#31: Most architects struggle with the same big question:
What should my website actually be doing for me?
In this episode, I sit down with Nikita Morell, the go-to copywriter and messaging strategist for architects, to break it down step by step. Together we explore how to move beyond a “pretty portfolio” site and create a website that wins the right clients, consistently.
Join Nikita’s newsletter: https://nikitamorell.com/newsletter/
Work with Tyler: Send the word “Grow” to hello@growthitect.com
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What You’ll Learn:
(03:18) Why your website is often the first impression clients get—and how to control it
(06:54) The “8-second test” to see if your site passes the first-impression check
(07:30) The #1 mistake architects make with their websites (and how to fix it fast)
(09:14) Why copy and voice matter just as much as visuals
(12:12) How to use friction strategically (and why BIG and Diller Scofidio can get away with what you can’t)
(13:33) The “Know, Like, Trust” framework for your site’s messaging
(16:00) How to identify and communicate your firm’s “Architect’s Factor”
(20:47) The most powerful trust signals (hint: it’s not a wall of logos)
(23:06) How to weave testimonials throughout your site—not just in one section
(25:57) Metrics to track if your site is actually working (qualitative + quantitative)
(31:39) The single easiest lever you can pull today to improve your website
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