Marketing an architecture practice: websites, SEO and portfolios

Start with clarity

Before tools, decide:

• Who are your ideal clients? Be specific.
• What do you offer, and what makes your approach different?
• What do you want to be known for?
• Where do you want to work?

Everything else follows from clear answers.

Your website and portfolio

For most practices, the website is the shop window. A good one:

• Shows your best work, clearly and honestly. Fewer, well-presented projects are better than many weak ones. Be truthful about what is built, designed or a concept, and credit others. Do not claim projects that are not yours.
• Explains your approach in plain language.
• Makes it easy to contact you, with clear details and a simple enquiry form.
• Works on phones, loads quickly and is accessible to everyone.
• Is available in the languages your clients use.
• Is kept up to date.

For most practices, the website is the shop window.

Search engines (SEO)

Many clients find practices through search. Simple, honest steps help:

• Write clear pages with the words people use ("architect for house extensions in [place]").
• Give each project and service its own page with a clear title and description.
• Add useful articles that answer real questions. See our Journal for examples.
• Make sure the site is fast, secure and works on mobile.
• Get listed in directories of professional bodies, and ask happy clients for reviews, according to the rules.
• Avoid tricks, such as keyword stuffing or buying low-quality links, which can harm you.

Reputation and referrals

Most architecture work comes from reputation and recommendation. The best marketing is a project done well and a client who is glad they chose you. Keep in touch with past clients, builders and other professionals. Ask for testimonials, with permission.

Content and storytelling

Share what you know: articles, talks, short videos, project stories and behind-the-scenes sketches. Show process, not just finished images. Be generous and useful. Make sure you have permission to use images, and avoid exaggeration.

Social media

Choose one or two platforms where your clients are, and post regularly with quality. Do not try to be everywhere.

Networking

Join local and professional groups, speak at events, get to know developers, estate agents, builders, planners and community groups. Be curious about other people's work.

Awards and competitions

They can raise your profile, but they cost time and money. Enter selectively, and be honest in how you describe results.

Be honest and professional

Professional codes expect advertising to be truthful and not misleading. Do not overstate qualifications, experience, awards or project roles. Respect clients' confidentiality.

Measure and adapt

Ask new clients how they found you. Look at what brings enquiries. Do more of what works.

In short

Be clear about who you serve, show your work honestly, make yourself easy to find and contact, share what you know and keep your promises.

Start a project