Websites That Work: A Guide for Builders and Architects

The problem with many builder and architecture firm websites.

Your website isn't just a digital brochure—it's often the first impression potential clients have of you, your brand, and your work.

In fact, 85% of people do research online before making a purchasing decision.

Yet most builders and architects lose potential clients because their websites fail to convert visitors into leads.

With 15+ years of experience building custom websites for architects and home builders, we've identified the elements that separate great, lead-generating websites from the rest.

This guide will show you how to transform your website into your most effective marketing asset.

The construction industry is tough.

As a builder, your website needs to showcase your craftsmanship, approach, portfolio, and what makes your company different.

On top of that, you're competing to show up in Google searches against other custom home builders and industry directories like Houzz.

So how do you make your website show up and stand out?

Must-have elements for home builder websites.

• Robust project galleries.
  Help website visitors explore a wide range of your past projects to get inspired. If they can see finished work that is similar to their vision, it will build confidence that you can handle their job successfully. Even better: include customer testimonials to build social proof.
• Clear explanation of your building process.
  Reduce anxiety about the unknowns for clients building their first custom home. By educating prospects on your approach you'll start to build a relationship with them early, which will only benefit the rest of the project.
• Detailed information about the services you offer.
  Be clear about what you do (and don't do) to avoid unqualified inquiries from people looking for something that you don't offer. Ideally, have a dedicated landing page for each service offering to help improve your SEO for those keywords and make it easier for prospective clients to find you.
• Price range indicators.
  You don't need exact numbers, but be transparent. Giving budget ranges like "Custom homes start at..." or "Kitchen remodels range from..." will set realistic expectations early and improve the quality of your website leads.
• Behind-the-scenes construction photos.
  These help you demonstrate your company's commitment to quality and attention to details. This is especially true if you aren't able to stage homes for professional finished photography. In-progress photos or video work great on social media, too.

Key takeaways for home builders.

A person building a custom home is making a massive financial and emotional investment. Your website needs to address their fears directly.

Alleviate their concerns with content that will answer questions like, “Am I making the right choice hiring this builder?”

The most effective builder websites include a detailed breakdown of your process, robust client testimonials, and information about your company's history and team.

Architects face a different challenge online. You're selling both technical expertise and creative vision—qualities that aren't always easy to communicate digitally.

Must-have website elements for architecture firms.

• Well-organized and diverse portfolio.
  Show a full range of projects while allowing visitors to easily sort or filter down by the type of work they are most interested in.
• Your design philosophy and approach.
  What makes your firm's design aesthetic and process unique? These intangible qualities can be hard to capture. Ensure your message aligns with your brand and resonates with your audience.
• Recognition and publications.
  Build credibility and social proof through press, awards, and other industry recognition. Have dedicated pages on your website where you celebrate and promote this type of content.
• Case studies and deeper insights.
  Showcase problem-solving skills and client collaboration. It's easy to show off a beautiful finished home in your portfolio–but it's powerful to show the behind-the-scenes work that went into the project.
• Explanation of services and deliverables.
  Many clients don't understand what architects actually provide. Break down in detail the tangible aspect of what working with you will be like and what your client can expect. Transparency and clear communication always win.

Key takeaways for architects.

Potential clients are often intimidated by the design process. They fear being pressured into styles they don't want or ending up with impractical spaces.

Effective websites for architectural firms or studios address this by showcasing the collaborative nature of the design process. Include client testimonials about how you listened to their needs and translated them into functional, beautiful spaces.

Having a beautiful website doesn't mean much if it doesn't generate qualified leads from potential new clients.

Whether you are a design/build firm, general contractor, or architect, your websites need a few key components to convert visitors into leads.

Strategic calls-to-action (CTAs).

Place CTAs throughout the site, not just on your contact page. For example, on a portfolio page you can include a CTA like "Planning a similar project? Let's talk about your vision." Rather than use a generic CTA on every page, tailor the CTA text to the context of each page.

Contact forms that qualify leads.

Ask key questions about project type, timeline, budget range, and location. This helps ensure alignment between your prospects’ expectations and the services you offer. It can also weed out people just looking for a quick estimate to compare prices.

Social proof in multiple formats.

When potential clients see that others have trusted you with their projects and you can deliver on what you promise, they're far more likely to reach out. Consider including:

• Client testimonials with full names and photos when possible.
• Industry awards and recognition.
• Professional association memberships.
• Statistics like years in business or number of completed projects.

Resources that convert visitors into leads.

Not everyone who visits your website is ready to contact you to discuss their project. But many of them are interested in learning more about working with you.

So how can you convert those visitors into prospects?

Lead magnets are a free, valuable resource offered on your website in exchange for contact information.

Your Lead Magnet could be a guide, checklist, worksheet, calculator, e-book, or other information product your visitor finds interesting or valuable, such as:

• "Questions to Ask Before Hiring a Builder"
• "Understanding the Architectural Design Process"
• "Custom Home Building Timeline Guide"
• "Budget Planning Worksheet"

Lead magnets build trust while establishing your expertise. By requiring an email address to access these resources, you create opportunities for follow-up communication that turns prospects into clients.

One of the biggest decisions you'll face when creating or redesigning your website is whether to invest in a custom-designed site or use a template platform like Wix or Squarespace.

Before we get into the specific pros and cons of custom vs. template, you should ask yourself this important question:

Do you want to rent or own your website?

With a custom website, you own the asset completely. With template platforms like Wix or Squarespace, you're essentially renting digital space.

This is a fundamental but critical distinction that impacts not just how your website looks but also how it performs as a business asset.

Custom Websites

Pros

• Complete control over the website’s design and functionality.
• Total ownership of codebase and website assets.
• Customizable portfolio presentations that showcase your unique work.
• Unlimited potential for future growth and changing business needs.
• Superior SEO capabilities for local search market dominance.
• Ability to create distinctive user experiences that convert.

Cons

• Higher initial investment (though often better long-term value).
• Somewhat longer development timeline.
• Requires professional support for major updates.

Template Websites

Pros:

• Lower initial cost (though ongoing subscription fees add up).
• Faster initial launch timeframe.
• Basic hosting and infrastructure included.
• Simpler DIY updates for minor content changes.
• Adequate for businesses just starting out.

Cons:

• Generic, template-based designs make it harder to stand out.
• Technical limitations can restrict customization.
• No true ownership–you’re renting your online presence.
• Limited control over user experience and lead generation features.
• Difficult to migrate away from as your business grows.

Issues to Avoid

Common Website Mistakes in the Design & Build Industry

Be sure to avoid these common issues that we frequently see on builder and architect websites.

• Portfolio overload without strategic organization. 
  Showing everything you've ever built without categorization overwhelms visitors. Instead, organize your projects strategically and make it easy for visitors to explore your work.
• Lack of clear process explanation.
  Clients fear the unknown—explain your approach step by step. Showing you have a clear process instills confidence in prospective clients.
• Missing or weak calls-to-action.
  Don't assume visitors know what to do next. Provide them guidance and clear expectations. No one wants to fill out a form and wonder what happens next.
• Outdated content.
  If your most recent project or news article is from 2018, prospective clients will wonder if you're still in business.
• Failure to demonstrate specialization.
  In a crowded market, generalists struggle to stand out. Highlight your unique capabilities or experience.
• All beauty, no substance.
  Gorgeous photos need context—explain challenges overcome and unique solutions. Write articles or insights to showcase your expertise.
• No human element.
  People hire people. Show your team and your brand’s personality so prospective clients are excited to work with you.
• Not optimizing your images.
  Ensure your website images are scaled to load quickly and are renamed appropriately to remove any references to the client's name or address.