The keywords you select on your Houzz projects help determine if your pictures will appear in search results.

Keywords are words and phrases used to describe your service. The keywords you choose help determine if your images will show up in search results on Houzz. Adding Keywords to Houzz is a two-step process. The first step takes place when uploading images to Houzz. When uploading pictures in the "Project Description" pay close attention to the box located at the bottom of the form that's dedicated to adding comma separated keywords. Make certain the keywords you add, apply to all of the photographs you're uploading. When choosing keywords use precise and general terms such as "Neutral Living Room" as well as "Mid-Century Modern Living Room". Use all of the space allocated to keyword phrases but do not excessively repeat keywords, or you will be penalized in search results. It's a best practice to check your keyword list using a keyword suggestion tool such as Uber Suggest, WordTracker or KeywordTool.io.

Once you’ve uploaded your portfolio of images, fill out the form fields provided for each photograph. Use keyword phrases that were not used when originally uploading the portfolio and once again, do not overly duplicate your keywords. More keywords will help you attract a broader number of search queries. 
The following list will help ensure you have all aspects of your project covered by the descriptive keywords you use.

• Type of Room ("Master Bathroom," "Three Season Porch" "Open Kitchen")
• Colors and patterns ("Red Exterior Door,” “White Cabinets,” “Brown Tile")
• Sizes and shapes ("Square Leather Ottoman,” “Miniature Side Lamp,” “Large Master Bathroom")
• Materials ("Marble Countertop,” “Linen Throw Pillow,” “Metal Side Table")
• Styles ("California Bungalow,” “Sheraton Field Bed,” “Adirondack Furniture")
• Quantities ("Two Walk-in Closets,” “Two Showerheads")
• Products, with features ("Soft Close Cabinet,” “Drawer Dishwasher")
• Items, in general ("Tile Backsplash,” “Walk in Shower,” “Dining room Table")
• Designer or brand names ("Wolf Range,” “Ann Sacks Mosaic Tile,” “Sherwin Williams Coral Reef SW 6606")

Remember, like all marketing endeavors, you must have empathy for your clients when choosing keywords. Ask yourself how a prospect might search for images of your designs. If you want to take your Houzz marketing campaigns one step further, create an ideal client persona and begin targeting based on demographic and psychographic parameters.

CONVERTING VISITORS TO LEADS ON A LANDING PAGE

One of the many reasons I use inbound marketing and Squarespace for building websites is the ease with which you can create landing pages for lead generation. A landing page is a website page that has a singular goal of gathering contact information from a visitor to your site so that you can continue to market to them.

A landing page is different than your standard web page in that it has a form and an offer. The written content on the page is designed to encourage a visitor to fill out the form in exchange for something of value. Offers are often guides, videos or presentations designed to help prospective clients better understand the services you provide, but they can also be discounts. Create offers that position your firm as a thought leader by means of education and think of them as one part of an ongoing narrative that will include email marketing tied to additional landing pages. Google's ZMOT research estimates that prospective clients engage with a firm 30 or more times on multiple online platforms before making a purchase. Prospects buy from companies they trust. If your email marketing is insightful, helpful and interesting, they will buy from you. Here's how you can use Houzz as a lead capture tool. 

When creating a "Project Description" for a Houzz image gallery, add a website URL in the provided text box. It's all too common to add a link to your homepage, but this is a terrible choice if you're using Houzz for lead generation. Think about the project and image you're describing and ask what further information might a prospective client want to know about your firm and the process you use. In a Word Document, video or a PowerPoint presentation create a "Case Study" that explains all you can about what it took to build, renovate or design this space. Include the following;

• Who were the clients, subcontractors, and stakeholders involved
• What were the goals, costs, and problems/solutions encountered
• Where did the project take place? (Vacation Home, Urban High-Rise, Suburban Subdivision)
• When was the projected started and why was the project undertaken now? (Empty Nesters, Growing Family, Aging in Place)

Ask for a Testimonial from the client and include images you have not yet used on your website or Houzz page.

Once completed, upload a PDF, video, or presentation to your landing page as the offer you are exchanging for contact information. If we are honest about it, This Old House is just an extended case study filmed and edited for broadcast television. People find the building process engaging. You can do this too.

About Michael Conway and Means-of-Production

My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition. Contact me for a free-of-charge consultation and marketing review. It takes about 40 minutes and you'll be provided a list of actionable improvements designed to solve your specific marketing problems.