Marketing for AEC Firms Can Help Your Company Grow

John SammonAuthor:John Sammon
Updated on 05/22/2024

When it comes to architecture, engineering, and construction industries, we find that many ask the question “how do we rank above our competitors on Google?”

The answer to this is dedicated marketing strategies tailored to AEC firms. This is because the buying process is a lot different for your niche compared to other services. Someone doesn’t just come to your website, add your service to their cart, and checkout.

Marketing to those who need the help of AEC firms requires a different understanding of messaging, user intent, and much more. And as the digital world continues to expand, some companies can no longer rely on word of mouth.

At Sixth City Marketing, we are experts in helping industrial companies just like you improve their presence online, resulting in gaining more business. Keep on reading to see what we recommend you implement in 2024, or feel free to reach out to our team to learn more about our services.

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“Excellent company – the team is professional and provides a personal touch that you don’t get from other agencies. Great at what they do, providing real results where it counts. We couldn’t be more pleased with Sixth City.” – Greg Snider, United Skid Tracks

Essential Guide to SEO & More for AEC Firms in 2024

Here are some of our expert tips to help your improve you online presence this year and beyond:

Table of Contents

Focus on the keywords on your site

In order to have your firms website be discoverable by people searching for your business, you need to help search engine understand what you offer so they can match the users search intent to your website. You can use a this free tool to get an idea on what types of terms you currently rank for, which then can help you analyze what pages on your site may need a little help. However if you are starting from scratch, we know that you may have no idea where to start. Here is a basic guide you can utilize:

  • [Service] in [City]
  • [City] [Service]
  • [Service] Serving [Broad Region]

Pro-tip: Architects and engineers tend to have thin content on their sites, ensure you have dedicated pages to all the types of services you offer and include examples. Take a look at CBRE’s sub-menu for their services and see how they parsed everything out:

CBRE menu example

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Explore new link opportunities

Aside from getting links from the projects you’ve completed, either on news site or the client’s site, there are many other places AEC firms can obtain links. One thing you should try is seeing what types of directories and lists come up when you search for “architecture firm” or alike in your area. As you see in Buffalo, there are several different site’s that you can explore to see if you can get mentioned, or even add the firms they mention on these pages to your list to investigate what other links they have:
AEC marketing example

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Use your blog to drive traffic

If you haven’t already, set up a blog on your website and use it to post a variety of different content you can then reuse on your social media platforms, as even suggested by Arch Daily. Alongside posting your different project case studies, here are some examples to help you brainstorm some additional ideas:

  • Top trends in architecture 2024
  • How much does it cost to hire an architecture firm?
  • 5 things to consider when working with an engineer
  • When do I need to hire an architect?

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Test your website’s user experience

As an industry that heavily relies on photos to showcase your work, it is important to check out how well your website loads for users, as large-sized photos can slow down your website. Google’s PageSpeed Insights is a free tool that will grade your site on both desktop and mobile and give you advice on how to improve it. As for photos, if you have a WordPress website, you can install a plugin that resizes and optimizes your photos for you.

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Find and target your customers via paid ads

When trying to expand your firm in a new city or through a new offering, one of the easiest ways to get the ball rolling and build your presence is by running ads on search engines and social media platforms. Lets say you are a national engineering firm and you are getting ready to operate in Boston. Here are some terms you may want to target, and how much you could expect to pay for each click your ad gets on Google Ads:


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How We Can Help The AEC Industry

We’d be happy to provide your architecture, engineering, or construction company with the following services:

Search Engine Optimization

SEO is a great way to enhance your website, and overall appearance online, in order to be in a better position on search results and beating out your competition. Content writing, link building, and blog creation are just some of the tactics we implement when we customize your unique AEC SEO strategy.

Website Design and Development

While they say to never judge a book by its cover, a lot can be said about a business based off the design and development of their website. Given your site is a direct reflection of your brand, outdated elements can easily turn off potential customers.

Pay-Per-Click Advertising

PPC is a great way to get your ads to the top of search results pages while targeting those who are searching for your exact offerings. Our in-house team writes ads, designs landing pages, monitors keywords, and completely manage campaigns. We are experts in PPC on Google, Bing, Facebook, LinkedIn, and more.

Social Media Marketing

On top of our SEO services, we can also manage your social media efforts. From designing graphics, to writing posts, and maintaining your profile, we can help with social media marketing.

Email Marketing

When you sign on as a client, you are also able to add on email marketing as a service. Email can be a great way to re-market to those who have contacted you, keep clients up to date, and more. We can design, write, and schedule emails on your behalf.

CRM Management

We also have the ability to additionally help clients who sign on for our services with help with their CRM to help them track ROI. Including HubSpot, Salesforce, and many others.

Auditing and Consulting

And if you are not ready to take the full plunge into our digital marketing services, we also would be happy to provide you will a full site audit or ongoing or short-term consulting.

What Makes Our AEC Marketing Different

  • We are focused on ROI, and we don’t just care about keyword positions.
  • Getting your business more leads and sales is our #1 priority.
  • All of our strategies are custom, no one size fits all approaches here.
  • Our team is all in-house, meaning we don’t outsource any of our work.
  • Collectively, our experts have 25+ years of experience in marketing.
  • We have been helping businesses succeed since 2010.
  • Although our headquarters is in Cleveland, we can help you no matter your location.

Case Study: M/I Homes

As specialized home builders based in Columbus, M/I Homes approached us after they redesigned their website and were looking to boost their site traffic. And they chose our company to be their content marketing partner to help.

The majority of our work for them centered around crafting unique location pages, optimizing Google Business Profiles, and research and review of their target keywords.

Comparing the data from when we worked on their site to the year proior, our team was able to:

  • Boost organic website traffic by 12%
  • Improve new users on the website by 58%
  • Increase their overall website traffic by 48%

Our Experience

We have vast experience helping companies not only in AEC, but similar fields such as:

“Sixth City Marketing has been our SEO and PPC company for almost a year now. We have seen significant increases in search rankings, domain authority, site traffic, call volume and most importantly revenue. Not to mentioned they are fantastic to deal with. They are always bringing new creative ideas to us to continue this growth. They have taken the time to learn our business and industry which helps enhance our 9 sites. I would highly recommend.” – Albert Atkins, SERVPRO

Let’s Talk Marketing and SEO for AEC

Interested in learning more about our services? Chat with our team today.

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