How to describe your interior design studio so people and AI get it right

One sentence, the same everywhere. Say who you are, where you work, what kind of projects you take on and for whom. Then use that sentence word for word on your website, Instagram bio, Houzz profile, Google Business Profile and press kit. A client who reads it in two places sees one studio, and an AI assistant that reads it in two places has less to get wrong.

Why one sentence?

Because people meet you in different places. A referred client may see your Instagram first and your website second. An editor reads your press kit. ChatGPT and Perplexity read whatever pages they find about you, your own and other people's, and write a summary in their own words.

Publicist Allyson Conklin, whose agency works mostly with interior designers, made the same point in Business of Home on 6 November 2026¹: the way designers talk about themselves on social media, on their website and on their Houzz profile should be the same, and that consistency "can help you attract opportunities organically."

What do AI assistants do with it?

They repeat what is written about you. We can show this only for our own studio. On 6 November 2026 we asked ChatGPT and Perplexity what fioel specialises in. ChatGPT wrote that we are "an Amsterdam-based design studio specialising in websites for interior designers and interior architects", Perplexity wrote much the same, and both cited our own site. We wrote about that check in How ChatGPT describes the best-known interior designers.

It isn't always that tidy. In the same piece, some words the tools used for well-known designers were on none of the pages they cited. So your sentence is not a switch. It is the part of the description you control.

We also can't show that a consistent sentence gets a studio named when a client asks for a designer. In our check of 224 studios, the city in the question made the biggest difference (Why your interior design studio doesn't come up in ChatGPT). But a tool can only describe you from what is written down, and many studio sites say very little: the typical home page in that check had 189 words in its HTML, and 78 of 215 had fewer than 100.

What goes in the sentence?

Four things, in plain words:

1. Who you are. An interior design studio, an interior architecture practice, or a designer working under their own name.
2. Where you are, and where you work. The city you are based in, and the places you take projects.
3. What you take on. Whole homes, renovations, new builds, holiday houses, restaurants. Name the kind of project you want more of.
4. For whom. Private clients, developers, hotels.

A pattern you can fill in: "[Studio] is an interior design studio in [city] that designs whole homes for private clients in [region]." If it is true and you want to say it, add one fact that shows the level: the kind of house, a minimum project size, the years you have worked, a recent award.

Show the level with a fact, not an adjective. Words like "luxury", "bespoke" and "timeless" say how you want to be seen, not what you do. In the check above, ChatGPT used "luxury" for both Kelly Wearstler and Pierre Yovanovitch, whose work looks nothing alike.

Where should it go?

Word for word, or shortened only where a field is too small:

• Your website. The first lines of the home page and the about page, as text, not inside a picture.
• Your page title and description. The short text Google shows under your name. A shorter version of the sentence is fine here.
• Your Instagram bio, shortened to fit.
• Your Houzz profile, Google Business Profile and every directory that lists you.
• Your press kit, and the line about you that you send to editors.

When what you take on changes, change it everywhere on the same day. Conklin says many designers want to move from single rooms and renovations to whole homes. A profile that still says "kitchens and single rooms" keeps telling people, and tools, the old story. We wrote more on what a referred client checks before they call.

A ten-minute check

1. Search for your studio's name.
2. Open the first five results that are about you: your site, Instagram, Houzz, your Google profile, a directory.
3. Paste each description into one document.
4. Compare them. Do they name the same city, the same kind of project and the same clients? If one says "residential and commercial" and another "private homes only", choose one and change the other.
5. Ask ChatGPT "What does [your studio] specialise in?" and compare the answer with your sentence. If it is wrong, start with your own pages, because those are the ones you can change today.

Where does fioel stand?

We are a studio in Amsterdam that designs websites for interior designers and interior architects, worldwide, and works on getting them found on Google and named in AI answers. Getting a studio named the same way everywhere is part of that work, so read this knowing where we stand. If you want to know whether ChatGPT names your studio when a client asks, run the free AI check, or book 15 minutes.