In 2017, we started looking very closely at architecture firm websites, and over the years, we’ve evaluated and tested more than 750 of them. We have also spoken to many architects, and we’ve heard a lot of opinions about websites, including:
“All of our projects come from referrals; our website is just a way for clients to confirm we’re legit,”
“Our website is just a necessary evil, it plays no role in attracting clients,” and
“Our clients would never look for an architect online.”
In case you are wondering, these are actual quotes that reveal an unfortunate truth: for many architects, a website is often seen as nothing more than a digital portfolio. This is a lost opportunity.
If you are trying to attract ideal clients, an effectively written and designed website can be one of the most important marketing and business development tools in your arsenal, and can help your firm achieve all the following:
Attract new clients by showcasing your experience and expertise.
Improve search visibility through SEO, helping potential clients find the firm.
Establish credibility with case studies and strong testimonials.
Engage visitors with compelling, easy-to-navigate content.
Generate leads through calls-to-action and contact forms.
Differentiate your firm by clearly defining your unique strengths and services.
Educate clients through blog posts or case studies on the firm’s process or approach.
Schedule introductory meetings or paid consultations, day or night, 24/7/365.
Generate revenue with paid consultations, productized services, or digital products.
With all of these beneficial opportunities, why are so many architects seemingly so dour about their online marketing and website design?
We believe it stems from long held traditions, the fact that architects are slow to adopt new methods (especially when it comes to marketing and business development), and an over-reliance on the “that’s the way we’ve always done things” mindset. This raises the question: why don’t more architects understand the importance of a great online presence? And why don’t more architects design websites for lead generation rather than just to showcase their work?
We have reviewed and tested more than 750 architecture firm websites, and over 75% of them fail even the most basic best practices recommended by Google and other online authorities. These are simple fixes yet too often get ignored.
In our view, there seems to be a self-fulfilling prophecy in play. If your website isn’t performing well, and your colleagues’ websites aren’t performing well, and most people in your industry don’t have good performing websites, you are not likely to believe that improving your website will make an impact on your firm.
It’s a sad state of affairs and our mission is to break this cycle. Let us try to convince you that your website is much more than an online brochure or portfolio.
In 2019, Hinge shared the results of their survey of AEC buyers (clients who hire architects and engineers). They found that 84% of people who purchase AEC services will visit a firm’s website before ever contacting that firm. Additionally, 83% of those same respondents admitted that they had eliminated firms because of their websites.
To understand these numbers better, it’s important to see things from your prospective clients’ point of view. They, like most of us these days, are very busy. They don’t want to waste time and energy finding a service provider. If your website isn’t living up to their expectations, it’s as easy as a Google search to find another firm.
And it really doesn’t matter whether you meet them at a networking event, they are referred to you by a happy past client, or they find you through a Google search. They will still visit your website as part of their due diligence. Your website is often their first exposure to your firm. If it doesn’t make a great first impression, if it doesn’t answer their questions, if it’s frustrating to use or slow to load, they are more likely to click on another firm’s site, than they are to overlook your website’s shortcomings.
At Archmark, we’ve worked with nearly 100 architecture firms since 2016, and we’ve seen how a great website can not only attract ideal clients, but can help in converting website visitors into interested prospects. A great example of the impact of an effective website can be seen with one of our clients.
SARCO Architects caters to ultra-wealthy clients wanting to design and build luxury ‘escape’ homes in beautiful Costa Rica. Roderick Anderson, the firm’s lead architect and owner, has seen a dramatic increase in leads since we re-designed his website 2 years ago. Nearly 90% of SARCO’s leads now come from their website. Not only that, but we designed Roderick’s website to answer his ideal clients’ key questions, and to help qualify those requesting consultations, so he has less back and forth with time-wasters, and spends more time with actual clients.
Yet, despite its importance and potential benefits, many architecture websites fall short in delivering the results that firm owners want. Based on our extensive research, we’ve identified three common pitfalls that significantly hinder website effectiveness.
By far, the most glaring issue we encountered across the websites we tested was poor performance.
Think about your own browsing habits. If a web page takes too long to load, you’re likely to move on to another site. In the fast-paced world of online marketing, website visitors expect your website to load quickly, and when it doesn’t, it sends the wrong first impression.
According to Google, for most website visitors, the probability that they will leave a web page increases by 32% as page load time goes from 1 second to 3 seconds. Page speed matters, and a slow-loading website can result in a high bounce rate, meaning users leave your site before exploring what you have to offer.
Performance issues often stem from these common issues:
Poor web development and/or bloated coding.
Image and/or video files that are not properly optimized for the web
Third-party plugins and/or widgets that load off-site content
Slow or overloaded website hosting servers
For architecture firms, where visual representation is key, high-quality images are a must. However, if those images aren’t optimized for the web, they can severely slow down your site’s load speed.
Investing in faster hosting services or using content delivery networks (CDNs) can help alleviate some of these issues, making your site faster and more accessible to users. Third-party plugins are commonly used on Wordpress sites, and many of these plugins call back to the developer’s main servers to deliver content. These callbacks can dramatically slow down your website.
Additionally, many websites are built by local web developers who ‘rent’ shared space on a larger web host’s servers. Shared servers can expose your website to security risks, and hosts often ‘throttle’ or reduce the bandwidth and speed of smaller websites to provide larger clients with better performance.
Architecture is a highly competitive industry, yet some firms seem to want to take themselves out of the competition by creating websites that create confusion for prospective clients. Your firm’s website must clearly communicate what you do, who you serve, and how potential clients can work with you. However, many architecture websites fall into the trap of driving visitors away.
Here are three common mistakes that can leave visitors scratching their heads and moving on to a competitor.
Many architecture firm websites fail to explicitly state what they do and who they do it for. Instead of clearly showcasing their specialty—whether it’s residential, commercial, or sustainable architecture—firms often present a broad, vague message. Casting a wide net doesn't mean you will catch more fish.
Lack of clarity leaves visitors wondering if the firm can meet their specific needs. If your homepage doesn’t make it immediately obvious what type of projects you specialize in, you risk losing potential clients who don’t want to explore the depths of your website for information.
Architects often fall into the habit of using “archibabble” or "archispeak"—a mix of industry terms and technical jargon that may be familiar to peers but confusing to potential clients.
Terms like “fenestration,” “elevation,” or “programming” may sound familiar and obvious to you, but they can leave prospective clients baffled. Revise the language you use in your marketing copy so anyone can understand your messaging, regardless of whether they have worked with an architect before or not.
Let’s be clear: most people do not have the time or patience to decipher your website. Your website should provide an initial client experience that is as friction-free as possible.
Simplify the language on your firm’s website to be client-friendly, this will significantly improve engagement by helping visitors quickly grasp what you offer.
Website navigation should be intuitive, but many architecture firms get creative with non-standard terminology for menus and page links.
Terms like “Concepts” or “Visions” might seem sophisticated to you, but they can confuse visitors who are simply trying to find your portfolio.
Stick with clear, universally understood labels like “Services,” “Portfolio,” and “Contact” to make it easier for potential clients to navigate your site.
It would be great if simply having a website was enough to attract your ideal future clients. However, the truth is that people need to be able to find you online. With the web getting more and more crowded with websites and other content and resources, you need an edge.
Search Engine Optimization (SEO) is that edge.
Based on our testing, a vast majority of architecture firms overlook this highly important aspect of online visibility. Without proper SEO, your website may be invisible to the very people searching for the services you provide, making your firm a best kept secret.
Here are the common mistakes that lead to architecture firm websites ranking low (or even not at all) in search results.
Around 90% of the architecture websites we tested were not properly optimized for search engines. This means that basic SEO elements—like title tags, meta descriptions, and headers—were either missing or poorly executed.
When search engines can’t accurately understand the content on your site, they’re less likely to rank it in relevant searches, making it hard for potential clients to discover your firm.
This mistake is very easy to avoid. Most websites, including those created with Squarespace or Wix, make it easy to optimize your website for search results. However, many architects we’ve spoken to, mistakenly assumed that their previous website designer had optimized their websites. More often than not, this is not the case.
Many web designers will tell you that your new site is “SEO capable,” or “well set up for SEO.” This doesn’t mean they have done the keyword and competitive research needed for proper search engine optimization.
In fact, many web designers do not provide SEO services as part of a website build. This is typically best done by an SEO expert who will implement a long-term strategy. Talk with your web design team if they have optimized your site for SEO or if they can recommend an expert to help you.
Google and other search engines prioritize websites that provide valuable content relevant to users’ search queries. Yet, many architecture firm websites fail to regularly produce content that addresses the needs or interests of their target audience.
Without blog posts, case studies, or informative articles, your site misses out on opportunities to rank for the keywords your potential clients are searching for. High-quality content not only attracts visitors but also signals to search engines that your site is valuable.
Contrary to what most people think, writing a blog doesn’t mean that you need to post every day or every week. Consistently posting one high-quality, search-optimized, authoritative article each month can produce great results.
This was the case for our first architecture firm client, Artefact*. After designing a new, search-optimized website for the firm, each month we wrote and published a new article showcasing the firm’s experience and expertise in workplace design.
Within a few months, their website went from virtually zero traffic to more than 19,000 visitors. Many of those visitors became prospects, and ultimately, new clients.
* Artefact was later acquired by a design-build firm.
A well-optimized, user-friendly website is more than just a digital brochure for architecture firms—it’s a powerful tool for attracting and engaging potential clients. In a world where more than 80% of AEC buyers visit a firm’s website before making contact, a slow, confusing, or poorly optimized site can result in missed opportunities and lost business.
By focusing on key elements like performance, clarity, and SEO, architecture firms can transform their websites into valuable assets that not only showcase their work but also drive inquiries, foster relationships, and grow their business.
Investing in a great website is no longer optional—it’s essential for staying competitive in the modern market.
If these challenges resonate with you, there’s more to learn!
Join my upcoming webinar in partnership with BQE CORE, where I’ll dive deeper into these topics and share actionable strategies for improving your website’s performance and attracting more clients.
Five Key Lesson Learned From Testing 750+ Architecture Firm Websites