When it comes to their website, architects tend to make some mistakes that transform their online presence in a double-edged weapon. Keep reading to find out which are the most common.
In one of our last articles, we established why, as an architect, you must be on the internet: for the majority of businesses, being online today is just as important as existing. Unfortunately, it's not always easy and immediate to translate the style of your architectural firm on a website page; usually, it’s a trial and error process because you need to understand how to express your personality as truthfully as you can.
Doing it right is essential to stand out from the crowd and, consequently, attract potential clients. Here are the top 7 mistakes architects make with their website, read through them and make sure you’re not committing any of them.
Even the biggest architectural firms tend to have sites filled with only project pictures and virtually no text or explanation. Always remember the golden rule of digital marketing as said by Bill Gates: “Content is King”. People search for websites that give them information and value, not just beautiful images. For every project shown, you should specify who was the client, what was the brief, what was the biggest challenge and what was the final result.
Try to tell a story, your story!
Another important reason to focus on text is that Google ranks sites by content - not aesthetics - and your final goal should always be obtaining a high rank among the search engine results.
You always need to be memorable. If you describe yourself as an “interdisciplinary professional”, Google, just as much as your reader, has no idea what you’re talking about. You will just be one among many. Try to use adjectives that describe your personality, your skills, your work methodology, and your professionalism. You need to answer important questions your clients have, such as “How do you work?”, “What’s your methodology?”, “What’s the timeframe?”. If you answer these interrogatives, you’ll attract more traffic because these are the information people search on Google.
Another problem with architects' websites is the lack of a clear call-to-action. You need to give your visitors directions for what to do next, or else they could leave without reaching out to you. A simple “Contact us and get started” button is typically the best way to have them give you important information about themselves.
Too often, architects think that the act of creating the website is the biggest step they have to make and, after some time, they completely forget about it. Keeping your website updated is by far the most important action when it comes to your online presence! Remember that Google values fresh content more than anything. If you can’t keep up with your website, you could contact an expert to help you.
Some architectural websites only have a homepage with a scrolling view of all their content. This means that they only have one landing page. On the contrary, if you have a site with multiple sections that visitors can explore, you have numerous landing pages: the more you have, the wider your digital reach becomes.
Learn from these typical errors and improve your conversions.
In conclusion, if you are an architect a website shouldn’t just be a portfolio of your work. It should display what makes you different from your competitors and communicate what added value you could bring to your clients.
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Nugno is a Branding & Digital Design studio. Founded and run by strategic branding & digital design experts that shares a love of innovation, design and digital connection.
We create strategy and design with production across all platforms. We’re masters of brand identity and on point with websites and apps. Our skills extend to designing books people want to read and environments they feel comfortable in. We also create engaging motion design and much more.
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Luca Amoriello, Director
Tel: +353 (0)87 383 2134
Architects should be pushing as much quality content as they can online. Not only will your search engine optimization (SEO) soar, what you share and how often you share will drive your online presence to a maximum level of impact in your community.