Netto Arquitetura faced a common challenge in the industry: complete dependence on referrals for sales. This created significant financial instability, making it difficult to predict cash flow and plan for long-term growth.
In good months, referrals flowed, but during slower periods, the company found itself vulnerable. This uncertainty affected financial planning and limited the ability to invest in itself, hire new talent, or expand services offered.
To overcome this, they needed the design and content for a high-converting sales page to stand out from the competition.
Key creation points
Convey the company’s expertise in the sector
Differentiate the value proposition based on market insights
Address frequent public doubts about the services
Market research on the company and the competition
When I took a deep dive into the competition, I discovered that most architectural firms in the area stick to the basics—just getting construction permits. Many lack the technical expertise needed for precise budgeting and project planning.
This often leaves clients who choose these firms—or try to manage projects on their own—facing unfinished projects due to budget shortfalls, struggling with contractor management, or dealing with structural and aesthetic issues.
To understand the impact, first you need to know more about the business.
How do sales work in the architecture niche?
The sales model is highly consultative, implying that clients’ purchasing decisions tend to be time-consuming and rarely impulsive.
This is mainly due to the high value of services offered, making instant acquisition through a credit card, for example, difficult. Another factor contributing to this behavior is the analytical approach to money by people with greater financial power.
Therefore, it was necessary for me to provide a complete breakdown of how this company’s service worked, as well as address the main objections users might have at various points on the page.
Reaching the final structure
Everything was thoroughly explained: advantages and positives of hiring an experienced team that knows how to execute projects with excellence, to the problematic points that could occur in the execution of the same service by another architecture firm with less market time or experience.
This approach positioned the company as the safe and reliable choice for architectural projects. Thus, I gathered various elements of the company’s history and implemented them on the sales page, including:
- Images of completed projects
- Expertise in project execution
- Risks the user faces when the service is not well executed
- The difference between hiring the company or competitors
- Frequently asked questions about the service
Chatbot implementation
I implemented a service robot to assist the company in qualifying users, as on the user’s first visit to the site, this tool asked essential questions about their contact details and interests in projects and construction, such as:
- User’s name
- WhatsApp number
- In which city do you intend to build?
- Do you already own land?
- Do you intend to finance the land or construction?
The different questions have different ways of interacting with the user. The last one on the list, for example, gave three options to choose from: “No”, “Just construction” or “Both”, providing greater versatility for daily use in Netto Arquitetura’s sales.
The company received all this data directly in their email and WhatsApp, but also had access to a panel that gathered all the information captured over time easily and quickly.
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