The Questions That Change Everything By: Maja Kovacic‑Kalra of Architect & Marketing Last month a client paid me to write words for their website. A week in, I still hadn’t written one.  Because I don’t start with words. I start with questions. Here’s how it went. “Maja, great news. We’re really pleased to move ahead.” I sent the questionnaire. Client: “Wow, this is really comprehensive.” Me: “Yes. It’s the foundation for everything. It makes you think about your client a lot and write those thoughts down.” Client: “It was actually so useful going through those questions.” Me. 🙂 My questionnaire is not a “who you are and what you do” exercise. Those questions are easy. Those questions are everywhere. And this might be hard to hear. The “who you are and what you do” questions are the reason most architectural websites sound the same. Design led. Bespoke. Considered. Crafted. Innovative. Five words copy pasted across many architectural homepages. The questions I send out are built for a different job. They do two things. One. They pull out your personality, your human side, the why behind your work. They make you put words to things you’ve always felt but never used. … Continue reading Stop Writing Copy. Start Asking Questions.