Nikita Morell
“You need to know what problems, challenges or objections your ideal clients are facing. Knowing these details empowers you to speak your ideal client’s language and directly address their objections.”
#WomenWhoBuild meet Nikita Morell,
Nikita is the founder of her namesake company which she founded eight years ago with the intent of helping architecture firms navigate marketing strategy and copywriting. ArchNative sat down with Nikita to discuss the importance of proper website copy, how she structures her weeks to manage existing clients and obtain new ones, and the three main things she looks for when building out copy for a website.
Tell us a little bit about yourself and what initially interested you about the communications field? What led you to specialize in communications for the design field?
If I’m honest, I “fell into” design communications. I did a double degree in marketing & arts at Sydney University (with a short exchange at Boston University). After graduating, I worked in marketing management for big brands such as L’Oreal and George Weston Foods. I always had a passion and fascination for architecture & design. After some years working in the corporate world, I decided to take a leap of faith and move into design communications. It was the best decision I ever made.
I am in awe of architects. The way they turn pixels into places. The way they can see built forms in the mind's eye. It’s something that I could never do. So I’ve decided the next best thing is to help architects with their copy. What I lack in spatial awareness, I make up for in copywriting skills! For the last 8+ years I’ve run my own practice as a copywriter for only architects.
I can genuinely (hand on heart) say I love what I do.
What is the most interesting part of the job?
I work with architects all around the world. One of the most interesting parts of my job is uncovering each architecture practice’s X factor (i.e. the one thing that makes them different from all other firms) and then finding the right words to clearly communicate the firm’s X factor. I find it fascinating that even though many architecture practices are offering similar services—they each have something that makes them different and unique.
Note that a copywriter is not a design writer or a design journalist—instead, our words are underpinned by psychology, marketing and sales. We write to inform, persuade, and ultimately to get the reader to take action. (e.g. good website copy prompts the right prospectiveclients to pick up the phone or send an email to enquire about your services.)
What is the difference in working at a publication vs. in house at an architectural firm?
There are lots of differences, but a key one (in my experience) that I found was—at the design publication communications and marketing was a key priority. However, at the architecture firm communications and marketing was seen as a peripheral business function. It just wasn’t prioritised and there was a lot more red tape. I’m sure it’s not the same across all firms, but at the particular firm I worked at, I often struggled to get project information from the Principles (as they were naturally very busy with client work etc.) and had to work very hard to push the marketing agenda.
What inspired you to take the leap and start your own practice? What has been the most challenging aspect of this?
After working in-house at an architecture firm for a few years, I realized I could apply my skills, knowledge, and experience to help hundreds of architects all around the world. By starting my own practice, I could essentially create a resource to educate and help architects understand the importance of words and how the right words can get better clients.
I want my copywriting services to be accessible to architecture firms of all sizes. One of my biggest challenges is to keep evolving my services and offerings to make sure all architects can in some way benefit from my services.
How do you approach various projects?
Contrary to popular belief — I don’t just sit down & write.
That would be the equivalent of architects doing a rough napkin sketch and presenting it to clients as the final design!
Before starting any project I do a lot of research.
For example; a website copywriting research phase includes:
Interviewing 3-5 of my client’s past clients
A questionnaire that clients complete (my clients often say this is the most eye-opening part of the whole process. ha!)
Conducting a 1.5hr discovery session with my client
Analysing: my client’s competition, existing marketing collateral etc.
Reading: industry articles, online forums, book reviews, etc.
Every single word I write is intentional and backed by solid research and strategic planning. No empty words!
How do you balance obtaining clients as well as working on active projects?
I have 3 kids under 5 years old, so I don’t have time to procrastinate!
I dedicate one day a week to working on my business. On these days, I spend time planning and writing LinkedIn and email content, updating my own systems and processes, creating new workshops and other resources. I also only work on 1-2 client projects at a time. This means I can give my clients my full attention and also means I can plan out client work accordingly. With such a young family, work/life balance is very important to me. I’m a big believer in setting and communicating clear boundaries. It helps manage everyone’s expectations and allows me to do my best work.
When building out copy for a website, what are the three main things you look to include? What do you look to avoid?
1. Understand your ideal client.
You need to know what problems, challenges or objections your ideal clients are facing. Knowing these details empowers you to speak your ideal client’s language and directly address their objections. When you can speak your ideal client's language—in your website copy, in project descriptions, in proposals—you grab their attention because you make them feel seen, heard, and understood in a way they likely never have before. This builds trust.
2. Speak directly to your ideal client.
A big mistake many architects make is their website copy is very me-centric. (We’ve won awards. We’ve got 25+ years experience. We named our studio dog Herzog!). Bottom line: Your clients aren’t interested in what you do; they’re interested in how you can help them. In short, you need to flip the script. “We are so amazing” >> Becomes >>“Your project is going to be amazing when you work with us”. This flip means you talk about yourself, but from the perspective of how you can benefit and help your ideal clients. Now your ideal client is reading about themselves and not you.
3. Be clear and concise.
When some people think of copywriting, they tend to assume it’s all about creativity. But clarity trumps creativity. While creativity is not a bad thing, it can sometimes get in the way of your ideal client understanding your message. When writing website copy, my goal is to use clear, concise language—not to try and be clever. Many architects forget that their ideal clients are most likely not other architects. Therefore, I look to avoid archibabble. As Richard Branson said, “Complexity is your enemy. Any fool can make something complicated. It is hard to keep things simple.”
Many architects get caught in the jargon and archibabble trap, because they think their words must be super smart or highbrow. Or they hide behind buzzwords and jargon because they find it hard to articulate what they are actually trying to say. This is not their fault, as writing about yourself is difficult and copywriting (from my understanding) isn’t taught in design school.
Note: Architectural jargon does have a place in academic writing or when you’re writing for other architects. (I.e. you need to make sure your reader understands the lingo.)
What is one piece of advice you would have for your younger self?
I’d tell my younger self that it’s ok to ask for help. When I was first starting out, I tried to do (and figure out) everything myself. I wasted a lot of time and effort. Now, I realize it’s more efficient to outsource and invest in experts. Being a copywriter and running a copywriting business are two very different things—it’s impossible to know how to do everything.