How to Attract Buyers (Not Just Browsers) on Social Media

If you’re posting regularly on social media but struggling to turn engagement into actual client inquiries, you might be attracting the wrong audience. Getting likes, comments, and shares is great, but if they’re not converting into paying clients, something needs to change.

So, how can you tell if your followers are buyers or just browsers? More importantly, how do you tweak your content to attract the right people—the ones who are ready to invest in your services? Let’s break it down.

Are You Attracting Buyers or Browsers?

First, let’s identify whether your current audience is full of browsers (people who love your content but will never actually book you) or buyers (people who need your services and are ready to take action).

🚫 Signs You’re Attracting Browsers:

• You get plenty of engagement (likes, comments, shares), but no serious inquiries.
• Your followers are mostly fellow designers, business contacts, or friends & family—not potential clients.
• People comment on your posts asking things like, “What paint colour is this?” or “Where can I buy that sofa?”—but they never ask how they can work with you.

✅ Signs You’re Attracting Buyers:

• People engage with multiple posts over time, not just one-off interactions.
• You get DMs or comments asking about your services, pricing, or availability.
• People resonate with your content, saying things like, “This is exactly what I need!”
• They respond to your CTAs (calls to action), like “DM me for my welcome pack” or “Click the link to book a discovery call.”
• They share details about their own projects, e.g., “We’re renovating our kitchen and need help choosing finishes.”

If you’re not seeing those buying signals, don’t worry—you can shift your strategy to attract the right people.

Why You’re Attracting the Wrong Audience

If your audience is mostly window shoppers, it’s likely due to one (or more) of these common mistakes:

❌ You built your following the wrong way.
Many new designers make the mistake of joining follow loops or engagement groups to grow their audience. While this might boost your numbers, it doesn’t bring in real clients. Instead, you end up with a following full of people who will never hire you.

❌ Your content is too inspirational.
This one might sound surprising! While sharing beautiful interiors seems like a great way to showcase your style, it can actually attract the wrong people—DIYers looking for ideas rather than clients who want to hire a designer. You’re not a Pinterest board; you’re a professional who creates real transformations!

❌ You’re not talking about the value of your services.
If you’re not clearly explaining the benefits of hiring an interior designer, potential clients won’t understand why they need you. Do you offer trade discounts? A stress-free, turnkey experience? A process that saves them from costly mistakes? Talk about it!

❌ You’re not showing the design process.
Many designers focus on “before & after” shots but forget to show how they got there. The process is what sets you apart! If potential clients don’t understand what working with you looks like, they’ll assume they can handle it themselves.

❌ You’re not making offers.
One of the biggest mistakes? Simply not asking for the sale! If you’re not explicitly inviting people to work with you—through CTAs, promotions, and clear service descriptions—your audience might not even realise they can.

How to Attract Buyers Instead of Browsers

Now that you know what’s going wrong, here’s how to fix it. These content tweaks will help shift your audience from passive followers to active clients.

🔥 1. Talk About Your Process
Potential clients need to see what working with you looks like. Share step-by-step breakdowns, case studies, or a “day in the life” showing behind the scenes. Explain:

• What happens after they inquire?
• How do you guide them through decisions?
• What can they expect at each stage?

Example post idea: “Here’s what happens when you book a design consultation with me…”

🔥 2. Show What It’s Like to Work with You
Give your audience a glimpse of the real work behind the beautiful images. This builds trust and positions you as a professional. Share:

• Behind-the-scenes footage from site visits or client meetings
• Mood boards, sketches, or sourcing trips
• The decision-making process behind design choices

🔥 3. Highlight the Benefits of Hiring a Designer
Make it clear why investing in your services is worth it. Share:

• Financial benefits (“Did you know I can get exclusive trade discounts for my clients?”)
• Time-saving benefits (“I take the stress out of managing your renovation so you can just enjoy the results.”)
• Common mistakes DIYers make (“Here’s why choosing the wrong paint finish can ruin your whole design.”)

🔥 4. Use Social Proof to Build Trust
Client testimonials are gold. They reassure potential clients that others have trusted you and had a great experience. Share:

• Before & after photos with client feedback
• Video testimonials
• Case studies showcasing a client’s transformation

🔥 5. Make Offers & Use Clear Calls to Action
Don’t just post for the sake of it—sell! Every few posts, remind your audience that they can actually hire you. Use clear CTAs like:

• “Currently taking bookings for March! DM me for details.”
• “Limited spots available for my £99 Colour Consultation—grab yours before they’re gone!”
• “Click the link in my bio to book a free discovery call.”

🔥 6. Create Irresistible Offers
Encourage potential clients to take that first step with a low-commitment offer. This could be:

• A £99 colour consultation for a limited time
• A discounted in-person consultation for new clients
• A free discovery call to discuss their project

If you’re getting engagement but no sales, it’s time to tweak your content strategy. Attracting buyers instead of browsers means:
✔ Creating content that speaks to serious clients
✔ Showcasing your process, expertise, and unique value
✔ Making it crystal clear how people can work with you

Try implementing these changes, and watch as your social media starts bringing in real, paying clients—not just people looking for free advice.

If you want to know more about how to attract clients, and the mistakes to avoid, check out this blog post!