Are you Thinking of Refreshing your Architectural Website?
It amazes me that many architects’ websites have no call to action, no strong benefit or value that connects and very little architectural Copy.
You land on an image slider that is supposed to convince a potential client to hire the firm based on a subjective, do I or don’t I like the image and style of a deserted building?
Photos can only do so much. It looks great, so what! Why you? Clients are far savvier than that! They make decisions based on content that connects to their desires, concerns; yes, there is the obvious ones “cost,” etc., but trust lies at the heart of all financial decisions. Why should they trust you?
Where is the thought leadership, the knowledge, expertise, and value that tells the client why they should give you their money?
Before you start refreshing your brand spend a little time thinking about what the world will see of your firm through the window of your website. What will a client’s first impression be? Is it a limp handshake or a firm grasp?
Why should they Hire You? What are your strengths? What makes you the knowledge expert in your field?
One professional firms’ site I looked at recently “About page,” shows an image of many empty beer bottles on a table with members of the firm sitting around drinking! The website copy proceeds to tell me how the firm’s work has been distinguished by… I’m going to give this bunch of drunks $35 million to design my building? NOT!
First impressions are everything. This example is a firm of great Architects whose awards and knowledge are exceptional, but the first impression leaves much to be desired.
Another consultant firm I recently viewed has three great images showing their core thought leadership pieces, wonderful. Unfortunately, the word “Presentations” in the center image is spelled wrong in caps “PRESENTAIONS.” Had the firm spent some time and money on Editorial Services this could have been completely avoided.
First Impressions Count. You Have Seconds to Persuade Someone to Stay on Your Website.
It has been my experience in the Design and Construction Industry that many firms underestimate the time-consuming nature of creating a website. From content to copy and branding many firms expect the Marketing Director and IT guru to find somehow the time to put together all the moving parts that create a successful branded sales piece.
Don’t overload your Team. Just because the Marketing Director an IT can put a great proposal together does not mean that they can write great copy and an SEO long-form, or short- form, high conversion landing pages. Architectural copywriting is an art.
Often a web design firm is hired with no industry knowledge, no Design, and Construction experience, the results can be seen across the internet, clones of never-ending building facades slipping meaninglessly across the page.
Hire a Design + Construction Industry Expert. Architectural copywriters can be hard to find. Having an expert niche writer for Resilient Design, Sustainability Design, Architecture, Interior design, Theatre design, and Construction is key to your success.
So, to help you get going on the road to success here are:
30 Questions You Should Ask Yourself Before You Start building, or Refreshing Your Website to build brand recognition:
- You have picked your WordPress theme or one of the many others available, or you are going to develop the site from scratch. Great!
- You get into the backend of the site only to realize there are a lot of moving parts.
- Now what? Do you have time to spend teaching yourself?
- Graphics, pictures, diagrams, charts, do you have them, do you have time to create them, or do you need someone to develop them for you?
- Content, can you write, are you a knowledgeable Architectural copywriter for design and construction online media?
- Do you know how to write content that search engines will find or more importantly your future clients?
“Contact Us for a FREE Website Analysis.”
Give us a call: 303-362-0498
Peter Lucking is an expert Architectural copywriter and webpage designer. He applies his expertise in the AEC industry as a niche writer for Resilient Design, Sustainability Design, Architecture, Interior design, Theatre design, and Construction.
He has ghostwritten multiple books, articles, and white papers for the Design and Construction industry.
Content Branding Solutions – B2B Copywriting for the Design and Construction Industry.
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