Did you know that over 4 million searches happen every month just for home builders and designers? And yet, more than 50% of architecture, engineering, and construction (AEC) websites fail basic SEO best practices, meaning they’re practically invisible.¹ That’s like having a beautiful showroom... completely off Google maps.
At UpSpring, we’ve seen it all. From manufacturers to design firms, many are missing the mark online. And in today’s competitive AEC and design landscape, digital marketing services aren’t optional—they’re the foundation of visibility, credibility, and measurable growth.
Digital marketing covers a wide spectrum: SEO and content marketing, social media, paid media, email campaigns, creative planning, PR, customer relationship management, website design, branding, and more. But not all tactics deserve equal attention.
Here’s the curated mix that really (as we agency folks like to say) moves the needle.
SEO and content marketing drive 53% of all website traffic today.² Yet over half of AEC websites miss out by overlooking on-page SEO basics.¹
Search engine optimization (SEO) is the process of making your website easier for Google (and your potential clients) to find. It might sound technical, but the fundamentals are surprisingly straightforward, and they’re the difference between ranking on page one or being buried where no one will look.
At its core, SEO basics include:
Now, here’s how it applies specifically to AEC and design brands:
For Manufacturers:
Your website is a discovery tool. When an architect searches for “porcelain slabs New Jersey supplier” or “sustainable flooring for hospitality projects,” Google will only serve up the companies that have taken the time to optimize their product pages with these phrases. SEO basics for manufacturers often mean:
When specifiers and designers can’t find your products online, they’ll move on to a competitor they can.
For Architecture & Design Firms:
Your work speaks volumes, but only if people can see it. Developers, property owners, and even prospective employees are searching online for firms with specific expertise. That’s why SEO basics for firms often include:
Content marketing and SEO go hand in hand: the more relevant, keyword-rich content you publish, the more authority you build, and the more likely you are to show up when decision-makers are searching. Without this foundation, even your most stunning projects or innovative products remain hidden.
For Architecture & Design Firms:
Your work speaks volumes, but only if people can see it. Developers, property owners, and even prospective employees are searching online for firms with specific expertise. That’s why SEO basics for firms often include:
Content marketing and SEO go hand in hand: the more relevant, keyword-rich content you publish, the more authority you build, and the more likely you are to show up when decision-makers are searching. Without this foundation, even your most stunning projects or innovative products remain hidden.
For Architecture & Design Firms:
Your work speaks volumes, but only if people can see it. Developers, property owners, and even prospective employees are searching online for firms with specific expertise. That’s why SEO basics for firms often include:
Content marketing and SEO go hand in hand: the more relevant, keyword-rich content you publish, the more authority you build, and the more likely you are to show up when decision-makers are searching. Without this foundation, even your most stunning projects or innovative products remain hidden.
Social media isn’t just for inspiration—it can deliver measurable business impact. In fact, 84% of B2B buyers rely on social media during their decision-making process.³ For AEC and design brands, social platforms are more than just places to post pretty images. They act as gateways that connect audiences to your website, projects, and expertise. When done strategically, social media drives traffic, strengthens credibility, and creates opportunities for engagement that can convert into leads.
At a basic level, social media marketing includes:
It’s important to distinguish vanity metrics from meaningful results. Likes, comments, or other surface-level engagement can feel impressive and be included in reporting, but they don’t always translate to real business outcomes. While vanity metrics show that people saw your content, the metrics that really drive impact are follower growth and engagement rate. Social media is a key piece of the puzzle that feeds into a broader digital strategy and ultimately drives measurable results. A growing, engaged audience signals that more potential clients and fans are seeing your work and have the opportunity to interact with your brand.
For Manufacturers:
Social media helps manufacturers showcase products and demonstrate real-world applications. For example, posting installation imagery on Instagram, Pinterest, or Facebook can directly generate spec inquiries from architects and designers. Sharing a case study or product demo video on LinkedIn can drive traffic to your website, where designers can download specifications or request samples. By monitoring which posts generate clicks, you can connect social activity directly back to website performance and identify what content drives conversions.
For Architecture and Design Firms:
Firms can leverage social media to highlight projects, share behind-the-scenes content, and showcase expertise (we know you have thought leaders at your company). A post featuring a time-lapse of a construction project, a video walkthrough of a completed interior, or a design insight on LinkedIn, Instagram, Facebook, or Pinterest can all direct users back to your website or detailed project pages. Every post should have a clear call-to-action, such as “View full project,” “Read our case study,” or “Download the guide”, so social media doesn’t just inspire, it actively funnels visitors to your site.
By thinking of social media as a gateway rather than a gallery, brands can create a seamless path from discovery to engagement, and ultimately, to conversion.
Paid digital marketing is one of the most transparent ways to prove ROI. On average, businesses earn $5 for every $1 spent across digital channels.² With the right strategy, every dollar spent can be tracked through metrics like cost per lead, click-through rate, and onsite conversions, giving clear insight into performance and helping justify every investment.
For Manufacturers:
A well-planned paid social strategy can extend your reach, increase brand awareness, and attract high-intent leads. For example, our client Soake Pools leveraged geo-targeted campaigns on Google Ads and Meta to focus on the regions that mattered most. By aligning advertising with other initiatives and taking an evergreen approach, they generated $1,712,108 in revenue from just $17,139 in ad spend, a 9,989% ROAS. Beyond revenue, these campaigns increased conversions, engagement, and product visibility, showing that strategic paid advertising delivers measurable business results.
For Architecture and Design Firms:
Paid social campaigns are especially effective when combined with seasonal strategy and ongoing optimization. After taking over management for one design and architecture partner client, we aligned campaigns with key project-planning periods, like spring design season and fall launches. Over the year, impressions and qualified leads increased steadily, demonstrating how strategic targeting and seasonal adjustments can dramatically boost engagement and website traffic. This approach ensures campaigns reach the right audience at the right time and drive the results that matter for your business.
Email still reigns supreme, averaging $36 ROI for every $1 invested.⁴ But the difference between an email that gets ignored and one that earns attention comes down to strategy.
Think about your own inbox. The generic blasts all blur together, while the emails that feel tailored to your interests are the ones you actually open and click. That is the power of segmentation. For AEC and design brands, this might mean sending project inspiration to developers and product updates or specs to architects, making each message feel relevant rather than routine.
Testing and iteration are just as important. Subject lines, send times, and content formats all influence engagement, and A/B testing helps identify what truly resonates. Over time, the right adjustments can turn a newsletter from background noise into a driver of measurable action (and brand awareness).
A custom flooring company came to us struggling with low engagement and limited brand awareness. After a year of implementing a clear strategy built on segmentation, consistent content, and rigorous testing, their results transformed.
In just 12 months, open rates nearly doubled and click-throughs improved by more than four times. This shows how smarter, more targeted email not only captures attention but drives measurable growth.
And measurement goes beyond opens and clicks. It is about tracking how email drives traffic back to your site, inquiries to your team, and ultimately, conversions. When budgets tighten, cutting email may feel easy, but it removes one of the most consistent and cost-effective ways to stay connected. If you are not offering personalized touchpoints, your audience will find someone who is.
While PR digital marketing might seem peripheral, it is essential when integrated with a broader digital strategy. A press feature or award gains traction when amplified on social channels, embedded in emails, and linked back to your website for SEO.
For architects and designers, credibility drives revenue. It helps win RFPs, attract top talent, and stand out in a competitive market. Projects often span years and involve multiple stakeholders, which do not always translate into a quick headline. PR specialists turn complex project narratives and thought leadership concepts into compelling stories that reach the right audiences, including potential clients, collaborators, and prospective employees.
Manufacturers also benefit from PR digital marketing. Product launches, innovative applications, or sustainability initiatives can be highlighted through trade publications, industry awards, and media placements. Sharing these stories across digital channels not only builds credibility with architects, designers, and developers but also drives website traffic, inquiries, and long-term brand awareness.
Media coverage provides third-party validation. Features in respected outlets such as Interior Design, Metropolis, or Architectural Record signal recognition and expertise. This independent storytelling highlights process, problem-solving, and perspective in ways a portfolio or press release cannot. Once published, placements can be leveraged across websites, social media, emails, and business development conversations, extending their value far beyond the initial feature.
Thought leadership campaigns further amplify influence. Contributing op-eds, joining industry roundtables, or offering insights to national publications allows firms and manufacturers to demonstrate expertise and shape conversations. UpSpring has helped clients like Arcadis transform internal initiatives into externally visible narratives, resulting in dozens of placements and millions of impressions that position them as creative problem solvers and industry leaders.
A specialized PR partner brings insider knowledge of architecture, design, and manufacturing, connecting media placements, awards, and thought leadership into a cohesive strategy. They know how to translate drawings, renderings, product innovations, and multi-year project timelines into stories that resonate with editors and audiences alike, ensuring PR efforts align with broader business goals.
PR for architects, designers, and manufacturers is about positioning. Making sure projects, products, and perspectives are seen by the right audiences.
The real magic happens when services work together. A unified digital strategy services campaign might include:
Each channel feeds into the next, creating a loop that builds awareness, drives traffic, and converts interest. But none of this works without a strong brand and creative strategy at the core.
We believe a digital marketing audit is the foundation of any strategy, campaign, or refresh. This assessment uncovers:
The audit is your roadmap. It shows which top marketing services to prioritize and in what order for maximum impact.
Managing all of this in-house requires bandwidth and expertise, which can be especially challenging for manufacturers and design firms balancing client projects, production, or operations. A dedicated digital marketing agency brings strategic alignment, holistic planning, and campaign-level integration, allowing your team to focus on what you do best.
For manufacturers, an agency ensures product launches, innovations, and technical specs are positioned effectively for discovery by architects, designers, and developers. It helps translate technical product details into content and campaigns that drive visibility, website traffic, and qualified inquiries.
For architecture and design firms, an agency ensures project stories, thought leadership, and design expertise reach the right audience at the right time. This includes optimizing SEO, managing seasonal campaigns, and connecting PR, social, email, and paid media into a seamless strategy that amplifies credibility and drives leads.
At UpSpring, we combine SEO, social, paid, creative, email, campaign strategy, and PR into cohesive solutions for AEC and design brands. Our outside perspective helps identify whitespace in copy, uncover campaign opportunities, and deliver insights rooted in direct industry experience. By partnering with an agency, both manufacturers and design firms gain a scalable, measurable approach to marketing that drives real business results.
From SEO and paid social to email, campaign planning, and PR, each service plays a role. Together, they form a connected ecosystem that drives visibility, builds credibility, and converts interest into action.
[1] AEC firms: Over 50% fail SEO; 4M monthly searches for AEC keywords — AECx Agency AECx Agency
[2] SEO drives 53% of traffic; $5 return per $1 spent; email ROI 3,600% — DemandSage DemandSage
[3] 84% of B2B buyers use social media in decision-making — Leadforensics Lead Forensics
[4] Email ROI $36 per $1 — DigitalDefynd DigitalDefynd Education
.avif){kind=logo}
