Design schools don't teach you how to market. They're great at pushing your design skills, and in some part, you learn how to articulate your ideas (both verbally and graphically), this is incredibly important whether it be your boss, colleagues or your clients. Client management is a complex topic, with nuance, psychology and much learning on the job!
As architects & designers, we love to design but we're not all good marketers. I love learning about marketing and I've listened, and continue to listen to any podcast or audiobook I can get my hands on to boost my knowledge.
We're trained to solve problems, so let's think of marketing as a problem and come up with some strategies that allow us to not only rely on referrals but also put a structure in place for 2025.
So this blog/article whatever you want to call it, is going to be about building a process - a clear way to attract the right people, and filter out the ones that aren't a fit, all whilst buying back our time to continue to focus on our existing ones.
The first thing we need to do is understand our audience and build a simple, effective sales funnel, and I'll show you how to position yourself to clients who want to come to you.
Start With Positioning—Who Are You Trying to Attract?
If you try to appeal to everyone, you’ll resonate with no one. You're going to stretch yourself too thin. You create more problems trying to market to everyone, you can't be specific enough and you'll get lost in all the noise.
Positioning is the foundation of your business. If you get this right, you're going to find all the other steps in enhancing your client experience become so much easier.
Without a clear positioning strategy - you’ll end up with mismatched clients, underpaid projects, and constant frustration. You'll end up hating all of your clients, and to be honest - you might only be able to blame yourself. So ask yourself some key questions:
Question | Why It Matters | Example Answer |
|---|---|---|
Who is your ideal client? | Helps you focus on the right audience. | Homeowners with luxury projects. |
What type of projects do you love doing? | Keeps your work fulfilling and focused. | Barn conversions, sustainable homes. |
What unique value do you offer? | Differentiates you from the competition. | Combining architecture + interiors for a seamless process. |
What problems do you solve for clients? | Aligns your services with their needs. | Clarity, organisation, and standout design. |
Action Step: Write out your answers to these questions. Then review your website, social media, and fee proposals—does your messaging reflect this positioning? If not, that’s your first fix.
The Sales Funnel—How to Attract, Engage, and Convert Clients
Most architects and designers don’t realise they already have a sales funnel—it’s just not intentional. Leads trickle in, conversations happen, and sometimes, they convert.
A proper sales funnel puts structure to this chaos. It guides potential clients from discovering you to trusting you to hiring you.
Here’s how to think about it in simple terms:
Stage | Goal | What to Focus On | Examples |
|---|---|---|---|
Awareness | Attract the right leads | Get in front of people who need your help. | Social media, blog posts, PR. |
Consideration | Build trust and educate | Show your expertise and process. | Investment guides, case studies. |
Decision | Convert leads into clients | Make the next step easy and clear. | Fee proposals, consultations. |
Stage 1: Awareness—Attract the Right Leads
At this stage, your goal is to get noticed. But not by everyone—just the right people.
What to Focus On:
Showcase Your Work on Social Media
Choose one primary platform (e.g., Instagram, Pinterest) and double down.
Post consistently, focusing on projects you want more of.
Add value through tips, behind-the-scenes content, and success stories.
Create Searchable Content
Write blog posts that answer questions your ideal clients are searching for.
Example: “What’s the cost of a barn conversion?”
SEO will do the heavy lifting for you over time.
Leverage Word-of-mouth
Reach out to past clients and ask for referrals or testimonials.
Make it easy: provide a simple email template for them to use.
Want to know how social media fits into your funnel? Read our blog on social media strategies for architects.
Stage 2: Consideration—Build Trust and Educate
Once someone discovers you, they’ll ask (even subconsciously):
“Why should I hire you?”
This stage is about building trust and answering their questions before they ask.
What to Focus On:
Create an Investment Guide
Show clients your process, what to expect, and why your fees are worth it.
A polished investment guide does the talking for you and filters out tire-kickers.
Share Client Success Stories
Case studies build credibility and show real results.
Focus on the transformation: before, during, and after the project.
Answer Common Questions
Think about what your leads always ask—“How much will it cost?” or “What happens first?”—and turn the answers into FAQs, videos, or posts.
If you're looking to automate building trust, and education, check out our investment guides page.
Stage 3: Decision—Make It Easy to Work With You
This is where most leads slip through the cracks. If you’re not clear about how to move forward, clients will hesitate.
What to Focus On:
Simplify Your Process
Create a clear, understandable, step-by-step journey: Consultation → Fee Proposal → Contract → Kick-off.
Clients should know exactly what happens next.
Write Better Fee Proposals
Use visuals to make your proposal easy to digest.
Frame your value, not just the cost.
Follow Up
If a lead goes quiet, don’t disappear. A simple follow-up series of email templates can make all the difference, whilst reducing any time wasted.
Get an Outsider’s Perspective—Prompts to Refine Your Funnel
When you’re in the thick of it, it’s hard to see what’s working and what’s not. Use these ChatGPT prompts to dig deeper:
“Act as my ideal client and tell me what you need to hear before hiring me.”
“What’s unclear about my process for a potential client?”
“List 5 ideas for blog posts that would attract luxury homeowners.”
“Write a follow-up email for leads who’ve ghosted me after a proposal.”
Getting fresh ideas doesn’t mean reinventing the wheel. Sometimes a small shift—like clarifying your value—can make all the difference.
Conclusion: Build Your Funnel, Win Better Clients
Attracting architecture clients doesn’t need to feel chaotic or random. Start by refining your positioning. Build a clear sales funnel that guides people from discovery to hiring you.
And remember—clients don’t hire you for what you do. They hire you for how you solve their problems. You need to show you understand their problems, architecture is a stressful process.
If you’re ready to streamline this process and attract better leads, download my free 40-Page Client Guide. It’s packed with tools to help you pre-qualify clients, save time, and focus on work that energises you.
