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Post from the principal’s profile, not the company page
People follow people. A company page for a practice is a necessary thing — the logo, the location, the link — but almost nobody reads it. The principal architect’s own profile is where the work gets seen, because a developer connects with a person, and because LinkedIn shows a person’s posts far more widely than a page’s. Fill the profile in properly: what kind of projects, for whom, where, with real photographs of built work rather than renders.
What to post: the project, the process, the opinion
Finished projects, with the client’s name where they agree and one honest sentence about what the brief was. Progress from site — the slab, the steel, the problem that was solved on Tuesday — which shows a client what working with the practice is like. And opinions: what most clients get wrong about approvals, why a cheaper contractor cost more, what a factory should decide before hiring an architect. The opinion posts are the ones that get remembered by the person who later needs an architect.
Twice a week is plenty. Renders, quotes about design, and stock photographs of skylines are what to leave out.
Connect with the people who commission, and talk to them
Search for the roles that sign off projects in the sectors you want — head of projects at a developer, facilities director at a company building a campus, founder of a business that will need a plant — and send a short, personal request that says why. Then comment on what they post, usefully, and message occasionally when there is a reason. This is slow and it is how commercial work actually arrives: the person who has seen your name for a year calls when the brief comes.
LinkedIn groups are mostly dead. Do not spend time there.
Proof: recommendations and a portfolio that loads
Ask three past clients for a LinkedIn recommendation — the real feature, on your profile, in their words. It is checked. Keep the portfolio on the website, fast on a phone, and link to it from the profile; LinkedIn is where the client finds you, the site is where they decide.
Ads, and how to know if any of it is working
LinkedIn ads are expensive per click and precise in targeting, which makes them worth it for one thing: a specific offer to a specific role — “industrial architecture for pharma plants” to heads of projects at pharma companies — with a page about that work. They are not worth it for general awareness. Run one campaign for one kind of project; measure enquiries, not impressions.
For everything else the measure is conversations: connection requests accepted by the right people, messages that turn into calls, and — over a year — briefs that mention having seen the practice on LinkedIn. Followers and post views are not the number.