How to Write Strategic Roundup Posts for Your Interior Design Firm

Roundup posts, yea or nay? I was talking to a client the other day about her content strategy and roundup posts came up. How do I feel about them? Are they a good idea? Aren’t they a little overdone? I love these questions, because it means thinking about content strategically. If a topic isn’t going to appeal to your ideal client or showcase your expertise, it isn’t worth your time.

For example, a client once told me that her SEO person suggested we write a blog post about styling bookshelves because the topic was trending in Google search results. But just because something is trending, doesn’t mean you should write about it. To decide what’s right, you have to ask: “What is your goal?”

If your goal is to attract homeowners with full-home renovation projects, do you think they will be searching “How to Style Bookshelves?” Maybe, maybe not. BUT, if you offer styling as a standalone service, or have an online shop where you sell accessories, now that topic makes more sense.

You get the point. Topics should be aligned with your business and your goals first. Which brings us back to roundup posts…

What can roundup posts do for you?

I would argue that roundup posts, when done well (AKA not just slapping products on a page), offer several benefits from a business perspective. They can…

1. Position you as a tastemaker & attract those who love your aesthetic
2. Help with SEO (see below for some keyword tips)
3. Associate your design firm with a particular price point
4. Showcase your expertise in the industry by offering actionable advice
5. Build a passive revenue stream over time (if you want to)

So, how you do roundup posts right? What are the essentials? Let’s talk about it…

1. Establish your aesthetic and position yourself as a tastemaker

Why It Works

One of the ways interior designers can create a niche for themselves is through their aesthetic. Most, but not all, of the clients we work with have a specific genre or mix of genres that they love most. Potential clients who view their portfolios can see this aesthetic at a glance.

Sharing products also positions you as a tastemaker, someone who is up-to-speed on the latest offerings and leading the way in style. Clients do pay you for your design eye, after all.

How to Do It Right

ONLY share a roundup of products that are aligned with your aesthetic AND that you genuinely like. For example, if your work is mostly transitional, don’t gather up a post of Mid-Century Modern furnishings—it’s not going to attract your dream projects.

The same can be said for the types of items you pick. They should be aligned with what you like to design. If you dislike bathroom renovations, a roundup of sexy-sleek bathtubs is going to be a big miss.

2. Optimize your roundup post for search results

Why It Works

Roundup posts tick a lot of boxes when it comes to SEO: style keywords, item keywords, images with rich alt-tags, outbound links (link to the products, vendor, or add an affiliate link), and more. Optimizing a post for SEO also helps refine your topic for easy reading. (More blogging tips for SEO here.)

How to Do It Right

The first step in writing a roundup post is selecting its subject matter. The more specific you can get, the better. Think in terms of style, products, and rooms in the home. Here are some examples of what I mean by specific:

• modern pendants
• perfect pendants for kitchen islands
• vintage mirrors
• transitional bathroom essentials
• outdoor chairs
• coastal-inspired woven wood chairs

Again, these should be aligned with the types of projects you design. Then, for SEO, make sure to title your posts in the same way that people might be searching for that particular topic:

• “How to Select the Perfect Modern Pendants for Over Your Kitchen Island”
• “Roundup of Vintage Mirrors for a Stunning Entryway”
• “10 Coastal-Inspired Woven Wood Chairs for a Relaxing Living Room”

3. Associate your design firm with a price point

Why It Works

The Home Depot or Ann Sacks? Restoration Hardware or Holly Hunt? West Elm or Schumacher? The items that you choose for a roundup are likely to meet certain quality and price tiers that speak to a particular type of client. If you are consistently including luxury items, you will attract an audience that either values these items or aspires to.

How to Do It Right

Only include items in your roundup that you would actually source for clients. When listing the products in your roundup, you could include the price (or starting price) to get your audience accustomed to seeing numbers in that range. If you rather wouldn’t list the price, no problem. Simply listing the brands will already help.

The only caveat here is if you are using affiliate links, which you likely won’t be able to do for to-the-trade resources. In this case, check out a service like Side Door that has higher-end vendor partners than, say, Amazon. Or seek out other affiliate programs with the specific vendors you like.

NOTE: If you are using roundups to sell products to an audience that isn’t your typical design client, the products you select can cater more to their price point. However, I strongly suggest keeping them at least close, so you’re not creating mixed messages around the perceived value of your brand.

4. Show your expertise in the industry

Why It Works

In my opinion, the best roundups are not just a collection of products thrown onto the page. They should also offer actionable advice. Let me say that again—your roundups should offer advice. This helps establish your expertise, which increases the likelihood of a reader liking you, trusting you, and wanting to hire you.

How to Do It

There are several ways to offer insight into a particular topic. For example, if you’re creating a roundup post about pendant lighting, you could:

• Share your process for selecting this type of product. (How do you know what style to choose for a client? Scale?)
• Explain what you look for in a quality piece and how your audience can do the same
• Answer some FAQs that you hear often when working with clients (good for SEO, since potential clients may be typing these questions into the Google)

5. Build a passive revenue stream over time

Why It Works

Building a passive revenue stream is one of the biggest attractions of roundup posts. The idea of making revenue via an online shop or through affiliate links is a dream. However, I am putting it last on this list because it takes time to grow. Most designers need reach and digital presence to garner enough traction to make real income. It certainly be done, but I wouldn’t get discouraged if it doesn’t work right away.

If you’re meeting the four points above, your roundups are already supporting your other business goals. If you start seeing sales ramping up, it’s the cherry on top.

How to Do It Right

This one is a personal choice. If you have the time and resources to set up an online shop (and you would enjoy it), go for it. However, be sure to factor in the shipping aspect of things. Many of our clients who own shops have said that shipping alone becomes a full-time job. If that sounds daunting, joining an affiliate program is probably your best bet.

I’ve heard good things about Amazon, Reward Style and SideDoor. You can also reach out to vendors directly to see if they are willing to create an affiliate program for you.

Well, there you have it — 5 ways to make roundup posts work for your design firm, attract the right clients, and support your business goals. There’s more to roundup posts than meets the eye, right?

Until next time,
Jaquilyn