Someone visiting an architecture or interior design studio's site looks first and reads second. Most studios know this and turn the site into a gallery of large photos. The result looks good but has two problems: it loads slowly on phones, and it tells Google almost nothing.
A good architecture site solves both without losing the power of the images.
The role of images
A prospective client is looking for one answer: does this studio's style match what I have in mind? Photos answer that. However good the text, weak images won't persuade.
So don't skimp on photography. Hiring an architectural photographer for completed projects can make more difference than anything else you spend on the site. When you work with a photographer, agree in writing on your right to use the images on your website and social media. For residential projects, make sure the owners have agreed to the photos being published. If you use renders, label them; mixing renders and real photos in one gallery without distinction damages trust once visitors notice.
Less but better applies. Instead of a 40-photo gallery, 8 to 12 strong shots per project are enough.
Project pages: from gallery to case study
The structure we see most often: project name, a location tag, then photos. No text. Google sees an almost empty page, and visitors don't get the story either.
Turn each project page into a short case study. It doesn't have to be long; 250 to 400 words is enough. Include:
- Project facts: location, year, area (m²), project type, your role (design, build, consultancy).
- Starting point or brief: what did the client want, what was wrong with the space?
- Key decisions: material choice, layout changes, lighting. Why did you make them?
- Constraints: budget, timeline, regulations, condition of the existing building.
- Outcome: what changed? If available, a short comment from the client in their own words (real and with permission).
For residential projects, don't publish the exact address or details that identify the client; the neighbourhood is enough.
A page like this can answer real searches such as a 90 m² flat renovation in Kadıköy or a stone house restoration in Bodrum. A gallery-only page can't.
The same goes for titles. Instead of Project 07, A 1960s Apartment Renovation in Cihangir tells both the reader and the search engine something.
Image file names and alt text are part of that story too. Instead of IMG_4471.jpg, a name like cihangir-flat-kitchen-wood-cabinets.jpg plus short alt text describing the image helps visibility in image search. We covered image SEO in detail in a separate article.
Large images and speed
This is the most common technical issue on architecture sites. Files straight from the photographer, 6000 pixels wide and 15 MB each, are uploaded as they are. On office broadband nobody notices; on the client's phone the home page takes 10 seconds to open.
Ways to strike the balance:
- Resize before uploading. 2000 to 2400 pixels wide is enough for a full-screen image.
- Convert to WebP or AVIF. At the same visual quality, file size drops noticeably compared with JPEG.
- Use responsive images so phones download a small version and wide screens a large one. Modern site platforms can do this automatically.
- Lazy-load images lower on the page so they load as the visitor scrolls.
- Load the main hero image and project covers first, the rest later.
Keeping a full-screen project image between 200 and 400 KB is achievable in most cases without visible quality loss. If your site is slow right now, we listed the speed-up steps in a separate article.
Autoplay background videos need care too. They impress, but they eat mobile data and weigh the page down. If you use one, keep it short, silent and compressed, and show a still image on phones instead.
Services and process pages
The portfolio shows your style. The services page explains what you do and how you work. This is where the real questions get answered: do you only design, or do you also build? Residential or commercial? Which cities do you work in?
A process page is valuable for anyone hiring an architect or interior designer for the first time. Describe the stages, such as survey, concept, construction drawings, material selection and site supervision, with a rough duration for each and what you expect from the client. Explaining your fee approach (per square metre, fixed fee, or a percentage of construction cost), even without giving prices, cuts down enquiries that arrive with the wrong expectations.
Awards, publications and trust
Competition results, projects published in architecture magazines or online platforms, and team information build trust. Gather them on a dedicated page and mention them briefly on the relevant project page. Add a link to the publication if one exists.
On the team page, briefly describe the founders' education and professional background, and state memberships such as the Chamber of Architects or the Chamber of Interior Architects accurately. It is also worth checking your chamber's current rules on professional promotion. A short awards list is fine; a few well-told projects persuade more than a long list of prizes.
If you are planning a new site, start by reviewing your project photos: which projects deserve to be told as case studies, and which are missing good photography? That list gives you half of the site's content plan.
Frequently Asked Questions
Should I include unfinished projects in the portfolio?
You can, but label them clearly as renders or work in progress. Completed and photographed projects are usually more convincing; showing ongoing work in a separate section avoids confusion.
Blog posts are for general information only and are not a substitute for legal, financial or technical advice.