Kuhn & Associates

Building a LinkedIn presence from zero for a building envelope consultancy.

The results

Median engagement rate: 9.1% across 48 posts. Posts above 10% engagement: 23 of 48. Monthly impressions: 11 → 3,586 in six months. Publishing rhythm: Twice a week, 26 weeks, no gaps

Social Media and Website Management · November 2025 – May 2026

Kuhn & Associates was my first client at Stone and Silver Studio, and the firm is owned by my father-in-law.

The situation

Kuhn & Associates is a Houston building envelope consultancy — the firm that makes sure a building's exterior actually performs the way it was designed to. Document reviews, submittals, field observations, ASTM testing, closeout.

Their LinkedIn page existed. In the three months before I started, it generated eleven impressions total. Not eleven a day. Eleven.

This isn't unusual for professional services firms. The work is technical, the wins are invisible by design, a building that doesn't leak makes no news, and nobody on staff has time to translate any of it. So the page sits there.

The hard part

I don't come from construction. I'd never written about roofing systems or moisture intrusion or ASTM field testing.

That turned out to be the useful position. I had to ask the questions a potential client would ask, which meant every post started from why should anyone care rather than from industry vocabulary. The result was content that explained the stakes before it explained the service.

The recurring frame: most building failures don't start after the project is finished — they start in the details nobody double-checks. That single idea, told different ways, carried most of the calendar. It's the firm's entire value proposition in one sentence, and it's the kind of thing that's obvious from the inside and invisible from the outside.

Twice a week for twenty-six weeks

Two posts a week, every week, from November through May. No gaps.

That consistency is most of the result. Firms announce a posting cadence constantly and abandon it by week three, because there's no system underneath it — no content pipeline, no approvals, nobody whose job it is. I built the rhythm and held it.

Reading the channel

The data said something I didn't expect: the best-performing content wasn't company announcements. It was proof that clients were happy.

A post sharing client feedback did 816 impressions at 12.6% engagement. An employee earning his Registered Roof Observer certification pulled 618 impressions and the highest comment count on the page. A year-in-review reflection hit 61.8% engagement.

Meanwhile, polished service explainers often landed in the low hundreds.

So the calendar shifted toward people — team milestones, client praise, project stories — with technical education woven around them rather than leading. That's the adjustment that took the page from respectable to consistently above benchmark.

The numbers in context

A 9.1% median engagement rate is roughly triple what LinkedIn company pages typically see. Nearly half the posts cleared 10%.

For a specialist consultancy in a technical trade, publishing to an audience built entirely from scratch, that's not a vanity number. It means the people who did follow the page were reading it.

How it ended

Kuhn & Associates was acquired by Armko, LLC in May 2026, and my contract ended with the sale. The final post on the page is the acquisition announcement — 521 impressions, 12.3% engagement, the firm's own people showing up to mark the moment.

Armko is a substantially larger organization. They weren't producing social content of their own, and they took notice of what a one-person effort had built on K&A’s socials.

What this means for your firm

Professional services firms tend to assume their work isn't interesting enough to post about. That's almost never the problem.

The problem is that the interesting part, the near-miss caught early, the certification earned, the client who said thank you, is invisible to the people doing it every day. It takes an outsider to see it, and a system to publish it consistently once you do.

That's the work.

Also delivered: WordPress website management and on-site project photography.