For architecture practices
Content marketing for architects, built on your directors.
Your website is a gallery. It shows what you have built and says almost 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 and put through your own sign-off
- 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 writes for 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
We interview your directors, write in their voice, put it through your own 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, on an hour a month from each director.
What it is
A page for every director, built around what they actually know.
On a subdomain of your own site. Not another project page. The building types they know, the regulations they have fought through, and what they think, structured so search engines and answer engines can read it.
Pick one to find it on the page
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 a named approval before anything publishes. 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.
One conversation with a director turns into all of this. We make it, we place it, and every piece 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 the whole ask. One conversation, one read, and 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 plan we would put in front of a housing director in week one, quarter by quarter. No firm has to imagine what the retainer produces.
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
Once, before anything is published
Content strategy
Agreed with Ravi and with BD before a word is written, so nobody is arguing about scope in month three- Which subject Ravi owns, and how narrow to go. 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 until consent
Biography and director page
Not the practice bio and not the PQQ answer, both of which are written to be scored rather than read- 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
It is the first thing a client checks after a recommendation, and on most practice sites the director does not appear at all- 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. Nothing is published yet, and nothing has been near risk and compliance, which is deliberate. We agree what Ravi is claiming to be expert in before anyone has to approve a word of it.
Every month
3 insight extractions, one a month
Forty minutes, recorded, with an editor who knows the practice well enough to push back. Everything below comes out of it- 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
Written from the interviews and sent to Ravi’s own contacts, then republished on the hub so the cluster and the client list grow together- 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
We start where Ravi controls the argument, so the first one is placed on our own timing rather than chased into a news cycle- “The gateway delays are not a resourcing problem”, in the Architects’ Journal
5 video clips filmed
One sitting on an interview day, so the whole year of video costs no extra director time- 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 off the back of each piece and whenever the news gives Ravi a reason, rather than to a schedule nobody believes in- 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. Nothing ranking yet, and anyone promising otherwise on a new hub is guessing. What usually happens first is that 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.
Every month
3 insight extractions, one a month
The conversations keep going. New matters, new rules, whatever Ravi is arguing 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, and the cluster starts to join up rather than sit as separate posts- 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
Pitched off the back of a live story, so Ravi is the name the desk already has when it runs. A harder format to earn than an op-ed- Interview with Building Design on what the gateways have done to programmes
Video running
Published from the quarter one sitting, one every fortnight or so, cut back to a single question each- 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 the news gives Ravi a reason- 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
The first enquiries tend to come from advisers rather than directors. The first enquiries come from project managers and cost consultants rather than from clients. They are the people who assemble a shortlist before the client ever sees one.
Every month
3 insight extractions, one a month
Filmed on one of these days, so the second sitting of clips costs no extra director time- 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 republished on the hub. Nine pieces in, and the niche is most of the way covered- 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
Pitched in response to breaking news, on a story where a reporter needs a name today. This is the slot the first two quarters earn and the one no firm can buy- Radio or podcast comment on the building safety story running that week
5 more clips filmed
The second sitting, six months on, to carry the rest of the year- 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
Journalists start calling rather than being pitched, usually the week the Regulator publishes its figures. And when a development manager searches this because a programme is slipping, Ravi’s is a name that comes back.
Every month
3 insight extractions, one a month
The last three of the year, and the one where we ask what Ravi 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
Including the annual guide, which pulls the whole year onto one page and becomes the piece that ranks hardest- 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 as the year turns, when every desk wants a forecast and almost nobody will commit to one. By now Ravi is a name the City desk recognises- “The buildings that will not get built next year”, pitched to a national
Video running
From the quarter three sitting, still one a fortnight- One clip a fortnight, on the hub and on LinkedIn
- The annual guide cut down into a two-minute explainer
LinkedIn, as it comes
Posted off the back of each piece, and the year-ahead piece will do more than anything else Ravi has published- A post for every piece we publish
- The year-ahead argument, in Ravi’s own words, ahead of the op-ed running
The cluster answers the whole question rather than one part of it. That is the point at which it starts pulling invitations rather than traffic, from developers who arrive already knowing who Ravi is rather than through an 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.
A housing director and a heritage director are found by different clients with different fears. Neither of them is searched for by name.
Housing clients are frightened of the process, not the design
We work with housing directors, supporting them with building safety explainers, gateway guidance, second staircase commentary and the practical notes development managers keep on file.
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 explained it publicly.
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.