Jon is joined by the acclaimed writer Rachel Extance to discuss how architects can keep their practice websites engaging even between projects. They explore the concept of treating your website like a magazine, sharing six key blog ideas that can maintain interest and boost search engine rankings. Topics covered include case studies, unpacking key concepts, origin stories, sales page support articles, news stories, and event write-ups. Rachel also shares valuable tips for creating compelling blog content and the importance of tailoring content to the client's understanding level. And insights on effectively managing writing tasks. Tune in to learn how to make your architecture practice's website consistently dynamic and informative.

Today's Guest...

Rachel Extance has been writing professionally for more than 20 years, first as a journalist, and now as a copywriter and blogger. She’s always been interested in government, social justice, international development and sustainability so specialises in these areas. Her work is story-led, focused on people, and how our work interrelates to make an impact. Rachel excels at simplifying complex topics for the public and writing for different audiences.

Episode Highlights...

00:00 Introduction

01:28 Meet Rachel Extance: Professional Writer

03:46 Using Your Website Like a Magazine

08:32 Six Blog Ideas for Architects

09:36 Deep Dive: Case Studies

13:23 Exploring Key Concepts

19:12 The Importance of Origin Stories

22:03 Introducing the Sales Page Supporter

28:04 Using Pinterest for Your Architecture Business

29:03 Sharing News Stories on Your Website

30:48 Developing Case Studies and Interlinking Content

33:32 Incorporating Events into Your Blog

35:25 Tips for Writing Effective Blog Articles

39:56 Travel Inspirations and Personal Insights

41:30 Conclusion and Final Thoughts

Key Takeaways...

Share Your Knowledge: You have lots of stories and experiences that can help others. Share them on your website in blog posts. This way, people can learn from you and trust you more.

Explain Your Work: Many people don't understand what architects do. By writing about how you solve problems and create amazing designs, you can help clients see why they should choose you.

Keep Your Website Updated: Adding new stories and news to your website shows that you are active and reliable. This helps you rank higher on search engines and keeps you in the minds of potential clients.

Links Mentioned In The Episode...

Learn more about Rachel’s Writing Club

Connect with Rachel on LinkedIn

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Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉

Jon is joined by imposter syndrome life coach and fire engineer Jason McDaid. The discussion dives into the widespread issue of imposter syndrome, which affects 78% of professionals. Jason shares actionable strategies to combat this debilitating self-doubt, explains its core traits, and discusses the impact it has on individuals, particularly in the architecture and engineering sectors. He also opens up about his personal struggles and the coping mechanisms that people adopt. Additionally, the episode offers practical tools to reframe negative thoughts and underscores the importance of understanding that you're not alone in feeling like an imposter.

Today's Guest...

Jason McDaid is a fire engineer and a life coach specialising in imposter syndrome and the impact this is having on professionals working in the construction industry. He provides 1 on 1 coaching, and in-person imposter syndrome workshops called The 78% Club, 78% being the first stat that he heard about how many people experience imposter thoughts and feelings during their career.

Episode Highlights...

00:00 Introduction

01:38 Meet Jason McDaid

04:54 Defining Imposter Syndrome

08:26 Why Imposter Syndrome is So Common

11:52 Different Competence Types

15:52 Coping Mechanisms and Their Impact

20:16 Imposter Syndrome in Architecture and Engineering

25:10 Competence and Mistakes in the Workplace

26:01 Understanding Imposter Syndrome

26:36 Healthy Self-Doubt vs. Imposter Syndrome

29:19 Personal Story of Overcoming Imposter Syndrome

32:10 Tools to Combat Imposter Syndrome

33:27 Reframing Negative Thoughts

39:13 Final Thoughts and Takeaways

42:32 Travel and Nature Experiences

45:50 Conclusion and Contact Information

Key Takeaways...

Imposter syndrome is very common. You're not alone in feeling like a fraud sometimes; 78% of professionals experience similar thoughts at some point in their career. This realisation can help you feel less isolated.

Imposter syndrome can show up in different ways. You might procrastinate, avoid putting yourself forward, or switch jobs frequently. Recognising how it affects you personally can be the first step in tackling it.

Reframing your thoughts can help. Asking yourself questions to challenge negative thoughts can change how you see your skills and achievements. This can make a big difference in how you handle feelings of self-doubt.

Links Mentioned In The Episode...

Visit Jason’s Website

—--

Want to explore podcasting for your business?

👉 Book a chat with Jon to explore working with him 📞

Interested in joining our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating...

Jon addresses the challenging question of whether it's time for you to quit your architecture business. He explores indicators that might suggest it's time for you to step away, such as changes in the market, personal circumstances, and diminishing passion. He explores the emotional aspects of closing your business and reframes the concept of failure as a learning opportunity. Offering three potential paths—staying the course, stopping, or starting something new—Jon provides actionable insights and personal anecdotes, encouraging you to carefully consider your options before making any big decisions about your business.

Episode Highlights...

00:00 Introduction

02:11 Signs It's Time to Quit Your Business

05:15 Reframing Failure: Learning from Setbacks

07:14 Evaluating Your Business: Freedom, Flexibility, and Fulfillment

09:21 Options: Stay, Stop, or Start Something New

10:44 Jon's Personal Experience: Struggles and Realisations

17:01 The Power of Pivoting: Embracing Change

22:42 Conclusion: Making the Right Decision for You

24:16 Outro: Next Episode and Final Thoughts

Key Takeaways...

Think About Changing:

If your architecture business is no longer working and it's making you sad or tired, it might be time to think about changing something. This can mean trying a new idea or offering different services.

Closing Your Business Is Not Failure:

If you close your business, it doesn’t mean you failed. Think of it as learning from what didn’t work and moving on to something new. It’s okay to stop something that makes you unhappy.

You Have Options:

You can choose to keep your business going, close it, or start something new. It’s important to take time to think about what you really want and make a plan that is best for you.

—--

Want to explore podcasting for your business?

👉 Book a chat with Jon to explore working with him 📞

Interested in joining our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

In The Next Episode...

Next time we’re joined by Jason McDaid to explore how we can normalise impostor syndrome.

Jon and special guest Heidi Suter, co-founder and CEO of Arkiste, discuss effective ways to build and maintain an online presence for architects and designers. They explore SEO tactics, the importance of having a detailed and updated portfolio, and using platforms like Pinterest for increased visibility. Heidi shares her journey into the architecture space and offers valuable tips for repurposing content and optimising your website. Jon provides insights into leveraging digital tools to avoid burnout while maintaining a strong online presence.

Today's Guest...

Heidi Suutari is the co-founder and CEO of Arkiste—a digital playground made just for design professionals, where architects and designers can show off their best work and get found by dream clients.Based in Helsinki but running an international crew, she’s a tech and marketing pro who’s obsessed with helping creative people win online. Heidi once got rejected from architecture school, but now she’s building Arkiste, so what goes around comes around. Always learning, and passionate about helping others succeed, Heidi’s here to make sure your work gets noticed online

Episode Highlights...

00:00 Introduction

01:18 Meet Heidi Suter: Co-founder and CEO of Arkiste

02:25 Heidi's Personal Interests and Background

04:07 Long-term Online Strategies for Architects

07:31 SEO Tips for Architects

17:10 Using Pinterest to Boost Visibility

22:29 Importance of a Well-Designed Website

27:22 Effective Social Media Strategies

30:34 About Arkiste: A Digital Playground for Designers

38:26 Final Thoughts and Favourite Places

40:00 Conclusion and Farewell

Key Takeaways...

Use SEO to Stand Out: You need to use the right words on your website to help people find you. Make sure to describe your work well and use the words that your clients might use to search for services like yours.

Share Your Work Online: Don't keep your amazing projects hidden on your computer. Share them online on platforms like Pinterest and your website. This way, more people can see your work and you can get more clients.

Keep Your Website User-Friendly: Your website is the first thing many people will see about you. Make sure it is easy to use, loads quickly, and has all the important information about your projects and how people can contact you.

Links Mentioned In The Episode...

To start showcasing your work online head to arkiste.com & sign up (for free).

—--

Want to explore podcasting for your business?

👉 Book a chat with Jon to explore working with him 📞

Interested in joining our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the...

Jon is joined by leading architect marketing coach Richard Petrie. They discuss effective marketing systems tailored to consistently attract the right clients and projects for architects and design professionals. Richard, co-founder of the Architect Marketing Institute, shares insights into building a systematic approach to marketing, shares the importance of niche marketing and a consultative sales process. They explore specific strategies such as creating offers that appeal to clients at different stages of their readiness to hire an architect. Richard shares success stories and provides practical advice for transforming architecture practices through targeted marketing efforts.

Today's Guest...

Richard Petrie is the world’s foremost architect marketing coach & the co-founder of The Architect Marketing Institute - a leading provider of marketing training and resources for small-firm architects and building designers. Their mission is to enable motivated architects to find freedom and fulfillment through exceptional projects and exceptional income. Richard brings a high performance mindset to marketing for his architect clients all around the world. And he’s joined me on this episode to share some of his expertise with you.

Episode Highlights...

00:00 Introduction

02:19 Introducing Richard Petrie

05:13 Challenges Architects Face in Marketing

14:32 High-Level Marketing Strategies For Architects

18:50 Creating Effective Offers

25:24 Common Pitfalls in Traditional Sales Approaches

26:19 The Value of Paid Diagnosis and Research

28:29 Four Offers for Different Client Stages

30:50 Filtering Clients Through Offers

31:24 Nurturing Clients Over Time

33:34 Customising Offers for Specific Projects

35:06 Case Study: Success with Niche Marketing

39:52 The Importance of Marketing for Architects

42:18 Final Thoughts and Key Takeaways

44:39 Personal Insights and Travel Experiences

46:54 Connecting with Richard and Show Wrap-Up

Key Takeaways...

You should have a clear target. Knowing exactly who your ideal client is will help you attract the projects you like. Imagine fishing with the right bait for the right fish.

Use a step-by-step marketing plan. Create systems for marketing your services which involve several steps—like different offers for clients at various stages. This helps you guide them through their journey.

Say no to bad projects. If you have plenty of good projects lined up, you can easily say no to the ones that don’t suit you. This way, you won’t feel stuck doing work you don’t enjoy.

Links Mentioned In The Episode...

Click here to learn more about The Architect Marketing Institute

Register for AMI's free AI webinars, Six-AI & AI-Powered Marketing

Book a free Gameplan Call with AMI

—--

Want to explore podcasting for your business?

👉 Book a chat with Jon to explore working with him 📞

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Resources…

👉

Jon is joined by marketing coach Maya Kovacic-Kalra, a former architect who provides a comprehensive guide on optimising LinkedIn profiles to attract more clients and better projects. The discussion covers essential elements like the importance of a compelling headline, an effective LinkedIn banner, a professional profile photo, and a strong about section. Maya stresses the importance of clear call-to-actions and using the featured section to enhance profile engagement. The episode includes examples and practical tips to help architects stand out on LinkedIn and make the most of their online presence.

Today's Guest...

Maja Kovacic-Kalra is a former architect turned marketing coach who spent over a decade in practice. Maja knows the pain of doing great work… and still feeling invisible. Relying on word of mouth. Taking on underpaid, uninspiring projects just to stay afloat. Working with difficult clients. But she’s also seen the difference when you're working on projects you actually enjoy, getting paid properly, and not burning yourself out in the process. Her mission is to help architects get more of the right work with clients who respect and value you. So you can work on projects you love and earn the money you deserve without working crazy hours.

Episode Highlights...

00:00 Introduction

01:24 Meet Maya Kovacic-Kalra: From Architect to Marketing Coach

03:54 What Makes Up A LinkedIn Profile?

09:56 The Importance of a Strong LinkedIn Headline

14:52 Crafting an Effective LinkedIn Banner

18:28 Perfecting Your LinkedIn Profile Photo

20:04 Maximising the Blue Link and About Section

28:07 The Featured Section: A Key Element

29:38 Maya's Favourite Travel Destination

31:17 Conclusion and Final Thoughts

Key Takeaways...

Make Your LinkedIn Headline Work for You

Your headline should do more than just say your job title. Use it to tell people who you help, what you do, and how it helps them. Try a simple format like: “I help [type of person] do [what you do] so they can [benefit].”

👉 Focus on the first 45–60 characters—this is what people see first when you show up in searches or invites.

Design a Banner That Tells Your Story

Your LinkedIn banner is the big image at the top of your profile. Use it to grab attention and show:

📢 What you do and why it matters

✅ Proof of your work (like logos or quotes from happy clients)

👉 A simple message that tells people what to do next (like “Book a call”)

Make sure the text is easy to read on both phone and computer, and check that nothing is hidden behind your profile photo.

Use the ‘About’ and ‘Featured’ Sections to Show How You Help

The ‘About’ section is a place to share your story—not just your CV. Talk about the problems your ideal client has, and how you help fix them. Keep it clear and friendly.

In the ‘Featured’ section, add links to your best work or offers. Put the most important link first—the one you want people to click. This should match the call to action in your banner.

Links Mentioned In The Episode...

Grab Maja’s Free PDF Guide ‘Your Next Step to a Stronger LinkedIn Profile’

Connect with Maja on LinkedIn

Visit Maja’s Website

—--

Want to explore podcasting for your business?

👉 Book a chat with

Behind the Scenes of Podcast Production: Jon offers a behind-the-scenes look at the extensive work involved in relaunching CIAT's 'Where it's AT' podcast. The episode covers the planning, strategy meetings, content brainstorming, and technical setups necessary to reboot an existing show. Jon explains the importance of having clear goals, appropriate branding, and well-thought-out audio and visual elements. He also discusses the meticulous editing and promotional efforts required to produce quality podcast episodes. Jon also previews the next episode of 'Where it's AT' titled 'The Healing Power of Buildings,' set to release on May 30, 2025.

Episode Highlights...

00:00 Introduction

01:39 What is the Where it's AT podcast?

04:48 Podcast Relaunch Strategy

13:28 Editing and Production Insights

16:52 Conclusion and Next Steps

Key Takeaways...

Podcasting takes planning

Making a podcast isn’t just hitting record and talking. You need a plan—what the show’s about, how it sounds, what it looks like, and who it’s for. It’s a bit like designing a building—lots of little parts need to work together.

The stuff people don’t see matters

There’s loads that goes on behind the scenes. From planning and editing to sorting out guests and sharing the show online, all these steps help your podcast sound and look professional.

You don’t have to do it alone

Getting help from someone who knows what they’re doing can save you time and stress. A podcast expert can help with everything from ideas to launch, so your show feels smooth and sounds great.

Links Mentioned In The Episode...

👉 CLICK HERE to subscribe to Where it’s AT: The Architectural Technology Podcast on your favourite podcast player

—--

Want to explore podcasting for your business?

👉 Book a chat with Jon to explore working with him 📞

Interested in joining our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

In The Next Episode...

Next time, Jon chats with Maja Kovacic-Kalra about how to optimise your LinkedIn profile.

Jon shares tips on how to stay positive when feeling down about your business. Drawing from his 20+ years in architecture, Jon highlights common challenges and offers strategies to boost morale. He discusses the importance of changing perspectives, leveraging community support, utilising coaching exercises like the circle of control, and the benefits of networking and co-working. Jon also stresses the value of celebrating small successes and managing overwhelming to-do lists through bullet journaling. Tune in for practical advice to maintain a positive mindset in your entrepreneurial journey.

Episode Highlights...

00:00 Introduction

01:20 Understanding Business Struggles

02:24 Changing Your Perspective

05:50 Circle of Control Exercise

08:47 Environmental Changes and Networking

13:30 Journaling and To-Do Lists

15:38 Conclusion

Key Takeaways...

Change how you look at things

When you're feeling low about your business, try to look at things in a different way.

It’s easy to compare yourself to others and feel like you’re not doing enough.

But remember – you don’t see their full story. Everyone has ups and downs.

Try to spot the difference between what’s really true and what you’re just feeling in the moment.

Don't waste energy on things you can’t change

When everything feels too much, try this simple exercise to feel more in control:

Draw three circles on a page:

• In the outer circle, write things you can’t control (like the news, the economy, or other people’s actions)
• 
  
• In the middle circle, write things you can influence (like how you talk to clients or the way your team works)
• 
  
• In the centre circle, write what you can control (like your daily habits, how you spend your time, and how you react)

Spend most of your time and energy on the centre circle. That’s where real change happens.

Small changes can lift your mood

Feeling stuck? Try changing where you work – a coffee shop or coworking space can give you a boost.

Get outside for a walk, or do something fun like kayaking or cycling.

And even if you're an introvert, talking to others in your field can really help.

You’re not alone – sometimes, a quick chat can give you a whole new idea.

—--

Want to explore podcasting for your business?

👉 Book a chat with Jon to explore working with him 📞

Interested in joining our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.