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We're accustomed to viewing custom residential architecture as a fairly local business. But by establishing a Web presence--a necessity even for local businesses--firms can attract national attention without even seeking it. I spoke yesterday with a Seattle architect who is designing a lakefront house in North Carolina, and he knows exactly how he got the job.

Online magazines like our own and architecture websites like Design Milk and CONTEMPORIST drive enough traffic to his website to put it near the top of a Google search list, he explains. When the North Carolina clients searched for "modern lakefront house," Google directed them to him. They liked his work, and they weren't put off by the distance between his office and their site. Once you get used to buying shoes online, it seems, anything is possible.

I don't suppose that most architects view their websites as giving their firms national, or even international, reach, but the potential is there. --B.D.S.

 
 

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