Tired of chasing every client that walks through the door?

The Architect Playbook

This playbook shows you how to attract better clients without competing on price.

ROH Studio

( ROH Studio x FORM + FOCUS )

6 weeks to become the obvious choice for the right clients

Get better clients without competing on price. For architects tired of sounding like everyone else. Richard, your pipeline depends on luck. Word of mouth. Chance referrals.

Hoping someone remembers your name when
they need an architect. And that works. Until it doesn't.

When the phone stops ringing, you're left crossing your fingers. Waiting for someone to mention your practice. For a project to appear out of nowhere. But the good work is going to practices who don't rely on luck.

They figured out how to be different
Not better. Different.

While you're all saying "award-winning sustainable design studio," they're talking directly to families who've outgrown xxxx terraces.

While you're promising "innovative solutions," they're known as the practice that gets planning permission. When clients need that specific thing, there's only one name that comes to mind.

That's positioning. And it works.

I help you become the obvious choice.
Better enquiries. Higher fees. Less competition.

FORM+FOCUS
The Programme

Through my FORM + FOCUS programme, I get you crystal clear on who you're actually for. Then I build everything around attracting those people consistently.

Because when you're positioned around your specific expertise, everything changes.

  • I start by understanding your practice inside out. What's actually working, what isn't, and why you're invisible.

    Practice audit: Your current positioning, messaging and market presence

    Client interviews: Speaking to your best clients about why they chose you and what situation they were in

    Competitor analysis: How other practices position themselves (spoiler: they all sound the same)

    Deliverable: Research summary showing exactly where you stand

  • Through strategy sessions, I get you crystal clear on who you're for and what makes you different.

    Who: Your specific clients - exploring niching, narrowing and understanding their exact situation

    What: Your unique expertise - exploring specialisation and what you do that others can't or won't

    How: Your positioning - exploring what makes you the obvious choice for these specific people

    Deliverable: One-page positioning document

  • I turn your positioning into words that actually connect with your ideal clients, covering:

    Who you are: Your practice in plain English

    What you do: Your offer without the architectural jargon

    Who needs it: Your clients' real Tuesday morning problems

    Their situation: The specific circumstances that make them perfect for you

    What changes: The outcome when they work with you

    Why you: What makes you the obvious choice

    How you work: Your approach and what makes it different

    Proof: Why they should trust you

    Deliverable: Complete messaging framework

  • I map your new messaging into copy for your main website pages:

    Homepage copy: Opening with who you're for and what changes when they work with you

    About page copy: Your story, expertise and credibility without the usual architectural waffle

    Services page copy: What you do and who specifically needs it, in language real people understand

    Deliverable: Complete website copy ready to use

  • I create your new proposal framework positioned around your specific expertise:

    Their situation: Framing the exact problem you solve for your specific clients

    Your approach: Your unique way of working and why it matters for their situation

    The outcome: What specifically changes when they work with you

    Why you: Proof you're the right choice for their exact problem

    Case study: An example that reinforces your positioning

    Deliverable: Proposal template with positioning built in

  • Launch planning session to get your new positioning working in the market:

    Visibility strategy: Where your ideal clients actually look and how to be there consistently

    Content approach: What to say and where to say it without becoming a content creator

    Referral system: Making it easy for people to recommend you for the specific thing you do

    Deliverable: Launch plan and ongoing visibility strategy

I tell you what they don't want to hear
Most consultants are too polite. I'm not.

You sound like everyone else because you're scared to say who you don't work with. You hide behind pretty pictures instead of talking about real problems. You think good work speaks for itself.

It doesn't.

But here's the thing - your best projects already have something in common. The clients were in similar situations. They had similar problems. They valued similar things.

That's not coincidence. That's your niche.

Ben Holroyd, Brand Architect

If you're here, chances are you're tired of relying on luck to land great projects. You want your practice to grow — but not at the cost of your time or sanity. You want better clients, better visibility, and better positioning. And you’d rather hand it off to someone who knows how — not become a marketer yourself. That’s what I do.