Rachael Hale talking to one of her clients about using case studies to promote her business.

A lot of interior designers have recently asked me what they can do to make themselves stand out in the crowd. Can you guess what my answer is? It’s displaying professional case studies on their website. 


On the surface, all interior designers have the same overall aim – to create beautiful, functional spaces their clients love. But dig a little deeper, and you quickly see that each designer has their own unique skills, experiences, expertise, and passions. And every single one of their clients has a different need, sense of style, budget, time frame and type of property.  

The Results?

No two room designs are ever the same, a conclusion I quickly came to when training to be a qualified interior designer with nine other people. We all had an identical brief, yet our resulting schemes and mood boards were completely different. It was fascinating! Anyway, back to case studies…

What is a case study?

For those of you who are wondering, a case study is, quite simply, a written analysis of a real-life experience that helps your business gain credibility, authority and stand out from the crowd. 

image of case study written for Nordhus Furniture by Rachael Hale

How do case studies work?

Anyone talking to you can see how passionate you are about your business and can learn about your expertise in the sector. However, the first time many of your potential clients come across you is online. So, as an interior designer looking for more work, you need to start convincing them straight away that you can provide them with everything they need.

Blog posts are great for helping you to build brand awareness and engagement, increase your SEO scores and grow your network, but case studies are the way to:

Build trust and credibility – Real-life stories from happy clients help establish trustworthiness and expertise. Potential clients see that you have successfully helped others, just like them, which creates that all-important sense of connection. 

Provide social proof Professionally written case studies act as social proof that you can deliver results. Reading positive first-hand experiences of others, who were in a similar position to themselves, reassures your potential client that change is possible, and you can make it happen.  

Show off your range of services – By highlighting three different clients, who had varied needs and priorities, you can expertly demonstrate how your particular interior design skills and packages can fulfil each potential client’s needs.

For example, one case study could show your ability to create a cohesive, harmonious scheme for a home filled with an eclectic mix of antiques. While another could demonstrate your ability to squeeze the maximum amount of storage into a tiny modern kitchen without losing its personality or much-needed workspace. Each project you choose to highlight should show off a different package, interior design style or service you offer.  

Rear view of Rachael Hale - home inteirors writer - as she looks at several case studies she has written

Makes your services relatable – By using real people and situations, your case studies promote you and your business in a relatable, accessible manner. You are no longer that designer on Instagram who posted a nice picture of a kitchen. You are Nicky, the interior designer from Tunbridge Wells, who helped Emma create a gorgeous family-friendly kitchen she loves to bake in because everything is conveniently close to hand.   

Encourages visitor conversion – Case studies that end with a ‘contact me’ or similar call to action at the bottom prompt potential clients to take immediate action.

Creates compelling website content – Finally, having case studies on your website means you have a great place to direct potential clients when they find you via social media or meet you in person. They also provide great ‘hooks’ for new social media posts and give you an informative resource to link to from within your blog posts. Which, in turn, helps to boost your SEO. 

Now, that’s what you call a hard-working piece of editorial!

Final Thoughts

You will never have control over how many other interior designers are in your area, but by using your personal strengths, experiences and passion, you can make yourself stand out.

Case studies belong in your marketing toolkit, and now is the time to start compiling some of your best work into share-worthy stories.

So don’t keep them to yourself – email me today at rachael@homeinteirorswriter.com to get started. 


A lovely client testimonial …