Words are part of the Design

If you showed up to the office wearing a deep navy blue suit, dark brown matte shoes, a classic tie, and topped it with a red-yellow hat, the room would notice one thing.

Not the suit. The hat!

"He got everything right, but the hat ruined it."

As architects, you don't merely put things together, you bring them together by design. Each component exists to add, not distract.

Your website works the same way.

You spend months designing a house where the kitchen window frames the neighbour's mango tree. You detail the sill height so the homeowner sees only the tree branches, not power lines.

Then you write: "We create residential solutions that integrate seamlessly with their natural context."

A pity.

Most of your clients come from word of mouth or from the work itself. Which is exactly why they're excited to visit your website. They want to get a better feel for who you are and all that you do. 

Like when someone who dresses with intention is expected to speak with intention too.

If your buildings are well designed but your words are generic, it reveals that maybe your design thinking doesn't extend all the way through.

The same thinking has to show up everywhere, consistently.

Your about page, the text in your project descriptions, the bio at the end of an article: none of it is formality.

It's the conversation before the conversation.

"Style is consistency." - Larry Niven