Custom Furniture Website Design That Qualifies Leads
How a custom furniture site should show the work, give a price range and qualify enquiries, with the form fields and page order from a real rebuild.
Industry
Interior Designer Website: What to Show, How to Build a Project Page, and How to Handle the Photos
Search for this topic and you mostly get galleries of other designers' sites. A gallery tells you what looks good; it does not tell you what to put on a project page, how to sort a portfolio, or what to do when your best asset, the photography, is also the heaviest thing on the page. This guide covers those three decisions, with the image and speed rules read from Google's own documentation on 24 October 2026.
Key takeaways
- The portfolio is the site. Visitors judge taste first and everything else second, so the project pages carry the weight, not the home page text.
- A project page needs a story, not only pictures. The brief, the constraint, what you did and the result make a stranger trust your process.
- Photos can slow the page that sells you. Google's guidance says images are often the largest contributor to page size, and web.dev says a good Largest Contentful Paint is 2.5 seconds or less.
- Describe images in the code. Google calls alt text the most important image attribute, and it says to use real image elements rather than CSS backgrounds for images you want found.
- Make enquiries easy to qualify. Ask for room, budget range and timing so you can reply with a real answer.
The short answer
An interior designer's website needs five things: a home page that shows your best work in the first screen, a portfolio that is sorted so a visitor can find projects like theirs, project pages that tell the story of each job, an about page with the person behind the studio, and an enquiry form that asks what you need to give a useful reply. Everything else is secondary.
Who is writing: Amariq is a web design studio. We are not an interior design studio, so the project page structure below is our design suggestion, not a statement about how your clients decide.
What the popular guides cover, and what they skip
On 24 October 2026 Google (set to the United States, English) answered "interior designer website" with a mix of room-planning tools and inspiration lists. The list-type pages included March Branding's "25 Best Interior Designer Websites for Inspiration" (2 April 2026; the page would not load for us, so we have not read it) and Justin Page Wood's "The 10 Best Modern Interior Design Websites" (21 August 2025), which we read in full.
The Justin Page Wood list names ten studio sites and says what it likes about each, for example a dynamic menu, a grid portfolio of 21 projects, an About page that holds the press features so no separate press page is needed, and repeated prompts to schedule a consultation. It is useful as a look-book. It does not explain how to build a project page, how to sort a portfolio, or how to prepare photographs.
Those three gaps are the subject of this guide.
The pages
| Page | What it answers | What to put on it |
|---|---|---|
| Home | Is this my taste? | One strong image or short loop, a one-line promise, a few featured projects, one enquiry button |
| Portfolio | Have you done something like mine? | Projects as a grid, with filters if you have many |
| Project page (one each) | How do you work? | The story, the photos, the details |
| Services | What can I hire you for, and how? | Full-service, consultation, e-design or styling, in plain terms |
| About | Who will I be dealing with? | A portrait, a short story, credentials you can substantiate |
| Process | What happens after I write? | Steps from the first call to the install |
| Contact | How do I start? | A short form, email and phone, a reply time |
Our guide to contact page design covers the form fields, and the custom furniture website guide shows how another made-to-order trade lets the form qualify the lead.
How to build a project page
A row of photographs shows that a room looks good. A story shows why you are worth hiring. Here is a structure we suggest.
| Block | Purpose | Keep it to |
|---|---|---|
| Title and one-line summary | Names the project and the kind of home | One line: "A 1930s semi in a family of five" |
| The brief | Shows you listen | Two or three sentences in the client's terms |
| The constraint | Shows you solve problems | The awkward part: light, layout, budget, a listed building |
| What you did | Shows your process | Three to five short points |
| The photographs | Shows the result | Eight to fifteen images, the best first, one wide view and some details |
| Before images | Shows the change | Only where the change is striking |
| Credits | Respects collaborators | Photographer, builder, suppliers |
| Next step | Turns interest into an enquiry | A button and a related project |
Two choices matter more than the rest. Lead with the best photograph and keep the page to a size where the first image appears quickly. And write the constraint honestly, because it is the part a prospective client will remember.
Before you publish any client's home, get their agreement for the photos and the description in writing, and agree who holds the photographer's licence. We cannot tell you the law in your country; this is a practical step to ask your own adviser about.
How to sort a portfolio
With five projects, show them all. With thirty, sort them by what a visitor is trying to decide.
- By space or type. Kitchens, bedrooms, whole homes, commercial.
- By the kind of client. A family home, a flat, a hospitality space.
- By scale. A single room, a floor, a full renovation.
Keep the grid consistent: the same crop for each tile, a short title and a location. Show the work you want more of, not everything you have ever done.
Photos: sharp, fast and found
Your photographs are the reason someone stays. They are also the likeliest cause of a slow page. Three rules from official sources:
- Speed. web.dev (page last updated 4 September 2025) says a good Largest Contentful Paint is 2.5 seconds or less, measured at the 75th percentile of page loads across mobile and desktop. LCP reports the render time of the largest image, text block or video visible in the viewport, so a big hero photograph is often the thing being timed. Our website speed guide goes through the fixes.
- Image size and format. Google's image documentation (read 24 October 2026) says images are often the largest contributor to page size, recommends responsive image techniques, and lists the formats Google Search supports: BMP, GIF, JPEG, PNG, WebP, SVG and AVIF.
- Be findable. The same page says Google finds images in the source attribute of a standard image element and does not index CSS background images. It says alt text is the most important attribute for extra image metadata, that descriptive filenames give light clues (it contrasts
my-new-black-kitten.jpgwithIMG00023.JPG), and that stuffing alt text with keywords can look like spam.
A practical pass for each project:
| Step | What to do |
|---|---|
| Export | One size per layout width, not the full camera original |
| Name | kitchen-island-oak-worktop.jpg, not IMG_4021.jpg |
| Describe | Alt text such as "Oak kitchen island with brass pendant lights" |
| Embed | Use an image element, not a background, for work you want found |
| Check | Run PageSpeed Insights on the project page on a phone |
Colour matters too, since a pale grey caption on white fails on many screens. Check it with our colour contrast checker.
Writing the enquiry form
Interior design enquiries vary from a single room to a whole-house renovation. A form that asks for the right few things lets you reply with confidence:
- Name and email
- The space or type of project
- A budget range, with a short line explaining why you ask
- Timing, for example "this year" or "within three months"
- A message, with a prompt about the home and what is not working
Optional fields stay marked as optional. See call to action examples for small business websites for button wording such as "Book a consultation".
Mistakes to avoid
- A full-screen video that delays everything. If you use one, keep it short and compressed, and let the page load around it.
- Thirty photos on a page with no words. Tell the story.
- An unlabelled gallery. A caption with room and place helps a visitor and a search engine.
- A hidden contact route. Keep the enquiry button in the header.
- An old portfolio. Retire projects that no longer reflect your taste.
Platform and cost
Portfolio sites are built on Webflow, Squarespace, WordPress, Framer or Wix. Choose by who will add new projects and how much control you want over image handling. Our Squarespace vs Webflow vs Framer comparison and Webflow website cost guide give the platform side with dated figures.
How Amariq approaches an interior design site
We start with your best three projects and build the project page template first, because every other page borrows from it. We prepare the image sizes and names with you, and test the project pages on a phone before launch. Pricing follows the scope of the job and not the hour. You pay 40% to start, 30% once the design is approved and 30% before the site goes live, and from the final payment the design, copy and code are yours. The domain, hosting and analytics sit in your name throughout. See our web design service and Webflow development pages.
Frequently asked questions
What pages does an interior designer website need?
A home page, a portfolio, a page for each project, a services page, an about page and a contact page. A short process page helps visitors understand what happens after they write.
How many projects should I show?
Enough to show range and no more than you are proud of. Five strong projects with real stories beat thirty with no words.
How many photos belong on a project page?
We suggest eight to fifteen for a project, with the strongest first. This is our design suggestion rather than a published standard.
Will large photos hurt my search ranking?
Heavy images can slow the page, and web.dev says a good Largest Contentful Paint is 2.5 seconds or less. Resize and compress the images, and test the page on a phone.
Does alt text matter?
Google calls alt text the most important attribute for providing image metadata, and it also helps people using screen readers. Describe what the image shows, plainly and without keyword stuffing.
Should I put prices on the site?
That is your choice. If you do not show fees, give a starting point or a range of project sizes, or explain how fees are worked out, so serious enquirers are not guessing.
Can I use a template?
You can. Check that the portfolio layout lets you tell a project story and control image size, because that is where templates are often thin.
Plumber Website Design That Gets Calls (2026)
Plumber website design that turns visits into calls: the pages, an emergency-first layout, service area pages that are not doorways, and the licence details to show.
Real Estate Agent Website Design Guide (2026)
Real estate agent website design: the pages, a home page that wins valuations, listings that stay accurate, and the US, UK and NSW rules that apply to property ads.