In her own words, the owner of a design business explains how client inquiries changed her services, her website, and her marketing.
Sierra Troitsky opened her design business with a clear plan, and her first months of inquiries changed it. She describes the plan this way: "I started my business with the aim of providing only full service design work, doing everything from initial concept to final styling." The requests that reached her were different, and her answers below cover that shift, what she has changed in response, and what she is still working out.
What clients actually asked for
Troitsky says the inquiries pointed toward smaller jobs than the ones she had planned around:
"Since opening, I've found that most clients who are reaching out are in need of more specific help - this could be refreshing a room, styling, or making their newer build homes seem more custom, but generally not wanting to do full on renovations."
Rather than treat that gap as a setback, she found a market in it: "I inadvertently discovered a business category niche that not many other designers in my location are targeting and plan to add this as an additional focus area for my business."
Learning to talk about the work
Part of the change was personal. Troitsky describes it as a learning curve: "Generally, as a newer small business owner, it's been a bit of a learning curve to feel more comfortable talking about my business and what I do." Local peer groups helped, and she is specific about how:
"I joined a few local groups primarily composed by women business owners, and that has been extremely helpful, not just for motivation and confidence building, but it has also changed how I'm able to speak and present my business to others."
Specific to the client, not the style
Troitsky can work in many styles, and she notes which kind of work has connected with the people who contact her:
"I can design in many different styles - I've done "cottage core", earthy modern, mid-century modern, transitional, and more. But the designs that have really connected with potential clients have been specific to them and incorporated all of the design elements and things they love, in a way that is unique to them."
That observation is changing how she presents herself: "I've also gradually realized that I may need to change how I market my services and talent." Her next step is a rewrite of the message: "So my next iteration of marketing will involve reexamining how I talk about my services, the final "product", and the unique skill I have in creating spaces that are original and special to each client."
What she changed
The business plan moved with the inquiries: "Because I'm currently experiencing more interest about services outside of full service design, I've altered my business and marketing plans to offer additional design services that are tailored to the needs of each client." The website changed first:
"I recently updated my website to offer a few different service levels and plan to incorporate more into future marketing - probably trialing a couple of different social media campaigns, one for full service design and another for quicker room refreshes, etc."
She has not dropped the larger work. She says she would like "a higher ratio of full service design work to room designs," and she plans to show more of her full-service projects on social media, including full gut kitchen and bathroom renovations that are getting closer to being photography ready. Her view of the present is measured: "But for now, broadening my scope seems to be a good way forward." She closes on the point that none of this is finished: "my marketing is always changing to make sure I'm getting in front of the right potential clients and it's an ongoing process!"
Three things founders can take from her approach
These takeaways are drawn from her interview; they are not her statements.
Offer more than one way in without losing the larger goal: she added service levels to her website while still planning to photograph and publish her full-service renovations, so the smaller jobs serve current demand and the larger work stays visible.
Describe the result, not the range: her clients responded to designs built around their own preferences, so the stronger message is the outcome a client receives, not the list of styles or services you are able to provide.
Practice your pitch with peers: her local groups of women business owners gave her motivation and also changed how she speaks about and presents her business; a room of peers is a place to say what you do out loud before a prospect asks.
