“Could you do a newsletter on the key critical features a product rep’s website should have to best capture the attention and communicate to our architectural audience?”
I’m not sure he wants me to share his name, but that’s a great question a product rep emailed me last week.
Since it was Memorial Day weekend in the US, I got busy and a bit lazy. So, I decided to answer this one today.
QUICK NOTE. My top services are website audits for manufacturers and product reps. I also help rewrite website pages. If you want that, hit ‘reply’ and let me know. I’ll send you details.
Anyway! Today, I’ll give you 10 fixes to make your site clear and efficient. These changes will help architects trust it more.
Let’s slap on my Grumpy Architect hat and dive in:
1. Keep it simple
We don’t have time to hunt through dropdowns to find what we need. Use clear main menu tabs like: Products, Services, About, and Contact. Avoid clutter so we can find it within 3 or 4 clicks.
2. Mobile-friendly
We’re on project sites. In a meeting. On the couch. (Sometimes we’re on the toilet. 😬)
But a lot of times, architects are on their phones visiting your website. Make sure it’s mobile-friendly. If it looks like it’s from 2007, we’ll go somewhere else.
3. Ungate everything
Don’t make me “sign up” for an example spec. We need access now. PDFs, DWGs, DOCs… make them downloadable, no strings.
Offer the specs & details in various formats to make it easier to add to our projects.
4. Show, don’t just tell
Use high-res photos. Galleries of your products in action. Let your product prove itself. Show off your product’s versatility & performance in various settings.
5. Case studies that don’t put me to sleep
Use the “Problem → Solution → Result” format. Not just fluff. Bonus points if you can include happy architect, builder, or owner testimonials.
6. Keep your info current
Keep your specs, certifications, and code info updated to current standards. But make sure we can actually understand them. Sure, some of us are smart cookies. But if your product has even a little tricky, add a tech support button or an FAQ section.
7. Give me a reason to come back
Give me a reason to come back frequently. I’m talking about calculators or guides that architects need on most projects. Here are a few examples I’ve bookmarked and use all the time:
- A calculator to convert between drawing scales.
- A drywall manufacturer’s guide for fire wall assembly types.
- A page clarifying the size limits of fire-rated glass.
8. Use clear calls-to-action (CTAs)
Make it OBVIOUS what to do next. “Request a Sample.” “Download Specs.” “Talk to a Rep.” Make them big, bold, and obvious on your pages. I shouldn’t need a treasure map.
9. Optimize for search engines (SEO)
Use the terms that architects use to search for your products. Not your brand’s made-up product code. SEO 101: If I Google “sustainable façade panel,” will you show up? If not… fix that.
10. Make it EASY to contact you
Phone, email, contact form, carrier pigeon. Even better, include a “Find Your Rep” tool. Just don’t make me dig for it.
Your next power move:
As I said above, I’ve helped product reps & manufacturers fix their websites.
Want me to take a look at yours?
Reply with “Audit me” and I’ll send you details.
Let’s make architects love your website.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “not-really-grumpy” Sutton
Architect | Speaker | The Product Rep Coach
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P.S. Do you really want inside an architect’s head?
When you’re ready, there are 3 ways you can start working with me:
- Product reps: If you want to be better at connecting with architects, hit reply, and let’s chat.
- Business owners or Team Leaders: You can book an Architect Connections Training for your team. Hit reply, and I’ll send you the details.
- Speaking: If you’d like me to present at an upcoming group meeting, reach out, and let’s talk!