Why Most Architecture Practice Websites Fail, ft. Bryon McCartney at Archmark

In this Architecture Social CPD, Stephen Drew is joined by Bryon McCartney, co-founder of the architecture marketing and branding agency Archmark, for a conversation of roughly 50 minutes on why so many architecture practice websites underperform, and what to do about it.

Who this is for

Practice owners and associates responsible for marketing or business development, architects building a personal brand or portfolio site, and students or early-career professionals who want their own presence online. It is equally useful for anyone weighing up whether their current website is working hard enough.

Learning outcomes

By the end of this session you will be able to:

1. Identify the common faults that make architecture websites underperform, from slow loading and heavy images to hidden contact details.
2. Explain why a clear position, or "lane", matters more than presenting every possible project type.
3. Use website content to support recruitment and studio culture, not just project promotion.
4. Plan a simple, repeatable content and blogging process and repurpose it across channels.
5. Apply a lead magnet and contact-capture approach so a website builds an audience you own.
6. Judge when to do website work yourself and when to bring in specialist help.

Why so many practice websites underperform

Bryon's team has evaluated more than 650 architecture firm websites. Recurring faults include outdated technology such as old Flash or JavaScript loaders that no longer work, unoptimised oversized images that fail on mobile, unclear menus, empty jargon, and hidden contact information. With more than half of visitors often on mobile, performance and clarity are not optional.

Pick a lane and say what you stand for

Trying to be a generalist who can take on any project is described as a missed opportunity. Being specific about what you want to be known for makes your content obvious and helps the right clients recognise you. Sharing opinions and positions, for example on sustainability or planning, tells a prospective client far more than another award notice.

Talk about people and culture, not only projects

Many sites focus entirely on the portfolio. Bryon argues that people do business with people, and that featuring your team, your studio culture and how you work helps both clients and potential recruits. The worry that staff might leave is not a reason to hide them; it is a reason to give people more reasons to stay and to show the firm at its best.

The about page is usually a missed opportunity

A common frustration is an about page that reads like a CV of the principal. A stronger about page speaks to what a client needs and how the practice will help, while still bringing the team to life as real people.

Content, blogging and repurposing

Consistency matters more than sheer volume. One strong article, or a focused series on your chosen lane, can be repurposed into social posts, email content and short video clips. The same applies to a recorded conversation like this one: it can be cut into clips, written up and embedded.

Own your audience: website over rented platforms

Social platforms control who sees your content and can change the rules overnight. Your website is the one channel you fully control. The episode discusses using a lead magnet, for example a practical checklist or a guide to choosing an architect, to offer genuine value and capture contact details so you can stay in touch on your own terms.

Get involved, even if it is outside your comfort zone

Architects juggle winning work, delivering projects, hiring and admin, so the temptation is to hand the website over entirely. Bryon recommends staying involved at a level that suits the size of the firm, and finding the skills or support you need rather than ignoring marketing because it sits outside the profession's required learning hours.

Key terms

• Recognition, reputation, reach: Archmark's three pillars, covering being found online, demonstrating expertise through content, and building relationships that bring the right work.
• Pick a lane: choosing a clear focus or specialism rather than presenting as a generalist.
• Lead magnet: something of genuine value offered on a website, such as a checklist or guide, in exchange for a visitor's contact details.
• Repurposing: turning one piece of content into several formats across different channels.

Reflective prompts for your CPD record

1. Open your own practice or personal website on a phone. What loads slowly, what is unclear, and how quickly can someone find your contact details?
2. What is the one lane you most want to be known for, and does your current content make that obvious?
3. What single lead magnet could you create this quarter to start building an audience you own?

About the guest

Bryon McCartney is co-founder of Archmark, a marketing and branding agency that works exclusively with architects. He trained as a graphic designer in the print era, moved into web design in the late 1990s, and after working internationally chose to focus his agency on the architecture profession. Archmark helps practices with recognition, reputation and reach.