By Annette Mashi
A picture is worth 1,000 words, so shouldn't your designs speak for themselves?
As a designer, you might believe that. But what about your future clients?
Someone is referred to you. They check you out online and open your portfolio page.They see your beautiful images. But they've also heard about two other designers, so they compare.
Everyone has great final photos of gorgeous kitchens, comfortable living rooms, and luxury bathrooms. Your lead begins to wonder: Why should I choose you? What can you do that other designers can't?
If they can't find a difference, they'll probably choose based on price. And I'm sure you don't want to be the cheapest interior designer in the neighborhood.
So what can you do instead to stand out?
What Finished Photos Don't Show
Your portfolio images are stunning, but a photo can't capture your creativity and the intention behind your designs. Only words can explain why you changed the layout, how you balanced your client's needs and budget, and what challenges you solved along the way to create that beautiful space.
That's your design magic.
When you tell the project’s story, the right clients see themselves in it. They think, "I also need a place to store the Legos," or "How can I load the dishwasher without pushing my kids out of the way?" Your story helps them picture themselves relaxing in a quiet corner for breakfast, sipping freshly roasted coffee while they watch the hummingbirds at the feeder.
A photo shows your result. Words show your thinking. And the thinking is what givesclients the confidence to hire you.
Why AI Needs Your Words
There's another reason words matter now: your next client may find you through AI instead of a referral.
More people ask ChatGPT, Perplexity, and Google's AI tools questions like "Who's a good interior designer for a small kitchen remodel?" Those tools read text: your page titles, headings, descriptions, and answers to common questions.
Picture two designers with stunning kitchens.
One project page says "Kitchen, 2025" under the photo. The other designer tells the story of a family of five who needed storage for baking equipment, a safe path from stove to table, and a really tight budget.
Only the second page gives AI, and a future client, a reason to say,
"She's the one."
Even a 300-word description under each project, not just a caption, turns a pretty picture into a story AI can read.
Your clients read your project stories. Now AI does too.
How to Tell Your Project Story
So how do you write a project story? I've been writing for architects and interior designers for over six years, and I have an architecture degree, so I know how much thinking goes into a space that never shows up in the photo. The best project stories are simple and personal.
We all love and remember a good story. Your project story should answer three questions: What was the challenge? How did you solve it? And what changed for your client?
Answer in plain language, using words your clients actually use. Instead of "We created a better flow," say "We made sure you never bump into anything on the way from the kitchen to the dining room." That gives a future client something they’ll understand and relate to.
Photos prove you can make a beautiful room. Words prove you know how. Want the full formula, with prompts for each part? Read my post, The Secret to Attracting Your Dream Clients with Portfolio Project Stories. And download the free Client Enchantment Blueprint to get started."
Can't I Just Ask AI to Write It?"
You can. But AI doesn't know what happened on your project. It wasn't on the call when the client admitted that she dreaded going into the kitchen. Or that she was embarrassed to invite friends over since her sofa was fraying. AI doesn't know why you moved the wall, or how you saved the budget. It can only guess, and its guesses make you sound like everyone else.
You need to supply the details, and that takes time. You ping-pong with AI to find words that capture your style, not a robot's. A story told in your own voice, with your real details, stands out and helps clients see the value you bring to projects.
Your Next Step
Pick one finished project. Write three short paragraphs: the challenge, the solution, and the results for your client. Add them to that project's page in your portfolio.
Or skip the blank page and let's do it together. This Black Friday, I'm offering a Project Story Spotlight:
A 45-minute Story Capture call. No need to prepare anything. I ask the questions that reveal what made the project special.
A project story of up to 500 words. Written in your voice, so future clients see your thinking and feel confident hiring you.
Plus extras. A short summary for your homepage or project card, a text-only social post, and a round of revisions.
Available through November 30, 2026. Only 10 spots.
You talk, I write, you paste it onto your website. Reserve your spot.
Your designs are magic. The right words make sure the right clients know it.
Annette Mashi
Write Wizards
Annette Mashi creates magic with words for architects, interior designers, and construction professionals, turning their work into stories that make ideal clients say, "I need to work with her." With an architecture degree and a home she designed and built herself, she translates their designs into the words clients need to hear. She reveals their superpowers, so they stand out, attract clients they love, and win the dream projects they deserve.
