Architecture Writing: Attract Clients With Well-Designed Words

Have you ever considered the shape of words, language, and grammar?

• The way they sit next to one another

• How ellipses…make you lean in…

• And periods make you stop.

Kind of like how thresholds direct your entry and exit. Or hallways guide your path. And walls separate spaces.

Maybe you have. Maybe you haven’t. (Maybe you think I’ve really gone off the deep end and you’re wondering what in the world I’m talking about…)

Architects are uniquely positioned to be incredible writers.

Writers that keep you reading.

Writers that attract new clients.

Writers that invent design movements.

Why? Because architects see everything through the lens of design:

• Shapes

• Curves

• Forms

• Edges

It’s a trained gift and a unique way to see the world.

Unfortunately, many architects throw this vision out of the window the second they start writing. It happens everywhere - websites, proposals, social media, and even emails.

Today’s tactic is just a simple reminder: use your unique skills to design the way you write.

“Design” your writing to keep people reading

Here’s what I mean:

This is the most amazing thing you will ever write. It’s so incredibly thought-provoking that it will absolutely blow everyone’s mind. In fact, there’s so much value packed into this paragraph that it could change someone’s life. Unfortunately, nobody is going to read it. But why wouldn’t someone read this amazing, incredible, thought-provoking, life-changing thing that you’ve written? Well, because no one wants to read a BLOCK of text. Instead you’ll have to…

Space things out.

Write in short sentences.

You can still string sentences together. Like I’m doing right now. Some of those sentences will be medium-length. Some will be short. Oh look, I made a paragraph.

• Or you can stack lines.

• That’s one of my favorite tricks.

• It’s funny how it leads the eye to the end.

And for the love of writing: Break. Some. Grammar. Rules.

It’s fine. Nobody cares. You’re not being graded.

What will this do for your writing?

People will actually read it.

Because it’s fun.

Because it’s easy.

Because every line…

Makes the reader want more.

So next time you sit down to write anything. LinkedIn posts. Emails. Case studies. Project descriptions…

Don’t forget to design your writing with the same care that you design everything else.

You’ll be surprised by how much better every piece of writing is received when it’s designed well.

PS - Did you notice how I designed the intro of this tactic to keep you reading? Go look at it again 🙂