Journal

Where good architecture goes to get seen.

Practical notes on social for architecture and engineering firms.

SEO30 Sept 2026

What is GEO? Generative engine optimization in plain terms

GEO is the work of making your company one of the names an AI assistant gives when a client asks who to hire. What generative engine optimization means, how it differs from SEO and AEO, and which parts matter for architecture, engineering and construction firms.

Vladislav Akhmetov · 7 min read

Business25 Sept 2026

Entering the German market: what architecture and construction firms underestimate

Firms from abroad rarely fail in Germany because of their work. They fail because no German client has ever heard of them. What companies from architecture, engineering and construction get wrong about the German market, and where a market entry actually starts.

Maria Ulashchenko · 7 min read

SEO21 Sept 2026

The internet moment is happening again: why the next few years decide which firms get found

Every shift in how clients find firms had a short window when being early was cheap and being late was expensive. The website, Google, Instagram. AI answers are the fourth, and for architecture, engineering and construction the window is open right now.

Vladislav Akhmetov · 6 min read

SEO18 Sept 2026

How architecture firms get recommended by ChatGPT and AI search

Clients now ask an assistant for a shortlist instead of scrolling ten blue links, and most architecture websites are invisible to those systems. What AI assistants actually read, and what to change.

Vladislav Akhmetov · 6 min read

Business15 Sept 2026

Social media manager or agency: what an architecture firm should actually hire

Most architecture practices frame it as a cost question. It is really a question of who owns the output every single week. An honest comparison of hiring in house, using an agency, and bringing in consulting when you already have a team.

Maria Ulashchenko · 7 min read

Events9 Sept 2026

How to run an architecture event people actually turn up to

Booking a room and sending invitations is the easy part. What actually goes into an architecture evening that fills: walking the venue as a guest and as a speaker, the three-act shape, and why filling the room is a marketing problem rather than an invitation problem.

Vladislav Akhmetov · 9 min read

Business4 Sept 2026

Referrals for architects: how to earn them, and how to stop losing them online

Referrals bring most architecture practices most of their work, and almost nobody treats them as something you can influence. Here is what actually makes a client refer you, and the moment where most referrals quietly die.

Maria Ulashchenko · 8 min read

Instagram31 Aug 2026

What Instagram actually returns for an architecture firm: numbers from the accounts we run

Reach, interaction rate, profile visits and inquiries from real architecture and design accounts we manage, from a 1,500-follower Berlin practice upward. Including the finding that surprised us: the small account converted attention three times better than the large one.

Vladislav Akhmetov · 9 min read

Events25 Aug 2026

Forms of Architecture: the Berlin initiative closing the gap between architecture school and the building site

Germany has around 55,000 architecture students and almost no bridge from the lecture hall into practice. Forms of Architecture is a non-profit initiative building that bridge, and we are its media partner for the Berlin pilot this October.

Maria Ulashchenko · 7 min read

LinkedIn18 Aug 2026

LinkedIn for architects: how to be found by the people who commission buildings

Instagram reaches the public, LinkedIn reaches the developers, clients and partners who sign. Here is how an architect sets up the profile, what to post, and how to keep it running without it eating your week.

Maria Ulashchenko · 6 min read

Business15 Aug 2026

Marketing for architecture firms: how to turn the work you already do into inquiries

A plain marketing plan for an architecture practice: the channels that matter, how to build content out of projects you have already finished, and the four numbers that tell you it is working. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 7 min read

Business11 Aug 2026

How architects find clients: the channels that actually work

The real ways architecture firms win clients, from referrals and competitions to the online presence that increasingly decides who gets the call. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 5 min read

Events5 Aug 2026

Architecture and design events in London, September 2026

The architecture and design events worth your time in London this September, from London Design Festival and Open House to a rooftop evening with the studios shaping practice. A guide from the team behind Architecture After Hours.

Maria Ulashchenko · 4 min read

Instagram30 Jul 2026

Instagram marketing for architects: the complete playbook

The whole system for marketing an architecture firm on Instagram, from reach and content to growth, brand, analytics and events, in one place. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 5 min read

Branding27 Jul 2026

Building an architect's brand on Instagram: the account is your portfolio now

Your Instagram is the first portfolio people see, and a stack of renders is not a brand. How architects build a recognisable identity that turns an account into work. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 6 min read

Networking24 Jul 2026

Architecture networking events: how architects turn them into work

Why informal architecture events beat formal symposiums for finding work, how to actually work the room, and why the follow-up and your online presence decide whether it pays off. From the team behind Architecture After Hours in Berlin.

Maria Ulashchenko · 6 min read

Instagram20 Jul 2026

How architecture firms grow their Instagram following

How an architecture account actually gains followers: the content funnel from light to niche, the profile that turns a visit into a follow, and why buying followers backfires. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 7 min read

Instagram16 Jul 2026

Instagram analytics for architects: which metrics actually matter

The four Instagram numbers that tell an architecture firm whether the account is working, why saves and retention beat likes, and how we turn a link click into a tracked lead. From the team behind the #1 architecture account in Germany.

Vladislav Akhmetov · 8 min read

Instagram14 Jul 2026

Why architecture firms should use Instagram: what it actually gets you

The business case for an architecture firm on Instagram: reach beyond your network, recognition in the field, and inquiries, without anyone dancing on camera. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 5 min read

Instagram12 Jul 2026

Instagram strategy for architects: what actually moves the numbers

Why architecture firms stall on Instagram, and the strategy that grows reach, followers and website clicks. From the team behind the #1 architecture account in Germany.

Maria Ulashchenko · 6 min read

Content10 Jul 2026

Content ideas for architects: turn your project files into content that travels

Your project folder already holds months of content: the renders, the site photos, the messy models. Here is how we turn raw project files into reels and posts that reach beyond your followers.

Maria Ulashchenko · 5 min read

LinkedIn8 Jul 2026

How engineering firms win clients on LinkedIn: people buy from people, not logos

In B2B engineering, the contract goes to the firm people trust, not always the best one on paper. Here is why the founders should post on LinkedIn, and exactly what to post to win clients.

Maria Ulashchenko · 5 min read