Do a web search for “architect near me” and you’ll find a long list of colleagues and competitors in your professional space. Many will have glowing online reviews, too — Cares about their clients… Impressed with the translation to design… Skilled, knowledgeable and professional…

With a little work, similar public accolades could be celebrating you. Social media offers a chance to get the word out about your professional design business, take part in conversations about the industry and get feedback from your clients. It’s a great opportunity, whether your firm is just venturing online for the first time or it’s time to renovate your existing online presence.

When it comes to architecture, engineering and other design professions, there are three main online areas to address first:

  • Your Facebook Business Page
  • Your Google Business Profile
  • Your clients’ online reviews

All of these offer an opportunity to advertise your firm and interact with clients. However, there are also some risks to watch out for and a few things you’ll want to avoid. Here are our social media do’s and don’ts for architects, engineers and other design professionals.

Your Facebook Business Page

As social networks go, Facebook is still the biggest game in town. With about 3 billion users logging on each month, many people go on Facebook to learn about a business and ask questions.

Some basic tips to get started:

  • Set up a Business Page, separate from your personal page, to promote your business.
  • Make sure to choose the right category for your Business Page for the best visibility.
  • Fill in all your page info and add some properly optimized header and profile pictures.
  • Make sure your location, hours and contact info are filled in and kept up to date.
  • Invite your clients, email subscribers and website visitors to follow your page.
  • Check out competitors on Facebook for inspiration and ideas you can make your own.
  • Use a social media scheduler to save time and plan out your posts ahead of time.
  • Learn about your audience, what content they like and when they’re most active.
  • Review your page insights and build on the success of your most popular posts.
  • Consider a paid ad strategy to further grow your audience and advertise your services.

As a design industry professional, you may be unsure of the best way to promote yourself on Facebook with social media content, but there are lots of possibilities:

  • FAQs about the business and its available services
  • Educational tips on design trends and principles
  • Day-in-the-field site visits and progress updates
  • Windows into your creative process or design style
  • 3D rendering, sketch and blueprint visuals
  • Engaging past client stories and testimonials
  • Business milestones and employee spotlights

Whatever you post, make sure it’s visually pleasing, and add a photo, graphic or even a video. Once you get the hang of posting on Facebook, you may want to branch out and try posting on Instagram, YouTube and LinkedIn, which are also popular with designers.

A few things to avoid on Facebook and similar social media sites:

  • Avoid offers or statements that might be interpreted as false or misleading.
  • Avoid giving out professional advice or referrals that could create a liability risk.
  • Avoid using the firm’s business page for your own personal purposes.
  • Avoid controversial or divisive topics that could negatively impact the business.
  • Avoid posting content that may violate the privacy of employees, clients or vendors.
  • Avoid posting content that goes against the platform’s terms of service.

Your Google Business Profile

Your architectural firm actually has a lot of control about how the business appears in search results and on local maps with Google. By claiming and maintaining your Google Business Profile (formerly known as Google My Business), you can improve your search page rankings and get more potential clients in the door.

One study indicates that about 50% of industry businesses aren’t taking full advantage of this free Google directory listing service, which means you may have room for improvement that can help your business stand out.

  • Claim your Google Business Profile or set up a new one if none exists.
  • Complete every section, from hours and location to services, pictures and Q&As.
  • Make sure all the info in your listing is correct, especially spelling and hours.
  • Optimize every part of your profile, including description, category and attributes.
  • Solicit positive Google reviews from your most loyal clients and fans.
  • Post regular updates of photos, announcements, offers and events to your profile.
  • Provide some FAQ answers for visitors of your Google Business Profile.
  • Try out the other features, such as messaging, for better visibility and connectivity.
  • Update your profile info, hours, offers and announcements whenever needed.

What to avoid with your Google Business Profile:

  • Avoid letting the profile Google automatically generates for your business go unclaimed.
  • Avoid sloppy info mismatches for business name and address abbreviations that will get you marked as spam.
  • Avoid adding anything spammy, like keywords or locations, to your business name field that aren’t a part of your business’s real name.

Your Clients’ Online Reviews

Online, it’s the reviews that often influence which design business a client chooses. Positive reviews can help boost both your Facebook and Google appeal and visibility, while negative reviews, and even no reviews, can work against you.

For both Facebook and Google, you can start collecting positive reviews by asking for help from your most loyal clients and fans. The only condition is that, per Facebook and Google terms, you can’t offer discounts, gifts or cash in return for a positive review. When you do get positive reviews, it’s a good idea to respond to the review with a quick thank you or other positive feedback.

Even with a negative review, it’s often possible to turn the situation around. Some tips to try:

  • Take the high road with a negative review by acting with respect and civility.
  • Try to resolve minor issues, such as missed calls or questions, with customer service.
  • Stay calm and draft a prepared response to any genuine negative reviews against you.
  • Remember that any response you post is going to be read by future potential customers.
  • Make sure your responses are always accurate, truthful and compliant with any rules.
  • Consider not replying to irrational or implausible reviews that savvy readers will ignore.

Things to avoid when faced with a negative review:

  • Avoid confronting the reviewer directly as emotions may get in the way of a resolution.
  • Avoid drafting a hasty response that may violate ethical rules, regulations or privacy laws.
  • Avoid suing for defamation for reviews protected as an expression of personal opinion.
  • Avoid requesting the site take down the review, which can draw additional unwanted attention.

Conclusion

Dedicating some time managing your Facebook, Google and online reviews for your professional design business can really pay off. These sites can help build trust, educate prospective clients and earn referrals. Follow best practices whenever possible, remember to steer clear of common social media pitfalls for the best results, and see the Lockton Affinity Architect + Engineer blog library for more risk management tips.

Insurance from Lockton Affinity Architect + Engineer can help you control your risks. Coverage includes important benefits to aid risk management, including pre-claim assistance and free contract reviews, plus coverage for legal defense, settlements and judgements.

To find out what coverage will look like for your firm, request your indication online and one of our insurance experts will reach out to discuss your needs.