1 Pro Surfing Tips What the New Wave of Websites Means for AEC Marketers @davidlecours | @joshmiles | #smpsprc
What The New Wave of Websites Means for AEC Marketers
Nov 01, 2014
Real-life surfer David Lecours joins Midwesterner and surf-poseur Josh Miles for a highly interactive surf session about the latest in websites, and what they mean for AEC marketers. A few years ago, firms could get by with brochure-style websites. Today the waves are bigger, and the competition is tougher. How do you make the most of your ride, and stand out from the competition?
Surf instructors David and Josh will share their experiences working with dozens of AEC firms to create award-winning websites. Not just pretty websites—but powerful business development tools, capable of generating leads and nurturing prospects throughout the sales tube. Hear the latest trends in digital marketing, responsive, mobile-ready websites, SEO, and more. Leave this session ready to assemble the right internal and external teams to build a website that shreds.
Links to Sites Mentioned and More Resources:
http://www.lecoursdesign.com/wave2014/
http://design-firm.milesdesign.com/surf
Surf instructors David and Josh will share their experiences working with dozens of AEC firms to create award-winning websites. Not just pretty websites—but powerful business development tools, capable of generating leads and nurturing prospects throughout the sales tube. Hear the latest trends in digital marketing, responsive, mobile-ready websites, SEO, and more. Leave this session ready to assemble the right internal and external teams to build a website that shreds.
Links to Sites Mentioned and More Resources:
http://www.lecoursdesign.com/wave2014/
http://design-firm.milesdesign.com/surf
Welcome message from author
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Transcript
1
Pro Surfing TipsWhat the New Wave of Websites
Means for AEC Marketers
@davidlecours | @joshmiles | #smpsprc
i
paddle before takeoff
INTRO@DavidLecours @JoshMiles
Surf Instructors
i
David Lecours
@DavidLecours @JoshMiles
i
JoshMiles
@DavidLecours @JoshMiles
i
today’s surf sessionhttp://www.lecoursdesign.com/wave2014
http://www.milesdesign.com/surf
AGENDA@DavidLecours @JoshMiles
1
Why this session?Why have a website?
WHY
Why ThisSession?
WHY
Why Havean AEC Firm
Website?
WHY
What Should Your Site Do?
WHY
WHY
CONVERTCONNECTATTRACTDEMON-STRATE
WHY
ATTRACTDEMON-STRATE
Well Positioned Firms Attract
ATTRACT
An Opportunity to Attract the
Unaware
ATTRACT
CONNECTATTRACTDEMON-STRATE
WHY
Share YourExpertise
DEMONSTRATE
Start With Writing • Blog Posts • White Papers• Newsletters• Project Case Studies• Positions You Before RFP
DEMONSTRATE
Then Graduate to• Webinars • Speaking• Videos • Podcasts• Infographics• Custom Research
DEMONSTRATE
CONVERTCONNECTDEMON-STRATE
WHY
This is a Relationship
Business
CONNECT
EmotionalConnection
CONNECT
CONVERT
WHY
No, NotE-commerce
CONVERT
Long SalesCycle
CONVERT
Clear CTA: Call To Action
CONVERT
Conveniencefor Sharing
WHY
Wipeout!
WHY
2
What is the new waveof AEC websites?
WHAT
The New Wave • Content Management Systems • Responsive Design• Simplified Navigation• Parallax Scrolling
WHAT
ContentManagement
Systems
WHAT
ResponsiveDesign
WHAT
Mobile First?
WHAT
WHAT
Res
Responsive
Responsive
WHAT
Res
Responsive
Responsive
WHAT
yourfirm.com t.yourfirm.com
m.yourfirm.com
Res
Responsive
Responsive
WHAT
yourfirm.com
WHAT
WHAT
SimplifiedNavigation
WHAT
WHAT
WHAT
WHAT
WHAT
Going Vert(Scrolling)
WHAT
ParallaxScrolling
WHAT
The New Wave • Graphic Design Trends • CTA & Lead Generation• Marketing Automation• Cross-channel Marketing
WHAT
What’s hot?
WHAT
Flat Design
WHAT
MarketingAutomation
WHAT
WHAT
WHAT
Cross-channelmarketing
mobile • email • web • social
AvoidWeb-slinging
WHAT
Content is the New SEO
relevant • shared • social
The Digital Ecosystem
3
How to develop yournext website
HOW
Ding Repair-or–
New Board?
HOW
HOW
New Board (Site) • 800 px wide, static upper left • No CMS• Site in Flash• No Responsive Design• No blog, content marketing• 5 years old or greater
HOW
Ding Repair (Fix Site) • Weak photography • Long copy• Marketing Automation• Cross-channel Marketing• “We” centered• No CTA• Inconsistent Branding
Lifecycle
HOW
Sell It In
HOW
AssemblingYour Surf
Team
HOW
HOW
Assembling your team: • Firm Principal / C-Suite • Strategist for planning & prototype• Designer for branding & UI• Writer for voice, story, and content• Photographer / Videographer• Developer / I.T.•Updates & Maintenance
UMCI.com
HOW
Real people:
HOW
LeadingThe Content
Charge
HOW
Process
HOW
HOW
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANBrand Assets ReviewOffline Marketing ReviewOnline Marketing ReviewStrategic Brief
RandallLamb.com | Site Map | 07.25.12
Each Project to have 1–4 photos, Most will have 3 photos
SD + SF address, phone, emailmapsLinked-In Linkcontact person Olga only
headshots, bio, email
RL Insight: Press Releases, New Hires, Job Promotions
Sunset Magazine feelWeather pull?
Current blog URL rlinsight.com will point to: randalllamb.com/insightOn Current Blog: Delete About Us, Direct Mail > New Hires, RL Life
HealthcareGallery
LOGO (HOME)
PROFILE
PORTFOLIO
INSIGHT
CAREERS
CONTACT
Vertical Scroll: ReinventionFeatured Project©, site credit
subscribe form to email list via VR RSS feed for blogblog feed
social media: linkedinshare +SD 619.713.5700 | SF 415.512.9771
no searchno ftp or client site
H O M E / G L O B A L N AV.PROFILE ServicesOverview People
PORTFOLIO
CAREERS
CONTACT
Science & Tech.Gallery
INSIGHT
CommercialGallery
EducationGallery
HospitalityGallery
Public Agency /Military Gallery
Mission Critical Commissioning& Const. Services
Clean EnergySolutions
Kaiser San Marcos Medical Office Building
Kaiser San Diego Medical Center Zion
Rady Children’s Hospital Acute Care
Ronald McDonald House, Rady Children’s
Scripps Green Medical Office Building
Sharp Grossmont Hospital, Diagnostic Ctr.
Sharp Grossmont Hospital, Emergency
Aaron Parkington, PE, LEED AP
Aaron Strauch, PE, LEED AP
Bob Randall, PE, Founding Principal
Bruce Kerstetter
Chris Lloyd, PE
Gary Eastley, PE, LEED AP
Jackie Larkin
Kurt Kohler, PE, LEED AP
Philip Tapia, PE
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
ABOUT EXPERTISE PEOPLE CAREERS News Contact Search
Content 1
Content 2
PROJECT & NEWS SLIDESHOWlinks to project & news item
700 px wide
Who We Are HeadlinePsomas is one of the top-ranked consulting engineering firms in the nation: 147 on the ENR 500.
We serve clients in the Energy, Federal, Site Development, Trans-poration and Water markets across the Western United States.
Unique Headline To Support Slide Above
Client Login | © Psomas 2013 | Privacy | Security | Disclosure Reports RSS Linked-In YouTube Share 800.500.1212 Our Whole Site
ABOUT
EXPLERTISEBy MarketEnergyFederalSite Development Civic Education Healthcare Office/Retail/ Industrial Recreation ResidentialTransporationWater
EXPERTISE PEOPLE CAREERS News Contact Search
SITE DEVELOPMENT: CIVIC
Market Leader
John Smith, LEED APTitle310.555.1212Bio | email
Photo of John
Unique URL
Subscribe To Our News
First Name
All Psomas NewsPsomas Site Development News
First Name
Submit
x
Sub-Head: Psomas Unique Approach to Site Development: Civic
This is dummy copy. Don’t read it. balancing the natural and built environment, Psomas is ranked by ENR (Engineering News Record) magazine as one of the top design firms in the nation. With dozens of LEED Accredited Professionals, we serve public and private sector clients in the transportation, water, site development, federal and energy markets.
The cornerstone of our business approach is to focus on our clients’ long-term needs and guide our strategic growth to meet those needs. We produce award-winning projects through innovation, creativity and cutting-edge technical expertise.
AwardsAward Number 1Award Longer Name Number 2Award Number Med. Name 3View All Awards >
Site Development:Civic NewsHeadline News Item Number 1Headline News Item That is TwoLines Will Be Number 2Headline News Item Number 3
Select Civic Projects
All Civic Projects
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
ABOUT
EXPLERTISEBy MarketEnergyFederalSite Development Civic Education Healthcare Office/Retail/ Industrial Recreation ResidentialTransporationWater
EXPERTISE PEOPLE CAREERS News Contact Search
SITE DEVELOPMENT: CIVIC
Market Leader
John Smith, LEED APTitle310.555.1212Bio | email
Photo of John
The Unique Psomas Approach to Site Development: Civic
This is dummy copy. Don’t read it. balancing the natural and built environment, Psomas is ranked by ENR (Engineering News Record) magazine as one of the top design firms in the nation. With dozens of LEED Accredited Professionals, we serve public and private sector clients in the transportation, water, site development, federal and energy markets.
The cornerstone of our business approach is to focus on our clients’ long-term needs and guide our strategic growth to meet those needs. We produce award-winning projects through innovation, creativity and cutting-edge technical expertise.
Historic Fox Theatre Performing Arts CenterRiverside, California
Show Project Description
Back to Select Projects Gallery x
1 Project Photo785 px wide
All Civic Projects
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
HOW
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
RandallLamb.com | Site Map | 07.25.12
Each Project to have 1–4 photos, Most will have 3 photos
SD + SF address, phone, emailmapsLinked-In Linkcontact person Olga only
headshots, bio, email
RL Insight: Press Releases, New Hires, Job Promotions
Sunset Magazine feelWeather pull?
Current blog URL rlinsight.com will point to: randalllamb.com/insightOn Current Blog: Delete About Us, Direct Mail > New Hires, RL Life
HealthcareGallery
LOGO (HOME)
PROFILE
PORTFOLIO
INSIGHT
CAREERS
CONTACT
Vertical Scroll: ReinventionFeatured Project©, site credit
subscribe form to email list via VR RSS feed for blogblog feed
social media: linkedinshare +SD 619.713.5700 | SF 415.512.9771
no searchno ftp or client site
H O M E / G L O B A L N AV.PROFILE ServicesOverview People
PORTFOLIO
CAREERS
CONTACT
Science & Tech.Gallery
INSIGHT
CommercialGallery
EducationGallery
HospitalityGallery
Public Agency /Military Gallery
Mission Critical Commissioning& Const. Services
Clean EnergySolutions
Kaiser San Marcos Medical Office Building
Kaiser San Diego Medical Center Zion
Rady Children’s Hospital Acute Care
Ronald McDonald House, Rady Children’s
Scripps Green Medical Office Building
Sharp Grossmont Hospital, Diagnostic Ctr.
Sharp Grossmont Hospital, Emergency
Aaron Parkington, PE, LEED AP
Aaron Strauch, PE, LEED AP
Bob Randall, PE, Founding Principal
Bruce Kerstetter
Chris Lloyd, PE
Gary Eastley, PE, LEED AP
Jackie Larkin
Kurt Kohler, PE, LEED AP
Philip Tapia, PE
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
Results
HOW
HOW
ANALYTICSSite Launch Feb. 1, 2013
Feb., March, April 2013 vs.Feb., March, April 2012
HOW
ANALYTICSVisit Duration: ⇧ 300%Avg. 3min. 8sec.Pages Per Visit: ⇧ 240%Bounce Rate: ⬇ 21%
HOW
ANALYTICSSite Visits: ⇧ 242%Uniques: ⇧ 197%Total Page Views: ⇧ 590%
HOW LONG?
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
4-8 months
HOW
BUDGET$25k–75k
HOW
$50k for new site
50 p = $5M Annual Revenue
Lifespan 5 yrs. = $25M Revenue 1:500
5 yrs. = 50 projects
1 project = $100k average 1:2
ROI
Ways To Measure• RFPs / Short Lists / Win Rate• Conversions• New Hires• Analytics
HOW
Zen and the Art of
Website Maintenance.
C
back to the beachCONCLUSION
@DavidLecours @JoshMiles
C
RESOURCEShttp://www.lecoursdesign.com/wave2014/
http://www.milesdesign.com/surf
@DavidLecours @JoshMiles
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