How AEC Firms Can Use AI to Get More Out of Their Website and Marketing

AI can help your AEC firm work smarter, not harder, but only if you’ve built the right foundation first.

If your website is outdated, hard to navigate, or doesn’t clearly support your business goals, no amount of AI will magically fix that. But if you’ve already invested in a strategic website, one that showcases your work, speaks to your audiences, and guides visitors toward meaningful actions, AI tools can help you amplify your efforts across marketing, business development, and communications.

Here’s how to get the most out of your site and your marketing team by layering AI tools into the mix.

First Things First: Is Your Website Working for You?

Before adding AI tools to the equation, take an honest look at your site.

If it’s:

• Hard to update or not mobile-friendly
• Lacking clear messaging or calls to action
• Not aligned with your business development goals
• Visually dated or not optimized for SEO

Then AI won’t solve your core problems. In that case, the first step is a website refresh or rebuild. That website should be strategically built to support your firm’s positioning, project pipeline, and growth goals.

Once that’s in place, AI becomes a powerful accelerator.

Keep Website Content Fresh and Optimized Without the Burnout

Tools: ChatGPT, Jasper, Yoast, SiteGuru

Even the best websites need ongoing optimization to stay visible. AI-powered SEO tools help you audit your site, suggest improvements, and generate new content faster.

Yoast is one of the most widely used SEO plugins for WordPress websites and is instrumental for AEC firms that want to manage their content in-house. It provides real-time feedback on keyword usage, readability, metadata, and internal linking directly within the WordPress editor, making it easy to optimize content as you create or update it.

SiteGuru is especially helpful for AEC marketers who want a weekly site check-up without logging into multiple platforms. It flags SEO issues, broken links, and content gaps, and provides an actionable checklist to fix them.

Use AI to:

• Get weekly performance audits with SiteGuru
• Identify and fix broken links or missing metadata
• Generate keyword-rich blog content
• Write compelling page titles and meta descriptions
• Update service descriptions to align with BD goals

Make Project Pages and Case Studies Easier to Produce

Tools: Notion AI, GrammarlyGO, ChatGPT

Case studies and project pages are often the hardest content to write and the most important for AEC firms. AI tools can help you turn bullet points into polished copy that highlights your value to clients and partners.

Use AI to:

• Draft project overviews from internal notes
• Write consistent, client-facing summaries
• Adapt project language for proposals or awards
• Keep tone and voice aligned across the site

Repurpose Website Content into Social Media Posts

Tools: Canva Magic Studio, Adobe Firefly, FigmaBuzz

You don’t need a massive social media team to stay visible. Use AI tools to turn one blog post or project update into multiple pieces of content like social captions, carousels, image variations, and more.

Use AI to:

• Write LinkedIn or Instagram captions
• Design visuals and animations for social posts
• Create themed content calendars
• Suggest hashtags and engagement strategies

Go Beyond the Website with Proposals, Internal Comms, and BD

AI isn’t just for your website. It can support your entire marketing and business development ecosystem.

Proposal and BD Tools:

ChatGPT/ Jasper – Draft executive summaries, tailor team bios, and adapt boilerplate content

Writer.com – Enforce tone and brand voice in all marketing copy

Internal Communications:

Otter.ai / Fathom – Transcribe internal meetings, stakeholder interviews, or client feedback

Notion AI – Summarize conversations and generate internal briefs or content calendars

Team:

GrammarlyGO – Elevate clarity and tone across proposals, emails, and client-facing docs

Canva Magic Studio / FigmaBuzz – Empower non-designers to create branded graphics quickly

Final Thoughts

If your website is outdated, disjointed, or misaligned with your goals, AI isn’t going to fix your marketing. But once you have a solid site in place, AI tools like SiteGuru, Jasper, and ChatGPT can help you stay agile, efficient, and on track to meet your goals. That might include attracting more leads, closing more RFPs, or keeping your brand visible and consistent.

Need help getting that foundation in place or choosing the right tools to build on it?