Page 51 - Visual Marketing

Why It Works
The firm’s clients in the past,
which included universities,
health care groups, and religious
organizations, had been spread
across northern Utah, but the
firm wanted to focus more tightly
on regional projects.
We’d all like to pick our cli-
ents, but it can be difficult.
Architectural Nexus found a
way to do just that in how it
presented itself through its site.
Through its website redesign,
Architectural Nexus was able to
narrow in on the type of work it
wanted more of, and it did so by
illustrating its progressive,
process-focused design approach.
The images alone are stun-
ning, but the site goes further
than just displaying pretty
pictures of buildings. It uses a
special section of the website
to explain the firm’s process
for understanding and solving
complex design problems, called
“Problem Seeking.” In this sec-
tion, subtle clues reinforce that
design is about uncovering and
understanding, at a deep level,
the client’s vision for the project
(for instance, the words “con-
tinue learning” are used instead
of “read more” to advance to
the next point).
Success Metrics
• The website won several awards,
including a Utah Addy Awards
2011 Silver Addy Award and
the Society for Marketing
Professional Services Utah’s
MUCH MO RE THAN JUST A W E BS I TE 30
1st Place 2010 Electronic
Professional award.
• The site looks and feels progres-
sive, and the perceived value of
the firm’s services are greatly
improved.
Takeaway Tip
If you are in a professional services business,
keep your website simple, but do go beyond
just a portfolio of your work. Share a bit of
your company philosophy. If the way you
handle projects is a competitive advantage,
then outline your process. By understanding
your vision before contacting you, potential
clients will get a better feel for whether your
style of working and theirs are consistent.
And you will attract the kind of clients you
prefer to work with.