Why Architects and Designers Should Rethink Industry Website Norms
It’s no secret that many architecture and design studios lean into the ‘less is more’ philosophy when it comes to their websites. Sparse on words and heavy on visuals, these sites operate under the assumption that the work should speak for itself. And for some, that’s true. A nationally renowned studio with a steady stream of high-profile referrals doesn’t need to convince anyone—they’re the Land Rover dealership of design. Clients are already sold before they even arrive.
But what about everyone else?
For many architects and designers, potential clients aren’t seasoned developers or industry insiders. They might be homeowners embarking on their first renovation, small business owners looking for a commercial fit-out, or people who appreciate great design but have no idea where to start. To them, architecture and design can feel intimidating—an exclusive club where the rules aren’t clear, and the process is a mystery. If your website doesn’t bridge that gap, you may lose potential clients before they even reach out.
The Case for a Client-Centric Website
A client-focused website isn’t about sacrificing aesthetics—it’s about balancing beauty with clarity. Here’s why stepping away from rigid industry norms could work in your favour:
1. Design Alone Doesn’t Always Sell the Experience
Stunning images of past projects are important, but they don’t tell the full story. Potential clients need to understand how you work, what to expect, and why your process is different.
A well-crafted website guides them through that journey instead of leaving them to make assumptions.
2. New Clients Need Reassurance
Many people have never worked with an architect or designer before. They don’t know what’s involved, how long it takes, or how much it costs. Your website should answer these questions in a way that feels approachable and informative, not cold and exclusive.
3. Your Website Is for Clients, Not Peers
One of the biggest concerns I hear from designers is, "What will my peers think?" It’s understandable—you don’t want to feel judged for stepping outside industry norms. But at the end of the day, your website isn’t for your peers; it’s for your potential clients.
Peers don’t pay your bills.
While they may send referrals your way, a beautifully designed yet client-friendly website won’t turn them away—it will simply make you more accessible to those who actually need your services.
4. Personality Builds Trust
People want to work with someone they feel comfortable with, not just someone with a great portfolio. Injecting warmth into your website—whether through well-crafted copy, an engaging About page (with a friendly photo!), or a clear, friendly FAQ section—helps humanise your brand and makes it easier for potential clients to picture working with you.
5. A Clear Path to Contact = More Enquiries
If your website is all about showcasing work but doesn’t offer an easy next step, you’re creating a roadblock. A strong call to action, whether it’s an invitation to book a consultation, download a guide, or simply send an enquiry, makes it easier for clients to move forward.
Finding the Right Balance
This doesn’t mean abandoning the sleek, visual-driven aesthetic that defines so many design industry websites. It means refining it—pairing strong imagery with thoughtful content that engages, reassures, and guides potential clients.
Think of your website as an extension of your design philosophy: beautifully considered, functional, and tailored to its audience.
At the end of the day, your website isn’t just about showing what you can do—it’s about making people feel confident that you’re the right person to help them bring their vision to life. And that’s something a gallery of images alone can’t always achieve.
