Not every blog topic idea you consider for your property or interior design blog will be a good one.

It takes time and effort to choose topics that are going to attract the attention of your potential clients but, sometimes, even subjects that are trending or look great on paper can be wrong for you.

For example, I recently met up with a lady who’s fallen out of love with her interior design blog. It’s actually got to the point where, even though she’s paying someone else to write her posts for her, she’s not promoting them in any way. She’s very active on social media, but these posts are never mentioned. They just sit on her website, drifting in the ether until someone finds them.

Chatting to her, it soon became clear that although her initial hesitation to promote them is down to how they look, the real reason goes much deeper.

She doesn’t feel any connection to the topics being written about.

Yes, they are all well written, optimised for SEO and relevant to her business sector, but they don’t relate to anything she’s passionate about. They aren’t connected to any of her projects or services, and they don’t correlate to anything she wants to be known for.

A great example of this is one she’s posted on the subject of white minimalist kitchens – she doesn’t design kitchens and her clients aren’t into minimalism! So not only has she wasted money on having that post written for her, but any resulting enquiry will waste her time and that of her now fed-up ex-potential client. 

Not a great result for anyone.

How do you choose the right blog topics to promote your property or interior design business?

Grab a pen and paper (yes, I’m old school) and answer these three questions –

What do you want to be known for?

What products and services bring in the most money?

And what do you love doing most?

The answers to those three questions should guide not only every blog post but every piece of content you write to promote your property or interior design business.

Now I’m sure that you have more than one answer for each question and that’s great. It gives you far more to write about, but here’s the sad truth, no one really wants to read about you.

Your property or interior design blog readers choose what to read based on their subconscious ‘WIIFM’ – or ‘What’s in it for me?’ factor.

Which means your blog topic has to resonate with your readers in some way.  

Write property and interior design blog posts that give your clients value

So how do you do that? 

Every blog post you publish should give its reader something they need. Such as…

An answer to a question they have.

Inspiration for a project they are considering.

Visual proof that your product or service can benefit them.

A demonstration of why you can be trusted to help them.

A reason to like you and what you stand for.

So, grab your favourite notebook again and put yourself in your ideal client’s shoes.

Why do they come to you? 

What are they looking for?

What do they value?

What problem do they need fixing?

How much is it going to cost them?

How quickly do they need it?

What’s involved in the process?

Who is involved in the process?

How does your business help your client gain the outcome they want?

Now, consider how you can relate all the information you’ve gathered to the three main topics you gave yourself at the beginning of this blog post.

Find the crossovers between what you want and need to promote and what your ideal client desires.

Then use your blog posts to give them the facts, figures, advice, inspiration and visual proof that your products and services can meet their needs.

Want to see an example of a value-packed blog post?

This is a blog post I wrote for Nicky Percival, a Kent-based interior designer who actually does design kitchens – yup, even white ones – and it shows off her expertise, adaptability and industry knowledge in a way that inspires her potential clients to visualise what she can do for them. The facts included within the post highlight why white kitchens are still popular – meaning that people will be actively seeking information on the subject – and by using her own project photos, Nicky’s also providing her readers visual, ‘social proof’ of her work which helps to build up trust and credibility.  

The post, therefore, works for both Nicky, who is actively seeking new kitchen design projects, and any potential client wanting to transform their current kitchen into a stylish, functional room they love.

Want a more personalised helping hand to decide what blog topics you should be covering?

Drop me an email via and we can explore your options.


PS. You can also find more tips on my Instagram feed @homeinteriorswriter