COPY WRITING FOR MARKETING ARCHITECTS
SMART Copy for marketing architects goes beyond glossy pictures to sell prospective clients on your expertise, your aesthetics, and your design philosophy. SMART copy makes them want to work with you and no one else.
Your Architecture Website copy should make them want to work with you and no one else
When it comes to marketing, architects often rely on basic bios, dazzling project pictures and word of mouth client referrals. But Referrals are no longer enough. And there are equally dazzling pictures in magazines and on your competitors’ websites and social media feeds. How do you make them want to work with you and no one else?
This is why the copy, the actual words, on your website matter. See below how to use your copy to really connect with prospective clients.
Your copy should establish your expertise to create trust
Your copy should establish the breadth of your expertise and your experience. What is your specialty? What makes you an expert? What makes you good at what you do? These are some of the questions your copy should answer. You could also use content marketing to provide tips and tricks and industry trends articles to showcase the full scope of your expertise.
Copy helps them connect to YOU, the architect and the person
It is through your words that readers discover your design philosophy, your values, and what it might be like working with you, in short, your brand.
Make sure your copy clearly defines:
Your design philosophy;
How you approach design;
How you work with clients to give them exactly what they want.
This tells prospective clients whether or not you two will vibe. It also tells them exactly what to expect, which breeds trust.
Tell them exactly why they want to work with you. Make sure also that your design philosophy and approach are centered on your clients. Remember, it’s not about what you can do, it’s about what you can do for them.
Your copy can also enhance your design pictures to really make the soft sell
The copy on your website should also be used to enhance your pictures by telling the story behind each of them.
That story can be how you got your inspiration for this project or how you achieved the results, giving the reader not only a captivating story, but also some valuable tips that showcase your expertise. These would make really great blog entries.
Turn your project pictures into success stories that create the “gotta have it” feeling
Even more effective though, tell the story of how this particular space changed the lives of your client.
This approach is a 1-2 punch that connects powerfully with your readers emotions. Not only are you telling them the benefits of that particular space, you are actually drawing them into the experience, making them imagine themselves in the same beautiful and functional space. This is what creates the “gotta have it” feeling.
Why do I want to work with you?
Your client-centered website, marketing materials and sales pitches all need to answer that question in 30 seconds or less, clearly, consistently, effectively.
Here are a few questions to get you started on your brand strategy:
What do you do?
Why do you do what you do?
What makes you good at what you do?
What are your values?
Why should people want to work with you and not with your competitors?
What is the single core promise that defines your brand? (otherwise known as your tagline)
OTHER TIPS TO ENHANCE
YOUR MARKETING ARCHITECT WEBSITE
To make your pictures pop and really show what you can do, use before and after shots and really increase the WOW factor.
Include client referrals throughout your website. There is no better advertisement than a happy customer. Make sure your referrals are short, to the point and above all, true.
Make sure they know what to do next: Each of your webpages should get your readers to do something. Tell them what the next step is with clear and repeated calls to action. What do you want them to do:
Download an information pack;
Schedule a free consultation (bonus to you if they can do it online;
Subscribe to your newslette;
Download your ebook (another great way to showcase your expertise and grow your email list).
- If all this information is making your head spin;
- If writing is really not your thing;
- If you’re wondering where you’re gonna find the time with the 300 other things you need to be doing:
My name is Soukaina Martin
I am a professional, freelance copywriter with 10 years of experience in marketing and communications;
I do extensive research to understand what your clients and audience really want;
I consistently apply proven techniques and formulas to create SMART copy and content that get big results.
More than a one-off freelancer, I want to be your on demand partner.
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I'll inspect it using my SMART Checklists and give you a list of suggestions to make your copy and content stronger, SMART-er, so it can work harder for you and get you more clients.
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