Game Show: Beyond the A/E/C Website
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Deck from David Lecours and Josh Miles' session at SMPS Build Business 2015. Since Los Angeles is the epicenter of Game Shows, your polyester-clad hosts David Lecours and Josh Miles will quiz and answer the latest trends in A/E/C firm websites, and what they mean for digital marketing for professional services firms. A few years ago, firms could get by with brochure-style websites. Today the prizes are bigger, and the competition is tougher. The modern website should be a business development tool that helps your firm generate leads while standing out from your competition.
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Game Show: Beyond the A/E/C Website
- 1. Game Show: Beyond the A/E/C Website @DavidLecours | @JoshMiles
- 3. Game Show: Beyond the A/E/C Website @davidlecours | @joshmiles L E C OU R S D E S I G N
- 4. WHY? Why this session? Why have a website?
- 6. @davidlecours | @joshmiles WHY THIS SESSION?
- 7. HOW
- 8. @davidlecours | @joshmiles WHY WHY HAVE AN A/E/C FIRM WEBSITE?
- 10. ATTRACT D S WHY
- 12. @davidlecours | @joshmiles AN OPPORTUNITY TO ATTRACT THE UNAWARE ATTRACT
- 14. @davidlecours | @joshmiles DEMONSTRATE SHARE YOUR EXPERTISE
- 15. L O R E M I P S U M @davidlecours | @joshmiles START WITH WRITING: BLOG POSTS WHITE PAPERS NEWSLETTERS PROJECT CASE STUDIES POSITIONS YOU BEFORE THE RFP
- 16. L O R E M I P S U M @davidlecours | @joshmiles THEN GRADUATE TO: SPEAKING WEBINARS VIDEOS PODCASTS INFOGRAPHICS CUSTOM RESEARCH
- 18. @davidlecours | @joshmiles THIS IS A RELATIONSHIP BUSINESS CONNECT
- 20. CONVERT CONNECT
- 21. @davidlecours | @joshmiles CONVERT NO, NOT E-COMMERCE
- 22. @davidlecours | @joshmiles LONG SALES CYCLE CONVERT
- 23. @davidlecours | @joshmiles CLEAR CTA: CALL TO ACTION CONVERT
- 26. @davidlecours | @joshmiles CONVENIENCE FOR SHARING WHY
- 28. @davidlecours | @joshmiles WHY WHY USE PERSONAS?
- 29. WHY My Role/Story: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ I’m looking for: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ My Questions: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _________________________________________ name PERSONA WORKSHEET:
- 30. WHY My Role/Story: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ I’m looking for: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ My Questions: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _________________________________________ name OLIVER THE OWNER PERSONA WORKSHEET: CEO of a growing tech firm, needing to design a new corporate HQ. THE best team - high design, workplace environments— all to attract & retain top talent. How to optimize collaboration? What are the latest trends? What does research show? What to expect throughout the project process?
- 31. L O R E M I P S U M @davidlecours | @joshmiles COMMENTS? Q&A
- 32. WHAT What is Going Beyond Current Websites?
- 33. HOW
- 34. L O R E M I P S U M @davidlecours | @joshmiles GOING BEYOND CONTENT MANAGEMENT SYSTEMS RESPONSIVE DESIGN SIMPLIFIED NAVIGATION GOING VERT (SCROLLING) VIDEO WHAT
- 41. WHAT
- 43. @davidlecours | @joshmiles R e s Res pon sive Responsive yourfirm.com t.yourfirm.com m.yourfirm.com WHAT
- 52. @davidlecours | @joshmiles GOING VERT (SCROLLING) WHAT
- 67. L O R E M I P S U M @davidlecours | @joshmiles THE NEW WAVE GRAPHIC DESIGN TRENDS CTA & LEAD GENERATION MARKETING AUTOMATION CROSS-CHANNEL MARKETING WHAT
- 68. HOW
- 69. WHAT’S HOT?
- 70. L O R E M I P S U M @davidlecours | @joshmiles REAL PEOPLE:
- 71. L O R E M I P S U M @davidlecours | @joshmiles FLAT DESIGN WHAT
- 76. WHAT
- 77. WHAT
- 78. @davidlecours | @joshmiles CROSS-CHANNEL MARKETING WHAT Integrating social media
- 80. @davidlecours | @joshmiles The Digital Ecosystem
- 81. L O R E M I P S U M @davidlecours | @joshmiles HOW DOES YOUR SITE RANK VS. NEW TRENDS? SCORECARD 2
- 82. Rank where your site stands today from 1-10: 1. Positioning: Has your website clearly expressed what makes your firm unique? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 2. Content Management System (CMS): Can you easily make updates without IT? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 3. Responsive Design: Does your site scale elegantly across desktop, mobile and tablets? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 4. Video: Are you leveraging the power of video to tell your story on the web? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 5. Flat and other visual design trends: Does you site look fresh and current? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 6. Marketing Automation: Are you tracking and helping visitors get more on your site? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 7. Email Marketing: Are you gathering addresses & using your superpowers responsibly? ________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 8. SEO page architecture: Are you leveraging URL, Description, Title, H1 & H2 properly? _________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 9. Valuable Content: Are you helping your prospect with valuable, sharable content? _________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ 10. Page by page: Have you looked at each key page as an SEO and content opportunity? _________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ TOTAL _________________ Scorecard: How does your site rank vs. new trends?
- 83. L O R E M I P S U M @davidlecours | @joshmiles COMMENTS? Q&A WHAT
- 84. HOW How To Develop Your Next Website
- 85. HOW
- 87. @davidlecours | @joshmiles DING REPAIR -OR– NEW BOARD? Body Level One Body Level Two Body Level Three Body Level Four Body Level Five HOW
- 88. L O R E M I P S U M @davidlecours | @joshmiles NEW BOARD (SITE) 800 PX WIDE, STATIC UPPER LEFT NO CMS SITE IN FLASH NO RESPONSIVE DESIGN NO BLOG, CONTENT MARKETING 3 YEARS OLD OR GREATER HOW
- 89. L O R E M I P S U M @davidlecours | @joshmiles DING REPAIR (FIX SITE) WEAK PHOTOGRAPHY LONG COPY MARKETING AUTOMATION CROSS-CHANNEL MARKETING COPY IS “WE” CENTRIC NO CTAS HOW
- 91. @davidlecours | @joshmiles SELL IT IN
- 93. L O R E M I P S U M @davidlecours | @joshmiles ASSEMBLING YOUR TEAM: FIRM PRINCIPAL / C-SUITE STRATEGIST FOR PLANNING & PROTOTYPING DESIGNER FOR BRANDING & UI WRITER FOR VOICE, STORY, AND CONTENT PHOTOGRAPHER / VIDEOGRAPHER DEVELOPER / I.T. UPDATES & MAINTENANCE HOW
- 94. HOW
- 95. L O R E M I P S U M @davidlecours | @joshmiles HOW KEY SECTIONS
- 96. HOW
- 97. @davidlecours | @joshmiles HOME HOW Rethinking the “most important page” on your website.
- 98. L O R E M I P S U M @davidlecours | @joshmiles HOME USER DON’T ALL ENTER AT HOME WHAT IS THIS SITE? WHO IS THE COMPANY? WHAT DO THEY DO, AND WHO FOR? SHOULD I STAY OR GO?
- 99. L O R E M I P S U M @davidlecours | @joshmiles HOME SHOULD CONTAIN WHAT WE DO (POSITIONING) WHAT WE’VE DONE, WHO FOR WHAT OUR CLIENTS SAY WHAT WE SAY (EXPERT CONTENT)
- 103. ABOUT WORK CAREERS NEWS LOCATIONS Presbyterian RUST Medical Center Rio Rancho, NM See Project → Camp Lejeune Energy Initiative Camp Lejeune, NC See Project → Sony Electronics Corporate Headquarters San Diego, CA See Project → Lackland Ambulatory Care Center Phases 2 & 3 San Antonio, TX See Project → WE WORK WITH Expertise. Leadership. Vision. LEARN MORE Bergelectric’s depth of preconstruction knowledge guides the use of advanced technologies on the nation’s most challenging projects.
- 104. WHAT WE’RE UP TO READ MORE → Los Angeles 5650 West Centinela Los Angeles, CA 90045 Tel (310) 337-1377 More → San Diego 650 Opper Street Escondido, CA 92029 Tel (760) 746-1003 More → Las Vegas 4685 Berg Street N. Las Vegas, NV 89081 Tel (702) 221-2120 More → Raleigh 1544 Mechanical Blvd. Garner, Nc 27529 Tel (919) 806-5050 More → Austin 4509 Freidrich Lane, Suite 105 Austin, TX 78744 Tel (512) 447-3800 More → Ventura 5142 Clareton Dr., Suite 140 Agoura Hills, CA 91301 Tel (818) 991-8600 More → Orange County 1935 Deere Ave.. Irvine, CA 92606 Tel (949) 250-7005 More → Portland 13650 Ne Whitaker Way Portland, OR 97230 Tel (503) 255-1818 More → Denver 8100 South Park Way, C-100 Littleton, CO 80120 Tel (303) 450-2500 More → Orlando 404 Sunport Lane #550 Orlando, FL 32809 Tel (407) 859-8994 More → Phoenix 60 E. Rio Salado Pkwy, Suite 900 Tempe, AZ 85281 Tel (480) 968-4200 More → Sacramento 11333 Sunrise Park Drive Rancho Cordova, CA 95742 Tel (916) 636-1880 More → Stay Informed Keep up with Berg as we share what we learn. The Tel Data Room of the Future This is the first sentence or two of the news story. It might take up a couple of lines then the News section to read more. SUBSCRIBE Hello Big Apple. Bergelectric adds a New York City Office More → Phil Mullane Promoted to Chief Marketing Officer More → First Hospital on the Moon Project Contract Won by Rob Moreno More → LOCATIONS
- 107. HOW
- 108. @davidlecours | @joshmiles PEOPLE Do you have the team?
- 111. @davidlecours | @joshmiles HOW “I don’t want to make it easy for our competitors to steal our best people.”
- 115. @davidlecours | @joshmiles PROJECTS Show me the goods.
- 127. @davidlecours | @joshmiles BLOG Content empowered.
- 128. The most common questions I have answered over email are: (check your sent mail) ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ What prospective client questions does our website fail to answer? ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ Who are our subject matter experts? What areas of expertise are not fully covered on our website? ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ What things do we wan to be found for in search? Do you have content to support them? ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ ____________________________________________________________________________________________________ Website & Blog Content Idea Worksheet
- 129. PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH 4-8 months HOW LONG?
- 131. HOW $30k-75k
- 132. @davidlecours | @joshmiles $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 HOWROI:
- 133. L O R E M I P S U M @davidlecours | @joshmiles OTHER WAYS TO MEASURE RFPS / SHORT LISTS / WIN RATE CONVERSIONS NEW HIRES ANALYTICS
- 134. @davidlecours | @joshmiles Zen and the Art of Website Maintenance.
- 135. L O R E M I P S U M @davidlecours | @joshmiles COMMENTS? Q&A
- 136. @davidlecours | @joshmiles CONCLUSION @DAVIDLECOURS @JOSHMILES
- 137. HOW
- 138. HOW