October 4, 2023

Why the architecture of an architects website matters.

Paul Mitchell

There are many parallels between designing commercial environments and designing a website. Without proper blueprints to build a foundation from, both experiences can become misguided, uninspiring, and over-budget.

Architects and engineers have a unique advantage when engaging their audience online that many other services do not; they can over-zealously show off, and viewers expect it.

In today’s landscape, architects are no longer limited to designing physical spaces alone. An architect’s online presence is as equally important as their physical portfolio. A well-designed website is a powerful tool that can showcase work, attract potential clients, and reinforce trust in a firm’s abilities and people even before a conversation can be had. One of the critical aspects of a successful architecture website is just that, architecture. In this article, we’ll delve into how information should be layered, how work should be shown, and how users should efficiently navigate the experience.

Like professionals in many creative fields, architects often rely heavily on referrals or what could be described as “hope marketing.” In the world of architecture, this term refers to the practice of showcasing visionary designs with the hope that potential clients or collaborators will be captivated by the work and engage directly based on the assumed abilities of the firm or an experience in previously working with them in the case of a referral.

However, the online experience can be underestimated in its influence to capitalize on the hope and it ability to open up more deliberate opportunities. Prospects outside the referral network now look to strong portfolios, transparency in people, style compatibility, and online reviews considering professionals in architecture for a new project.

In a landscape as competitive as architecture, it’s essential to have a website strategy that promotes the firm values, builds a report with prospects, functions efficiently, and builds trust in its people, talent, and experience. Here are some key considerations why a well-made website is essential in the architecture industry:

First Impressions Matter: This is your first date with viewers. Just like a well-designed space can leave a lasting impression, a visually appropriate and stunning website can make a memorable experience; and one that users want to return to. Your website is often the first exposure people have with a broad display of your work and glimpse into the people behind it.

This initial visit can also be quick and decisive, either positively or negatively. We all consume content at light speed these days and due to social media trends, we also love eye candy. For example, ecommerce page view times can range from 44 seconds to 1 minute and 22 seconds. While blog posts can range between 2 to 5 minutes. So building an online experience that is immediately visually impactful, engaging, and thought-provoking is key.

Showcasing Your Portfolio: An architect’s site and portfolio are the most significant opportunities to showcase work; they can give viewers not just fantastic imagery but a wholesale view of projects wall to wall and how you, as the architect, arrived at the result you did. High-quality images, video walk-throughs, and interactive galleries can help potential clients get a strong feel for what you can do for them.

Build a Blog: As stated above, article and blog readers stay on a site significantly longer than other sections, increasing the odds of retention and contact. Through articles and blog posts hosted on your site, architects can showcase their expertise and thought leadership, positioning themselves as industry authorities. Posting this content on social platforms and industry sites can also play a significant role in driving organic traffic back to your site and portfolio. Moreover, writing articles fosters a culture of continuous learning and reflection. It encourages architects to stay updated with the latest trends, materials, and technologies, enhancing their ability to deliver successful designs.

Make it Move: Including video and virtual content plays a pivotal role in the attractiveness and relatability of architectural work in a website portfolio. These mediums allow architects to convey their work in a highly immersive and engaging manner. By creating virtual walkthroughs, flyovers, or 3D renderings, architects can offer a more vivid and realistic representation of their projects, allowing clients to understand better and visualize the outcome.

Mobile Responsiveness: With just over 50% of all web traffic coming from mobile, your site must provide a seamless responsive experience across various devices and screen sizes. A responsive design adapts your website’s layout and content to fit the user’s device, ensuring that your work looks impressive, regardless of how it’s accessed. While most vetting architecture firms will eventually engage on a desktop to get the best possible idea of the work, it is vital to account for all scenarios.

Speed and Performance: Just as architectural plans need to be executed efficiently, your website should load quickly and perform smoothly. Slow-loading websites frustrate users and can lead to high bounce rates. Optimizing the speed and performance of your website not only enhances the user experience but also boosts your search engine rankings, making it easier for potential clients to find you online.

Building Trust and Credibility: Trust is crucial in architecture; clients rely on your expertise to bring their visions to life. A stable and properly functioning website focusing on UX builds trust by demonstrating your commitment to professionalism and attention to detail. Remember, viewers will draw conclusions about you on the site, so if there are broken links, non-working features, out-of-resolution imagery, or grammatical errors, a user can and often will associate the experience of working with you with similar chaotic outcomes.

Accessibility Matters: Accessibility is not only a legal requirement in many regions but also a moral obligation. Ensuring that your website is accessible to all users, including those with disabilities, not only broadens your potential client base but also showcases your commitment to inclusivity and social responsibility; all considerations when designing a space as well.

SEO: SEO is always essential; however, it can allow architects to build a generous amount of references to project features and locations when displaying vast amounts of work. This ensures that potential clients can be attracted to specifically what services or styles they want in an architect.

Conclusion.

If you are an architect, treat your site as a new build or renovation project. Listen to your audience, develop plans, be creative, think about usability, and make these experiences as sustainable and accessible as possible.

Displaying vibrant project imagery and vital information efficiently leaves little guess work for viewers when investigating your firm and qualifications.
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hello@saintemblem.com

423 212 3355

110 Somerville Ave, Chattanooga TN 37405

Way-Finding Psychology

A significant degree of science is behind the interaction of a building and its visitors. Distance to typography size ratios, line-of-sight placement, cognitive patterns, physical barriers, and design simplicity are just some considerations when building a functional way-finding strategy.

When navigating a space, visitors look for three keys: information, engagement, and efficiency. How each of those aspects is delivered is where the psychology behind user habits comes in. Information is always the primary focus; providing clear and concise directions to destinations and features is necessary for the user experience. However, it can quickly become a negative visit when visitors are left in limbo and frustrations grow over navigation. These experiences, both positively and negatively can have a direct impact on your brand.

Many tend to think inspiration is not a central need in non-retail spaces. We tend to believe the opposite. Retail requires quicker decisions and navigation. The visits are shorter in time, and the reasons for visits are less broad than those in an educational or municipal space. Engaging with audiences in spaces with repeat visitors and frequent functional needs is where your brand can play an important role. Your brand story and why it matters to the viewer should be prominently displayed in thought-provoking ways to capture imaginations, build offline awareness, and, ultimately brand ambassadors.

The ultimate goal of this experience is guest retention. The odds of gaining an audience and getting them to engage with you again via future visits, social media, purchasing, or referrals depend on your connection with them. Way-finding and brand implementation are great opportunities to showcase your care and concern toward your audience. There are also opportunities for interactivity via technologies beyond traditional signage. Digital signage, mobile device interactions, and social media opportunities can elevate viewer engagement.

The experience of getting from point A to point B in a building should be much like navigating a website, efficient. As we all navigate online experiences, they can quickly make the process of absorbing content or making purchasing decisions either smooth or mentally taxing. Now think about your space as if it’s a website; when visitors can get where they need to go quickly, it increases the odds of positive referrals and return visits, or they can get stonewalled. Their brand interaction with you can become harmful.

Strategies to incorporate properly placed visual triggers and clear communications along every path of a visitor’s journey can ensure their visits are efficient. When visitors feel unencumbered with their ability to navigate a space, it decreases the chances of frustrations and confusion when they ultimately reach their destination or interaction. The speed at which we all consume content in media these days is breakneck; we scroll fast, click fast, and type fast. These are the same audiences in your space; keep up with them.

Below are some insightful articles on branded environments and way-finding effects on visitor habits and psychology.

nature.com: Visibility Matters in Way-Finding

thercfgroup.com: Compelling Branded Environments in Higher Education

workdesign.com: Branded Environments and the Impact on Employee Mental Health

hello@saintemblem.com

423 380 2622

110 Somerville Ave, Chattanooga TN 37405

Full-Time Marketing/Communications Strategist

Employment Type:

Full-Time, In-Office

Location:

Chattanooga, TN

Job Summary:

Saint Emblem seeks an insightful, diligent, and organized Marketing/Communications Strategist to generate effective promotional strategies for our clients and agency. 

The Marketing/Communications Strategist is a hybrid role, also requiring proficiency in managing creative projects, campaigns, and client objectives. This individual will be task-driven, responsive, and take an assertive approach to problem-solving.

To succeed in this role, you must be able to research consumer and client metrics, translating this information to Saint Emblem branded campaigns. The Marketing/Communications Strategist is primarily an idea-generating position within a creative agency, making the ability to bring unique and tactful thought to the table key.

About the Agency:

Saint Emblem is a small team based in Chattanooga, TN, specializing in brand and marketing strategy. Our philosophy is that great brands are created with a story-first approach, understanding the client’s and audience’s mission and goals before ever putting pen to paper or pixel to screen. We push ourselves daily to deliver tactful solutions that take an extra step in the creative process, providing an elevated result our clients may not receive elsewhere.

Responsibilities:

  • Create adaptable marketing strategies for clients and the agency (social media, digital marketing, and print marketing) at a variety of budgets.
  • Plan, estimate, and track progress on creative campaigns, branding projects, print orders, and more.
  • Keep remote and internal team members accountable for timelines, sprints, hours, and product quality.
  • Communicate consistently with clients and vendors via email and video call to schedule calls, record issues and requests, and present project outcomes.
  • Assist in managing the day-to-day operations of creative projects to ensure they are completed on time, within budget, and to the client’s satisfaction.( monday.com is utilized for agency project management – experience with the platform is helpful but not required.)
  • Assist in the planning, execution, and management of organic social media marketing for the agency (FB, Linkedin, and IG). (Later.com is utilized for agency social media – experience with the platform is helpful but not required.)

Requirments:

  • Bachelor’s degree in a related field (e.g., marketing, communications) or equivalent experience
  • 2+ years of marketing strategy and/or client communications experience preferred
  • 1+ years of project management experience preferred
  • Excellent organizational and communication skills
  • Ability to work independently and collaboratively
  • Strong attention to detail and ability to manage multiple projects simultaneously
  • Experience with developing and implementing marketing strategies (social, digital, print)
  • Experience with Monday.com (Some training will be provided)
  • Experience with creative agencies is preferred but not required
  • Experience with Adobe Creative Suite is a bonus

Statement of Diversity:

Saint Emblem may be small; however, we think big in many regards. This is seen in a universal process of creative collaboration, no matter the size or theme of our clients. Our team’s creativity is best harnessed when the diversity of people and their thinking is embraced, regardless of ethnicity, sexual orientation, gender identity, religion, cultural beliefs, or physical/mental capabilities. These agency ideals are reflected in a spirit of equality, empowerment, and respect for those we work for and with.

Branding is all about fostering a connection with a message and, ultimately, the people behind it. We believe these connections can be generated or followed by minds of any background, providing a platform for all to feel welcomed.

Salary and Benefits:

  • Base Salary $48,000 – $62,000 DOE
  • (HRA) Health Reimbursement Arrangements
  • Paid vacation days (10 in the first year)
  • Flexible time off – sick, parental leave
  • Potential coverage for on-the-job training, professional development courses, and certificates

Your Resume

hello@saintemblem.com

423 380 2622

651 E. 4th St | Chattanooga TN 37403 ​

hello@saintemblem.com

423 380 2622

110 Somerville Ave, Chattanooga TN 37405​