Brennan Chui
Your website is an essential part of marketing to architects and, according to our research, it is their "first port of call" when researching new products.
However, many building product companies consider their website a brochure. A static page.
Your website can be so much more than that!
After a great conversation, or email, or social post, your prospects will go to your website. It is where they do the majority of their personal research. If you have a performance website, rather than a brochure site, it makes the rest of your sales and marketing more effective.
In this article we'll explore an overview of how you can create or maintain a performance website that leads the specifier through a journey that piques their visual interest, enables their product education, and intuitively guides them to the next step.
Here are seven steps to building a great website when marketing to architects.
1. Maintain A High Page Loading Speed
What's worse than waiting for a web page to load? Often, visitors will simply go back to the search engine results page and try a different site. Research reveals that even a mere 6-second delay in load time can result in a 106% increase in bounce rates.
Slow-loading pages not only frustrate users but also negatively impact SEO rankings.
To retain valuable leads and prevent potential customers from abandoning your site, prioritise speed as a fundamental aspect of your website design and performance optimisation strategy.
2. Be Visually Appealing
Over time, can become a paella of key messages, value propositions, product information, company information, and brand promises, all mixed together.
Simplicity and clarity is key to a visually appealing website page.
Avoid overwhelming users with flashy elements and cluttered layouts. Instead, use whitespace strategically to frame crucial information and maintain the reader's focus.
Clearly convey the purpose and content of the page at first glance to create a positive user experience. Make sure the flow of information is logical, and arranged in the appropriate information hierarchy.
Remember, an aesthetically pleasing design enhances credibility and trust in your brand.
“What I want to see is websites being better curated – more thought about graphically. Because there is nothing worse than having a really good technical resource that is awful to look at.”
- Ged Couser, Architect Director, BDP
For a well-designed website, professional photography, and design support are crucial, along with clear product information. Showcase products in attractive buildings and projects to elevate their appeal. If that's not feasible, opt for 3D renders that position products realistically in beautiful settings.
Don’t forget to properly format the images on your website and include accurate names and alt tags to increase visibility on search engines, LinkedIn, and Pinterest—platforms frequently browsed by architects for inspiration.
3. Portray products accurately
Architects seek accurate representations of products - instead they often feel like building product companies are "trying to con" them. How? By using flattering shots of their products that don't do justice to their true proportions.
For instance, everyone loves a slim sight-line on an aluminum window frame, but if you have a chunkier version, make sure that's clear in the photography.
You could even consider including cross-sections and precise dimensions alongside or overlaid on images.
By providing transparent and precise visual information, you establish trust with your target audience, increasing the likelihood of architects considering your products for their projects.
4. Write Detailed but Digestible Product Descriptions
Balance the comprehensive information with readability in your product descriptions. Avoid an exhaustive list of features and benefits. Instead, craft descriptions that present essential information in a purchase-triggering format. Use bullet points, headings, and concise paragraphs to facilitate easy scanning of content.
Guide users seamlessly with clear information. Each product page should address one question, streamlining the user experience. Provide easy access to specs and data sheets for architects. Encourage one action at a time, like requesting a quote or brochure download.
5. Incorporate Social Proof For Credibility
Architects, like any other customers, seek reassurance about the quality of your products or services. Use case studies, feedback, and customer-generated content (CGU) on your product pages to showcase real experiences and testimonials. Positive reviews and endorsements from other companies or projects build trust, and studies have shown that 76% of customers trust user-generated content more than branded material.
Case studies with positive results also provide real-life addresses where architects can see products in action. Highlight novel uses of products to make case studies more engaging. Detailed photos showcasing products within buildings add value to case studies.
6. Enhance Product Clarity and Accessibility
During our workshop with 7 architects in Manchester, a participant voiced their frustration with product naming conventions: "I don't know what the difference is between the RS100 and the RS102." Architects prefer clear and descriptive names that differentiate products, rather than codes.
Furthermore, architects find it inconvenient when technical information is hosted separately from product pages. Combining both on the same page significantly enhances the user experience, as architects prefer quick and easy access to contact information.
7. A Growth-Driven Webpage Design
Understanding the needs and preferences of architects is a major step in crafting a successful marketing strategy for building product websites. By optimising page speed, creating visually appealing designs, providing accurate product representations, and incorporating social proof, you can develop a positive relationship with your target customer.
Additionally, clear and descriptive product names, along with streamlined access to technical information and contact details, will streamline the specifier's journey and foster stronger relationships with potential clients.
With these insights, you can effectively position yourself as trusted supplier and establish long-term partnerships with architects, ultimately driving success in the competitive market.
ABOUT INSYNTH
At Insynth, we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to connect with a technically demanding audience.
The latest marketing techniques such as construction inbound marketing, help building product companies to grow sustainability.
As the only HubSpot-certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, SEO, and Content Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.
Book A Free Consultation Today to discover more.
