is some form of trickery going on (which there is).

Write about your clients and potential clients (nice ones) and link to them if you are operating in the commercial sphere.

Add your site to industry directories

Add your site to google local businesses

Link to your Facebook business page and twitter. Generate contacts and links through your network there.

.edu and .gov links – When you have an intern be nice to them and make sure they link back to your site when they return to their studies.

Embedded links – when you write an article (like this one) and relevant links at the bottom. some of the related links should be to your own website/blog. Also embed links within the text to link to other relevant bits of your site like a picture, video or maybe to Wikipedia to explain a term. These type of links help google rank your writing more highly than it otherwise would be.

Comment on others web site and blogs. But do so genuinely and professionally. On  your comments have a very short 3 or 4 line bio of you which links back to your site. remember, above, I said that these links don’t work for Google but they will help people get to know about you a little bit. Don’t waste too much time on this though.

Issue press releases from time to time with links on. eg through PRWEB.com again with links.

Write articles on specific areas of design that you are expert in and get them and your links publicised eg through ezinearticles.com

Fabric Tips #13: Velvet Curtain Making

Image by tenz1225 via Flickr

Here are some additional pointers to consider when you are making a curtain using a velvet. Remember that a velvet is just a type of fabric and the fibre(s) that the velvet is made from is important.

So for example, we would always recommend that you line a curtain. This gives a superior appearance but also reduced the amount of light going through the fabric hence limiting as much as possible the effect of any fading.

If the velvet has a pile that can be flattened in one direction then we would recommend that you have the pile going downwards for SHINY velvet fabrics and PATTERNED VELVETS.

If however you make up the curtain with the pile upwards then this will deepen the colour so you could make the curtains this way for cotton velvets and Trevira Velvet and Mohair velvets.

These are general guidelines and it is not necessarily wrong if you make up the curtain ‘the other way’ just so long as you understand the implications to the finished look and performance of the material.

Interior Design With Russian Oligarchs (Guardian.co.uk)

Interiors: The new bling

In a world far removed from cuts or recession, the super rich are spending like never before – investing their millions in mansions and art. ‘I don’t think there is a higher end,” says John Lees of his work as architect to the super rich. A distinction must be made, he says, between the merely vulgarly rich (ie, footballers of the Cheshire belt or the mere-millionaires of The Bishops Avenue) and the world of obscene wealth that Lees inhabits.

“I don’t think there is a high end”

He creates homes for the Russian oligarchs and Chinese business moguls who run the global economy and who continue to inhabit a land untouched by cuts and recession. In fact, their extreme wealth is buoying the fine-art market: Andy Warhol’s Coke Bottle sold for a record $35m in New York in November, the same month a Chinese vase sold in London for an unprecedented £48m to a Chinese businessman.

billionaires are currently spending “without restraint”

Sources in the art and property markets say these billionaires are currently spending “without restraint”. In response, developers in London are creating a new crop of luxury homes, dripping with original Picassos and swimming pools, to cater for this profligate class, including a vast development in Cornwall Terrace being sold for £29m upwards. Likewise for Lees, business is booming.

“Our big-scale jobs are £40m-£125m,” he says. “I work for private individuals and I’ll be doing their country house, their London house, one in Hong Kong and another in, say, the south of France. We recently did a dacha outside Moscow for £174m, for someone who entertains Putin.”

“On our current job, the accessories budget is £2m,”

 

Which makes it all the stranger that Lees is sitting in the scruffy offices of Lees Associates, near Borough Market in south London. The stairs are rough concrete, the shelves dusty, but the computer screens rotate with virtual tours of excessive luxury. “On our current job, the accessories budget is £2m,” he says. “That’s teaspoons, glasses, plates. Towels and linen is a separate budget. Each bed costs £20,000. We are a very specialised market at the very highest end.”

So what does an oligarch require in his home? Not the classic markers, such as banks of TVs (“We put some televisions in, but we hide them”), gold-plated taps or swimming pools shaped like a shell. Wealth at the hard-to-imagine end of the spectrum is “subtle”. Creating a truly, deeply wealthy home becomes more about rarity and materials: imported stone, works of art, grand pianos and libraries.

At Cornwall Terrace, Lansdowne’s development of eight mansions, two show homes have just reached the market, luring the super rich with original Francis Bacons, Murano glassware and furniture from Portofino. Everything is bespoke: the paints specially mixed; the hardback books handpicked. Lees is similarly aware of the hunger for provenance. “At that level, your bathrooms will be made of heated, solid stone carved in Brac, an island off the coast of Split in Croatia, which produces a particularly white limestone.”

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A spokesman for Knight Frank, an agent operating at the top end of the market, says the super rich “have moved their money away from bank deposits and stock markets into alternative investments such as luxury property and art.

It is increasingly normal for Christie’s to deliver a painting to a potential buyer’s house so the owner can see it on the walls.” These gliding swans of houses, occupying only the best London addresses, have layer upon layer of service floors from the basement down. The traditional family kitchen might be above ground, for coffee or a snack, but below ground there are catering kitchens with a dozen chefs ready to entertain a party of 100. Lees says these subterranean floors “contain all sorts of service departments, catering kitchens, gymnasiums, collections of cars. We’ve made swimming pools where the floors come up to become ballrooms. There’s no noise in the pools and no smell of chlorine. We have projected dolphins on to gymnasium walls – hologram images behind glass. We put a bowling alley in one house.”

Bathrooms have become the most expensive rooms, he says, with their requisite body jet showers, warmed toilet seats and timed bathwater heaters that maintain supply at a specific temperature.

But wealth and power create problems of their own. A house full of staff means no privacy. Owning homes all over the world means a fragmented family life. Lees is asked to, if not solve these problems, then at least mitigate them. “The family kitchen is incredibly important, because they all live dissociated lives. You want to find a home, don’t you? The fundamental thing is the family.”

Children have suites, dressing rooms and all the latest toys. And Lees adds “secrets” for the children to discover: a doll’s house full of make-up or stepping stones in the garden that set off a fountain. “There is a sense of loneliness these children have, and that’s a great shame.”

Does he ever feel contaminated by these monuments to consumption? Or envious? Isn’t it odd to return to life as a working London architect? “Happiness isn’t driven by anything you’ve got. It’s inward. I’m not sure I want all those things myself. It’s the sheer hard work in having them. They need these tools in order to play the public persona. I find it’s bad enough having just one house.”

Super rich must-haves

• Direct access from road to underground parking complex, with lift directly into the residence.

• James Bond-level security including CCTV, infrared scanners, panic room, bomb-proof garage doors, bomb-resistant lift and bulletproof windows.

• A home office complete with a communications system that would please a Royal Navy destroyer.

• A master suite the size of a one-bed flat with his-and-hers ensuites, walk-in dressing rooms, day rooms, exercise area and TV lounge.

• A subterranean basement containing bar, nightclub, hairdressing salon, gymnasium, sauna, spa, swimming pool and private 3D cinema (with seats that move with the movie).

• Staff quarters, separate from the main residence.

• A show kitchen above ground and a basement industrial kitchen that can cater for up to 300.

Surce: guardian.co.uk

Upholstery Linen – Sourcing Luxury Upholstery Linen in the UK

Upholstery Linen
Upholstery Linen

Upholstery Linen is notoriously difficult for interior designers to source. Sourcing linens for curtains is easy enough but often linens are not woven with sufficient strength to score Martindale results that are high enough to warrant using the fabric for upholstery.

Some suppliers can be a little evasive and will quote the weight of the linen as a measure of the linen’s quality. The implication is that the higher the weight the better suited the fabric will be for upholstery. There is some truth in that implication but you cannot say for certain that high-weight linen is inherently suitable for upholstery. Get the Martindale!

Most KOTHEA luxury upholstery linens have inherent Martindale rub tests of around 20,000 rubs with one range further strengthened to 85,000 rubs for contract usage – 20,000 Martindale being eminently suitable for domestic upholstery.

Furthermore, when buying upholstery- (or curtain-) linen you need to know whether or not it will shrink when washed. Linen ALWAYS shrinks. So what you have to find out is whether or not it has been pre-shrunk before you buy it. A common way of pre-shrinking linen is through the sanforisation process.

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Here are the details of our new 2011 upholstery linens that are named Recline, Relax and Restful. We have many others, these are just the new ones:

Name: Recline

Usage: Luxury Contract Upholstery

Colourways: 24

Width:   135cm

Comp:  54% Li 35% Co 11% Pa

Weight: >350g/m2

Notes:   Martindale >85,000

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Name: Relax

Usage: Luxury Domestic Upholstery

Colourways: 24

Width:  135cm

Comp: 100% Li

Weight: >265 g/m2

Notes:   Martindale >15,000

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Name: Restful

Usage: Heavyweight Luxury Domestic Upholstery

Colourways: 4

Width:  135cm

Comp: 100% Li

Weight: >470 g/m2

Notes:   Martindale >45,000

Request Samples

 

Interior Designer? Did Your Web Site Just Pop Up In My Search?

[youtube=https://www.youtube.com/watch?v=cGWQ-4lnwG0]Interior Designers increasingly understand the need to reach at least part of their target market through online search results.

With that in mind I have been looking through a few search terms that potential customers of interior designers might use. Unsurprisingly lots of interior designers popped up.

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But one thing that I noticed was that VERY few of you were making use of video.

I know it takes a long time to do these things to a reasonable degree of quality but I would suggest it is worth it.

The reason being that Kelly Hoppen popped up again and again. She is obviously a renowned interior designer of the first degree BUT she also appreciates the importance of PR to her new business generation activities. The internet is not much more than PR … just the digital kind.

Why did Kelly appear? Well google doesn’t favour her over you, that much is true. Google does not think that she is better than you. However Google DOES put more emphasis sometimes on non textual information eg pictures and videos. So her video (above) popped up. When you go and check it out, YOUTUBE takes you through lots more of her videos. Before I knew it I had spent 15 minutes looking at her work and hearing her views.

Now if you go to your web site designer and ask them to talk to your ISP and get the stats for YOUR web site, you will probably find that the average visitor spends MUCH less than one minute on your site.

Food for thought.

What Is Sanforisation? Sanforised and Sanforising Explained for Interior Designers

What Is Sanforisation? Sanforised and Sanforising Explained for Interior Designers

What it is: A mechanical pre-shrinking finishing process applied to woven fabric before it leaves the mill. Named after Sanford Lockwood Cluett, who patented the process in 1930.
Which fabrics: Most commonly applied to cotton and linen. Also used on some cotton-blend upholstery and shirting fabrics.
Why it matters: Fabric that has not been sanforised may shrink when used in curtains or upholstery that are subsequently washed or exposed to moisture. Sanforised fabric has been pre-shrunk to defined limits at the mill, reducing but not eliminating subsequent shrinkage.
On the label: Sanforised is a registered trademark. Fabric labelled Sanforised has been tested and certified to shrink no more than 1% in either direction. Sanforised-Plus is the rating for fabrics with even greater dimensional stability.

Sanforising is a mechanical finishing process applied to woven fabric to reduce the shrinkage that would otherwise occur when the fabric is exposed to moisture or heat after making up. Interior designers encounter the term on fabric data sheets and labels, most commonly on cotton and linen upholstery and curtain fabrics. Understanding what it means and what it does not guarantee is a practical specification consideration.


How the Process Works

Sanforising passes the woven fabric through a machine that compresses it mechanically in the warp direction — along the length of the fabric. A rubber blanket is stretched and then released, and the fabric is carried through this process so that the yarns are forced into a more compact arrangement in the warp direction before they are set by steam. The result is a fabric whose yarns have already been displaced into the position they would naturally move to if the fabric were washed. When the finished curtain or upholstered piece is subsequently washed or exposed to moisture, the fabric has less remaining tendency to shrink because the displacement has already occurred.

The process addresses warp shrinkage — shrinkage along the length of the fabric. Weft shrinkage — shrinkage across the width — is controlled by a separate process called tentering, in which the fabric is held to a defined width during drying and heat setting. Sanforised fabric has typically been through both processes.


What Sanforised Means on a Label

Sanforised is a registered trademark owned by Cluett, Peabody and Co. Fabric carrying the Sanforised mark has been independently tested and certified to shrink no more than 1% in either the warp or weft direction when washed. This is the residual shrinkage after the sanforising process — fabric may still shrink by up to 1% in each direction, but no more.

Sanforised-Plus is a higher standard, certifying residual shrinkage of no more than 0.5% in either direction. It appears on some high-quality cotton fabrics and performance linens.

Fabric described as pre-shrunk rather than Sanforised may have been through a similar mechanical process but without independent certification to the same standard. The level of residual shrinkage permitted under a pre-shrunk claim is not standardised.


What It Does Not Guarantee

Sanforised certification applies to shrinkage caused by washing. It does not address all the dimensional changes that fabric may undergo in use. Natural fibre fabrics — cotton and linen in particular — absorb and release atmospheric moisture as humidity changes. This hygroscopic behaviour causes minor dimensional changes that are distinct from washing shrinkage and are not addressed by sanforising. In environments with significant humidity variation — a room that alternates between very dry and very damp conditions — even sanforised linen or cotton may show minor dimensional change over time.

Sanforised certification also does not address the relaxation shrinkage that may occur in curtains hung under their own weight over time, particularly in heavy cotton or linen fabrics. This is a tension-release effect rather than a moisture-induced shrinkage and is unrelated to the sanforising process.


Relevance for Upholstery Specification

For upholstery fabrics that will not be washed — most contract upholstery is dry-clean or spot-clean only — sanforised certification has limited direct relevance to the face fabric performance. Where it matters most is in curtain fabrics that will be laundered, and in loose covers and cushion covers in domestic settings where machine washing is planned.

For linen upholstery fabrics, the dimensional stability of the fabric during making-up is more practically significant than its washing shrinkage. A fabric that relaxes or distorts during the tension applied in upholstery construction will affect the alignment of the finished piece regardless of its sanforised status. Confirm dimensional stability under tension with the supplier for any linen or cotton fabric being used in tight upholstery applications.


For linen upholstery fabric specification, see our upholstery linen page. For fabric care and cleaning codes, see our fabric care symbols guide. For fabric hand and how natural fibres behave in use, see our fabric hand and tactile properties guide.

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Moleskin Upholstery Fabric

Moleskin Upholstery FabricMoleskin Fabric is an unusual fabric for upholstery, usually associated with clothing. KOTHEA moleskin is a premium moleskin specifically designed for upholstery with Martindale Rubs between 20,000 and 30,000. Moleskin is often a blend of cotton and linen; however KOTHEA‘s 100% cotton moleskin is extremely tightly woven ensuring that a luxurious look and feel is guaranteed. The overall look is similar to suede yet more exclusive and durable.

Interior Design Marketing Strategies

Silk Velvet Upholstery Fabric TextileInterior Design Marketing Strategies need to reflect the modern technological age as well as the creativity and organisation skills of the designer.

We have previously covered on this blog many aspects of the (click link here fro more info=>) business of interior design often focusing on sales and marketing issues. Mostly marketing on the internet using sites like Facebook but also covering sales issue for interior designers with retail spaces. The following articles give more…

Interior Designers: Facebook 5 Crucial Bits To Add To Your Fan Page

The good: Facebook is a great way for Interior Designers to target their chosen demographic markets.
The bad: Facebook is given little thought by many interior designers when considering how to market
The ugly: Facebook itself is a bit of a nightmare when it comes to organising your fan page just how you would like it. Whilst using it IS relatively intuitive to use, the act of making/building your fan page is a minefield of inconsistency and counter intuition on Facebook’s part – truly awful AND it is not going to improve anytime soon.

Let’s start. Facebook, by default, will not do all the bits that I would imagine you would probably want it to do. After you have created a basic page for the first time you will probably struggle to figure out how to make it just right. You may well get confused and frustrated, I know I did. Then you will figure out that actually it’s not possible to do what you want to do on a default Facebook Fan Page. You will need to use Facebook Applications to change various bits of the page. There are a plethora of these applications, I’ll tell you the ones you need to know to produce a reasonable stab at a first IMPROVEMENT over what you already have.

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OK here are the various key parts of the page that you will have to alter and work with (point number 1 you should already have done yourself). I list the parts of the screen first and then tell you afterwards what to do about each.

1. Get your business name and image added to the top left hand corner. Add you contact details and the like to the info tab.

2. Your vanity url eg KOTHEA’s is www.facebook.com/kothea. Here is a blog post I wrote earlier on this potentially tricky subject.

3. If you have read all our posts over the last year or so you will know that we keep saying GET A BLOG AND WRITE EVERY WEEK. I won’t dwell on the subject, you just need to do it for a plethora of reasons. However once you have a blog you will need to put it on Facebook as well as where you originally write it. you will need to use an application to avoid duplicating your effort. Like This.

4. Tabs. You will need to add new tabs containing the information about your organisation that you consider relevent. e.g. compare   this “traditional info” tab to this “additional info” tab . (Traditional vs. Additional). The frist one is from Pepsi and at first you might think what a poor show they have made of the tab. They have not. the problem is facebook. pepsi put the minimum amount of information on a page that Facebook says you have to have. Then, like KOTHEA, we put all the juicy bits onto another tab that we have control of. Far from perfect but that’s life.

5. Then you will want to customise the bits in the left hand side column. Again, www.facebook.com/kothea shows you some buttons we added on the left hand side to link to our twitter account, our real blog, our flickr feed and a final button to prompt an action to contact us via our real web page. You get the idea and can probably see scope to add many more buttons or actions or images that we have not considered.

How do I do those 5 things?:

1. You should have figured this bit out yourself. on your fan page just look for a mini “pencil” like image appearing near the bit you want to change. click it and change it. Get a nice big logo on there.

2. I refer again to this post <here>.

3. A Facebook application called SOCIAL RSS is used by about 500,000 people. This is how you get the RSS feed of your blog onto a new Facebook Tab. Just click the “Go To Application” button on the top left hand corner. It’s free and it works. There is also a slightly better/faster paid-for version, probably not worth the extra yet.

4. For an “extended info tab” you will need the aptly named EXTENDED INFO APPLICATION – click to go there. Again it is free. Here is KOTHEA’s example. The application works by creating a BLANK TAB, you then use the application to create all the fields (bits) on it. It is NOT straightforward to use. I would say 3/10 difficulty (with 10/10 being impossible). So persevere and you will get there.

5. To create new fields on the left hand side Facebook have kindly produced the Static FBML application. Click here to go to the page and add the application to your profile with the button in the top left hand corner. FBML is a bit like HTML. So if you do not know any html you will find this DIFFICULT (9/10). But if you already know HTML then Facebook and their application will only confuse you for a little while before you figure it out (3/10). I would imagine that with FBML you can give your Facebook fan page a similar look and feel to your web site – if you really want to do that.

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