Marketing isn’t just about showing off your latest project or posting on Instagram. For architecture firms, marketing should be about one thing: guiding potential clients through a journey—from discovering your work to signing on the dotted line.
This journey is called a sales funnel. And when you get it right, it transforms your marketing from a series of disconnected efforts into a powerful, client-generating system.
In this guide, you’ll learn how to structure your marketing strategy as a funnel, ensuring every step attracts the right audience, builds trust, and converts interest into action.
What is a Sales Funnel?
A sales funnel is the journey your clients take as they move closer to hiring you. It’s made up of three stages:
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Every part of your marketing should guide potential clients seamlessly through these stages. Let’s break it down.
Stage 1: Awareness – How Do I Market My Architecture Firm?
The first stage of your funnel is all about visibility. Clients can’t hire you if they don’t know you exist. This is where you make your first impression.
Clarify Your Positioning:
The foundation of any good marketing strategy is a clear and compelling positioning. It answers two crucial questions:
Who do you serve?
Why should they choose you?
Here’s how to clarify your positioning:
✔ Define your niche: Focus on what sets your firm apart. Are you known for sustainable design, luxury builds, or a specific aesthetic?
✔ Communicate your value: Speak to the problems you solve and the results you deliver.
Use Digital Tools to Build Awareness
To make your firm discoverable, leverage platforms and tools where potential clients are already looking.
Social Media: Share stunning visuals, behind-the-scenes content, and educational posts on platforms like Instagram and Pinterest. Check out our social media guide here.
SEO: Optimise your website for local keywords like architect [area] or industry terms like sustainable architecture. Our architects/interior designer SEO guide is coming soon, stay tuned and sign up for my newsletter in our footer.
Networking: Expand your reach by collaborating with interior designers, developers, or other complementary professionals.
Investment Guides: These are a new phenomenon but they're essentially a PDF guide to your practice, what you offer and why you're different. My practice has several consultants and networks who regularly share our investment guide with people looking for services. It's free marketing!
Quick Wins for Awareness:
Update your website’s homepage with a clear niche and a strong call to action.
Post a project reel on Instagram explaining your processes, and why this matters.
Claim and optimise your Google Business Profile to appear in local searches.
Your goal at this stage isn’t to sell—it’s to spark curiosity and get potential clients interested in learning more about you.
Stage 2: Consideration – How Do Architects Get More Clients?
Once potential clients are aware of your firm, the next step is to build trust and show them why you’re the best choice.
Build a Website That Works
Your website is the cornerstone of your marketing funnel. It’s where potential clients go to learn more about your work and evaluate your expertise.
✔ Showcase your best projects with high-quality visuals.
✔ Include client testimonials and case studies to demonstrate credibility.
✔ Use clear calls-to-action like “Book a Consultation” or “Download Our Client Guide.”
Create Trust-Building Content
At this stage, content marketing is your best friend. It helps potential clients understand your process and builds confidence in your abilities.
✔ Write blog posts that answer common questions (e.g., “How to Plan a Home Renovation”).
✔ Share videos or carousels on social media that explain your design process.
✔ Offer a free downloadable guide or checklist to capture email addresses and nurture leads.
Quick Wins for Consideration:
Add a client testimonial to your website’s homepage.
Write a short blog post answering a common client question.
Create a behind-the-scenes Instagram Story showing your design process.
This stage is all about demonstrating value and making clients feel confident in choosing you.
Stage 3: Decision – How Can an Architect Advertise?
At the bottom of the funnel, your goal is to make it as easy as possible for clients to take the final step: hiring you.
Leverage Paid Advertising
Paid ads can be a powerful way to drive conversions.
✔ Use Google Ads to target local keywords and attract clients searching for an architect in your area.
✔ Run retargeting ads to remind website visitors to book a consultation.
Personally, I've found Meta ads don't work as well for service-based businesses. There is usually much more "commercial" intent with Google.
Perfect Your Call-to-Actions (CTAs)
A strong CTA removes hesitation and gives clients a clear next step.
✔ Make your CTAs specific and action-oriented (e.g., “Schedule a Free Consultation Today”).
✔ Offer limited-time incentives, like a free consultation, or opening in your workload, to create urgency.
Quick Wins for Decision:
Add a “Contact Us” button to your Instagram profile.
Test a small-budget Google Ad targeting “architect near me.”
How to Build a Long-Term Marketing Strategy
Marketing should not be viewed as a one-and-done effort—it’s a system that evolves with your business. To keep your funnel running smoothly:
✔ Track Your Efforts: Use analytics to monitor where clients are dropping off and optimise those areas.
✔ Refine Your Messaging: As you learn more about your audience, tweak your positioning and content to better align with their needs.
✔ Stay Visible: Consistency is key. Keep showing up on social media, updating your website, and engaging with your audience.
Conclusion: Marketing as a Journey
Marketing for architects isn’t just about visibility—it’s about guiding potential clients through a journey of discovery, trust, and action.
By creating a sales funnel that aligns with your firm’s goals and values, you’ll not only attract more clients—you’ll attract the right ones.
Ready to take the first step? Start by clarifying your positioning. Download my free guide to learn how to define your niche, communicate your value, and set up a marketing strategy that works.
Until the next blog.
