If you are an architect or an interior designer who has an outdated website, or you have a website but you are not getting and converting new leads through it, than this blog post is for you. If you want to learn more about how you can improve your online presence and stand out in a crowded marketplace, keep reading.
1. Strategic Design for Architectural Websites
Your website is more than just a digital portfolio. It’s a powerful tool for attracting new clients. Strategic design is the cornerstone of an effective online presence for architects and interior designers. It encompasses three crucial layers: strategy, messaging, and visual identity.
Strategy: Define your vision, unique selling proposition, and how you differentiate from competitors. This clarity attracts both clients and employees.
Messaging: Tailor your content and tone to resonate with your ideal client. Authentic communication builds trust and relatability.
Visual Identity: Consistency in colors, imagery, typography, and layout reinforces your brand identity. It emotionally connects with visitors, leaving a lasting impression.
2. Showcase Relevant Experience
Clients seek expertise and relevant experience. Your website should go beyond demographics to highlight how you address client needs and solve their challenges.
Describe projects in-depth, emphasizing the problems solved and the value delivered.
Be careful about clearly presenting the value you brought.
When showcasing a project, always remember that there are three layers of problems a client experiences before hiring an architect, and a successful project means that you, as an architect solved all of them:
- external: you can imagine this as an external manifestation of a problem. What the client is typing in Google to find services like yours? This is what they need on the surface.
- internal: this layer goes deeper. But why do they need a home remodeling architect? or an interior designer?
It’s because internally they have feelings that having a designer or an architect would solve: they might be overwhelmed with the process, they might not be confident in their design skills, and they might need reassurance that their decisions are valid in the long run..
the list goes on. Describe how the client felt before you helped them with your services. - philosophical problem: it is the deepest layer, but you should address it to truly connect with your potential customers.
The philosophical problem is connected to the beliefs of your client which were not reflected in their old home. That’s why they were feeling frustrated and eventually hired you.
Their beliefs might be related to their relative status in society, sustainability, the importance of eco-friendly designs, the importance of openness in design, family, and list goes on and on.
3. Harness the Power of Blogging
Blogs aren’t just for sharing insights; they’re a trust-building tool. Educate potential clients, optimize for search engines, and engage with your audience. A well-maintained blog positions you as an authority in your field and attracts organic traffic.
What to blog about? Put yourself in the shoes of your ideal client and try to think of things they might be looking for. What problems do they have? What questions do they need you to answer?
For example, this blog post is written with my ideal client in mind – an architect or an interior designer. The issue they are having is Difficulty in standing out in a crowded market.
But standing out where? On a local market? In their town? Online?
The question I address is how they can improve online presence to attract more clients.
Try to approach the issue the same way. You should be clear about who your ideal client is.
Just to give you an example, if you are an interior designer in luxury interior design space and your ideal client is a person interested in high-end residential interior design services, here are some problems and related questions they might have:
| Question | Problem |
| How can I find a reputable and trustworthy luxury interior designer? | Identifying reliable professionals who specialize in high-end design |
| What factors should I consider when selecting an interior designer for my luxury project? | Ensuring alignment with design aesthetics, expertise, and project scope |
| How can I effectively communicate my vision and preferences to the designer? | Articulating personal style and design preferences clearly |
| How can I ensure the project stays within budget without compromising quality? | Balancing luxury with cost-effectiveness and value |
4. Cater to Every Stage of the Buyer Journey
Your sales cycle can take months or even years. Your potential buyers encounter you long before they buy from you. That’s why it’s important to address the needs of potential buyers at every stage of their journey.
The first thing you learn if you get curious with marketing basics, is AIDA framework that’s about the buyer’s journey before they buy from you:
The AIDA framework is a classic model used in marketing and sales to understand and guide the stages of a customer’s journey. It stands for Attention, Interest, Desire, and Action. Here’s a breakdown of each stage.
The AIDA framework
- Attention: This is the stage where you aim to grab the customer’s attention and make them aware of your product or service. It could be through eye-catching advertisements, compelling headlines, or engaging content that piques their curiosity.
These days this is mostly done via social media. You probably came to this blog because you saw a short-form video on social media or Youtube. - Interest: Once you have their attention, you should cultivate their interest. This can be done by providing more value. This can be longer form blog posts, YouTube videos, or downloadable freebies packed with value on your website.
And since they are already on your website for the freebie, you might as well tell them more about your offering.
Provide them with more information about your product or service, highlight its features and benefits, and demonstrate how it can solve their problems or fulfill their needs.
You might have to provide a lot of value before the clients are ready to buy, but we are here for the long-term game, aren’t we? - Desire: In this stage, you aim to create desire or a strong emotional connection with your offering. Showcase its value proposition, unique selling points, and competitive advantages of working with you to convince the customer that your service is the best choice for them.
Use persuasive language, testimonials, and social proof to reinforce their desire to purchase.
This is usually done via a strategic landing page or a strategic website, which I can help you with. - Action: The final stage is to prompt the customer to take action. Provide clear and compelling call-to-action buttons that guide them toward the next steps and make it easy for them to complete the desired action.
Be clear about what they need to do: book a call? fill out the contact form?
5. Optimize yourself for Search Engines
Optimizing yourself for search engines does not only mean to have a website with SEO optimized content. According to recent updates, Tiktok is also a search engine, and as you might already know, Pinterest is also a visual search engine.
When it comes to your website (including blog) you should optimize it from on-site, off-site and technical improvements standpoint to boost your visibility and credibility. Be where your clients are searching for and where they are searching.
6. Showcase Your Team
One of the great ways to stand out online is to showcase the expertise and experience of your team members.
Individual bios and headshots humanize your brand, instilling trust and confidence in potential clients. Celebrate their achievements and qualifications to strengthen your brand’s credibility.
Even if you are a one-band show, i.e. solo designer or an architect, you still collaborate with others, don’t you? Do you work with an amazing structural engineer you have worked with for the past 7 years? External consultants who know their thing? Anybody?
Architects never work alone.
7. Share Success Stories and Testimonials
Leverage social proof to build trust and credibility. Success stories and client testimonials demonstrate your track record of delivering results. Encourage clients to share their experiences at key project milestones to capture genuine feedback.
You can not just ask the client to give you a testimonial. There is a clear formula, a set of questions, which you give to the client and their answers dictate the content of the testimonial.
I will talk about it in another post, so stay tuned.
8. Invest in High-Quality Imagery
Quality photography elevates your projects and enhances your brand image. Professional images capture the essence of your designs and resonate with potential clients.
How can you stand out with project images? Is not it a bare minimum that every studio or an architect should have?
First of all, while this is truly a requirement, there are some studios that still do not understand the importance of it.
Secondly, majority of architects or interior designers showcase photographs that do not include anybody. This is the industry standard.
You can absolutely stand out if you showcase photographs of your projects with people in them. You can ask your clients to be photographed, or you can do it yourself.
Check out Patricia Pomerantzeff who is doing an amazing job showcasing her designs in use.
9. Embrace Video Content
Video content is a powerful tool for building rapport and showcasing your expertise. From project showcases to process explanations, videos create a personal connection with your audience. Invest in video production to stand out in a competitive landscape.
While I would agree that on your website you should host high production quality videos and project showcase, you can grab attention of your audience on Youtube and Tiktok with authentic personal videos answering the questions of your potential buyers and really, just being helpful.
Pro tip: you can use the blog posts you write as blueprints of your videos.
Crafting a compelling online presence requires a holistic approach that integrates these essential features. By strategically designing your website, showcasing relevant experience, leveraging blogging and SEO, and engaging with multimedia content, architects and interior designers can attract and convert new clients effectively.
