THE ABOUT PAGE
FORMULA™
How About Us pages attract the right clients — and quietly repel the wrong ones
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Introductory price:
£99 + VAT
Most architecture practices don’t have a marketing problem. They have a positioning problem.
Your work is strong.
Your thinking is solid.
But your About page sounds like everyone else’s.
Which means the wrong people feel welcome — and the right people aren’t sure why they should choose you.
→ Buy The About Page Formula
This isn’t about better words.
You don’t need punchier copy.
You need clarity on:
— who you’re actually for
— who you’re not
— and what you quietly reject
Until those decisions are made, no amount of rewriting will fix the problem.
This document shows you how that clarity is created — and how it shows up on the page.
What this is…
The About Page Formula is a short, focused guide for architecture practices who want their About page to do some of the heavy lifting before the first call.
Inside, you’ll see:
— a generic About Us page that sounds familiar
— a positioned version that filters clients immediately
— a commercial contrast that proves why one voice can’t serve everyone
Then you’ll see the system behind it.
Not templates.
Not scripts.
The decision process that makes positioning work.
What you’ll take away
Why welcoming everyone weakens your positioning
How strong About Us pages repel the wrong clients on purpose
How to position clearly without saying “we specialise in…”
Why residential and commercial clients need different voices
How to tell if your current About Us page is helping or hurting enquiry quality
This is for:
Founders and directors of architecture practices
Teams doing strong work but attracting the wrong enquiries
Practices tired of over-explaining themselves on calls
If every enquiry feels like a win, this isn’t for you.
Why this matters…
One wrong-fit client costs more than most people realise.
Time.
Energy.
Margin.
Focus.
A clear About Us page won’t fix everything —
but it will stop some of the wrong conversations from ever starting.
That’s what this is for.
Format: PDF
Designed to be read, not skimmed
No jargon. No waffle. No theory for theory’s sake
£99 + VAT
That’s less than the cost of one unproductive call —
and a fraction of the cost of one wrong-fit project.
Positioning and growth advisor to architecture practices.
This document is drawn directly from over 25 years working inside design businesses — as a designer, strategist, agency owner, mentor and advisor — helping practices clarify their position, attract better-fit clients, and build more sustainable pipelines.