The White-Glove Experience Starts with Your Words
Why Words Matter in Luxury Design
The impact interior designers make is nothing short of breathtaking magic. A thoughtfully designed space can boost health and wellbeing, overall happiness and improve everyday functionality. It’s hard to put a price on the value that expert design brings into a home.
But today’s clients, especially at the luxury level, are looking for more than just beautiful results. They crave a design seduction, a full and complete white-glove experience. They want to feel understood, cared for, completely seen and guided from the moment they first discover you.
And that experience starts with your messaging. Here’s how to nail that vital first impression.
Speak to One Person, Not the Crowd
Design Your Website for Your Dream Client
Imagine all of your online messaging—from your homepage to your captions—is a one-on-one conversation with your dream client.
Whether it’s a dual-income couple who splits their time between the Hamptons and Miami Beach, or an art-loving entrepreneur ready to invest in their forever home—let your words speak directly to them.
Tailor your copy to reflect:
The lifestyle they lead
The transformation they’re seeking
The level of care and customization you bring
The more specific and tailored your voice, the more magnetic your presence becomes.
Clarity Is Luxury
Engaging, Elegant, and Easy to Understand
As Donald Miller puts it in Building a StoryBrand:
“If you confuse, you’ll lose.”
Your design may be seductive, but your words are what seal the deal, my friend.
Let your messaging be:
Elevated, yet accessible
Confident, yet conversational
Clear, yet captivating
Avoid complex industry jargon and overly technical terms that require a dictionary. Luxury clients are busy—they don’t want to read twice or Google what something means. They want to feel instantly understood, connected to and assured.
Your Copy Should Do More Than Describe—It Should Sell
Clarify the Offer. Communicate the Transformation.
“The fact is, pretty websites don’t sell things. Words sell things.” — Donald Miller
Every service description, headline, and call to action should position you as the trusted guide to their dream outcome.
Your website copy and social media messaging should:
Reflect the full caliber of your work
Pre-qualify the right clients
Communicate confidence, clarity, and care
When your words match the luxury of your visuals, that’s when true alignment—and attraction—begins. If you’re ready for your website to reflect the elevated, concierge-level service you provide, I’d love to help you craft messaging that speaks directly to the clients you want most.
This post was also inspired by insights from Melissa Galt’s Marketing Luxury Design, page 23.
About the Author
Hi, I’m Shehla Lucanera — a luxury copywriter for interior designers and boutique brands. As the founder of West Coast Writing House and a contributing writer for luxury magazines, I help creatives like you translate thoughtful interiors into polished, strategic words that attract high-end clients.