Beyond the Portfolio: How Gensler's Website Signals a Shift in A/E Marketing

THE PORTFOLIO ERA IS ENDING

For decades, the standard architecture and engineering firm website followed the same formula: a stunning portfolio, a paragraph about the firm’s history, and a list of services.

The underlying assumption? Your work speaks for itself.

But today, the A/E industry is seeing a seismic shift in how buyers evaluate firms and what they expect to find online. Beautiful imagery still matters, but it’s no longer enough to seal the deal. Prospective clients, especially the emerging wave of digitally native millennial decision-makers, are looking for more than a gallery. They want to understand your value, your impact, and how you’ll help them achieve their goals.

One of the clearest signals of this shift came when Gensler, one of the world’s largest architecture firms, reimagined its website — and in doing so, changed the industry’s trajectory.

The big shift: what a website should be

Across industries, we’ve watched a steady move away from websites as static galleries toward websites as strategic business development platforms. Tech companies, consultancies, and even law firms have been making this shift for years; using their digital presence not just to showcase work, but to communicate value, articulate differentiation, and drive engagement.

Now, it’s starting to happen in the A/E industry.

 
While Gensler may be one of the most visible examples of this evolution's beginning, it is not the only one. Others like Cove, HKS, and Populous have started to integrate client-focused approaches to their websites. These firms mark the tipping point in how design firms leverage digital storytelling to strengthen their market position and connect with clients, even as they continue refining their approach.

A strong A/E website should: 

1. Address real challenges with messaging that speaks directly to client pain points and demonstrates how your work helps solve them.
2. Articulate differentiators, including process, expertise, and values, all woven throughout the site.
3. Balance visuals with stories by pairing striking imagery with content that unpacks the larger narrative.
4. Highlight outcomes through case studies that blend design solutions with measurable results and community impact.
5. Share knowledge, insights into trends, and provide guidance that helps decision-makers navigate their world, seeing you as a trusted advisor.
6. Lead with a bold, client-centered value proposition that clarifies who you serve, what you do, and how you create value.
7. Guide visitors toward taking the next step in connecting with you so you can continue the conversation offline.

It’s more than a “visual update”. It’s about deliberately repositioning your website into a strategic business development tool rather than a static portfolio.

Why This matters to you

Here’s the thing: when a giant like Gensler makes a move like this, it’s a leading indicator of where the industry is heading.

But you don’t have to wait for the rest of the market to catch up. The shift is already underway, and the firms that act early will benefit the most. Smaller and mid-sized firms can make meaningful changes right now by rethinking how they tell their story, how they showcase client impact, and how they use their site to attract clients (and talent).

Why you should act now:

• Buyers are seeking partners, not just designers. They want to know you understand their challenges and can deliver meaningful outcomes.
• Websites are becoming part of the sales cycle. In many cases, they’re the first impression, and often the deciding factor in whether a prospect reaches out.
• Millennials now hold more management and decision-making roles than ever before. This generation is digital-first, research-driven, and expects online experiences to communicate value clearly.

how to apply this in your firm

You don’t need an industry giant’s budget to apply the principles of a successful website. Smaller and mid-sized firms can take meaningful steps right now by making minor yet impactful changes.

Create consistency, clarity, and engagement across every touchpoint from your website to your client conversations.

The question to ask yourself is simple: Is your website positioning your firm as a trusted partner? Or as just another portfolio in the crowd?

It's time to take control of your story.