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01
Apr

Using design to achieve business goals: an architecture, engineering and construction firm marketing guide

April 1, 2025
by: in Marketing strategy , Architecture, Engineering and Construction No comments  

(Hint: It’s not about making things look pretty)

Imagine visiting two construction sites. One is well-organized and has clear safety signage. Workers are wearing clean, standardized uniforms with proper protective gear. The other site is chaotic, with scattered tools, unclear signage and workers in mismatched or worn-out safety gear. Both teams might be equally skilled, but which one would inspire more confidence in their professionalism, reliability and attention to detail?

About 94% of first impressions are design-related. 

And those perceptions form fast — within 50 milliseconds, to be precise.

Graphic design functions in the same way. Every design choice you make communicates your AEC firm’s values, capabilities and credibility to those who interact with it, even if they don’t realize they’re making those inferences. Whether it’s your website, logo, marketing materials or email signature, visuals establish the first and most frequent impression of your AEC firm.

About 94% of first impressions are design-related, according to Stanford Web Credibility Research. And those perceptions form fast — within 50 milliseconds, to be precise. 

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01
Apr

Using design to achieve business goals: a law firm marketing guide

April 1, 2025
by: in Law , Marketing strategy No comments  

(Hint: It’s not about making things look pretty)

Imagine two attorneys entering court for an important hearing. One strides in donning a crisp, tailored outfit. The other shuffles through wearing a wrinkled T-shirt and sneakers — and let’s throw in some coffee stains, too. Without saying a word, both lawyers have established impressions of their professionalism, reliability and attention to detail. 

About 94% of first impressions are design-related. 

And those perceptions form fast — within 50 milliseconds, to be precise.

Graphic design functions in the same way. Every design choice you make communicates your law firm’s values, capabilities and credibility to those who interact with it, even if they don’t realize they’re making those inferences. Whether it’s your firm’s website, logo, marketing materials or email signature, visuals establish the first and most frequent impression of your law firm.

About 94% of first impressions are design-related, according to Stanford Web Credibility Research. And those perceptions form fast — within 50 milliseconds, to be precise. 

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04
Mar

Big Law’s high prices are a PR and marketing opportunity for midsize firms: 5 strategic tips

March 4, 2025
by: in Law , Marketing strategy , Public relations No comments  

Master your firm’s marketing and PR strategy to become the obvious alternative for clients rethinking their reliance on large law firms.

Let’s talk about the elephant in the boardroom: hiring a large law firm has become astronomically expensive.

With some Big Law partners now commanding up to $2,500 an hour (yep, you read that correctly), the math is making many clients cringe. For midsize law firms offering the same top-tier service without bloated overhead costs and bureaucratic red tape, this is an opportunity. They’re nimble, responsive and, frankly, just as good at the work — AKA the perfect refuge for clients fleeing high costs and inefficiencies.  

But many midsize firms fumble this opportunity in two ways: 

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28
Feb

Building stronger AEC partnerships through collaborative marketing

February 28, 2025
by: in Marketing strategy , Architecture, Engineering and Construction No comments  

The architecture, engineering, and construction (AEC) industry is built on personal connection. Projects aren’t just about blueprints and budgets. They’re about people. 

Moreover, the journey from concept to project completion isn’t one that any AEC professional embarks on alone. Architects conceptualize designs, engineers optimize their plans, and construction professionals transform ideas into tangible things. It’s an incredibly collaborative field, so why shouldn’t that collaboration extend to marketing?

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23
Jan

The power shift: What legal marketers can learn from the 2024 election

January 23, 2025
by: in Law , Marketing strategy , Public relations No comments  

The 2024 U.S. presidential election vividly illustrated a significant shift in media consumption and, more specifically, who people trust for information and news. For the first time in American history, presidential nominees and their running mates leveraged podcasts more than mainstream media to reach voters, reflecting broader changes in how younger generations access and engage with information.

This transformation is not limited to politics. It’s reshaping the legal landscape as well. Legal marketers who want to remain a trusted source for their audience need to pay attention to the media landscape shift and adapt their marketing and PR practices to become an “influencer” to reach their ideal clients.

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23
Jan

The power shift: What AEC marketers can learn from the 2024 election

January 23, 2025
by: in Marketing strategy , Public relations , Architecture, Engineering and Construction No comments  

The 2024 U.S. presidential election vividly illustrated a significant shift in media consumption and, more specifically, who people trust for information and news. For the first time in American history, presidential nominees and their running mates leveraged podcasts more than mainstream media to reach voters, reflecting broader changes in how younger generations access and engage with information.

This transformation is not limited to politics. It’s reshaping the B2B landscape as well. B2B marketers who want to remain a trusted source for their audience need to pay attention to the media landscape shift and adapt their marketing and PR practices to become an industry “influencer” to reach their ideal clients.

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13
Jan

Top B2B marketing trends for professional services in 2025

January 13, 2025
by: in Law , B2B , Marketing strategy , Architecture, Engineering and Construction , Professional services No comments  

I wrote a predictions blog post in early 2020, but nowhere in that post were the words COVID-19, murder hornets or Black Lives Matter protests. Suffice it to say, that’s the last time I’ll ever write a blog post predicting anything. Instead, I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this year.

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26
Nov

Useful LinkedIn features B2B firms should use to enhance their marketing

November 26, 2024
by: in Law , Marketing strategy , Architecture, Engineering and Construction No comments  

Selling expertise to sophisticated audiences is professional services firms’ bread-and-butter. As such, these firms stand to benefit enormously from getting their LinkedIn strategy down pat. 

The platform has an active audience of over 1 billion professionals who want to connect and engage with content that improves their work lives. According to LinkedIn, members engage with 1.5 million pieces of content every minute, a testament to the platform’s success at fostering connection.

LinkedIn offers several features that enable businesses to exhibit, highlight and amplify their offerings and owned content to reach and convert leads. Let’s talk about how to make the most of them.

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05
Nov

Merry and bright: A blueprint for creating your AEC firm’s 2024 holiday card

November 5, 2024
by: in Content marketing , Architecture, Engineering and Construction No comments  

For architecture, engineering and construction (AEC) marketing teams, wrapping up a successful holiday card campaign feels like a sip of hot cup of cocoa on a snowy, blustery day — a comforting relief! However, developing a holiday card concept, securing firmwide support, and executing the plan can feel more like that after-shave scene in Home Alone. You know the one.

via GIPHY

While you may be tempted to send a quick email with an AI-generated image of elves, a wreath, and some mistletoe, that isn’t the personal touch your clients and business partners will melt over. Holiday cards give AEC firms the chance to express their gratitude for the support and collaboration received throughout the year. They can also communicate your company’s values. You don’t have to overcomplicate it but don’t phone it in.

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31
Oct

Attorney bios are a business development tool. Here’s how to use them

October 31, 2024
by: in Law , Content marketing No comments  

It’s probably one of the first things you handle when a lawyer joins your firm, but our guess is that most attorney bios haven’t received much love since then. 

Hey, we’re not here to judge. We know the attorneys have been busy doing all the stuff they were hired to do. The thing is, that bio is one of the most important marketing tools your firm has. Done right, it can be a passive business development asset, drawing in potential clients and contacts without lawyers having to lift a finger.

Attorney bios are among the most frequently visited pages on a law firm’s website, used by decision-makers to compare and contrast firms and gauge attorney skills and compatibility. If a prospective client is looking at your firm’s bio pages, you’re halfway there, but you will lose them with unengaging, complicated or outdated copy.

Your attorneys know how their training and experience have shaped them into the professionals they are today and how that makes them an invaluable resource to clients. But do their pages tell that story? 

Here are five secrets to crafting attorney bios that resonate.

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