What The New Wave of Websites Means for AEC Marketers

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Information about What The New Wave of Websites Means for AEC Marketers
Marketing

Published on February 19, 2014

Author: davidlecours

Source: slideshare.net

Description

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

Pro Surfing Tips What the New Wave of Websites Means for AEC Marketers @davidlecours | @joshmiles | #smpsprc 1

@DavidLecours i @JoshMiles INTRO paddle before takeoff

Surf Instructors

@DavidLecours i @JoshMiles David Lecours

@DavidLecours i @JoshMiles Josh Miles

@DavidLecours i @JoshMiles AGENDA today’s surf session http://www.lecoursdesign.com/wave2014 http://www.milesdesign.com/surf

1 WHY Why this session? Why have a website?

WHY Why This Session?

WHY Why Have an AEC Firm Website?

WHY What Should Your Site Do?

WHY ATTRACT DEMONSTRATE CONNECT CONVERT

WHY ATTRACT D S

ATTRACT Well Positioned Firms Attract

ATTRACT An Opportunity to Attract the Unaware

WHY DEMONSTRATE CO

DEMONSTRATE Share Your Expertise

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

E WHY CONNECT CO

CONNECT This is a Relationship Business

CONNECT Emotional Connection

WHY CONVERT

CONVERT No, Not E-commerce

CONVERT Long Sales Cycle

CONVERT Clear CTA: Call To Action

WHY Convenience for Sharing

WHY Wipeout!

2 WHAT What is the new wave of AEC websites?

WHAT The New Wave • Content Management Systems   • Responsive Design • Simplified Navigation • Parallax Scrolling

WHAT Content Management Systems

WHAT Responsive Design

WHAT Mobile First?

WHAT

WHAT Responsive Res pon sive R e s

WHAT m.yourfirm.com Responsive yourfirm.com Res pon sive R e s t.yourfirm.com

WHAT Responsive Res pon sive yourfirm.com R e s

WHAT

WHAT

WHAT Simplified Navigation

WHAT

WHAT

WHAT

WHAT

WHAT Going Vert (Scrolling)

WHAT Parallax Scrolling

WHAT The New Wave • Graphic Design Trends   • CTA & Lead Generation • Marketing Automation • Cross-channel Marketing

What’s hot?

WHAT Flat Design

WHAT Marketing Automation

WHAT

WHAT

WHAT Cross-channel marketing mobile • email • web • social

Avoid Web-slinging

WHAT Content is the New SEO relevant • shared • social

The Digital Ecosystem

3 HOW How to develop your next website

HOW Ding Repair -or– New Board?

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

HOW Lifecycle

HOW Sell It In

HOW Assembling Your Surf Team

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

HOW UMCI.com

HOW Real people:

HOW Leading The Content Charge

HOW Process

HOW PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH

PLANNING PROT

PLAN Brand Assets Review Offline Marketing Review Online Marketing Review Strategic Brief

RandallLamb.com | Site Map | 07.25.12 H O M E / G L O B A L N AV. LOGO (HOME) PROFILE Overview Services People PROFILE Aaron Parkington, PE, LEED AP INSIGHT CAREERS Bob Randall, PE, Founding Principal Chris Lloyd, PE Jackie Larkin Aaron Strauch, PE, LEED AP PORTFOLIO Bruce Kerstetter Gary Eastley, PE, LEED AP Kurt Kohler, PE, LEED AP Science & Tech. Gallery Commercial Gallery Philip Tapia, PE headshots, bio, email CONTACT Vertical Scroll: Reinvention Featured Project ©, site credit PORTFOLIO Healthcare Gallery Public Agency / Military Gallery Education Gallery Kaiser San Diego Medical Center Zion subscribe form to email list via VR RSS feed for blog blog feed Kaiser San Marcos Medical Office Building social media: linkedin share + SD 619.713.5700 | SF 415.512.9771 Rady Children’s Hospital Acute Care Ronald McDonald House, Rady Children’s no search no ftp or client site Scripps Green Medical Office Building Sharp Grossmont Hospital, Diagnostic Ctr. Sharp Grossmont Hospital, Emergency Each Project to have 1–4 photos, Most will have 3 photos INSIGHT RL Insight: Press Releases, New Hires, Job Promotions Current blog URL rlinsight.com will point to: randalllamb.com/insight On Current Blog: Delete About Us, Direct Mail > New Hires, RL Life CAREERS Sunset Magazine feel Weather pull? CONTACT SD + SF address, phone, email maps Linked-In Link contact person Olga only Hospitality Gallery Mission Critical Comm & Co

PLANNING PROT

PLANNING PROTOTYPING DESIGN

ABOUT EXPERTISE PEOPLE CAREERS News Contact Search Who We Are Headline Psomas 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, Transporation and Water markets across the Western United States. PROJECT & NEWS SLIDESHOW links to project & news item 700 px wide Content 1 Content 2 Unique Headline To Support Slide Above Our Whole Site Client Login | © Psomas 2013 | Privacy | Security | Disclosure Reports RSS Linked-In YouTube Share 800.500.1212

ABOUT EXPLERTISE By Market EXPERTISE PEOPLE CAREERS News Contact Search SITE DEVELOPMENT: CIVIC Energy Federal Site Development Civic Education Healthcare Office/Retail/ Industrial Recreation Residential Transporation Water Sub-Head: Psomas Unique Approach to Site Development: Civic Market Leader 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. Photo of John 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. John Smith, LEED AP Title 310.555.1212 Bio | email Select Civic Projects Awards Historic Fox Theatre Performing Arts Center Riverside, California Unique URL Historic Fox Theatre Performing Arts Center Riverside, California Historic Fox Theatre Performing Arts Center Riverside, California Historic Fox Theatre Performing Arts Center Riverside, California Historic Fox Theatre Performing Arts Center Riverside, California Historic Fox Theatre Performing Arts Center Riverside, California Award Number 1 Award Longer Name Number 2 Award Number Med. Name 3 View All Awards > Site Development: Civic News Headline News Item Number 1 Headline News Item That is Two Lines Will Be Number 2 Headline News Item Number 3 Subscribe To Our News First Name First Name Email All Civic Projects x All Psomas News Psomas Site Development News Submit

ABOUT EXPLERTISE By Market Energy Federal Site Development Civic Education Healthcare Office/Retail/ Industrial Recreation Residential Transporation Water EXPERTISE PEOPLE CAREERS News Contact Search SITE DEVELOPMENT: CIVIC 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. Market Leader Photo of John 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. John Smith, LEED AP Title 310.555.1212 Bio | email Historic Fox Theatre Performing Arts Center Riverside, California Back to Select Projects Gallery 1 Project Photo 785 px wide Show Project Description x

PLANNING PROTOTYPING DESIGN

OTYPING DESIGN EXPOLRATION DES

ATION DESIGN REFINEMENT CODING TRAININ

PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH

REFINEMENT CODING TRAINING ION

EFINEMENT HOW CODING TRAINING N & LAUNCH

DESIGN REF CONTENT POPULATION TESTING &

RandallLamb.com | Site Map | 07.25.12 H O M E / G L O B A L N AV. LOGO (HOME) PROFILE Overview Services People PROFILE Aaron Parkington, PE, LEED AP INSIGHT CAREERS Bob Randall, PE, Founding Principal Chris Lloyd, PE Jackie Larkin Aaron Strauch, PE, LEED AP PORTFOLIO Bruce Kerstetter Gary Eastley, PE, LEED AP Kurt Kohler, PE, LEED AP Science & Tech. Gallery Commercial Gallery Philip Tapia, PE headshots, bio, email CONTACT Vertical Scroll: Reinvention Featured Project ©, site credit PORTFOLIO Healthcare Gallery Public Agency / Military Gallery Education Gallery Kaiser San Diego Medical Center Zion subscribe form to email list via VR RSS feed for blog blog feed Kaiser San Marcos Medical Office Building social media: linkedin share + SD 619.713.5700 | SF 415.512.9771 Rady Children’s Hospital Acute Care Ronald McDonald House, Rady Children’s no search no ftp or client site Scripps Green Medical Office Building Sharp Grossmont Hospital, Diagnostic Ctr. Sharp Grossmont Hospital, Emergency Each Project to have 1–4 photos, Most will have 3 photos INSIGHT RL Insight: Press Releases, New Hires, Job Promotions Current blog URL rlinsight.com will point to: randalllamb.com/insight On Current Blog: Delete About Us, Direct Mail > New Hires, RL Life CAREERS Sunset Magazine feel Weather pull? CONTACT SD + SF address, phone, email maps Linked-In Link contact person Olga only Hospitality Gallery Mission Critical Comm & Co

CODING TRAINING POPULATION TESTING & LAUNCH

HOW Results

HOW ANALYTICS Site Launch Feb. 1, 2013 Feb., March, April 2013 vs. Feb., March, April 2012

HOW ANALYTICS Visit Duration: ⇧ 300% Avg. 3min. 8sec. Pages Per Visit: ⇧ 240% Bounce Rate: ➡ 21%

HOW ANALYTICS Site Visits: ⇧ 242% Uniques: ⇧ 197% Total Page Views: ⇧ 590%

HOW LONG? PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH 4-8 months

HOW BUDGET $25k–75k

HOW ROI $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

HOW Ways To Measure • RFPs / Short Lists / Win Rate • Conversions • New Hires • Analytics

Zen and the Art of Website Maintenance.

@DavidLecours C @JoshMiles CONCLUSION back to the beach

@DavidLecours C @JoshMiles RESOURCES http://www.lecoursdesign.com/wave2014/ http://www.milesdesign.com/surf

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