Look closely at your website – it sucks doesn’t it? You are a designer – a creator of great structures and landscapes. Most architects are visual people; it is all about the design, color, and layout. Keeping this fact in mind, not everyone thinks as Architects. If they did, you probably would not be receiving RFPs and consulting clients.
Many architects have trouble understanding that websites can and do produce leads. I have heard many rebuttals from C-level professionals on why they feel the website and marketing structure is not effective with unwillingness to change. Yet, in the end, it comes down to their web design and their strategy. They do not have the right website in place and definitely a non-effective marketing strategy. This is where architects go wrong many times. Let’s fix it!
Related Post: The real reason your architecture marketing doesn't work
The Website
Take a close look at your website. Your format shows of your grand “portfolio” page, “services offered” page, and, of course, the “about us” page.
Be proud of your work. You have worked hard to build a phenomenal portfolio and you want to show it off. There is more to it than just showing off your pretty pictures, however.
Keep in mind that not everyone is a visual person. The prospective clients might like all your images and colors on the website but that is as far as it will go. They have nothing persuading them for action in selecting you as their architect.
Your goal is to make your website effective in taking those prospective viewers and turn them into qualified leads and eventually clients!
Have you heard the terminology brochure websites? Using brochure websites is an effortless way to switch the physical brochure to internet capabilities reaching hundreds of people. However, the rewards from using this marketing technique leaves much to be desired. It is like looking at a photo album from a friend’s summer vacation.
The Problem
If you want to stand in stalemate, there is not a problem. Nevertheless, the key to success is always learning from your mistakes, taking note of what works and doesn’t work, and making necessary adjustments. You want to make the change or you would not be here reading this right now. This is the best news – you have identified a problem and want to fix it. Congratulations!
If you want to generate more leads, better leads, and prospective leads, then your website needs a redesign.
I would suggest you also look at your marketing structure. Are you still using the outbound method? If so, we need to work on that as well.
The problem, in short, is that an architect’s website is normally designed to attract architects! You have to focus on the persona, not what you like and what you think looks good.
Look at the problem as a self-centered issue. Your website is about YOU, YOUR work, and YOUR bio with YOUR name on it!
Realistically the prospective client(s) do not have an interest in you and yours. The prospect cares about them.
Potential clients are concerned with THEIR needs and THEIR wants and nobody else. Focus on this and you will notice a big difference in converting prospects to clients.
The Converting Steps
Your prospects want an architect they can trust, one they can talk to about their wants and needs.
Other than getting out there and meeting people face-to-face, your website and inbound marketing strategy is a great way to accomplish conversion.
Be subtle and let the prospect see that you are an expert. Do not come off as the overly anxious know-it-all, though. This is the time to set a tone for your relationship with this future client and hopefully a loyal, long-term one.
To convert, you need to have great content on your website.
Engage your prospective client with useful information and educational content.
Explain to them the benefits of using all natural “green” materials, maybe this is something they have not thought of. Maybe they have always thought this idea was out of their price range.
Intrigue your audience with knowledge.
Six Steps to Change
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Step 1 - Use social media share icons on your website.
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Step 2 - Understand and utilize SEO (Search Engine Optimization).
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Step 3 - Keep up your local face-to-face appearances (brand recognition).
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Step 4 - Add content to your website. Focus on the needs and wants of your prospects.
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Step 5 - Write blogs attached to your website. Again, focus on the client, not yourself. Educate them making you the expert. (This is called, client-centric content)
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Step 6 - CTA – A Call to Action is crucial. This allows interaction with the prospective client. For example – have an email sign-up form. This enables communication with past, present, and future clients.
“Action is the foundational key to all success.” ~ Pablo Picasso
Take these six steps and utilize them now. Change your cutesy brochure website into a lead generator. Make your website user-centric with expert content.
Engage your prospective clients when looking at your new website will make a difference. It is simple and effective with a high return on your investment when working with your website.
If you need a website redesign because you attempted it through on online instructional web design site, this is okay.
Just as you are the expert in design architecture, we are the experts in web design and lead conversion. You would not want a veterinarian taking care of you so why would you not have an expert look at your website, after all, this is your moneymaker and reputation. Let your website shine and produce for you. It's time to start generating architecture leads much quicker.
