Don’t market yourself to your peers; market yourself to your clients. Position your expertise to reflect your target audience.

Are you a service provider, a maker of beautiful things, a facilitator? Are your current marketing efforts bringing the right type of clients in? Your answers will inform the direction and focus of your website and branding efforts.

Most professional relationships involve educating one’s clients in some of the breadth and depth of your discipline. Your website is a great place to educate potential clients in the complexities and pitfalls they can expect in the realisation of their project. Authoritative articles engender trust — and are good fodder for search engines.

Basulto, David. Marketing for architects 15 Mar 2010.