For architecture practices
Content marketing for architects, built on your directors.
Your website is a gallery. It shows what you have built but it says nothing about how you think, which is the only thing a client is trying to work out before they call. Findwell fixes that, and your directors write none of it.
- A hub, and the team that fills itSoftware on your domain with a page per director, written by us and approved by you
- Directors who get foundRanking on Google, quoted in the AJ and Dezeen, named in AI answers
- From £1,000Per director a month, six month minimum, no setup fee
What Findwell is
A content platform for practices, and the agency that powers it.
Two things that are usually bought separately, and that only work together. Here is the whole proposition in one line.
The work
An agency that does the writing
Your directors provide us with their expertise, we turn that thinking into content, get your sign off and pitch it out.
The place
A platform of your own to hold it
A hub on your subdomain with a page per director, structured so search and AI can read it.
Findwell
The platform, with the people who feed it
Live in about two weeks, with only an hour a month from each director.
What it is
A page for every director, built around their expertise.
On a subdomain of your own site. Not another project page. What they think, the buildings they know, and the regulations they have fought through, structured so search engines and answer engines can find what they're after.
Step through what the page does
We interview, we draft, we get your sign-off. Directors approve. Nobody has to write anything.
How it sits with the studio
What each director ranks for, who is reading, which developers and authorities are visiting, and what the coverage earned.
Your tone, your naming conventions, and your approval before anything get published. Nothing goes out that the practice has not seen.
Where we secure coverage for practice clients
What you get
Everything a director needs, made for them.
All it takes is one conversation with a director to get all of this. We make it, we place it, and it all lands back on their own page.
Shapes everything below
Published, then on the hub
Lives on the hub
Posted, then links to the hub
Sent, then kept on the hub
Cut, then hosted on the hub
See what your directors would rank for.
A thirty-minute walkthrough on your own firm. We will show you where your directors sit today, and what the first quarter would produce.
How it works
One hour a month. We do the rest.
The whole commitment from each director, in one picture.
That is all it takes. One conversation, one proof of a draft, and in less time than a single competition submission that goes nowhere.
One conversation, recorded
Recorded, with an editor who knows the sector well enough to push back when the answer is that it depends on the site.
One read, one yes
We draft in their voice, check anything client-specific is cleared, and hand it to your own sign-off. Directors approve rather than write.
Everything else, ours
Published on your hub, pitched to the architectural and construction desks, then cut for LinkedIn, the client briefing and video.
A worked example, not a client
What a year looks like for one director.
The quarter by quarter plan we lay out in week one to a housing director. No firm has to guess what the retainer creates.
The specialist
Nine higher-risk buildings through the system, and a bio that lists three project names.
The niche
Getting a higher-risk building through Gateway 2Narrow enough that one director can own it, broad enough that developers, project managers and fire engineers are all searching it at once.
Why that one
1,400searches a month across the cluster, and almost no director-level pages answering any of it
Agree what can be saidStep 1 of 5
Once, before anything is published
Content strategy
Agreed with Ravi and with business development before a word is written, so nobody is arguing about scope in month three- Which subject Ravi owns, and where to draw the line. Residential architecture is far too broad to win, getting through Gateway 2 is not
- The questions clients ask before a shortlist, ranked by what is actually searched
- What can be said about live schemes, and what has to wait for approval
Biography and director page
Actually tells you about Ravi. Not just a scoresheet like a practice bio or PQQ answers would be- The buildings Ravi can talk about, and the ones still under wraps
- What Ravi is known for, in the words a development manager would use
- Structured so search and answer engines can tell one housing director from another
Social refresh
On most practice sites the director does not appear at all, even though its the first thing a client checks after a recommendation- Headline and about section rewritten around the niche rather than the firm
- Featured section pointing back at the hub
- Banner and profile consistent with the director page
Live in about two weeks, with no IT project and nothing for your web team to do. Before anything is published or goes near risk and compliance, we agree on what Ravi is claiming to be an expert in. No one has to approve anything just yet.
First pieces publishedStep 2 of 5
Every month
3 insight extractions, one a month
A forty-minute recorded interview with an editor who knows what to ask, and what not to let go. Everything below grows from that conversation.- The argument Ravi makes to every client who submits too early
- What the Regulator actually asks for, rather than what the guidance says
- The rejections Ravi keeps seeing, and what caused them
3 newsletters, one a month
Drawing from the interviews with Ravi, and sent out to his own contacts, then republished on the hub where the audience keeps accumulating- What the Building Safety Regulator actually asks for at Gateway 2
- The three things that get a gateway application rejected
- The second staircase rule, and what it does to a plan
1 media piece: an op-ed
The first one is placed on our own timing, where Ravi controls the argument, rather than chased into a news cycle- “The gateway delays are not a resourcing problem”, in the Architects’ Journal
5 video clips filmed
One efficient recording session on the day of the interview turns specialist expertise into a year of videos- The three drawings the Regulator always queries
- What Gateway 2 actually involves, in plain English
- The second staircase rule, and what it costs you
- Should you submit yet, and what to check first
- What happens if your application is rejected
LinkedIn, as it comes
Posted alongside each piece and whenever the news gives Ravi a reason to speak, rather than forced into a calendar nobody can follow- A post for every piece we publish
- A reaction on the days the Regulator publishes its figures
- Comment on a guidance update while people are still reading it
Indexed within the month. Before you start ranking though your own bid team starts using it. A director’s page ends up pasted into a PQQ answer long before it brings in an enquiry.
Cover the whole gatewayStep 3 of 5
Every month
3 insight extractions, one a month
The conversations continue through new matters, new rules and whatever Ravi is best placed to comment on that month- What the gateways have done to programmes a year on
- Where applications are stalling, and what that looks like early
- The change control question Ravi gets asked most
3 newsletters, one a month
Each republished on the hub. Six pieces in, it stops looking like random content and starts looking like genuine authority- The golden thread, and who actually keeps it
- Changing the design after Gateway 2, and what it costs
- What a competent person is actually signing
1 media piece: an interview
Built around a live story, so Ravi is already in the journalist’s frame when they need a source. A harder format to secure than an op-ed- Interview with Building Design on what the gateways have done to programmes
Video running
Recorded in the quarter one session, then released every couple of weeks, one question per clip- One clip a fortnight, on the hub and on LinkedIn
- Each one answering one question and nothing else
- Subtitled, because most of it is watched on mute
LinkedIn, as it comes
Posted off the back of each piece and whenever a live story gives Ravi a reason to weigh in- A post for every piece we publish
- Reaction on the days the numbers or a judgment land
- The occasional short answer to a question Ravi keeps being asked
Project managers and cost consultants start enquiring before clients do. They are the ones assembling shortlist before the clients ever see any.
Quoted on the delaysStep 4 of 5
Every month
3 insight extractions, one a month
We film one of these for our second set of clips, so Ravi only needs to give the time once- What the Regulator can and cannot ask for
- The programme conversation clients have too late
- What the gateway figures actually show, under the headline
3 newsletters, one a month
Each one strengthens the hub. Genuine authority on their specialism has grown after nine published pieces- How long a gateway really takes, from real projects
- Fire strategy, and the drawings that always get queried
- Reading the Regulator’s published data properly
1 media piece: broadcast
When the story breaks and a reporter needs a name they can trust, Ravi is already positioned to be that source. It is earned authority, not paid visibility- Radio or podcast comment on the building safety story running that week
5 more clips filmed
A second session six months later to refresh and extend the video run- Golden thread, and who actually keeps it
- Can you change the design after Gateway 2
- The gateway figures, and what they really show
- Competent person, and what you are actually signing
- Talking to your client about programme risk
LinkedIn, as it comes
By now the posts are getting picked up by journalists as often as by clients- A post for every piece we publish
- A same-day reaction when the Regulator updates its guidance
- The clips, one at a time, as they come out
Calls start coming in without needing to pitch. When the Regulator publishes its figures, journalists are looking for comment and development managers are looking for answers. Ravi's name is the one they find.
The reference on Gateway 2Step 5 of 5
Every month
3 insight extractions, one a month
The final three of the year, and the point where we decide with Ravi what he wants to own next- What the next round of guidance changes
- Where Ravi thinks the delays land next year
- The question Ravi wants to be known for in year two
3 newsletters, one a month
The year’s questions come together in one definitive guide that becomes the page people return to the most- Gateway 2, the annual guide
- What the Act has done to programme and to cost
- Where the delays land next year, building type by building type
1 media piece: a year-ahead op-ed
Placed when journalists are looking ahead and need experts willing to take a view. By then, Ravi is someone the City desk knows to call- “The buildings that will not get built next year”, pitched to a national
Video running
The thinking was refreshed in quarter three, but the publishing rhythm stays the same- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Each piece creates its own post, with the year-ahead piece likely to be the strongest performer of the year- A post for every piece we publish
- The year-ahead argument, in Ravi’s own words, ahead of the op-ed running
A complete cluster does more than attract traffic. Traffic turns into reputation, and reputation turns into invitations. Developers already know Ravi by name rather than open competition.
What that adds up to
12 hours
Of the director’s time across the year. Twelve insight extractions, one a month, and a read of the drafts. The filming happens on two of those same days, so it costs nothing extra.
Across what you build
The model is the same. What we publish is not.
The search begins with the issue, not the individual. A housing director and a heritage director are found through the questions they answer.
Housing clients are frightened of the process, not the design
Housing directors are navigating a moving set of building safety requirements. We use their expertise to turn that complexity into guidance development teams can actually use.
Nobody appoints on drawings alone any more. A developer with a higher-risk building is trying to work out who has already got one through, and they are searching the regulation rather than the practice. Whether it is a gateway, a fire strategy or a scheme that has to be redrawn, Your director is the one who has publicly explained requirements around gateways, fire strategies and redrawing schemes.
The team behind it
You are hiring people, not software.
Findwell is a product of Profile, an award-winning thought leadership and PR agency. So is the team.
“Architects are the only professionals I work with who publish constantly and say nothing. The websites are beautiful and almost wordless, the practice name is on everything and no individual is on anything, and then a client with a difficult building goes looking for someone who has solved it before and finds a gallery. All the expertise is in the room. None of it is on the internet.”
Jordan GreenawayFounder, Profile
Questions
What firms ask before they start.
+How much does content marketing for architects cost?
+We publish projects, not opinions. Is that a problem?
+Can we write about a live scheme before planning?
+Does this replace our awards submissions and press office?
+Is this SEO, AEO, GEO, PR or thought leadership?
+Who writes it, and how much director time does it take?
+How long before our directors rank for these subjects?
+What happens to the content if a director leaves?
+Can we start with a couple of directors rather than the whole practice?
+Why not just hire someone to do this in-house?
See what your directors would rank for.
A thirty-minute walkthrough, on your own firm, of where your directors sit today and what it would take to move them.