Is Your Website Costing You the Spec?
Architects are busy. Overloaded. If your website doesn’t help them quickly find what they need and picture how your product fits their project, they’re gone.
At Point To Point, we revamp and refine websites for building materials manufacturers who want more than web traffic, they want to win the spec, hold it, and get the install. And the truth is, most building product websites are failing the architect audience.
So, what does a great website for architects actually look like? Here’s our short list of what you need to stop losing the spec at the start.
1. Start with Specifiers in Mind
Your homepage isn’t about you, it’s about what your audience needs. Make it obvious who you serve and how your product fits into their design process. Prioritize clarity over cleverness.
2. Simplify Navigation
Architects want answers, not an Easter egg hunt. Use clean, intuitive navigation with categories that reflect how they search: by application, system, CSI division, or building type.
3. Be Visual, But Helpful
Specs aren’t sold with vague lifestyle shots. Use high-quality product images, CAD drawings, and project photos that showcase how your product performs in the real world. Bonus: include filters that let users sort by project type, finish, or performance.
4. Prioritize Performance Details
Architects live and die by technical data. Don’t bury product specs, certifications, BIM files, or test results. Make them accessible and downloadable without a form.
5. Sample Requests Should Be Fast and Frictionless
Too many sites ask architects to “contact us” just to get a sample. Instead, provide a simple, trackable way to request samples or connect with a rep. Better yet, allow them to create an account and build a project list.
6. Mobile-Friendly Is Mandatory
Architects work from the job site, the firm, and everywhere in between. If your site isn’t optimized for mobile, they’ll bounce fast—and your competitors will benefit.
7. Calls-to-Action Should Guide, Not Push
Instead of shouting “Buy now”, use CTAs like “Download cut sheet”, “Compare specs”, or “Request a rep”. These align with where architects actually are in their decision-making journey.
8. Highlight Project Case Studies
Show how your product solves real design challenges. Architects trust what other architects have already used successfully, especially when the project and performance details are clear.
9. Content That Educates and Inspires
Offer CEUs, thought leadership, and insights that help your audience grow in their craft. You’re not just selling products, you’re helping them do better work.
10. Make It Measurable
You can’t optimize what you don’t measure. Use tools like HubSpot to track what pages are getting visited, where people are dropping off, and what content converts. Then refine based on actual behavior.
Why This Matters
Architects are under pressure to specify the right product and fast. Your website is often their first interaction with your brand. If it’s not built with them in mind, it’s a lost opportunity.
Want help making sure your site attracts and converts specifiers? That’s what we do best.
Let’s talk about a Strategy First engagement to assess what’s working—and what’s not—on your current site.