This case study documents a ten-month engagement with a Singapore architecture practice led by two directors. The practice designs new landed homes, reconstruction and A&A works for existing houses, and small commercial projects. Its clients are homeowners planning a rebuild and business owners planning new premises. They often spend months researching before they contact an architect, searching for things like "landed house architect singapore", "reconstruction vs A&A" and "how long does it take to rebuild a landed house".
The practice's website was a striking image gallery with almost no text. Projects were shown as photos with a single title, there was no page explaining the types of work the firm does, and the contact form asked for nothing beyond a name and email. Most enquiries came from referrals. The few that came from the website were often for small interior jobs or projects outside the firm's scope, and only around 3 a month were qualified projects worth pursuing.
We rebuilt the enquiry form to ask for project type, site type, rough timeline and an indicative construction budget range, and set up GA4 tracking for each answer. We then mapped how prospective clients search at each stage: early research ("reconstruction vs A&A", "landed house rebuild cost"), choosing a firm ("landed house architect singapore", "A&A architect") and planning commercial premises ("commercial architect singapore").
For an architecture practice, one good project is worth far more than many small enquiries. Qualifying enquiries at the form let the directors see which searches brought in the projects they wanted, and judge SEO on project quality rather than volume.
We wrote six pages, one for each type of work the practice wants more of: new landed homes, reconstruction, A&A works, small commercial buildings, commercial fit-out design and early design feasibility studies. Each page explains what the work involves, the stages the practice takes clients through, typical durations as general ranges, and links to relevant portfolio projects. The directors reviewed every page.
Prospective clients search for the type of project they are planning. A single Services page could not rank for all of those searches or answer the questions behind them. Dedicated pages gave each project type its own place in Google and its own path to an enquiry.
We turned the gallery into 24 project pages. Each one sets out the brief, the site and its constraints, the key design decisions, the project type and duration, with captioned photos and descriptive alt text. Where clients agreed, we added a short quote from them. Each project page links back to its project-type page.
Photos alone give Google almost nothing to rank and tell a homeowner little about how the firm thinks. Written project detail showed the practice's approach, ranked for searches on specific house types and design problems, and kept serious prospects reading for longer.
We wrote guides answering the questions homeowners ask before they hire an architect: the difference between reconstruction and A&A, the main stages of a landed home project from feasibility to completion, why approvals and timelines vary, and what affects construction cost. Every guide gives general guidance only, explains that each project and site differs, and points readers to the relevant authorities for current requirements. The firm made no promises about approval outcomes or timelines.
These are the searches homeowners make months before they choose a firm. Clear, careful guidance built trust early and brought in readers who later enquired. Keeping the content general protected the practice from claims it could not stand behind.
The practice had won design awards and been featured in architecture and home publications, but none of those features linked to its website. We asked each publication to add a link to the relevant project page and created a page listing the firm's awards and features. We added the directors' profiles with their qualifications and professional memberships, Organization markup and listings in professional directories, taking referring domains from 31 to 64.
Recognition from respected publications is strong proof for prospective clients and a strong signal for Google. Turning existing coverage into links built authority from work the firm had already done.
An architecture practice sells a small number of large, long projects. These four points shaped the whole engagement.
The practice needed the right projects, not more emails. Asking for project type and budget at the form let the directors judge SEO by the quality of enquiries, and the average stated budget more than doubled.
A gallery shows what a building looks like. A written project page shows how the firm solved the brief. That detail is what Google ranks and what serious clients read.
Homeowners research approvals and timelines long before they hire anyone. General, carefully worded guidance earned that early trust without the firm promising outcomes it does not control.
Awards and publication features were already proof of the firm's work. Turning them into links gave Google the same proof prospective clients were looking for.
Qualify enquiries at the form. Asking for project type, timeline and budget range lets you measure SEO by the projects it brings in, not the number of emails.
Give every type of work you want more of its own page, and give every portfolio project a written story. Text is what lets Google rank your work and lets clients understand your approach.
Answer the questions homeowners ask about approvals, timelines and costs, but keep the guidance general and point to the authorities for current rules. Trust comes from being careful, not from promises.
Create a page for each type of project you want more of, write up portfolio projects with real detail, and answer the questions clients research before hiring an architect. Ask for project details at the enquiry form so you can track quality. On this project, qualified enquiries grew from 3 to 13 a month.
Usually not. Images alone give Google very little to rank. A project page with the brief, site constraints, design decisions and captioned photos can rank for specific searches and shows prospective clients how the firm works.
Yes, as general guidance. Homeowners search these questions early, and clear answers build trust. Keep the guidance general, explain that every project differs, and point readers to the relevant authorities for current requirements instead of promising outcomes.
Expect three to six months before project pages and guides rank well, and longer for enquiries to follow, because clients research for months. On this project, qualified enquiries reached 5 a month by month 3 and 13 a month by month 10.
Start with a free SEO audit. We review your portfolio, project pages and enquiry form, check which project searches you rank for, and show you a realistic path to more qualified projects before you commit to anything.
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