Frame Architectural

Flying under the radar

While the old website had a small gallery of project images, it wasn’t enough to showcase the depth and impact of Frame Architectural’s work. No case studies highlighted the collaborative process or the value added to each project.

The site’s design also wasn’t keeping up with evolving technology. It wasn’t responsive across different screen sizes, making it feel clunky, basic and outdated. In an industry where aesthetics and attention to detail are critical, this was a significant issue. Lachlan is modest and reserved, but his understated approach to Frame Architectural’s online presence limited his ability to attract new clients.

Lachlan wanted to work with someone who shared his collaborative, egoless approach. Our discovery call helped establish that trust, as he quickly felt at ease with our natural, non-salesy conversation. He appreciated the “good balance of fun and professionalism” and knew we’d be a good fit to work together.

Interestingly, Lachlan’s experience during our call reinforced a key point I wanted to drive home—his website needed to feel the same way. Just as Frame Architectural’s design process is client-focused, the website needed to be equally inviting and easy to navigate, guiding potential clients rather than making them feel lost. People buy from people.

Many architects hesitate to add too much content, believing minimalism is always better. There’s also a tendency to design websites with industry peers in mind rather than potential clients.

I explained to Lachlan that a website shouldn’t feel like a portfolio for other architects—it should be a service-focused tool that helps clients make informed decisions. The shift came when we reframed conversion techniques as a form of guidance rather than self-promotion.

The previous website followed the typical “less is more” architect philosophy—it was sparse, monochromatic, and minimal. While clean, this approach left potential clients with too many unanswered questions.

To maintain a refined aesthetic while improving usability, we incorporated:

• A sticky, always-present “Contact” button in an accent colour, reducing the need for repetitive contact links.

• Testimonials within accordion dropdowns, allowing praise to be displayed discreetly without cluttering the design.

• A carefully selected accent colour to create subtle visual interest while maintaining Lachlan’s refined style.

These small but thoughtful additions reassured Lachlan that usability and aesthetics could coexist.

A key improvement was the introduction of project case studies. These allow Lachlan to highlight the types of clients he works with, the challenges he solves, and the real-world impact of his designs.

We created a case study template that makes it easy for Lachlan to document new projects consistently. This ensures his website remains up-to-date and aligned with his evolving portfolio.

Many architectural firms stick to neutral palettes, making their online presence blend together. I encouraged Lachlan to introduce a subtle accent colour as a way to differentiate Frame Architectural. Thoughtful use of colour added depth and personality without overpowering the project imagery.

Just as Frame Architectural takes a client-first approach to design, the new website was built to put the user experience first.

• The layout is structured to guide potential clients through the site seamlessly, answering key questions before they even need to ask.

• Case studies and testimonials provide social proof, reinforcing Frame Architectural’s expertise and collaborative approach.

• Thoughtful, client-focused copy reflects the same personalised approach the studio takes in its projects.

Beyond design, we implemented SEO improvements to help Frame Architectural rank better in organic search results. These included:

• Strategic keyword optimisation across the site.

• Client-focused copy that answers common questions and improves search relevance.

• A structured case study format, adding fresh, high-value content over time.

• Google Business Profile optimisation to enhance local search visibility.

With these changes, the website is now more discoverable by potential clients searching for Brisbane-based residential architects.

The redesigned website is a welcoming invitation for prospective clients. It provides clear, intuitive navigation, detailed project insights, and easy ways to get in touch.

The SEO improvements have strengthened Frame Architectural’s online presence, making the studio more searchable and competitive. More importantly, the site now reflects who Lachlan is—approachable, confident, and highly capable.

In Lachlan’s own words, the transformation has given him the confidence to engage with potential clients without worrying that they’ll judge his business based on an outdated site. He now has a digital home that is both functional and a true representation of his work.