An architect's website is a qualification tool
Most architecture studios treat their website as a portfolio — a showcase that proves they can deliver. That's a category mistake. For a premium studio, the website is a pre-qualification tool. Its job is to scare off prospects who can't afford the studio's pricing, while making the right prospects feel like they've found the only studio for their project. The design choices flip accordingly : less optimization, more provocation; less SEO, more editorial; less form, more long-form audio commentary on each project.
