It is impossible to overestimate the importance of the digital world when it comes to operating a successful architecture firm. And the reason for this is simple: the vast majority of modern consumers consistently turn to the Internet before purchasing goods and services.
What's more, people not only tend to buy items and sign up for services online, but they research these items and services there as well. This is particularly true as it relates to items and services that are extremely important, and of which the end buyer has little experience.
A strong online presence is particularly essential for businesses in the architecture industry. If your firm needs to step up its digital presence in order to remain competitive, carefully consider the following guidelines.
1. Make the Most of Your Architectural Firm Website
In light of the central “hub” position that the official firm website plays in your overall online marketing plan, it should come as no surprise that website optimization is first on the list of the best ways to effectively market an architecture business online.
First and foremost, make sure that your website is built to impress. This means that it must be highly functional and intuitive, while simultaneously offering a number of useful features. Because it is often the first impression that your firm will make on a prospective client, your website is a great opportunity to put your best foot forward with an elegant, captivating, and aesthetically pleasing design that matches your unique capabilities and values.
2. Provide Clients with Engaging Content
Beyond effective design, your architectural firm website must offer helpful and compelling content if you want to attract new clients, as well as cater to existing ones. Whether provided in written or audio-visual form, this content should provide essential information about your firm itself, including services and benefits.
A good website will also offer valuable information on common architectural questions, issues, principles, and trends. This type of information is best contained on a general FAQ page or in a comprehensive firm blog.
3. Connect with Clients on Social Media
Social media provides another excellent place to post helpful, interesting, and/or entertaining content for prospective and existing clients alike. Choose the appropriate social media platforms for your target audience, and use these platforms to both connect with new clients and stay connected to repeat clients. In addition to providing valuable information, your social media pages should showcase the best of your architecture firm, as well as team members, key services, and completed projects.
The key to success is consistency. While social media is a prime driver of online activity, it requires constant updates and regular posting in order to be truly effective.
4. Harness the Power of Email Marketing and Online Ads
Beyond your official website and social media pages, you can stay in touch with your client base through mass marketing emails and targeted online advertisements. Consider publishing a regular electronic newsletter that keeps clients updated on various developments within your architecture firm and the industry in general. By sending this newsletter as an email, you will ensure that your name remains at the forefront of your clients’ minds.
An online advertising campaign is a great way to connect with an audience of key prospective clients. By using Google's ad platform, you can pay for your firm’s ads to show up in front of people who are actively searching for your specific services in your particular geographic region. You can also reach a targeted audience by placing strategic ads on social media.
5. Maximize Online Consumer Searches through SEO
Last, but certainly not least on this list, is SEO (search engine optimization), which should permeate every element of your architecture firm’s online presence. Briefly defined, SEO entails strategically constructing and placing online content, with the end goal being to boost search results for your firm on popular search engines such as Google.
Unless you toggle through several pages every time you complete a consumer-related online search, you already know the power of a high search engine ranking. And let’s face it: most people only look at the first few search results on the page. They rarely, if ever, give credence to websites that aren’t on page one.
The Key Takeaway? Don’t Underestimate the Importance of Your Online Presence
At BQE, we have a long history of service to architecture firms, and offer digital platforms that are specifically designed to meet the unique needs of architects, including supporting their operations. Through our blog, we provide advice on key architecture firm performance indicators, paperless documentation and overall architecture business practices.
When it comes to establishing a strong public presence, building an effective brand image, and promoting your architecture firm in general, the online environment offers ample opportunities for your architectural firm to flourish and grow. If you aren’t capitalizing on these opportunities yet, you can be certain that your competitors are!