No architect would begin designing a building without knowing the purpose of the structure: how it’s used, for whom and to accomplish what? Successful buildings are aesthetically satisfying and serve the needs of their inhabitants. A well-designed space can make our lives easier and happier.

Web sites are no different. What’s the purpose, how is it used and by whom? If the Web site is well-designed, “inhabitants” are happy and can find their way around.

We have designed Web sites for some of the largest and most prestigious architectural firms in the state. We’ve studied the sites of local and national firms extensively. In the process, we’ve learned a few things.

Start with purpose. Is the site primarily for potential clients, most of whom are developers, perhaps, that want to see that you can deliver? Or for institutional clients who only look for assurance after they’ve selected your RFP? Do you want to email, print, and bookmark projects? Should you demonstrate your process; your thinking? Is the site mainly for recruiting the best available talent? Or is it to show off your sustainable design credentials?

Like a well-designed building, both form and function are critical. Often you see animated concepts that get in the way of Web site usability—substituting the “wow factor” for finding useful information. As one of our clients put it, “We don’t want any dancing bears.”

At the same time, the site needs to reflect the true meaning of firm’s brand—from functional and sensible, to progressive and disobedient. “Who are you, what do you do, why does it matter?” What are the values and true purpose of the firm? Expressing your authentic identity is the source of a true competitive advantage.

Insist that principals are involved, but focus on the end-user. One firm encouraged the architects to try out the Web site on their friends and parents, asking them to find something on the site or to do a simple task. A user said, “Please let me decide first, if I want a fly-through computer animation of a building I didn’t want to see in the first place.”

Architects’ Web sites have been the subject of industry criticism. Not that there aren’t millions of bad Web sites out there, but only that the visual training of architects sets them up to a higher standard.