Marketing for architects: how to write a great project description

At ArchiPro, we see incredible value in sharing architectural projects, both in print and online. Not only does it help our community find and engage with the right professional for their future projects, it is an excellent way for fellow architects and designers to see what products and technologies have worked for their peers, and gain inspiration for their builds. 

However, if you’re not a writer, putting a project description together can feel like a daunting task; where do you start, what information needs to be included, how long should it be? To ease the stress, we caught up with a few of our talented ArchiPro editorial writers to ask for their expert advice on writing a good project case study. Read their tips and tricks below!

Getting started

Why is it important to write a project description rather than just sharing an image gallery?

Jo: Having great project images is essential to get a prospective client’s attention, but the information you provide alongside your images is the best way to hold their attention and provide more context for those images. The information you provide can make the difference between whether the user is simply inspired, or seriously considers engaging your services.

Cassie: Project case studies help potential clients and homeowners learn how they can work with you to create a similar project. Photographs are great at showcasing the end result, but they don’t explain how the project came to be and how your product or service made the design a success.

What are the main pieces of information every project description should include?

Jo: Every description needs to contain key information that provides context for the project so that the reader can decide whether the project is relevant to the project they are embarking on. Information such as completion date, location, client’s brief, size of the section, footprint of the project, main construction materials, foundations details, timeline of the project, specific challenges, and awards received are all important pieces of information.

Cassie: It’s important to share what the brief or vision was for the project and the process of making it a reality. How did the location influence the design? What style did the client want? Share what challenges were involved and how they were overcome. 

Nick: Going into detail about the materials and products used is also valuable, as it can help readers understand whether they could be used in their own projects.

What is the ideal length for a project description?

Jo: The ideal length is between 400-700 words. Concise, but packed full of detail is best, and don’t be afraid to bullet-point any technical details. 

Crafting a narrative

What is the best way to structure a project description?

Jo: The ideal way to structure a project description is under a few key subheadings. These might be: Client’s brief; Location; Scope of project; Materials (exterior); Materials (interior); Challenges; and Highlights. You could also provide key information in bullet points, such as: cost, timeline, awards, section size, floor size, and partners used in the project. 

Why is storytelling important?

Jo: Storytelling is an important part of engaging your audience (in this case your prospective client) and creating a connection. The way you speak about your project shows a lot about how you work, what you value, and who you are. Designers/architects and their clients spend years working together, so you want to come off as someone who is great to work with. You also want your client to know that you care about your work. In your project description this might mean describing the client’s brief in detail and exactly how you fulfilled it, so that prospective clients can see how attentive you are to your clients’ requests. Or it might mean amplifying the description to evoke the architecture, and to demonstrate your passion for design and commitment to the project.

Nick: Storytelling is how you bring people in. It’s what turns a physical thing – in this case, a house – into a human thing. For most of us, our home is not only our biggest investment but also where we spend most of our time with loved ones, so naturally homeowners are very passionate about the whole process. So it’s valuable to capture this in the case study, and showcase how an architect turned their client’s passion into a reality.

Hearing an architect’s point of view is also important – the challenges they faced in terms of grappling with a brief, or a potentially difficult site, or dealing with red tape surrounding character homes etc. At the end of the day it’s the architect who is most familiar with the ins and outs of the project on a minute level, so their perspective on the process is key.

How do you communicate the complexity of an architectural project in language that homeowners can understand?

Jo: Homeowners aren’t generally familiar with technical jargon, so be conscious of using it. Instead, try to evoke the design and the process as best you can by using adjectives that show your passion and enthusiasm for the project. Don’t be shy to amplify your language.

How important are client testimonials and should you include them in your project description?

Jo: Client testimonials are a fantastic way to evidence how good you are at what you do. Relationships are crucial in the design of a new project, so providing testimonials from past clients is a great way to reassure future clients that they too will enjoy working with you and achieve their desired outcome. Reach out to past clients and ask them to provide feedback. Most clients will be only too happy to provide a sentence or two. 

Publishing your project

Why is it important for architects and designers to share their projects on digital platforms like ArchiPro?

Jo: Building a home is a huge undertaking and a lot of trust is put in the designer/architect to deliver. Using a platform like ArchiPro to showcase your work has a two-fold benefit of being a centralised place where homeowners go to find design professionals, but it’s also a trusted platform that only showcases quality professionals. Aligning yourself with the platform means that you’ll be exposed to a huge user audience who are looking to engage your services.

Cassie: When people are looking to design and build a new home, they look to resources like ArchiPro to be inspired. By showcasing your work, you’ll be seen as an expert in the architecture and design field, and be instantly connected with homeowners starting their architectural build or renovation project. Online presence is always valuable in today's world!

Nick: It’s the perfect way to showcase their expertise and style to a big audience, who are looking for design inspiration – and case studies are some of the best ways to get this inspiration. Readers can search for architects whose style matches their vision, and architects benefit by having increased exposure of their brand.

What makes a project stand out on ArchiPro?

Jo: Quality photography by an architectural photographer is an absolute MUST, and secondary to that, a detailed description that provides key information and shows how passionate you are about bringing your clients’ dreams to life. 

Key takeaways

• When documenting your project, it’s important to include a project description so that readers can understand the ins and outs of the design process, and how you brought the building to life. 
• You’ll want to include key information such as completion date, location, client brief, products and materials used, and any specific challenges you encountered. 
• The ideal length for a project description is around 400 to 700 words, and you can use subheadings to give the piece structure. 
• If you have them, client testimonials are a valuable addition to any project description and can help reassure future clients that you’re a pleasure to work with. 
• Once you’ve finished your project description, make sure you publish it on a digital platform like ArchiPro to help new clients discover your work.

If you are interested in publishing your projects on ArchiPro, get in touch with us to learn more.