Most AEC websites look impressive.
Very few actually convert.
Architecture, engineering, and construction firms invest heavily in visuals — renderings, photography, diagrams, animations. But strong visuals alone don’t guide users.
AEC websites don’t fail because they lack beauty.
They fail because they lack UX structure.
Visitors arrive with a few critical questions:
Can you solve my problem?
Do I understand how you work?
Can I trust you?
What should I do next?
When the user experience doesn’t answer these quickly, people leave.
Below are the seven most common UX mistakes we see on AEC firm websites, along with practical ways to fix them.
01 No Clear Process Explanation
Many AEC firms assume their process is self-explanatory.
It isn’t.
Why it hurts UX:
Clients unfamiliar with scanning, design development, or construction workflows feel uncertainty — and uncertainty reduces conversions.
How to fix it:
Create a clear process section or page that:
Explains what happens first, second, and third
Uses diagrams or simple language
Emphasizes clarity over technical depth
Disprovable belief:
If a client can’t understand your process in under 10 seconds, they’re less likely to reach out.
02 Portfolio Pages Without Context
Strong visuals. No explanation.
Why it hurts UX:
Clients don’t just want to see what you designed — they want to understand why it mattered and how you contributed.
How to fix it:
Every project page should communicate:
The challenge
Your role
The outcome
The value delivered
Narrative clarity matters more than image volume.
03 Overloaded Navigation Menus
Too many pages. Too many categories.
Why it hurts UX:
AEC navigation often mirrors internal org charts instead of user needs, increasing cognitive load.
How to fix it:
Limit top-level navigation to 5–7 items
Group services logically
Prioritize how clients think — not internal structure
Disprovable belief:
Fewer navigation options lead to faster, more confident decisions.
04 No Clear Primary Call to Action
Contact pages are buried. CTAs are inconsistent.
Why it hurts UX:
Users don’t know what action to take.
How to fix it:
Choose one primary CTA:
“Schedule a consultation”
“Start a project”
“Request a proposal”
Repeat it consistently across the site.
05 Leading With Jargon Instead of Value
AEC language is precise — but often inaccessible.
Why it hurts UX:
Clients outside the industry don’t understand technical terminology, even when they respect expertise.
How to fix it:
Lead with outcomes, not methods
Translate expertise into benefits
Reserve technical depth for secondary content
06 Ignoring Mobile User Behavior
Many AEC websites are still designed desktop-first.
Why it hurts UX:
Decision-makers browse on mobile between meetings. Mobile friction means lost opportunities.
How to fix it:
Design mobile-first layouts
Prioritize scannability
Keep CTAs visible
Reduce content density
07 Treating the Website as a Gallery, Not a System
A website is not a portfolio wall.
Why it hurts UX:
Without structure, users wander instead of progressing.
How to fix it:
Design your site as a UX system:
Clear hierarchy
Predictable patterns
Logical progression from awareness → trust → action
Disprovable belief:
AEC websites designed as systems convert better than those designed as galleries.
What This Means for AEC Firms
When UX is treated as structure — not decoration — everything improves:
Clearer communication
Better-qualified leads
Shorter sales cycles
Stronger trust before first contact
Good UX doesn’t simplify your expertise.
It makes it legible.
One-Line Conclusion
Clarity is the foundation of trust.
