Articles
Writing on landscape architecture websites and how firms get found online.
The five-year visit
Walk a streetscape five years after planting and the place is finally itself. Almost every project page in the discipline is dated to the day it was least itself.
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Where the work actually comes from
Almost no landscape architecture work begins with a stranger finding your website. It begins with a phone call. The website's job isn't to find clients, it's to confirm you to the ones already arriving.
The about page nobody reads
Open ten landscape architecture about pages and you find ten variations of the same paragraph. A page that refuses to take a position positions the firm against nothing.
5 questions every client asks your website
A review of 36 LA firm websites across seven countries. The same five problems showed up everywhere.
Writing for an audience ChatGPT can't reach
ChatGPT, Gemini, and Google AI Overviews now answer the question without sending the reader anywhere. The firms holding up best are the ones who already had a list.
What the camera leaves out
Landscape architecture photographs beautifully and communicates badly. The cooling effect, the hydrology, the slow change in the third year. None of it ever made it into the frame.
The architect with the bookmark
It is 3:40 on a Tuesday and an architect is about to forward a link to her client. The next thirty seconds on your website decide whether she actually sends it.
After Instagram
The platform that organised how design firms presented themselves online for a decade is no longer doing that job. What replaces it isn't another platform.
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