{"id":494,"date":"2020-02-03T08:40:38","date_gmt":"2020-02-03T08:40:38","guid":{"rendered":"https:\/\/www.marketingpentruarhitecti.ro\/?p=494"},"modified":"2023-12-27T12:16:57","modified_gmt":"2023-12-27T12:16:57","slug":"de-ce-arhitectii-nu-atrag-clienti-cu-website-ul","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/ro\/de-ce-arhitectii-nu-atrag-clienti-cu-website-ul\/","title":{"rendered":"De ce arhitec\u021bii nu atrag clien\u021bi cu website-ul"},"content":{"rendered":"\n

Faptul c\u0103 arhitec\u021bii nu atrag clien\u021bi cu website-ul este acceptat ca o lege a naturii. Mul\u021bi colegi mi-au explicat c\u0103 au un website, dar nu reu\u0219esc s\u0103 g\u0103seasc\u0103 noi clien\u021bi.<\/p>\n\n\n\n

\u0218ti\u021bi discu\u021biile purtate despre cum Facebook influen\u021beaz\u0103 alegerile? Crede\u021bi c\u0103 Internetul este at\u00e2t de influent, dar nu poate convinge c\u00e2teva zeci de oameni s\u0103 angajeze un anume arhitect?<\/p>\n\n\n\n

De ce arhitec\u021bii nu atrag clien\u021bi cu website-ul? Pentru c\u0103 website-urile nu sunt construite \u00een jurul nevoilor poten\u021bialilor clien\u021bi! Haide\u021bi s\u0103 vedem de ce.<\/p>\n\n\n\n

Nu conteaz\u0103 dac\u0103 inten\u021bia ta este s\u0103 g\u0103se\u0219ti clien\u021bi pentru proiecte de case, sau persoane care vor s\u0103 construiasc\u0103 un bloc. Simplul fapt c\u0103 ai mai f\u0103cut case sau blocuri nu este suficient.<\/p>\n\n\n\n

Am mai scris-o pe aici \u0219i o voi mai scrie. Pe net nu te caut\u0103 nimeni pe tine, pe arhitect. Ceea ce oamenii caut\u0103 sunt informa\u021bii (relevante) despre viitorul lor proiect. A\u0219a c\u0103, haide\u021bi s\u0103 vedem de ce website-ul nu atrage clien\u021bi.<\/p>\n\n\n\n

1. Website-ul t\u0103u nu rezolv\u0103 probleme<\/h3>\n\n\n\n

Persoanele care doresc s\u0103 construiasc\u0103 identific\u0103, firesc, o serie de probleme pe care le-ar avea legate de investi\u021bia lor. Una dintre probleme este aceea c\u0103 nu \u0219tiu toate problemele pe care le vor avea. Acesta este motivul pentru care ei caut\u0103 informa\u021bii.<\/p>\n\n\n\n

Problemele difer\u0103 de la persoan\u0103 la persoan\u0103. Unele sunt probleme reale, corect identificate. Altele sunt gre\u0219it puse. Uneori sunt de-a dreptul copil\u0103re\u0219ti.<\/p>\n\n\n\n

Haide\u021bi s\u0103 ne g\u00e2ndim pu\u021bin la ce vrem s\u0103 facem. Vrem s\u0103 facem Arhitectur\u0103. Vrem s\u0103 proiect\u0103m cl\u0103diri frumoase, func\u021bionale, trainice, economice \u0219i\/sau profitabile. <\/p>\n\n\n\n

Ce probleme percepe poten\u021bialul client<\/h4>\n\n\n\n

De ce avem nevoie? De clientul potrivit, cu terenul potrivit \u0219i cu tema potrivit\u0103. Chiar \u0219i un client deschis la minte, poate avea un teren total nepotrivit, iar ideile lui s\u0103 duc\u0103 la orice \u00eenafar\u0103 de o tem\u0103 potrivit\u0103. <\/p>\n\n\n\n

Nu este normal s\u0103-l ajut\u0103m s\u0103 caute \u0219i s\u0103 g\u0103seasc\u0103 terenul potrivit? Nu este normal s\u0103-i oferim acele informa\u021bii care s\u0103-l ajute s\u0103 aib\u0103 o tem\u0103 potrivit\u0103 scopului nostru comun?<\/p>\n\n\n\n

Ei bine, ace\u0219ti poten\u021biali clien\u021bi exist\u0103. Chiar acum merg din site \u00een site, c\u0103ut\u00e2nd informa\u021bii despre un anumit teren. Chiar acum \u00eencearc\u0103 s\u0103-\u0219i dea seama cam c\u00e2te apartamente poate construi pe acel teren. Chiar acum, o t\u00e2n\u0103r\u0103 familie \u00eencearc\u0103 s\u0103 afle c\u00e2t ar costa o cas\u0103, pentru a verifica dac\u0103 se calific\u0103 sau nu pentru un credit.<\/p>\n\n\n\n

Acestea sunt probleme. Website-urile arhitec\u021bilor doar arareori rezolv\u0103 astfel de probleme. <\/p>\n\n\n\n

Diferen\u021ba \u00eentre a oferi sau nu r\u0103spunsuri acestor probleme, se transcrie \u00eentre a c\u00e2\u0219tiga sau nu \u00eencrederea acestor poten\u021biali clien\u021bi. Pentru ei, faptul c\u0103 ai un portofoliu \u00een\u021besat cu proiecte atr\u0103g\u0103toare nu \u00eenseamn\u0103, \u00een acest moment, nimic.<\/p>\n\n\n\n

2. Website-urile arhitec\u021bilor nu arat\u0103 care sunt avantajele proiect\u0103rii<\/h3>\n\n\n\n

Website-urile arhitec\u021bilor nu se concentreaz\u0103 pe viitoarea construc\u021bie, ci pe proiect. Arareori un arhitect arat\u0103 cum deciziile din proiectare pot s\u0103 ieftineasc\u0103 construc\u021bia. Arareori un arhitect explic\u0103 \u00een ce fel un apartament este mai bun dec\u00e2t altul. Arareori un arhitect public\u0103 un studiu de caz, \u00een care se vede cum deciziile din proiectare au rezolvat 1, 2, 3 sau 10 probleme.<\/p>\n\n\n\n

Arhitec\u021bii nu reu\u0219esc s\u0103 explice cum proiectarea adaug\u0103 valoare unei construc\u021bii. Nu este evident de ce aceea\u0219i gr\u0103mad\u0103 de materiale de construc\u021bii, aceea\u0219i cantitate de manoper\u0103, pot fi ori un succes fulminant, ori o b\u0103taie de cap.<\/p>\n\n\n\n

3. Poten\u021bialii clien\u021bi nu te \u0219tiu dinainte de a avea nevoie de un arhitect<\/h3>\n\n\n\n

Clien\u021bii no\u0219tri nu vor un proiect. Ei vor s\u0103 construiasc\u0103 o cas\u0103, vor s\u0103 fac\u0103 o afacere imobiliar\u0103, sau s\u0103-\u0219i construiasc\u0103 o nou\u0103 unitate de produc\u021bie, sau depozitare. <\/p>\n\n\n\n

Pare lipsit de logic\u0103 ce spun, dar nu este a\u0219a. De ce prefer\u0103 oamenii brandurile? Pentru c\u0103 le inspir\u0103 \u00eencredere. \u00cencrederea nu este neap\u0103rat legat\u0103 de calitatea produselor. <\/p>\n\n\n\n

Rory Sutherland<\/a>, vicepre\u0219edinte al Ogilvy, spunea despre Mc Donald’s c\u0103 sunt cele mai bune restaurante \u00een a nu te l\u0103sa dezam\u0103git. Au mereu aceea\u0219i m\u00e2ncare, \u00eei \u0219tii gustul, nu te \u00eemboln\u0103ve\u0219ti. \u0218tii la ce s\u0103 te a\u0219tep\u021bi \u0219i \u00eentotdeauna prime\u0219ti exact ceea ce a\u0219tep\u021bi. <\/p>\n\n\n\n

\u00cen decursul ciclului investi\u021bional, clien\u021bii apeleaz\u0103 relativ t\u00e2rziu la arhitect. Am amintit deja de perioada \u00een care se informeaz\u0103 pentru a pre\u00eent\u00e2mpina problemele inerente. Aceast\u0103 perioad\u0103 se \u00eentinde dinainte de a lua hot\u0103r\u00e2rea s\u0103 construiasc\u0103. Uneori acest proces dureaz\u0103 c\u00e2teva luni. Alteori dureaz\u0103 \u0219i unul-doi ani.<\/p>\n\n\n\n

\u00cen aceast\u0103 perioad\u0103, poten\u021bialul client poate s\u0103 fi auzit de tine, sau nu. Poate s\u0103-\u021bi fi vizitat site-ul. Dac\u0103 a primit deja informa\u021bii valoroase, te va recunoa\u0219te. \u0218ansele sunt ca website-ul t\u0103u s\u0103 fie \u00een lista lui de bookmarcks. <\/p>\n\n\n\n

4. Oamenii prefer\u0103 s\u0103 fac\u0103 afaceri cu al\u021bi oameni, nu cu website-uri<\/h3>\n\n\n\n

\u00cenc\u0103 sunt multe website-uri ale arhitec\u021bilor care nu sufl\u0103 un cuvin\u021bel despre persoana din spatele paginii web. Oamenii vor s\u0103 \u0219tie de la cine primesc informa\u021biile care-i ajut\u0103 at\u00e2t de mult. Dar au nevoie s\u0103 vad\u0103 o fa\u021b\u0103, s\u0103 \u0219tie un nume, s\u0103 cunoasc\u0103 o echip\u0103. <\/p>\n\n\n\n

Alte site-uri p\u0103c\u0103tuiesc prin aceea c\u0103 sunt prea centrate pe firm\u0103. C\u00e2t de frumoas\u0103, c\u00e2t de avansat\u0103, c\u00e2t de minunat\u0103 este firma. De\u0219i reu\u0219esc s\u0103 c\u00e2\u0219tige un anumit nivel de \u00eencredere, senza\u021bia poate fi aceea c\u0103 se vor concentra mai mult pe cum va ie\u0219i firma lor din proiect, dec\u00e2t pe client.<\/p>\n\n\n\n

5. Pe website pari inabordabil, scump, elitist, nerealist<\/h3>\n\n\n\n

Probabil c\u0103 nu e\u0219ti foarte interesat s\u0103 proiectezi case pentru cei care muncesc \u00een Spania. Ai alt public. Foarte bine. Dar \u0219i publicul t\u0103u \u021bint\u0103 poate fi deranjat de atitudinea care transpare din paginile website-ului t\u0103u. <\/p>\n\n\n\n

Chiar \u0219i atunci c\u00e2nd nu \u00ee\u021bi alegi clien\u021bii, simplul fapt c\u0103 folose\u0219ti un jargon profesional, \u00eei poate \u00eendep\u0103rta pe cei care \u021bi-ar putea deveni clien\u021bi valoro\u0219i. Chiar dac\u0103 \u00een principiu nu faci gre\u0219elile de mai sus, cei mai mul\u021bi oameni nu \u0219tiu ce este aceea o plint\u0103 urban\u0103. Cum oamenii nu-\u0219i doresc s\u0103 se simt\u0103 prost, mai ales pe banii lor, \u00ee\u021bi vor spune pas.<\/p>\n\n\n\n

6. Website-ul t\u0103u nu are trafic<\/h3>\n\n\n\n

Pentru c\u0103 nu faci (mai) nimic din ceea ce presupun primele puncte, website-ul t\u0103u, pur \u0219i simplu nu are trafic. Traficul vine, \u00een primul r\u00e2nd, din c\u0103ut\u0103rile de pe Google<\/a>. Dar oamenii nu caut\u0103 ceea ce crezi tu c\u0103 ar c\u0103uta. Ei caut\u0103, dup\u0103 cum am zis deja, r\u0103spunsuri la anumite \u00eentreb\u0103ri.<\/p>\n\n\n\n

Acele \u00eentreb\u0103ri se transpun \u00een c\u0103ut\u0103ri pe Google, sau pe Bing. Cele dou\u0103 motoare de c\u0103utare \u00eentorc ca rezultate pagini care se refer\u0103 la problemele c\u0103utate. Cel mai probabil, tu nu vei fi \u00een acele rezultate. <\/p>\n\n\n\n

Dac\u0103 website-ul t\u0103u are doar c\u00e2teva sute de pageview-uri lunar, iar acelea sunt provenite din ceea ce prietenii t\u0103i, tot arhitec\u021bi, vor s\u0103 vad\u0103 c\u00e2nd comentezi ceva pe Arhitec\u021bi Rom\u00e2ni, ori AGORA, website-ul t\u0103u nu prea are cum s\u0103 atrag\u0103 clien\u021bi.<\/p>\n\n\n\n

Poate c\u0103 totu\u0219i ai un website cu un portofoliu atr\u0103g\u0103tor, serviciile sunt descrise, laconic, dar suficient de clar. Dar tot nu ai trafic, deoarece, \u00een lipsa unui con\u021binut relevant c\u0103ut\u0103rii, nu ai nici o campanie coerent\u0103 de publicitate.<\/p>\n\n\n\n

Da, at\u00e2t pe Google, c\u00e2t \u0219i pe Facebook, Instagram, Pinterest, sau Linkedin, \u00ee\u021bi po\u021bi face reclam\u0103. Sunt acele rezultate sponsorizate pe care motorul de c\u0103utare le afi\u0219eaz\u0103 \u00eenainte sau dup\u0103 afi\u0219area rezultatelor organice. Rezultatele organice sunt acele pagini pe care Google le arat\u0103 pentru c\u0103 \u00een ele a g\u0103sit con\u021binut relevant pentru c\u0103utarea consumatorului.<\/p>\n\n\n\n

7. De\u0219i \u00ee\u021bi faci reclam\u0103, website-ul t\u0103u tot nu aduce clien\u021bi<\/h3>\n\n\n\n

Promovarea este ineficient\u0103. Nu te adresezi publicului corect, nu ai definit zona, categoria de v\u00e2rst\u0103, nivelul de preg\u0103tire, ocupa\u021bia celor care ar trebui s\u0103-\u021bi devin\u0103 client.<\/p>\n\n\n\n

Dar la fel de bine este posibil ca site-ul t\u0103u chiar s\u0103 fie groaznic. S\u0103 se mi\u0219te greu, s\u0103 nu fie optimizat pentru traficul mobil, s\u0103 aib\u0103 o navigare complicat\u0103. Sau, pur \u0219i simplu, vizitatorii nu g\u0103sesc nimic interesant. <\/p>\n\n\n\n

\"CE<\/figure>\n\n\n\n

Arhitec\u021bii nu atrag clien\u021bi cu website-ul pe care \u00eel au, pentru c\u0103 nu l-au construit pentru clien\u021bi<\/h2>\n\n\n\n

Cel mai probabil, c\u00e2nd \u021bi-ai construit website-ul, pentru tine a fost o problem\u0103 de webdesign. Te-ai preocupat de culori, butoane, de m\u0103rimea slider-ului de pe prima pagin\u0103. Am trecut prin asta. De fapt, prima tenta\u021bie este aceasta, s\u0103 te concentrezi pe design.<\/p>\n\n\n\n

Dar atunci c\u00e2nd \u00ee\u021bi construie\u0219ti un site, aten\u021bia trebuie s\u0103 fie pe func\u021bionalitatea lui. Site-ul trebuie s\u0103 ofere o experien\u021b\u0103 bun\u0103 vizitatorilor. Trebuie s\u0103 le ofere con\u021binut valoros, unic. Trebuie s\u0103 fie o surpriz\u0103, p\u0103str\u00e2nd o propor\u021bie suficient de mare de familiar.<\/p>\n\n\n\n

Principala func\u021biune a unui site trebuie s\u0103 fie aceea de a cuceri grupul \u021bint\u0103. Trebuie s\u0103-i \u021bin\u0103 pe site pe vizitatori, trebuie s\u0103-i fac\u0103 s\u0103 revin\u0103. Trebuie s\u0103 le c\u00e2\u0219tige \u00eencrederea.<\/p>\n\n\n\n

Un website trebuie s\u0103 ofere o perspectiv\u0103 nou\u0103 asupra chestiunilor vechi. Trebuie s\u0103-\u0219i propun\u0103 s\u0103 schimbe ceva din modul \u00een care cei care vin vor g\u00e2ndi despre arhitectur\u0103, despre construc\u021bii, despre investi\u021bii.<\/p>\n\n\n\n

Un website eficient \u00eel face pe poten\u021bialul client s\u0103-\u0219i pun\u0103 noi \u00eentreb\u0103ri, \u00eentreb\u0103rile corecte.<\/p>\n\n\n\n

Website-urile din toat\u0103 lumea v\u00e2nd practic orice. De la haine \u0219i ceasuri de lux, la produse de larg consum, la servicii. Internetul chiar influen\u021beaz\u0103 rezultatele alegerilor, chiar poate da momentum revolu\u021biilor \u0219i protestelor. Internetul schimb\u0103 unele mentalit\u0103\u021bi, le \u00eent\u0103re\u0219te pe altele. <\/p>\n\n\n\n

Internetul aduce oamenii mai aproape unii de ceilal\u021bi, aduce business-urile mai aproape de consumatori. \u00cei aduce pe arhitec\u021bi mai aproape de viitorii lor clien\u021bi.<\/p>\n","protected":false},"excerpt":{"rendered":"

Faptul c\u0103 arhitec\u021bii nu atrag clien\u021bi cu website-ul este acceptat ca o lege a naturii. Mul\u021bi colegi se resemneaz\u0103 c\u0103 nu reu\u0219esc s\u0103 atrag\u0103 noi clien\u021bi.<\/p>\n","protected":false},"author":2,"featured_media":813,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fara-categorie","tw-meta-no-icon"],"yoast_head":"\nDe ce arhitec\u021bii nu atrag clien\u021bi cu website-ul - Marketing pentru Arhitec\u021bi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketing-for-architects.com\/ro\/de-ce-arhitectii-nu-atrag-clienti-cu-website-ul\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De ce arhitec\u021bii nu atrag clien\u021bi cu website-ul - Marketing pentru Arhitec\u021bi\" \/>\n<meta property=\"og:description\" content=\"Faptul c\u0103 arhitec\u021bii nu atrag clien\u021bi cu website-ul este acceptat ca o lege a naturii. 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