#40: Today I’m joined by Caitlin Brady, architect and host of the Architectette podcast, to unpack a headache most firm owners share: you’ve got good people, but limited rungs on the ladder. How do you keep ambitious talent engaged when you can’t promote everyone every year?

Caitlin’s worked in 15–17 person studios and at giant corporations, and she interviews leaders across the industry. We dig into clear advancement paths, setting expectations on day one, smart little “surprise” rewards, and why flexibility sometimes beats a fat raise. We also cover what employees should track to climb faster and what owners should measure to retain the right people.

Listen if you want a practical strategy to attract & retain your best talent.

Connect with Caitlin on LinkedIn: https://www.linkedin.com/in/bradycaitlin/
Check out the Architectette podcast: https://podcasts.apple.com/us/podcast/architectette/id1664012857
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(00:40) Why small firms struggle with promotions and how structure fixes most of it
(02:05) The four things people ask for: title, pay, perks/flexibility, responsibility
(03:40) How to design clear “rungs” so folks know exactly how to advance
(05:00) Caitlin’s path: coast-to-coast roles, and launching Architectette while remote
(07:15) The case for tiny unexpected rewards that show you’re paying attention
(08:55) Knowing your team: cash vs title vs PTO vs conference budget vs WFH days
(10:20) Employee playbook: set goals, gather comps, map role-above-you skills, agree on a plan in writing
(12:10) Title transparency: make the ladder and expectations visible to everyone
(14:05) Pay transparency realities and better ways to benchmark your market
(16:00) Post-COVID tradeoffs: why flexibility can outweigh a big raise for some hires
(17:30) Retention moves when budgets are tight: perks, scope expansion, sponsorship, ARE study time
(19:15) Metrics for employees: skills gained, scope owned, license progress, mentors, timeline to target role
(21:00) Metrics for owners: org design, salary bands by level, promotion cadence, regretted attrition
(22:10) Equity check: review pay by role for gender and race to correct gaps early
(23:20) Succession thinking: your exit plan, their growth plan, and why both should live in writing

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#39: In this episode, I sit down with Beth Lundell Garver, Dean of Practice at the Boston Architectural College (BAC), to dig into one of the most common complaints in the industry: “We never learned business in school.”

Beth brings a rare perspective. She’s not only working inside academia, she’s actively redesigning what architecture education looks like. We talk about why most programs still avoid teaching business, how BAC built a work-and-learn model with 800+ students logging real practice hours, and what firm owners can actually do to train young architects instead of blaming schools.

This episode bridges two worlds that rarely talk honestly to each other: academia and practice. And Beth has receipts — from BAC’s competency-based program (which predates NCARB’s AXP) to why firms need to stop hiding their financials if they want better-prepared hires.

Connect with Beth on LinkedIn: https://www.linkedin.com/in/lundell-garver/
Learn more about BAC: https://the-bac.edu/
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(00:41) Why “we didn’t learn business in school” isn’t the full story
(01:20) The problem with assuming one business class would fix everything
(02:55) How BAC built a degree model tied directly to real-world work
(04:45) The origin of BAC’s practice curriculum (and how NCARB borrowed from it)
(06:32) Why exposure > memorization when it comes to business education
(07:58) The industry’s identity crisis: self-actualization vs. job readiness
(09:55) Why most architecture schools still prioritize theory over practice
(12:15) The real reason firms keep getting grads who lack business skills
(14:38) Community design + design-build programs as the “bridge” between school and practice
(17:40) Why architects overthink and under-act — and how school trains that mindset
(19:12) The transparency problem inside firms (and how it blocks learning)
(21:20) Why most young architects don’t see how their firm actually makes money
(22:48) What firms should do tomorrow to train better business-literate architects
(25:05) Why design talent alone won’t create the next generation of firm leaders
(27:30) How “design” applies to business models, not just drawings
(30:18) The #1 mindset shift firm owners must make if they want better teams
(33:02) Why many firms still manage people who don’t even know project budgets
(35:40) Design thinking as a superpower—outside architecture
(38:22) How BAC students are already learning business through real projects, not lectures
(40:12) How firms can partner with architecture schools (including BAC’s remote model)

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#38: In this episode, I sit down with Mark R. LePage, Founder of EntreArchitect, to tackle one of the most common questions architects ask: Should I spend money on marketing or just focus on organic growth?

Mark argues that before you ever think about ads or paid strategies, you need to build a better brand because most firms don’t actually have a marketing problem, they have a clarity problem. We unpack how to define your brand, find your ideal client, and establish the systems that make every dollar (and hour) you spend on marketing count.

Mark also shares lessons from decades of helping architects build better businesses, why shortcuts never work, how branding attracts the right clients and repels the wrong ones, and why strong systems are the real key to breaking the feast-or-famine cycle.

Learn more about EntreArchitect: https://entrearchitect.com/
Follow Mark on LinkedIn: https://www.linkedin.com/in/markrlepage/
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(00:34) Why the answer isn’t paid vs organic—it’s brand first
(01:12) How Mark went from running a firm to building a global community of 9,000+ architects
(05:25) The fundamentals architects were never taught in school
(06:40) The step before marketing: defining your brand, your difference, and your ideal client
(08:50) Why most architects look for shortcuts—and why they don’t exist
(09:40) How “accidental” marketing success happens when your foundation is strong
(10:50) The hidden power of branding: who it attracts and who it repels
(12:40) Why paid ads are accelerants, not starters
(14:20) The simple test: if it doesn’t work organically, it won’t work paid
(15:50) How to use content as a low-cost marketing lab
(16:10) The missing system in most firms: sales
(17:30) The follow-up problem—why most proposals die in silence
(18:45) The four systems every thriving firm needs: Attraction, Conversion, Delivery, and Nurture
(20:00) Why one weak link can stall your growth
(21:55) Key brand-building questions: Who’s your ideal client? What’s your story? What makes you different?
(23:10) Why you should write your story—but validate your differentiator with clients
(26:20) How to balance time vs money in your marketing strategy
(27:45) The KPIs that matter: win rate, lead source attribution, and project profitability
(31:00) How to track where your best clients really come from
(34:15) Why “I don’t have time” is the wrong excuse—and how to fix it
(35:30) The compounding return of building brand foundations early
(36:45) Inside the new EntreArchitect Academy: business fundamentals every architect needs

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#37: Most architects and engineers say their work comes from word of mouth. But few ever ask the follow-up question: what are people actually saying about us?

In this episode, I sit down with Rens Hayes, Co-Founder and Principal of H+O Structural Engineering, to unpack why relying solely and passively on word of mouth is one of the most dangerous habits in the A&E industry. We dig into how most firms unintentionally commoditize themselves, what it really means to “drive” word of mouth instead of hoping for it, and how to turn your reputation into a scalable growth engine.

Rens shares how he and his partner built H+O from scratch into a national firm and how they’ve used brand, content, and long-term thinking to escape the scarcity mindset that traps so many firms.

Learn more about H&O Structural Engineering: https://h-o.engineering/
Connect with Rens on LinkedIn: https://www.linkedin.com/in/renshayes/
Listen to the Design Development podcast: https://h-o.engineering/podcast/
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(00:31) Why “word of mouth” isn’t a real growth strategy
(01:10) How most firms get commoditized by being “relationship businesses”
(02:00) The question every firm should ask: what are people actually saying about us?
(03:15) How Rens built H+O Structural Engineering into a premium brand
(04:25) Why business strategy matters more than technical skill for long-term success
(06:44) The blind spot that keeps architects and engineers stuck in low-fee work
(07:45) How competitor-based pricing kills growth and profit
(09:39) Why focusing only on keeping people “busy” keeps firms broke
(10:32) The difference between solving for income vs. building enterprise value
(12:10) How scarcity and short-term thinking show up inside firms
(13:41) What a decade of compounding looks like—and why patience wins
(14:26) Why H&O grew by saying “no” to the bottom 20% of work
(16:59) How most firms climb one tier at a time, not in one big leap
(17:30) The business lesson Rens learned from The Compound Effect
(19:22) Why extreme ownership is the antidote to “hope marketing”
(20:57) The first question every firm should ask before chasing leads
(21:25) Why generalists struggle to get referrals (and how to fix it)
(23:18) What M&A thinking can teach small firms about reducing risk and increasing value
(24:07) Why specialists win in down markets
(25:33) How to communicate your value in your client’s language—not yours
(26:07) Using cost as the universal language between engineers, architects, and developers
(27:45) The “column example” that changes how clients see your value
(28:30) Why developers don’t care about design—they care about ROI
(31:22) The mindset shift from scarcity to abundance
(31:47) How to attract great clients (and talent) through founder-led marketing
(33:12) The real purpose of content: pre-selling trust and eliminating risk
(34:53) Why understanding client pain points makes every conversation easier
(35:52) Two questions to ask yourself: How are you filling your space—and what are you making space for?
(36:14) The no-brainer offer that turned H+O’s expertise into consistent growth

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#36: In this episode, I sit down with Lance Cayko, Principal & Co-founder of F9 Productions, F12 Development, F14 Construction, and co-host of Inside the Firm, to tackle one of the biggest myths in architecture: “I need a portfolio in a new market before I can win work there.”

Lance shares how he and his partner Alex built F9 from nothing into a vertically-integrated architecture, development, and construction business. We talk about reframing objections, active networking with builders and developers, and why clients don’t really need to “see it first” if you can show them you understand their priorities.

This episode is a blueprint for any architect trying to break into a new market or typology without waiting years to “earn” the project first.

Follow Lance on LinkedIn: https://www.linkedin.com/in/lance-cayko-1227031a/
Check out F9 Productions: https://f9productions.com/
Subscribe to Inside the Firm Podcast: https://www.insidethefirmpodcast.com/
Watch Lance’s fishing adventures: https://www.youtube.com/@FishingwithLance
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(00:39) The common myth: “I need a case study project first”
(01:11) How F9 Productions started with zero built work and modeled everything as if it were built
(02:39) Why you don’t need all your principles figured out from day one
(04:04) How to uncover and address client objections (and what Lance learned from his realtor wife)
(06:01) The sales pitch that won F9 its first duplex project
(07:21) Why reassuring clients about your process matters more than pretty pictures
(09:34) F9’s evolution into F12 Development and F14 Construction
(11:27) Getting comfortable saying “I don’t know” (and leaning on experts)
(12:25) How strategic partnerships with contractors accelerate learning new typologies
(13:23) Getting out of the architect silo to learn from other industries
(15:41) The biggest myth: clients must “see it” before hiring you
(16:11) Why you must find their real objection—not guess at it
(18:07) Why forms don’t work for discovery (and what to do instead)
(19:25) Commercial clients are emotional too—just about different risks
(20:21) The key discovery question Lance asks every client: “Help me understand what’s driving this project”
(22:14) Using client priorities as the through-line for proposals, negotiations, and delivery
(24:04) How to mirror back priorities during fee discussions to overcome objections
(28:06) Why active outreach beats internal “case study” projects when entering new markets
(29:55) Learning from builders and developers—drop the ego and take them to lunch
(31:17) “Luck” as an outcome of activity, not passivity
(32:22) The Amazon HQ case study that went viral and led to real projects
(34:07) The first step to breaking into a new market: conversations, not portfolios
(37:32) Metrics that matter: proposal requests, win rate, and why >50% means you’re too cheap
(40:00) Understanding why clients see you as “equal value” and how to differentiate
(41:36) Matching your proposal format to the client’s mindset (numbers for developers)
(43:37) Experiments that build trust—like tying your fee to hitting their timeline
(45:11) Where to follow Lance, F9, Inside the Firm, and his 100K-subscriber fishing channel

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#35: I sit down with Mark Zweig, Founder & Chairman of Zweig Group, to unpack one of the most common frustrations I hear from architects: “How do I market when I don’t have time?”

Mark shares why time is never the real issue, why most architects confuse marketing with selling, and how small, consistent actions build a pipeline that reduces pressure on the sales process. We talk about specialization, consistency, building your list, and the simple activities that add up to demand, better fees, and more freedom to choose your clients.

Mark also shares lessons from growing one of his first firms 30% annually for 13 straight years, what architects can learn from being on the client side, and why knowing-liking-trusting always beats “design talk.”

Learn more about Zweig Group: zweiggroup.com
Check out Mark’s podcast: https://www.bigtalkaboutsmallbusiness.com/
Connect with Mark on LinkedIn: https://www.linkedin.com/in/mark-zweig-76529219a/
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(01:05) Why confusing marketing with selling keeps architects stuck
(02:09) The real goal of marketing: clients who already want to work with you
(03:12) Why there’s no silver bullet, just discipline and consistency
(04:37) Mark’s background: from MBA to consulting to founding Zweig Group
(07:54) Building a firm by practicing what you teach (and 30% growth, 13 years running)
(12:42) Why architects feel unprepared for marketing (and the education gap)
(14:25) The “Howard Roark complex” and the myth of the starchitect path
(16:10) Why discipline beats inspiration (and how Mark has published weekly for 37 years)
(18:25) The #1 mistake architects make with content: writing to other architects, not clients
(20:21) How jargon alienates selection committees and what to do instead
(22:31) Step one: schedule marketing on your calendar
(22:42) Step two: pick your activities (writing, podcasting, video, list-building) and repurpose them
(24:39) Why building an email list is non-negotiable
(25:49) Why specialization creates stability (and why resisting it hurts your firm)
(30:08) What being on the client side teaches you about buying architecture services
(32:38) The know-like-trust-buy sequence (and why asking questions builds trust fastest)
(34:09) The simple intro trick before any presentation: know who’s in the room
(35:10) How “micro-agreements” reduce pressure at the close
(36:32) Why deposits (content, value, trust) come before withdrawals (the ask)
(36:41) How doing the “crappy jobs” nobody wants can be a winning strategy
(38:39) Specialization as a business stability decision—not a creative limitation
(39:11) Why architects see specialization as riskier (and why the opposite is true)
(40:47) Why scarcity mindset kills firms (and how to overcome it)

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#34: How often do you actually ask whether a project is the right fit for your firm? 

In this episode, I sit down with Justin Smith, a structural engineer turned operations and strategy advisor, to tackle a problem most firms quietly wrestle with: saying “yes” to the wrong projects. We unpack why “how do we win this?” is the wrong first question, how scarcity thinking warps decisions, and the simple process shift that helps you filter fast, price confidently, and protect your team’s time and profit.

Justin shares what he’s learned helping A/E firms enjoy their work more and make more money from it. We get into building a smarter go/no-go for architects & engineers (that people actually follow), when to qualify in the call, what “good/okay/bad” client answers sound like, and the KPIs that tell you if your process is working.

Reach out to Justin: [email protected]
Connect with Justin on LinkedIn: https://www.linkedin.com/in/jrspe/
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(00:28) The real first question: “Are they a fit for us?”—and how that flips your entire pursuit strategy
(02:50) Why architects default to “win at all costs” and how to detach from outcomes
(04:27) Justin’s background: from structural engineer to advisor for A/E firms
(06:50) The two forces behind bad project decisions: scarcity mindset + weak belief in value
(09:05) Why consistent lead flow is the antidote to scarcity (and the key to testing higher fees)
(10:27) The two common pitfalls: no process… or a process no one follows
(13:27) How to build a usable go/no-go: define firm goals, pick 3–7 must-ask questions, and pre-agree on “good/okay/bad” answers
(17:11) Turning answers into action: decide how many “goods” you need (and how many “bads” you’ll tolerate)
(18:48) How to gracefully say “no” mid-call—without persuading or debating
(20:06) Why you should lead the discovery call (and avoid forms for qualification)
(22:24) A quick rule: if they won’t hop on a call, it’s a “no”
(25:19) When to qualify later in the intro call (and why that matters in residential)
(26:55) The DOC method: Diagnose → Offer (continue or part ways) → Close (move to what’s next)
(30:09) DRAW vs DOC: diagnosing deeply, then framing a next-step meeting
(31:29) KPIs that matter: win rate, % of opportunities you reject, fee pushback rate, and delivery multipliers
(33:20) If clients never push back on price… your fees are too low
(36:26) Revenue vs profit: why big fees can still sink you
(37:42) Rebuilding belief: your work is scarce, necessary, and valuable—price and filter accordingly
(39:53) Commodity vs premium: differentiating your lane and communicating value clearly

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#33: Architects often ask the wrong question:

“How do I attract clients who actually value design?”

In this episode, I sit down with Evelyn Lee, Founder of Practice of Architecture, to unpack why that question is flawed and what architects should be asking instead. We dive into how clients really make decisions, why design alone isn’t the deciding factor, and how to position your firm to win the work you want.

Evelyn shares her unique perspective from both sides of the table: as a licensed architect and as a client at Slack and Salesforce, where she wrote RFPs and selected design teams. Together, we break down what firms get wrong in interviews, how to reframe conversations with potential clients, and why emotional connection matters just as much as design credentials.

Learn more about Practice of Architecture: https://practiceofarchitecture.com/
Connect with Evelyn on LinkedIn: https://www.linkedin.com/in/evelynlee/
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(01:10) Why “attracting clients who value design” is the wrong question
(03:45) Evelyn’s path from architect to client-side decision-maker
(05:21) How clients really evaluate architects (and what they prioritize over design)
(07:26) The hidden value architects deliver beyond aesthetics
(09:43) Why design quality often takes a back seat to outcomes and efficiency
(13:13) The common mistake architects make in interviews
(15:11) How language reveals whether you’re truly client-focused
(18:11) The simple research step that changes everything in client meetings
(20:31) Tools you can use to better understand potential clients (LinkedIn, Pinterest, social media)
(24:11) Why interviews should feel like conversations—not sales pitches
(26:20) How emotional connection drives B2B and residential client decisions
(27:30) Why passing the “design filter” isn’t enough
(30:19) How to know if you’re attracting the right clients
(31:45) Aligning your outreach with the clients and projects you want most
(34:34) Reframing the question: from “design value” to “client outcomes”
(35:59) Where to learn more from Evelyn

⸻

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#32: Every architect wrestles with the same question:

How do I raise my fees without losing clients?

In this episode, I sit down with Robert Yuen, CEO & Co-Founder of Monograph, to unpack exactly that. We dive into why raising fees is essential for the health of your firm, what policies and benchmarks to use, and how to avoid the biggest pitfalls firms make when pricing their work.

Robert brings years of experience helping over 1,400 firms run profitable practices, and together we break down both the numbers and the human side of raising fees—from inflation and utilization rates to client perception and market positioning.

Learn more about Monograph: monograph.com
Work with Tyler: Send the word “Grow” to [email protected] 

⸻

What You’ll Learn:

(04:20) Why long project timelines + inflation make raising fees non-negotiable
(06:35) The #1 mistake firms make when writing fee increases into contracts
(09:19) The two financial metrics every firm should track before adjusting fees
(11:22) How to factor prestige and reputation into your pricing
(12:57) Why client pushback is actually a healthy sign
(14:23) The value of asking clients directly how much more they would’ve paid
(17:26) Why feedback should be gathered at multiple stages of a project
(19:48) A step-by-step framework for setting your fee increase policy
(23:15) The “inflation floor”: why every firm should raise 3–5% annually
(26:11) How aiming too low costs you years of growth
(32:52) What win rate tells you about pricing—and why 100% is a red flag
(36:37) The one true lever to improve profit margins in architecture
(39:44) Robert’s biggest takeaway: why repetition + policy are key

—

AISC RESOURCES

→ Learn about sustainable steel: aisc.org/sustainable 

→ Get your Sustainability Toolkit: aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#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 [email protected]

⸻

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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→ Learn about sustainable steel: aisc.org/sustainable 

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