Let’s face it—marketing isn’t a core focus in architecture school. Yet, without it, even the most talented firms struggle to connect with clients and win the projects they deserve. This guide is crafted specifically for architects, offering proven strategies to transform your architectural firm marketing efforts, build genuine connections, and grow your business.

Midwest Museums describes choosing an architect as “the most vital decision for an institution” when planning a project, emphasizing the significance of the right connection for the best outcome. Your clients agree. I remember sitting in a post-interview debrief where the client did not choose the firm best positioned to win (presumably) because they felt that the other firm “actually listened to us.” Right from the source—great design alone isn’t enough. You need marketing that creates genuine connections.

Good marketing makes the company look smart. Great marketing makes the customer feel smart.

Joe Chernov

In this comprehensive guide, you’ll learn:

• Strategic marketing approaches that actually work for architecture firms (tested over two decades)
• Digital and traditional marketing channels that deliver real results (not just trendy tactics)
• How to measure success and adjust your strategies (because hope isn’t a strategy)
• Implementation steps based on real architecture firm experience (no theoretical fluff)

But first, let’s tackle the elephant in the room: most marketing advice isn’t written for architects. It doesn’t account for long project cycles, complex decision-making processes, or the unique challenges you face. This guide is different—it’s based on real experience helping architecture firms just like yours win more of the projects you deserve.

Table of Contents

• Foundations of effective architectural firm marketing
• Understanding your ideal clients for targeted marketing success
• Identifying key differentiators in architectural firm marketing
• Elements of winning architecture firm marketing plans
• Digital and traditional marketing for architectural firms 
• Actionable steps to implement your marketing strategy
• Avoiding common architectural firm marketing mistakes
• Frequently asked questions about architectural marketing
• Next steps: your marketing action plan

Foundations of effective architectural firm marketing

(Or: How to stop hoping for referrals and start attracting ideal clients)

Before we dive into specific tactics, let’s establish the essential building blocks of effective architectural marketing. After watching hundreds of firms struggle with generic marketing advice, I can tell you: what works for selling products doesn’t work for selling architectural services. You need strategies tailored to the unique challenges and opportunities in architecture.

UNDERSTANDING YOUR IDEAL CLIENTS FOR TARGETED MARKETING SUCCESS

(Or: Why “healthcare clients” isn’t specific enough)

Here’s something many learn the hard way: saying you serve “healthcare clients” or “commercial developers” is like saying you design “buildings”—technically true, but not particularly helpful. After over two decades in architectural marketing, I can tell you that the firms who win consistently are the ones who understand their ideal clients at a much deeper level.

You need to understand:

• What keeps your target audience up at night (beyond just needing a new building)
• How they actually make decisions about architects (hint: it’s not just about your portfolio)
• Where they look for information (probably not where you’re currently marketing)
• What makes them trust a firm enough to hand over a multi-million dollar project

Most marketing advice tells you to create detailed client personas with demographics and preferences. That is useful, but here’s what really matters in architecture: understanding how clients make decisions. These factors can make or break proposals:

• Decision-making process (who’s actually involved, what matters to each person)
• Project approval cycles (especially crucial for institutional clients)
• Budget considerations and funding cycles (timing is everything)
• Previous architecture firm experiences (both good and bad)

Book a free discovery call to discuss your firm’s specific needs and goals.

Creating your ideal client profile

Let’s make this practical. Before moving forward, you need to identify who you’re really trying to reach. Think about your best clients—the ones who value your expertise, trust your judgment, and are a joy to work with. What do they have in common?

Consider aspects like:

• Their role in their organization (CEO? Facilities manager? Board member?)
• Professional background (Are they experienced in working with architects?)
• Project preferences (Do they prioritize innovation? Sustainability? Speed?)
• Communication style (Do they want weekly updates or just the highlights?)
• Pain points (What frustrates them about working with architects?)

IDENTIFYING KEY DIFFERENTIATORS IN ARCHITECTURAL FIRM MARKETING

(Or: Why “great design” isn’t enough anymore)

After 25 years of creating and reviewing firm profiles and marketing materials, I can tell you this with absolute certainty: if your differentiator is “great design” or “exceptional service,” you’re not actually differentiating yourself at all. Every architecture firm claims that. Here’s what actually sets firms apart—I’ve seen it work firsthand:

• Specific expertise that solves unique client challenges (not just “healthcare experience”)
• Problem-solving approaches that make clients’ lives easier (one firm won a major project by showing how they’d minimize disruption to ongoing operations)
• Project delivery methods that reduce client stress (think beyond just “on time and on budget”)
• Measurable results from previous projects (like how your sustainable design reduced operating costs by 30%)

Understanding your unique value proposition (UVP)

(Or: Making sure clients actually understand why you’re different)

I once watched a small firm win against a nationally-known competitor because they could clearly articulate how their unique approach would benefit that specific client. Don’t send a beautiful but generic proposal that could have been for any project, anywhere.

Your UVP needs to be:

• Clear enough that clients “get it” immediately
• Specific enough to actually mean something
• Focused on client benefits, not just firm features
• Based on what actually matters to your target clients

HOW TO DEFINE AND USE YOUR UVP

IDENTIFY YOUR TRUE STRENGTHS

I’m not talking about generic claims here. Get specific. Instead of saying “we’re innovative,” talk about how you helped a university reduce their project timeline by 30% through an innovative pre-construction process. That’s something potential clients can understand and value.

Ask yourself:

• What specific problems do you solve better than anyone else?
• How do you approach projects differently? (And why does that matter to clients?)
• What consistently comes up in positive client feedback?
• What types of projects seem to always go exceptionally well?

UVP FORMULAS THAT ACTUALLY WORK

Here are two proven formulas I’ve seen work for architecture firms (with real examples):

FORMULA 1

FORMULA 2

Get help: download our “UVP Builder Workbook” (WILL LINK)

Craft your ‘YOU-Factor’

(Or: How to stand out without feeling salesy)

The ‘YOU-Factor’ is my term for the unique combination of professional expertise, personal experience, and individual qualities that make you memorable. It’s what makes clients say “I want to work with THEM” instead of just any qualified firm. It’s about leveraging your authentic strengths to create genuine connections.

Think about:

• Your firm’s origin story (what drove you to start your own firm?)
• Key project transformation stories (what challenges did you overcome?)
• Team member journeys (what unique perspectives do they bring?)
• Problem-solving examples (what innovative solutions have you created?)

Elements of winning architecture firm marketing plans

With key foundational information set, it’s time to develop a marketing plan. 

KEY ARCHITECTURAL FIRM MARKETING PLANS INCLUDE:  

• Identify the basics 
  Define your ideal client and target audience, understanding of their pain points, needs, and preferences, and conduct competitive analysis on your primary competition in your top markets (to start) . 
  
• Establish your marketing budget 
  Firms typically allocate between 6-10% of their revenue to marketing  a percentage of your projected revenue for marketing activities such as website design, content creation, social media, and advertising.
  
• Develop marketing goals and key strategies 
  Establish clear marketing goals including the desired outcome and any success metrics—consider setting SMART goals: Specific, Measurable, Achievable, Relevant, and Time-Bound to assist. Next, develop strategies to achieve these goals, noting desired outcomes. Finally, develop plans to achieve these goals using various marketing channels.
  
• Assign your budget 
  With strategy assigned, it’s time to assign funds to each initiative or category. 
  
• Implement your strategy 
  Break down your plan and any high-level strategies or opportunities into tasks that can be assigned along with timelines.
  
• Monitor and measure results 
  Monitor key performance indicators (KPIs) where applicable (social media engagement, website traffic, and lead generation efforts). Adjust based on results as needed.

Feel like you may want some help? We’d be happy to help you create and execute your marketing plan. Packages range from one-hour strategy calls to a done-for-you package, Book a call with Barb if we can help!

DIGITAL AND TRADITIONAL MARKETING FOR ARCHITECTURAL FIRMS

(Or: Why clients choose the architect they trust, not just the one with the best portfolio)

Something I’ve learned after 25 years of witnessing the architect selection process: clients often choose the firm they feel understands them best, not necessarily the one with the most impressive portfolio. In fact, personal connection and rapport is listed as a key factor in how clients hire architects.

I’ve literally seen selection committees pass on the “better” designer because they connected better with another team. Architect/client alignment is considered critical in a project. Think about it: they’re about to spend months (maybe years) working closely with you. They want to know who they’re getting, not just what they’re getting. Here’s how to make that connection happen:

• Start conversations by understanding their challenges (not showing your portfolio)
• Share relevant examples of how you’ve helped similar clients
• Make your expertise accessible (explain complex concepts like you would to a friend)
• Show your human side (clients hire people, not just firms)

Content marketing strategies that connect with clients

(Or: No more generic project descriptions)

Monograph reports that 91% of potential clients are in the information-gathering stage, which means it’s important to offer educational content, which means they’re actively seeking information to help them make decisions. Content marketing is one of the most effective ways to educate, build trust, and attract ideal clients, but many firms do it wrong. After more than two decades helping firms with their content strategy, here’s what I know works:

FOCUS ON CLIENT CHALLENGES

Not surprisingly, firm expertise and experience with the specific project type or market segment are listed among the key factors when choosing an architect. Share content that helps potential clients understand their options and solve their challenges. For example:

• Common problems they face before they even think about hiring an architect
• Questions they ask during the design process
• Concerns that come up during construction
• Results they’re trying to achieve

LEVERAGE STORYTELLING (TELL REAL STORIES)

Storytelling is an engaging, approachable, and powerful way to share information and help educate potential clients. Leapmesh reports that 62% of B2B marketers find storytelling effective in content marketing, making it a good approach to support efforts educating potential clients. To get started, identify your core stories, considering which will have the biggest impact on clients, such as:

• How you solved unexpected challenges
• Ways you saved clients money or time
• Examples of your collaborative process
• Real results that matter to clients

Case studies are an approach that consistently works. Create case studies that address:

• The initial challenge
• Your unique approach
• How you involved the client
• Measurable results
• A client quote about the experience

Build trust with digital marketing

(Or: Why your beautiful website might be turning clients away)

Digital marketing offers you the opportunity to engage, educate, and build trust with your potential clients, but many architecture firms focus on impressing other architects instead of those potential clients. Here’s how to make your digital presence work harder:

Website making it easy to learn about the firm, not just the projects 

LEVERAGE YOUR WEBSITE

Your website is more than just a portfolio—often it is the first impression potential clients have of your architectural firm. The most effective architect websites guide different types of clients to exactly what they need and get them interested in learning more, rather than just serving as a portfolio (a common mistake architects make). Here’s how to make yours different and make it easy for potential clients to take action:

• Address client challenges head-on (not just showcase your work)
• Clean design and easy navigation
• Provide clear paths for different types of clients
• Show the humans behind the firm
• Make it easy to understand your process
• Make it easy to take the next step
• Offer valuable resources

Book a free discovery call to discuss your firm’s specific needs and goals.

It is worth it to make your website more client-centric and offer value before you even meet —you might be surprised by how many decisions are made before anyone ever contacts the person they hire:

• 92% of consumers read online reviews before purchasing, 
• 88% of consumers trust online testimonials as much as testimonials from family, and
• 72% take action only after reading a positive review.  

ENHANCE YOUR ONLINE PRESENCE WITH SEO FOR ARCHITECTURAL FIRM MARKETING

SEO is an important tool that helps your firm rank well on Google, making it easier for potential clients to find you. Ranking high on search engines increases visibility and drives organic traffic. SEO for architects requires a specialized approach because:

• Client language often differs from technical and industry terms
• Project types and specialties matter more than location
• Competition varies by market sector

What actually works:

• Market-specific content addressing real client challenges
• Project descriptions highlighting solutions, not just features
• Technical content translated into client-friendly language

SEO BEST PRACTICES

• Keyword research
• On-page SEO
• Local SEO
• Content creation

SOCIAL MEDIA THAT MATTERS

Social media is a powerful tool to help architects showcase their work, share insights, and engage with potential clients. The key to success is choosing the right platform(s) that aligns with your needs and where your ideal clients spend their time, including Facebook, LinkedIn, Instagram, and others (you do not need to post on all). While visually appealing content on social media can showcase work and generate interest, you want to prioritize posts that actually drive engagement and leads, like: 

• Project process insights that showcase your expertise
• Client success stories (with permission) that build trust
• Behind-the-scenes problem-solving examples
• Behind-the-scenes images and videos to demonstrate your firm’s team approach and collaborative skills (listed among key factors when choosing an architect)

EMAIL MARKETING

Email marketing is an effective way to stay top of mind with clients and potential clients. Successful email marketing involves crafting compelling messages that target specific audiences. Architects can use email marketing to nurture your relationships and promote your services in a low-stress way. Email marketing doesn’t have to be complicated or time-consuming; keep a consistent schedule and use it to nurture relationships and showcase your expertise. Create simple, valuable content like: 

• Project updates and completions
• Industry insights and trends
• Team news and firm updates
• Client success stories
• Helpful tips and resources

COMMON CONNECTION KILLERS (Or: Why you might be accidentally pushing clients away) Alignment between the architect and client is considered critical—and extends beyond professional capabilities into personal rapport. After 25 years in architectural marketing, I’ve seen these seemingly small issues create major disconnects: 🚫 USING TECHNICAL JARGON IN WALKTHROUGHS AND MEETINGS (True story: a very exasperated client of yours actually asked, “Why can’t they just call a window a freakin’ window?!”) 🚫 LEADING WITH YOUR AWARDS INSTEAD OF THEIR NEEDS (Clients care more about how you’ll solve their problems than your accolades) 🚫 SHOWING ARTISTIC PHOTOS THAT CONFUSE CLIENTS (I once watched a client squint at an artsy corner detail photo and say “I have no idea what I’m looking at” #usecaptions) 🚫 TALKING MORE THAN LISTENING (The firms who win most often? Usually the ones who asked the best questions) 🚫 ONLY TALKING ABOUT THE PROJECT (One client told me they will make sure they can have at least a few moments of “normal conversation” with the next architect they hire)

Traditional marketing strategies that still work

(Or: Why “old school” doesn’t mean “outdated”)

Despite what trendy marketing articles might tell you, traditional marketing methods still play a crucial role in architecture firm growth. I’ve watched firms waste thousands on the latest digital trends while ignoring proven strategies that actually work. Here’s what matters:

PUBLIC RELATIONS (PR) AND MEDIA STRATEGIES

(Or: Getting others to tell your story)

Here’s something most marketing advice misses: in architecture, third-party credibility is golden. When a respected publication or organization features your work, it carries more weight than anything you could say about yourself. I’ve seen firms win major projects because a potential client read about them in an industry publication.

STRATEGIC PR THAT WORKS

Focus your efforts on:

• Industry publications that your clients actually read (not just architecture magazines)
• Stories about client problems you’ve solved (not just pretty buildings)
• Speaking opportunities that showcase your expertise
• Awards that matter to your target market

CLIENT PRESENTATIONS & INTERVIEWS

(Or: Where too many firms lose projects they should win)

After sitting through hundreds of presentations (on both sides of the table), I can tell you what actually influences decisions:

• Clear communication of relevant experience (not just project photos)
• Evidence of problem-solving ability (through specific examples)
• Understanding of client challenges (demonstrated, not just stated)
• Team chemistry and collaboration style (yes, this matters more than you think)

Notice “pretty pictures” isn’t on that list? That’s not an accident.

NETWORKING THAT ACTUALLY WORKS

(Or: How introverted architects can excel at relationship building)

No marketing strategy is complete without genuine relationship-building. Networking within the architecture, engineering, and construction (AEC) industry can lead to valuable partnerships and client referrals. Did you know? Some of the best business developers I know are introverted architects. Why? Because they’re often better listeners, and clients appreciate that. Instead of “working the room,” focus on:

• Strategic one-on-one meetings (quality over quantity)
• Industry committee participation (where you can showcase expertise naturally)
• Targeted relationship building (with people you actually want to work with)
• Partnership development (with complementary firms and consultants)

ProTip for Introverts: Start conversations by asking about their challenges rather than talking about your work. It takes the pressure off you and helps clients feel heard.

Learn more: Visit the blog post, “Introverts are architecture marketing’s secret weapon” for additional tips to make introvert networking easier and more effective. 

Actionable steps to implement your marketing strategy

(Or: Because the best strategy means nothing without execution)

After helping countless architecture firms with their marketing, I’ve learned that implementation is where most plans fail. Not because architects aren’t capable—you design and manage complex projects for a living!—but because marketing requires different skills and consistent attention.

WHERE TO START

(Or: No more “trying to do everything at once”)

Forget the standard “do everything at once” approach. Here’s a realistic implementation strategy I’ve seen work for busy architecture firms:

Step 1: Audit your current position

Before jumping into new initiatives, assess:

• What materials you already have
• Which projects best represent where you want to go
• What your current clients say about you
• Where your best projects actually came from

ProTip: One of my clients discovered that 80% of their ideal projects came from just two referral sources—information that significantly narrowed their marketing focus.

Step 2: Focus on one key area first

(Or: Why trying to market to everyone usually means reaching no one)

Choose ONE of these to start:

• One key market sector
• One specific service
• One geographic area
• One type of client

Step 3: Build sustainable systems

(Or: Making marketing manageable)

Here’s what actually works for busy architecture firms:

CONTENT CREATION SYSTEM

• Schedule monthly photoshoots of projects in progress
• Create project story templates for consistent documentation
• Set up a shared folder for team members to dump interesting insights
• Block out specific times for marketing (treat it like a client meeting)

CLIENT COMMUNICATION SYSTEM

• Create templates for common client updates
• Set up automated check-in emails
• Develop a simple process for gathering testimonials
• Schedule regular client feedback sessions

MARKETING MAINTENANCE SYSTEM

• Monthly website updates
• Quarterly portfolio reviews
• Regular social media scheduling
• Annual marketing plan review

RESOURCE ALLOCATION THAT MAKES SENSE

(Or: Being strategic with limited time and budget)

Most architecture firms can’t justify a full-time marketing person initially—and many may never need someone full-time. Not all architects need full-time marketing, but all need marketing—because there’s a reason why you struggle with it.

In “The Big Leap,” Gay Hendricks teaches us that when you focus on design—an architect’s ‘Zone of Genius’—you create your best work, leading to a more profitable business and a happier business environment. It’s where the magic happens. The opposite is the ‘Zone of Ineptitude,’ where you won’t see the same results, no matter the time or effort you put in—for architects, that’s likely marketing. You struggle because it’s not your zone of genius (or close to it)- and you are not alone. 

The good news is, when you focus on design you achieve more impactful results. Consider delegating marketing to a specialist for easier, faster results and a more profitable business. Here’s how to be strategic with limited resources:

What to do in-house

Focus internal efforts on tasks that require firm knowledge:

• Project photography coordination
• Basic social media updates
• Client communications
• Proposal content development

When to get expert help

JDR Group notes that smaller firms may benefit more from outsourcing more from outsourcing marketing due to cost savings and access to expertise, but it really comes down to your individual situation. Invest in expertise for:

• Strategic planning
• Website development
• Complex proposal development
• PR and media outreach

ProTip: Start with a single project or monthly retainer with a marketing expert. It’s more cost-effective than trying to do everything yourself and realizing six months later that you need to redo it all.

Looking for expert help? Visit my services page or book a call with Barb to see if I can help.

MEASURING WHAT MATTERS

(Or: Because “hope” isn’t a strategy)

Forget vanity metrics like raw website traffic. Here’s what actually indicates marketing success for architecture firms:

Key metrics to track

• Quality of your project pipeline (not just quantity)
• Source of your best projects (not just any projects)
• Client relationship longevity
• Proposal win rates in target sectors
• Referral source patterns

Red flags to watch for

• Winning projects you don’t actually want
• Attracting clients who don’t value your expertise
• Spending time on proposals that don’t align with your goals
• Marketing efforts that don’t lead to meaningful conversations

Tools to track marketing performance

Regularly monitoring and analyzing key metrics allows you to refine your marketing strategy and maximize your ROI.

• Website performance: Google Analytics
• SEO tracking: SEMRush or Ahrefs
• Email marketing analytics: HubSpot or Mailchimp
• Social Media Insights: Built-in analytics on platforms like Instagram, LinkedIn, and Facebook.

Avoiding common architectural firm marketing mistakes

(Or: Learn from what I’ve seen go wrong)

After over two decades helping architects with marketing, I’ve seen what derails even the best marketing efforts. More importantly, I’ve seen how to avoid these pitfalls and get back on track quickly.

MISTAKE #1: TRYING TO DO EVERYTHING YOURSELF

(Or: Why DIY marketing usually means “Doesn’t-Impact-Yearly revenue”)

I get it—you’re used to managing complex projects. But here’s what I’ve seen happen countless times:

WHAT IT LOOKS LIKE

HOW TO FIX IT

MISTAKE #2: INCONSISTENT EXECUTION

(Or: Why stop-start marketing never works)

WHAT IT LOOKS LIKE

HOW TO FIX IT

MISTAKE #3: GENERIC MARKETING APPROACHES

(Or: When you try to speak to everyone, you connect with no one)

WHAT IT LOOKS LIKE

HOW TO FIX IT

• No tags

Frequently asked questions about architectural marketing

(Or: What architects really want to know but rarely ask)

After 25 years of helping architects with marketing, here are the questions I get asked most often—and the real answers you need to hear:

HOW MUCH SHOULD WE SPEND ON ARCHITECTURAL FIRM MARKETING?

(Or: What’s realistic for architecture firms)

Here’s the thing: While most architecture firms should allocate 5-10% of revenue to marketing, the exact amount depends on your goals. A firm actively pursuing growth needs to invest more than one happy with their current client base. 

More important than the total budget is how you spend it. Firms can waste $50,000 on ineffective websites while others get amazing results from a focused $5,000 marketing plan.

ProTip: Start with one focused initiative and measure results before scaling up investment.

HOW CAN SMALL FIRMS BETTER COMPETE WITH LARGER ONES?

(Or: Why being smaller can actually be an advantage)

Here’s something that might surprise you: I’ve watched smaller firms win against national competitors by leveraging what makes them unique. Instead of trying to look bigger, focus on:

• Your personalized service and attention
• Direct access to firm leadership
• Faster decision-making and flexibility
• Deep expertise in specific project types

True story: One of my smaller clients won a major project because they could demonstrate how their lean team structure meant faster responses to client needs.

DO WE REALLY NEED SOCIAL MEDIA?

(Or: When it’s worth the effort—and when it isn’t)

Short answer: It depends on your ideal clients. I’ve seen firms waste countless hours on Instagram when their ideal clients were actually reading LinkedIn articles. Instead of trying to be everywhere:

• Identify where your ideal clients actually spend time
• Choose 1-2 platforms to focus on
• Create content that provides real value
• Be consistent rather than sporadic

WHEN SHOULD WE UPDATE OUR WEBSITE?

(Or: Why waiting for a perfect portfolio can backfire)

I can’t tell you how many firms I’ve seen wait for “perfect” project photos before updating their website. Here’s the truth: Your website needs regular updates to stay relevant. Instead of waiting:

• Update project descriptions quarterly
• Add progress photos of ongoing work
• Share client testimonials as you receive them
• Refresh team bios annually

HOW DO WE KNOW IF OUR MARKETING IS WORKING?

(Or: Measuring what actually matters)

Forget vanity metrics like website hits. For architecture firms, success looks like:

• Higher quality inquiries (not just more inquiries)
• Better project win rates in target sectors
• Stronger relationships with ideal clients
• More referrals from the right sources
• Fewer “spray and pray” proposals

SHOULD WE HIRE A FULL-TIME MARKETING PERSON?

(Or: Making the right hire at the right time)

This depends on your firm size and goals, but here’s what I’ve learned: Most firms under 20 people are better off starting with:

1. A clear marketing strategy
2. Basic systems and templates
3. Part-time expert help as needed
4. Gradual scaling as you grow

ProTip: Consider a marketing retainer with an AEC marketing expert before committing to a full-time hire. It’s often more cost-effective and lower risk.

WHAT’S THE FASTEST WAY TO IMPROVE OUR ARCHITECTURE FIRM MARKETING?

(Or: Where to focus first)

After helping hundreds of firms improve their marketing, here’s what I recommend:

1. Get crystal clear on your ideal clients
2. Update your project stories to focus on client benefits
3. Create a simple system for regular updates
4. Set up a basic nurture process for past clients
5. Focus on one key market sector first

Remember: Marketing success in architecture isn’t about doing everything—it’s about doing the right things consistently.

Next steps: Your architectural firm marketing action plan

(Or: Because reading about marketing isn’t enough)

I’ve shared a lot of strategies and insights, but here’s the truth: knowledge without action won’t win you any projects. Let’s turn this into an actual plan you can implement.

STEP 1: START WITH THE ESSENTIALS

First steps:

• Assess your current marketing
• Identify quick wins
• Spot critical gaps
• Prioritize next steps

STEP 2: TELL BETTER PROJECT STORIES

Your portfolio is your most powerful marketing tool—when used correctly. Address:

• How to structure project descriptions that resonate
• What information actually matters to clients
• How to turn technical features into compelling benefits
• Ways to incorporate client testimonials effectively

STEP 3: CONNECT WITH YOUR IDEAL CLIENTS

Transform how you communicate with our WILL LINK: Client Language Translator and WILL LINK: The Architect’s Connection Checklist:

• Speak your clients’ language
• Create content that engages
• Build meaningful relationships
• Stand out from competitors

STEP 4: SHOWCASE YOUR UNIQUE VALUE

Develop your unique market position with our WILL LINK: YOU-Factor Discovery Worksheets and WILL LINK: UVP Builder Workbook:

• Identify what makes you different
• Articulate your value clearly
• Connect with ideal clients
• Win more of the right projects

Need more help?

(Or: When you’re ready for expert guidance)

If you’re ready to take your firm’s marketing to the next level but don’t have the time or internal resources to implement these strategies, let’s talk. I offer:

• Marketing strategy development
• Implementation support
• Training for your team
• Done-for-you marketing services

After 25 years helping architects with marketing, I know what works—and more importantly, what doesn’t. Let’s create a marketing approach that:

• Feels authentic to your firm
• Attracts your ideal clients
• Gets real results
• Doesn’t overwhelm your team

Book a free discovery call to discuss your firm’s specific needs and goals.

Conclusion

Thanks for exploring this guide! Marketing is essential to attract the right clients and build meaningful connections—but it doesn’t have to be complicated. By focusing on connection, showcasing your expertise, and implementing thoughtful strategies, you can attract the clients you want to work with. Marketing is simply telling your story in a way that resonates with others. Subscribe to our newsletter and follow us for more actionable insights to help your firm succeed in 2025.