If your firm is like many architectural firms, you've probably realized the benefits of an online presence.  Your website is probably very visual, with photos of your work and information on your firm that customers can review when they are in the market for architectural services. If your site is hosted on Squarespace (and if it isn't, it should be!) you have access to all of the tools you need to develop a comprehensive inbound marketing strategy. 

Content marketing goes beyond simply having a website. It's a process of attracting customers to your website by creating unique relevant content and incorporating various media channels like social media, blogging, landing pages and email to deliver information to customers who have sought you out. Inbound techniques focus on educating, entertaining and informing your visitors rather than giving them a hard sell. Visitors who are doing research seek out your website for information as they proceed through the buying process. 

Today, most consumers do research online as they educate themselves before making a purchase. Through the publishing of creative, unique content, you're able to educate them about your business, your process, the benefits of working with an architect and more, building a one-on-one relationship and gaining their trust as you position yourself as a thought leader. Eventually, you will gain their trust, gather their contact information (or convert your visitor) and personalize the relationship by providing targeted specific information turning them into a lead, and eventually a paying customer.

Let's examine how you can create an email marketing campaign using a Squarespace landing page and MailChimp (more in a minute) to turn your website into a new business lead generating machine!

First, Build A Landing Page

Squarespace is a content management platform that offers incredible flexibility. You can build a professional website using its pre-designed templates and then dragging and dropping your information into the design. It makes creating landing pages (called “cover pages" on Squarespace) easy, intuitive and effective. You can create a simple stand alone cover page or incorporate a cover page into your existing website. 

Like all Squarespace pages, cover pages are pre-designed, fully customizable content that offers proven functionality. They are designed to maximize effectiveness with strategically placed logos, well formatted uncluttered page designs, with easy to navigate, color coded calls to action to help you convert your visitors and gather their email contact information. 

Your cover/landing page should offer a free premium item, like a report or white paper (for example, on how an architect can add value to your home remodel) in return for your visitor's contact information. Once you've determined your prospect is serious (by gaining their trust and contact information), you can begin to guide them through your lead funnel by using personalized email marketing. Enter MailChimp!

What Is MailChimp?

MailChimp is a software product that will change the way you approach email marketing. It allows you to easily create newsletters and other email pieces which can then be automated and sent to the contacts you've generated through your landing page. It's simple, intuitive and offers a number of options for designing, sending and saving email templates. It's optimized to allow you to share your posts on Facebook, Twitter, and other social media platforms.

You can create a personalized email campaign specifically to meet your contact's needs, maintaining individual lists for potential clients based on their interests or needs. For example, residential projects and commercial projects can each be a separate list and receive individualized, targeted emails.

MailChimp also has functionality to allow you to easily track responses. This can give you a better idea of what's working, what isn't and how you can refine and personalize your materials to be more effective in order to get better results from your inbound marketing.

The best part, MailChimp is free for lists of less than 2,000 contacts, and offers affordable programs as your list grows. Combining a solid, well designed Squarespace cover page with a MailChimp email campaign can work to turn your website into a lead generating machine! Today, inbound marketing is about personalization and providing consumers with the information they need, when they need it. Squarespace and MailChimp together provide the perfect solution to grow your business! 

About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.