Photos by Chelsie Lopez
In today’s design world, having a strong social media presence is just the beginning—turning followers into paying clients is where the real business growth happens. While a perfectly curated grid and tailored aesthetics can attract attention, industry professionals need a strategic approach to convert engagement into revenue. From optimizing your website for inquiries to crafting compelling calls to action, digital marketing isn’t just about visibility—it’s about creating a seamless path from inspiration to actual investment. So, how can designers, remodelers, builders, and landscapers move beyond likes and comments to secure real clients?
As a trusted multihyphenate in the design community, Morgan Molitor, founder of construction2style, knows the answer—plus a thing or two more about the ever-changing realm of digital marketing. She confirms having a large following is great, but if those followers don’t know how to work with you, she says, they’ll never become clients. Bridging the gap between inspiration and action can happen in just five steps, and here, Molitor breaks it down for simple, straightforward execution.
Make It Easy
“Make it clear and easy for people to take the next step,” she says. “Your bio should have a strong call to action, whether it’s booking a consultation, downloading a free resource, or visiting your website. Regularly remind your audience how they can work with you through posts, stories, and captions.”
Streamline & Simplify
“Use automation tools like ManyChat to streamline the process,” Molitor explains. “At construction2style, we use five different trigger words for five different funnels. If someone comments ‘work with us,’ they’re instantly directed to our contact form. People don’t have patience, so make it as easy as possible for them to take action.”
Educate Through Expertise
“Educate while showcasing your expertise,” she says. “Instead of just posting pretty pictures, explain your process, share client transformations, and address common design challenges. When people understand the value of your services, they’re more likely to invest.”
Engage & Connect
“Engage directly with potential clients,” Molitor suggests. “Answer DMs [direct messages], reply to comments, and create opportunities for conversation through polls, Q&As, and interactive content. The more people feel connected to you, the more they’ll trust you with their projects.”
Nurture Your Leads
“Use a content strategy that nurtures leads,” says Molitor. “A mix of storytelling, testimonials, and behind-the-scenes insights helps potential clients feel confident in working with you. Combine this with clear calls to action and automation tools to make inquiries seamless and efficient—turning casual followers into serious clients.”
