The Monday Morning Building Product Advisor
​Issue #93

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How to stop your architectural product website from “sucking wind”

Here’s something I know about your website that I’ve probably never even seen.

It’s probably not generating the leads you need.

How do I know?

Because I’ve spent decades on both sides of this equation. As an architect, I’ve specified 100s of millions of dollars’ worth of products. As a copywriter and product rep coach, I help manufacturers and reps connect with architects like me.

And I’ve seen thousands of building product websites make the same mistake.

Most look good but don’t work. They don’t speak the language architects actually use. They don’t answer the questions we ask when we’re deep in CDs and need to make a specification decision today.

[BTW: “Sucking wind” is Army-speak for falling behind. I learned it back in basic training when we were having trouble keeping up with our drill sergeants.

If your site isn’t converting architect visits into conversations, that’s exactly what’s happening… You’re falling behind while competitors who understand architects gain ground.]

But, hey! It’s not your fault.

You built what the web developer recommended. You followed what other manufacturers were doing. You followed what most architecture firms do on their websites. You showcased products with great photography and detailed specs.

So, here’s what architects actually need from your website. (And it’s not what most manufacturers or reps think.)

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The Problem: You’re speaking manufacturer, not architect

Most building material websites are what we call “brochure sites.”

Beautiful imagery. Product specs. Company history. All the things that matter to you.

Here’s what they miss: answers to the questions architects are actually asking when they land on your site.

When I hit a manufacturer’s website, I’m looking for specific information fast. Can this product handle the load? Does it meet the code requirements? How long is the lead time? Who’s the rep in my area?

Most sites make me hunt. Or worse! They bury practical information under marketing fluff about “innovation” and “quality.”

If your site focuses on your company instead of addressing your architect’s immediate challenges, you’ve lost them. We’re too busy to dig.

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The 5 C’s Framework: What architects actually need

An effective architectural product website does five things well. I call them the 5 C’s of Content That Converts Architects:

1. Customer-Focused (Translation: Architect-Focused)

Your copy should speak directly to the visitor. Use the words they use at work, not marketing speak. Tackle their real problems:

• Tight deadlines
• Code compliance
• Budget constraints
• Contractor pushback
• Building department reviews

When I’m specifying, I can tell in seconds whether a manufacturer understands my world. That’s all the time you have.

2. Competitive

Use the search terms architects actually type into Google. When we look for a “high-performance curtain wall system” or “low-VOC interior finish,” we need to find you. Show us clearly how your solution is different from others… without a sales pitch.

Architects compare options. Make the comparison easy and honest, and we’ll trust you.

3. Clear

No jargon. No marketing fluff. Give us the information we need to make a specification decision in a structure that’s easy to scan.

Remember: I might be visiting your site at 11 pm after a long day of markups. Or on a job site, trying to answer a contractor’s question on our phone. Make. It. Easy.

4. Conversion-Optimized (But Not Salesy)

Every page should guide visitors toward a next step. But make it relevant to where we are in the process. Early research? Offer a comparison guide. Ready to spec? Make it easy to download the CSI spec and detail drawings. Have a technical question? Put your technical rep’s contact info right there (not buried in a contact form).

Don’t make architects hunt for the next step. We’ll just go to your competitor’s site instead.

5. Consistent

Your brand voice, technical info, and rep contact details all need to connect across every page. Nothing kills trust faster than contradictory info or dead links to old product lines.

Architects notice details. That’s literally our job.

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3 things you can fix this week (from an architect’s perspective)

I’ve worked with dozens of manufacturers to fix underperforming websites. Here are three changes that always work. And they don’t need a full redesign:

1. The 3-Second Clarity Test (do this right now)

Pull up your homepage on your phone.

Hand it to someone who doesn’t work in construction… your spouse, a friend, whoever. Give them three seconds to look at it. Then take the phone back.

Ask: “What does this company make, and who would use it?”

If they can’t answer, your positioning is unclear. Imagine a busy architect juggling 52 other tabs. If they can’t quickly find what they need on your site, what do you think they’ll think?

I’ve run this test with dozens of manufacturers. Those who pass it (meaning their value is clear in 3 seconds) get more qualified inquiries. And if they don’t? That’s when architects bounce.

This is the foundation. Fix your homepage’s clarity before you touch anything else.

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2. Your product pages are more important than you think.

Most manufacturers miss this:

Your product pages get far more traffic than your homepage. Why? Because that’s where Google sends architects looking for solutions.

But most product pages I see are just spec sheets. There is no context about when an architect would specify this product. No “here’s the problem this solves.” No clear path to the technical resources we actually need.

When I’m specifying, I’ll land on a product page and need to know: What applications is this designed for? What are the code implications? Where do I get the specs and details?

Try this: Pick your three most visited product pages. Add one paragraph at the top that answers, “When would an architect specify this?” or “What design challenge does this solve?”

Then add clear links to:

• Downloadable specs
• CAD details
• LEED documentation
• Your local rep contact

This simple addition can double the inquiry rate from product pages. Because now, you’re finally speaking the architect’s language.

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3. Test your response time (Architects are impatient)

Here’s a conversion killer most manufacturers or reps don’t see: slow follow-up.

Your website might be great! But if an architect fills out a contact form or requests a sample and doesn’t get a quick response, you’ve lost them.

I’ve lost count of how many times I’ve asked a manufacturer for info and not gotten a reply for 2 days. By then, I’d switched to a competitor who replied in just 2 hours. Or I’d fixed the problem with a product I already knew.

In architecture, we work on project timelines. If we’re reaching out, we need an answer now, not when it’s convenient for your sales team.

Do this today: Fill out a form on your own website. Time the response. Do you get an auto-reply right away (confirming you didn’t just shout into the void)? And do you also get a personal response in a few hours? If not, you might be losing architects you don’t even know about.

Fix your response process, and you’ll start more conversations. It’s that simple.

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Here’s how to fix the bigger picture

If your website doesn’t “speak architect,” you’re missing chances to build relationships each day.

The good news is you DON’T need a complete rebuild.

I offer a Strategic Content Audit that examines your site just like an architect would. (Because, like, I am an architect.) I use a 35-point usability checklist and the 5 C’s framework. This helps identify where your site loses architects. Then, I show you what to fix first.

No generic marketing advice. No web developer jargon. Just a clear roadmap showing what architects need when we’re trying to specify your products.

Hit “Reply” and let’s talk about whether an audit makes sense for where you are right now.

Don’t let a website that doesn’t resonate with architects hold you back. You’ve invested too much in your products and your team.

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That's it for this week!

Cheers to building more than just buildings, and see you next week,

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Neil "Pimp My Website" 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!

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