How Interior Designers Can Match Client Search Intent (and Get Noticed by LLMs) With SEO-Optimized Pages

Get your interior design business cited by AI by matching your ideal client’s search intent

Summary: How to match your ideal client’s search intent with these three steps:

1. Understand the three types of search intent.
2. Match your website pages to the intent you want to target.
3. Optimize for AI and people.

Introduction

If you want Large Language Models (LLMs) like ChatGPT, Claude, Perplexity, or Gemini to mention your interior design business, you first have to speak the same language as your potential clients. That means building SEO-optimized website pages that match their search intent, not just the keywords in their search query. 

This isn’t just about using the right keywords. It’s about understanding what people really want when they search, the reason behind their search, and giving it to them in a way that Google, AI tools, AND people can understand.

Some examples of intent can be:

• Trying to learn something.
  • “What is contemporary design?”
• Seeking to buy something.
  • “Interior designer near me”
• Compare options or features.
  • “Best interior designer near me”
• Looking for a solution to a problem.
  • “Space maximizing design for high-rise condo in Miami”

Here are the steps for how interior designers can match client search intent:

Step 1: Understand the Three Types of Search Intent

1. Informational: “What is mid-century modern design?”
2. Navigational: “Rob Bowen Design website”
3. Transactional: “Best luxury mid-century modern interior designer in Connecticut”

LLMs are especially tuned into transactional and informational intent. If someone asks for recommendations, the AI wants to point them to businesses with pages that directly match that intent.

For example, some transactional intent searches come from people who are ready to hire or take a specific action. These searches often include words such as best, hire, near me, consultation, and usually include a specific location. Here are some examples:

• Best luxury interior designer in Miami
• Full-service modern interior design firm Toronto
• Custom penthouse design firm Salt Lake City

Informational intent searches are made by people who are researching or gathering ideas, and happen early in the decision process. These searches often include how to, what is, ideas, and trends. Examples include:

• How to design a modern coastal home
• Best colors for a contemporary living room
• Luxury home office design ideas

Step 2: Match Your Pages to the Intent

• Service Pages: Clearly state your location, services, specialties, desired project types, and areas of expertise. (“Full-Service Modern Interior Design in Sarasota, FL”). (transactional)
• Blog Posts: Answer common informational client questions (“How to Design a Modern Coastal Home Without it Feeling Cliché”). (informational)
• Portfolio Pages: Include project-specific details that clients search for (“Luxury Penthouse Interior Design in Beverly Hills”) (informational and transactional)
• About Us Page: Appeal to clients looking for a designer with a specific design style, work process, artistic POV, etc. (informational and transactional)

As you add projects to your portfolio page, think beyond just showcasing the aesthetics. Describe them in terms that match how clients might look for services. For example, describe the project type: was it a whole-home remodel, a kitchen redesign, a luxury condo refresh? 

Incorporate the design style in the description as potential clients often search by aesthetic. For example, was the design based on mid-century modern design, coastal contemporary, transitional upscale? Or was it fully bespoke or one-of-a-kind? Describe the design fully while imagining how a similar client would search for such a project.

Be sure to include location cues in your descriptions. Adding city or neighborhood references where appropriate makes your work discoverable to the right audience.

Blog posts are an excellent way to expand on search intent. Each blog can target specific client questions, such as “How much does a luxury kitchen remodel cost in Miami?” or “Best interior design trends for modern high-rises.” When you consistently publish content that aligns with real client queries, you multiply your chances of showing up in search and AI recommendations. 

Step 3: Optimize Readability for AI and People

AI-driven search and human readers value clarity, skimmability, and expert insight. 

• Use clear headings that include the main keyword. (Read more about structured content for readability.)
  • Headings break up your text so readers can easily skim, and they also signal structure to search engines and LLMs. 
  • Use headings with strong context cues. For example:
    • “Modern Coastal Living Room Remodel in Sarasota”
    • “Luxury Penthouse Interior Design with Custom Furniture”
• Include location details throughout the page.
  • Most interior design clients search within a specific city, neighborhood, or region. Weave those details in naturally.
• Write in natural, client-friendly language. LLMs pick up on clarity and readability.
  • LLMs are trained to prioritize content that is written like real people speak. And so do people!
• Demonstrate your design knowledge, experience, and areas of expertise to provide high-value answers to commonly asked questions. (Read more about creating high-value, branded content.)
  • Your authority as a designer is one of the biggest signals LLMs look for.
  • Go beyond generic descriptions like “beautiful” or “modern” and instead highlight your process and expertise. For example:
    • Mention materials (white oak floors, quartzite countertops).
    • Discuss layouts (open-concept, integrated outdoor space).
    • Reference design principles (balance, proportion, texture layering).

Learn more about creating content that appeals to AI and LLMs

In our next post, “Structured Content for LLMs”, you’ll learn how to format these pages so AI can easily access them and cite them when making recommendations.

Need help creating content that gets found by AI and LLMs?

Your potential clients—and AI tools—are looking for pages that match their exact needs. At Wingnut Social, we know how to create SEO-optimized, intent-driven content that not only attracts human readers but also earns top placement in AI recommendations. We blend keyword strategy, location targeting, and storytelling to make sure you’re visible where it matters most. If you want to be the name clients hear first, we’re here to help.

FAQs about how interior designers can match client search intent

Q1: What is search intent in interior design marketing?
Search intent is the reason behind a search query. For interior designers, it could be a client looking for inspiration (“modern kitchen ideas”) or a service (“hire luxury interior designer in Miami”).

Q2: Why is search intent important for interior designers?
Matching your website content to search intent helps clients—and AI tools—find you faster. It ensures your pages answer exactly what potential clients are asking.

Q3: How can interior designers optimize for transactional intent?
Create service and portfolio pages with clear descriptions, location details, and project types. These pages align with “ready to hire” searches like “best interior designer near me.”

Q4: Does Google SEO still matter if I want to show up in AI search?
Yes. Google SEO lays the foundation by helping AI tools understand your site. AI looks at the same content but weighs expertise and clarity more heavily.