If you’ve ever been job seeking, you’ve probably looked at over a hundred Architecture Practice’s online which includes scrolling through their websites.
Some are an absolute job, with beautiful images and a great user interface which glides you from one project to another with a gentle touch.
The vast majority of Architecture Practices’ websites on the other hand deserve to be taken to the Web-design JAIL for serial offences such as slow-loading websites, unclear menu structure, absolutely empty Archi-Jargon, HUGE image or even hidden contact details.
These are a few, there’s a lot of others. I’m joined from across the pond, Bryon McCartney who is co-founder of ArchMark
Together we will discuss:
- How branding and marketing makes firms more resilient in a recession
- Blogging to build your reputation and reach
and perhaps most importantly of all what his team learned from evaluating more than 600 architecture firm websites.
Embracing Change in Architecture: The Journey of Brian McCartney
A New Paradigm in Architectural Marketing
As the world of architecture continuously evolves, so do the strategies to showcase and promote architectural talent. In this enlightening discussion, I had the pleasure of delving into the experiences and insights of Brian McCartney, a graphic designer turned architect-focused marketer, whose journey represents a paradigm shift in the way architecture is marketed and perceived.
The Genesis of Brian’s Career
Brian’s career trajectory is a testament to adaptability and foresight. Initially trained as a graphic designer, he transitioned to website design in the late 90s, working with prominent brands like General Motors and Lipton Foods. His experience overseas in Switzerland, alongside his wife, catalyzed the inception of their first agency, marking the beginning of a specialized focus on architecture marketing.
The Birth of an Architecture Marketing Agency
Upon returning to the U.S., Brian and his wife’s encounter with their first architectural client was a defining moment. The positive experience prompted a complete shift in their agency’s focus, dedicating their expertise to help architects gain recognition, develop a robust online presence, and build meaningful client relationships.
The Role of Architectural Marketing
Brian’s approach to architectural marketing is multifaceted. It encompasses enhancing online visibility, crafting a compelling first impression through web presence, and building the firm’s reputation by creating engaging content. His strategy extends to reaching out to potential partners and clients, fostering connections that bring ideal projects to architects.
The Art of Effective Website Design
In our conversation, Brian highlighted common missteps in architectural website design. He noted the frequent focus on projects at the expense of showcasing the team, firm culture, and the firm’s unique strengths. He emphasized the importance of humanizing websites, revealing the people behind the projects to create a connection with potential clients and employees.
Personal Branding and Website Control
Brian advocates for personal branding through websites, underscoring the control and customization they offer compared to the unpredictability of social media platforms. He stressed the importance of consistent content creation, optimizing for search engines, and leveraging one’s website as the primary tool for professional showcasing.
The Importance of Content and Community
In line with our discussion, Brian pointed out the necessity of creating meaningful and relevant content. This not only enhances SEO but also serves as a channel for architects to express opinions, share expertise, and connect with their audience on a deeper level.
The Future of Architectural Marketing
As we wrapped up our conversation, Brian reflected on the future of architectural marketing. He envisioned a more integrated approach, where architects not only showcase their projects but also engage in discussions about relevant industry topics, sustainability, and technological advancements, thus positioning themselves as thought leaders.
Conclusion: A Call for Evolution in Architectural Marketing
Brian McCartney’s journey and insights underscore the need for a shift in how architects market themselves and their work. By embracing digital platforms, focusing on meaningful content, and humanizing their online presence, architects can significantly enhance their reach and impact in the industry.