Free resources for architects

They thought I just drew floor plans. They had no idea what really goes into it. When I told people I’m an architect, the reaction was always similar: “Oh, so you design houses?” Sure. But also no. Here’s what they didn’t see: The site meetings in the rain. The planning applications that felt like essays. The constant balance between budget, vision, and reality. And the pressure of trying to design something that people want to live in. And sometimes every step felt like a compromise. Too expensive. Too bold. Too small. Some days, you wonder if it’s worth it. But then something happens. You walk into a space you helped bring to life. And someone says, “This feels like home.” That’s when it clicks. You’re not just building buildings. You’re shaping how people live. It’s about the impact. And the responsibility. To do it well. To do it with care. If you’re an architect reading this… Keep going. Your work is more than beautiful spaces. It changes lives. Thursday motivation. ☞ Tag someone whose work inspires you. ☞ Let’s give them the credit they deserve.

Only 3% of your clients are ready to hire. The other 97% are still thinking, planning, searching. I work with architects, and so many times I see the same pattern. All the attention goes to the 3% who are ready today. While the 97% are left waiting to be guided. Here’s how you can move those 97% forward (so they see you as to 'go to architect' when they're ready).

Do you want to attract new clients? First step: dare to be different by design. As a marketing coach helping architects, I see this all the time. Architects position themselves exactly like their competitors. Same headlines. Same words. They look like this: • Architect • Architect at… • Architecture & Interior • Senior project architect • Architect | Interior designer • Interior architect and designer Many generic and very similar headlines. But here's the thing... If you want to be different, you can't have a generic tagline. You have to tell your clients what you do, who you help, and the desired result. I teach my clients to use this formula: I/We help [target audience] [achieve desired result] --- Example 1: "We help landowners turn empty barns into new homes." Example 2: "We help developers sell homes faster by designing layouts buyers actually want" Example 3: "We help businesses reduce staff turnover by designing offices people want to work in" --- Now, add LinkedIn searchable keywords at the end: Architect | Interior Designer | Director at… --- Why this works: People look for outcomes, not credentials. They want to know what you'll do for them first. Lead with that. Then, share more about you. Dare to be different and you'll attract clients every time. --- P.S. Have you written a headline that shows clients why you’re the right architect? --- ♻️ Reshare so more architects learn this. 📌 Free LinkedIn profile guide in my Featured section to help you write a better headline.

Nobody reads walls of text. But I still see it on LinkedIn. Every day. People writing long chunks of text. Stuck together. Long text isn’t the problem. Bad formatting is. And honestly? It’s killing your engagement. And that’s not OK. Because I know you took time to write it. Which means it’s important. Which means it could help someone. Which means someone needs to read it. So make it readable. Here’s the thing about formatting your posts: 1. One-liner hooks are your best friend They outperform 2-liners every time. 2. Three lines max, then breathe Add that white space after. Short attention spans are real. 3. Don’t go crazy with spaces 2–3 empty lines back to back? Nope. Why would you? 4. End with a bang One powerful line to wrap it up. Make them remember you. 5. Don’t use fake bold or italic fonts → Like 𝐭𝐡𝐢𝐬 or 𝘵𝘩𝘪𝘴 – they’re not real text Screen readers can’t read them. So anyone with low vision or blindness won’t even hear those words. It’s like they’re not there at all. Your posts are 60% easier to read when they’re well-formatted. Formatting is all about the details. And you should love details. P.S. Which one are you guilty of?

Architectural websites look and sound impressive. Until you realise they’re not really talking to you. Imagine you’re a person looking for an architect. You land on two websites. One says: “We use the latest design methods.” “Our team delivers award-winning projects.” “We do both, residential and commercial.” The other says: “Imagine a home that works the way you live.” “Rooms that fit your daily life, not fight it.” “A place that feels good every time you walk in.” Which one makes you feel more seen? More connected? More emotional? Most likely the second. I’ve opened and looked at lots of architectural websites. Read About sections on LinkedIn. Most of the them sounds like the first one. So do most About sections. It’s all “we” and “our” and “I.” Hardly any “you” or “your.” And there’s a reason for that. I understand. Architects are taught to explain their process, their training, their portfolio. That’s how we’ve been told to show value. But the client doesn’t want a lecture. They want to feel understood. And seen. If you want better leads, this matters. 1. Look at your website, social posts, brochure, all of it. 2. Count how many times you say “we,” “our,” or “I.” 3. Now count how often you say “you,” “your,” or “yours.”     If you're talking more about yourself than your client, flip it. Less about what you do. More about what they get. Because people don’t connect with process. They connect with how it makes them feel. P.S. Just for fun, check your website right now. Who’s the hero: you or your client?

"I fully understand the theory of storytelling. But would love some hard data on ROI." I sent a few questions to an architect to get a testimonial. I wrote a project story for him and I wanted his feedback. He answered my questions. But one of the things he said really caught my attention. About ROI on using storytelling. For architects. Definitely a fair statement. Here's my honest answer. Measuring copywriting ROI in architecture is hard(er). The decision cycle is long. The number of leads is small. You don't get 1,000 enquiries a month like an online shop. You get 5 to 10 good leads a year. And each one is worth tens of thousands. So traditional A/B testing doesn't work. You can't split‑test your homepage with 50 visitors. But here's what you can measure: Before better copy: • Time on page: 12 seconds • Bounce rate: 78% • Enquiries from website: 2 per quarter After client‑first rewrite: • Time on page: 1 min 40 sec • Bounce rate: 52% • Enquiries from website: 6 per quarter    One qualified lead pays for the entire copywriting investment. Two leads and you're profitable. Three and it's one of the best decisions you made. The real ROI isn't in the data. It's in the question: "Why did you decide to hire us?" And hearing: "I saw you website. I read your project stories. I felt like you understand me." P.S. Do you use storytelling in your content? P.S.S Imagine if clients landed on your website and instantly thought,“That’s us. That’s who we want to work with.” Wouldn’t that be worth the investment?

Your work shapes how people live. But you describe it like a spec. Architects... ...if you look at any of your work, you'll see people "buying": - Your project management - Your planning knowledge - Your technical expertise - Your design skills But here's what they're really paying for - life transformation. They're paying for the feeling of waking up in a space they imagined. Why? Because you create meaning in every single project. Someone makes coffee in a kitchen you designed. They open a window you positioned perfectly. They feel great because of a decision you made months ago. That's the impact you create every single day. But it's easy to forget when you need to think about: - CAD drawings - Client revisions - Budget constraints - Planning conditions I understand. I've been there. The technical part consumes a lot. This explains why architects forget to communicate their value. You describe square footage when you should talk about how families gather. You list materials when you should share how natural light transforms morning routines. When you move from: "I design buildings" → "I create spaces where life happens" Things are put in a different perspective: - Clients see someone who understands design's daily impact - Clients are willing to invest properly in what you do - Clients stop seeing you as just another architect Your real portfolio isn't just beautiful images of finished projects. There carry human stories: - The family home where kids take their first steps - The office space where teams collaborate better - The community centre where neighbours connect Architecture doesn't sell through beauty alone. It sells through meaning. Stop writing just technical reports. Start sharing the human impact. When you shift how you write about your work, clients stop treating you like a commodity. They see the life-changing value you deliver. P.S. How much time do you spend on words compared to design? P.S.S More importantly: What will you change about that ratio? Because great architecture deserves great communication. And great communication creates great opportunities.

Your post tells all the details. Cool. But does anyone understand it? I saw a post about a single storey extension. It explained a lot. It went something like this: "The extension features modern composite cladding, which seamlessly blends with the existing structure while providing a low-maintenance, weather-resistant finish." Technically spot on. Poetic too. But hard to connect with. They could’ve said: "We used composite cladding. It blends in with the original building. But it’s tougher. Handles bad weather. And you don’t have to keep fixing it." Same project. Different words. Way more relatable. Why? Because it sounded human. Understandable. Clear. Not trying to be profound. Not trying to be groundbreaking. Just being relatable. Because... Clarity and simplicity work better. So people outside architecture can understand too. P.S. How hard is it for you to write posts? From 1-5 (1 being very easy).

A marketing tip most don't do. Getting to the point and being clear. I know as an architect you love using poetic language and fancy words. Words like "enhance", "resonate", and "focal point". You love them. But there's something to think about here: ↳ Complex language makes your message hard to follow. ↳ Hard-to-follow messages get scrolled past. Not because clients don't care. But because you're making them work too hard. Here are 4 ways to keep it simple and clear: 1. Avoid jargon your clients won't understand ↳ Speak their language, not architect-speak 2. Focus on how you help, not what you do ↳ Benefits over features, always 3. Use short sentences that are easy to follow ↳ One idea per sentence works best 4. Read it out loud ↳ If it sounds clunky, rewrite it Remember: Your potential clients shouldn't waste mental energy just to understand you. The simple truth is: Clarity builds trust. Confusion kills it. Take action: Pick one sentence from your marketing. Make it simpler today. P.S. Then tell me, did it feel better?

LinkedIn is not a social media platform. It just looks like one. Let me explain what I mean: LinkedIn is a professional networking platform. When people log in, they’re in work mode. They want to learn, connect, find opportunities, or grow their business. Now compare that to Instagram or Facebook: People go there to relax, watch reels, and catch up with friends. It’s about lifestyle, entertainment, and personal connection. (Yes, you can build a business there but that’s not why most people log in.) LinkedIn is different. It’s built for career growth, professional relationships, and industry insights. Even the content works differently: • LinkedIn prioritises tips, stories, insights, and clear advice • Instagram and Facebook focus on visuals, aesthetics, and entertainment And the way we connect? Also different: • LinkedIn connects through shared professional interests • Instagram connects through lifestyle and visual appeal So how do you use LinkedIn well? • Position yourself clearly • Optimise your profile • Know who you're talking to • Create content that resonates • Educate (60%), motivate (20%), inspire (20%) • Add you, your thinking, your experience in every post • Engage consistently. • Comment, message, and build real relationships • Be helpful and human. If you want clients to trust you, hire you, and recommend you, you need to show up where that trust is built. Choose based on your goals. But if you want to be seen as an expert, you know where to be. P.S. Which platform works best for your business?

"We already have marketing support in place." They didn't need me. But they were curious. (And they became a paid client). An architect sent me one of their project descriptions. I rewrote it in a simple way that clients could understand. That is what made them curious enough to explore further. Here is what they told me: Why did they decide to try my free review: "Interested to see what you write and see it from someone else's perspective." What caught their attention in my feedback: "Like the clarity and how you captured the essence of the project in a simple way that clients might understand it." Their decision to move forward: "We liked what we saw." My working process: "Easy, great communication and a quick turn around." The biggest shift for them: "We will consider looking at our project descriptions from a different angle." What they valued most: "You did exactly what you said you would do, when you said you would. We like transparency and are very friendly and polite, easy to work with." Their advice to other practices: "Give it a go, what do you have to lose?" Here's what I love about this: They already had marketing help. But they were curious enough to see a fresh perspective. Sometimes that outside view is exactly what you need to get clarity in your messaging. The result? A new way of looking at their projects and how to communicate them to clients. Where clients can see themselves in their project stories. Win for them and win for their clients. P.S. Ever had someone rewrite your work and think "why didn't I say it like that"? Give it a go. Or ask me to do it for you :)

"You're too expensive." You heard that before I’m sure. But I think of it this way: If someone thinks it's expensive to hire a professional, wait until they hire an amateur. Cheap work almost always comes at a cost. And it's not just about the money they save upfront. It's about: • The vague scope that causes confusion • The non-stop changes with no extra fee • The designs that get watered down • The delays that stall the whole team • The stress that they have to carry When someone says "you're too expensive," what they're really saying is "I don't value what your offer." But as an architect, that's not your problem. That's theirs. Your worth isn't determined by those who can't afford you. It's set by those who understand your value. Because: - Expertise isn't free - Quality has a price tag - Standards shouldn't be lowered The right clients will always pay for quality. They know the true cost of cheap work. Remember this: You're not expensive. You're valuable. And that's worth every single penny. When someone says "you're too expensive," they're actually telling you "I'm not your ideal client." Listen to it. And move on. - Your time deserves compensation - Your expertise deserves respect - Your worth isn't up for negotiation So to every architect who's ever doubted your rates, stop. You're not charging too much. You're just talking to the wrong people. This one goes for Friday motivation 💛. And a nice weekend ahead. P.S. Have you been told before you’re too expensive?

“Being good at design will be enough.” That’s what I believed when I first worked in practice. (and I know many architects still quietly hope that too) Back then, I saw my boss rely on talent alone. On finished projects to bring in the next ones. On word of mouth. And they did. But not consistently. Some months the studio was busy. Other months… silence. I remember sitting there with nothing to do. He was paying me to be bored. Neither of us was winning. Those moments stayed with me. Because I realised something most architects don’t want to admit: Being good at design isn’t always enough. Good architects still get overlooked. Still wait for work to come to them. Still compete on fees. Not because they’re not great. But because no one knows about them being great. That's one of the reasons why I do what I do now. To help you tell stories, not descriptions. To help you write in a way your client understands. To help you attract the right work, not just wait for it. To show how online marketing and LinkedIn work for you. For me, it’s simple. I want architects to have choice, respect, and steady work they love doing. Because being good at design should lead to a good life too. P.S. Do you believe being good at design is enough today?

Saying “we’re underpaid” gets nods and sympathy. But saying “here’s what I charge and why” takes guts. One feels comfortable. The other puts you in the green. I read what architects say about pricing. Most say they’re underpaid. Few talk openly about what they charge. Maybe it's easier to join the chorus of “we’re underpaid” than to actually say your fee out loud. But…staying quiet doesn’t help. It holds you back. 3 ways to talk about price with confidence: 1. Use price bracketing Give three options. Low, mid, high. It makes your middle offer feel like the smart choice. 2. Avoid justifying prices Talk about outcomes, not hours. Focus on what they get, not how you get there. 3. Price the client, not the job Same service, different value. Price based on who they are and what it’s worth to them. With this strategy, you don't have to stay modest. You don't have to avoid the money talk. Simply tell them your fee → stand by it. It's ok to speak about money, but it's never ok to undervalue yourself and service. That's the difference. P.S. Do you feel uncomfortable talking about your fees? Yes or No?

Most think marketing = selling out. Wrong. Marketing = showing your brilliant work to people who need it. While you hide behind "good work speaks for itself," other architects are booking dream projects. Your ideal clients are searching for someone exactly like you. But they can't find you if you don't show up. P.S. What stops you from sharing your work? 1. Fear of judgment 2. "It's not perfect yet" 3. Don't know where to start 4. Think it's too self-promotional 5. Something else?