Retail rollouts · Workplace · New York residences
How a 30-year New York firm rebuilt its website and started showing up in Google’s AI answers in 12 weeks
Three decades of retail rollouts, workplaces and New York residences, and a website that showed a portfolio and little else. We rebuilt the site, moved the blog onto the main domain and built pages around how the firm’s two kinds of clients search.
A New York studio behind some of the country’s best known store rollouts
HHA is a New York architecture and interiors studio, in practice since 1995 and led by four principals.
Its retail team designed the original Drybar concept and has rolled out stores for brands such as Drybar and Vuori across dozens of states. The firm is licensed in 13 states, has built in 32, and also designs workplaces, health and wellness spaces, affordable housing and New York residences.
Decades of expertise that did not show up in Google
Work came almost entirely through the firm’s network and referrals. The website was a portfolio, and the blog sat on a separate domain.
Marketing was run by the principals alongside their practice. HHA wanted two kinds of clients to find it: brands choosing an architect for a multi-location rollout, and New York homeowners planning a renovation. Neither found the firm when they searched for what it does best.
Six moves, from foundations to outreach
- 01
Two audiences, one plan
The first months went into foundations: the firm’s ideal clients, its value proposition against competitors and the channels each client uses. In January 2026 the partners approved a six-month plan built around two audiences.
CommercialBrands rolling out stores
- Search for a rollout architect
- Choose on proof of scale
- Need licensing in many states
“multi location retail architects”ResidentialNew York homeowners
- Search before a renovation
- Worry about approvals and timelines
- Choose on trust and taste
“co-op renovation architect nyc” - 02
One website, one domain
We rebuilt the website from the structure up and moved about 50 project pages and all 48 blog articles onto a single domain, with every old page redirected. The new site went live on 1 June 2026, and search traffic held steady through the move.
6.9 clicks a day before and after launch50+ project pages48 articles movedh-h-architects.com
Drag to scroll
The new h-h-architects.com, desktop and phone - 03
Pages for how each client searches
For homeowners, we built city pages and guides that answer the questions buyers ask before a renovation, such as co-op and condo approvals and gut renovation timelines. For brands, a Where We Work page shows where HHA is licensed and where it has built.
Six residential city pages, July to September 2026 - 04
Showing the rollout record
Retail clients choose a rollout architect on proof of scale. We built rollout maps that show selected store locations for nine brands HHA has worked with, so a brand can see the firm’s reach in one view.
The Drybar rollout map on h-h-architects.com - 05
Measurement, every month
We set up Google Tag Manager, Google Analytics 4 and Search Console, and took over the firm’s Google Business Profile in July 2026. Each month the team reviews which searches bring visitors and which pages Google’s AI answers draw on.
- 06
A newsletter in the firm’s voice
In October 2026 HHA sent the first issue of Built Around, its own newsletter. LinkedIn outreach to brand and development leads followed in the autumn.
Issue 01 · October 2026Built Around933delivered33.2%opened
Brands rolling out stores
- Search for a rollout architect
- Choose on proof of scale
- Need licensing in many states
New York homeowners
- Search before a renovation
- Worry about approvals and timelines
- Choose on trust and taste
We also got another client offer to give a testimonial from the newsletter. So just nice to see it working already. Very impressed by that.
Kimberly CocaPrincipal, Heitler Houstoun Architects · October 2026From a portfolio site to one that Google’s AI answers draw on
The twelve weeks after launch, 1 June to 24 August 2026, unless noted.
HHA now has a website that works for both sides of the business: brands can see its rollout record at a glance, and New York homeowners find its guides before they call an architect.
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