DON’T SELL WEBSITES · The website is the central headquarters in this matrix so, in essence, its...

DON’T SELL WEBSITES

SELL A VISION

SELLING A VISION

A website by itself is

a commodity.

I can get a website from

company A or B and they are

probably going to be relatively

similar if they are about the

same quality company for the

same price.

SELLING A VISION

When Apple sold the original

iPod, they weren’t selling an

MP3 player (those were

already on the market), they

were selling 5,000 songs in

your pocket.

A simple shift in value

statements can change

the game.

SELLING A VISION

This is where price pressure

comes from: the

commoditization of websites.

In order to leave the world of

commodities, we have to sell

something bigger than a

website.

SELLING A VISION

The Online Business

Ecosystem is a diverse set of

online strategies and tactics

that help drive business.

The website is the central

headquarters in this matrix so,

in essence, its the most

important asset to invest in.

MY PROCESS

INVEST TIMEOVER TIME

Step One

I Stopped selling like everyone

else a long time ago:

A prospective customer calls or emails, set up a

call, learn about what they want, and provide an

estimate for exactly that.

The potential customer will either: a) Haggle over

price or b) Drop off the radar.

This happens because there is no

relationship in this model.

Building relationshipsI Don’t build relationships by talking about my kids. I

build relationships by increasing the number of

interactions I have before asking someone for

money.

Nurture growth

Organize gathered

information

Discovery phase

Becoming Ferdinand MagellanDiscovery (with a capital “D”)

The multi-meeting discovery phase.

Instead of investing two hours up front to satisfy a curious notion by a non-buyer, I spend a limited amount of

time with a prospective customer up front.

I then move to a scheduled qualification meeting a few days out.

This phase is just as important as discovery, but not always done well in

the professional sales world.

Provide solutions

Bringing vision to life

Time to present A Unique Value PropositionFor me, this is a promise of valued to be

delivered. It is the reason existing customers will continue to work with us and

potential customers will choose to.

Creative planning

Working with our team to approach our clients needs from unique perspectives.

Using innovation to design websites, web applications, and products that merge the digital and physical world

The proposal

This sales process takes the vision of an online business ecosystem and allows it to sink into the prospective customer. They now knew they didn’t need a website, which is was one of the reasons for spreading out the interactions.

I give a prospect time to get to know that I show up on time, have an agenda, and am more curious to learn about their business with each meeting.

By not selling right away, I build trust.

The proof is in the pudding

THE DISCOVERY

BECOMING FERDINAND

FREAKIN MAGELLAN

Discovery (with a capital “D “)

A customer’s business, although it might be in a familiar industry, is uncharted territory.

No one really knows everything about a business (including the owner).

IMPRESSION SIMPLICITY TRUST BRAND

BECOMING FERDINAND

FREAKIN MAGELLAN


Stop Over-Reacting!

“What would you like us to do?”

Meetings dedicated to walking through a client’s needs changes the game.


BECOMING FERDINAND

FREAKIN MAGELLAN


By going into a customer relationship with the simple goal of helping the prospective client learn about what is going on in their Online Business, I can deliver value in a way

that they probably haven’t seen before.


BECOMING FERDINAND

FREAKIN MAGELLAN


Discovery inherently moves the conversation far away from the technological details. It removes our desire to explain what responsive design is, or how cool the CMS widget is that I have

fallen in love with. Although those topics might come out naturally, we lose the need to present them. They become part of the greater conversation of how a certain problem will be solved.


THE CORE

AT THE COREOrganizations come to us to innovate and grow by building outstanding websites, web applications,

and products that merge the digital and physical world.

INNOVATIONThrough our work in technology and social ventures we’re making the world a better place.

We believe that technology is the key to solving complex problems in our own communities and globally. We are excited to collaborate with clients and find innovative solutions to the challenges they face.

GROWTHDrive business growth through the optimization of our three core offerings:

Innovation consulting

Web and app development

Front-end development for start-ups.

MERGING

WORLDSWorking with people who have passion and translating that passion for the world to see. There is no better opportunity than working with clients who love what they do and are making a difference through their vision.

WEBSITEDASHBOARD

19

CONTENT AUDITS

We help our clients gain an in-depth understanding of their content; substance, quality, and accuracy; by working hand-in-hand with stakeholders

CURATED SITE SEARCH

Norex’s site architects build custom searches that rank search results according to popularity over time. We help make vital information easily accessible through designing simple, intelligent, and usable search engines.

CLEAN DESIGN

We help companies create and evolve websites in order to achieve the look and feel that forge long-term competitive advantages in the marketplace.

RESPONSIVE DEVELOPMENT

Norex helps companies transition to

mobile and succeed in the space.

MULTILINGUAL CONTENT

For companies integrating multilingual into their website, Norex helps with strategy and implementation of all languages and content.

EASY TO USE CMS

Secure, easy-to-use content management systems are essential for all businesses. Norex builds on globally supported content management systems designed for Marketing Managers so they can maintain up-to-date information, news, and events.

SOCIAL MEDIA INTEGRATION

Norex helps companies build ongoing, continuous relationships with consumers through effective use of social media platforms and by giving Marketing Managers the right tools for engagement and advocacy.

SEO

Norex provides paid and natural search marketing services. We approach search optimization from several perspectives.

Bringing Vision To Life

THE LEAD

PREDICTIVE DISCOVERY

WEBSITEDASHBOARD

22

Stewart McKelveyPredictive Discovery Model

WEBSITEDASHBOARD

23


“Stewart McKelvey is an

innovative, client-driven law

firm committed to providing

the highest quality of ethical

legal services, earning clients'

trust and meeting and striving

to exceed their needs.”

WEBSITEDASHBOARD

24


“The firm invests in its people, technology and its business to ensure the continued delivery of quality service that clients have come to expect from the firm”.

WEBSITEDASHBOARD

25


Understanding your business and objectives

Providing value through creative and timely service

Maintaining effective communication

At Stewart McKelvey, Service First means outperforming your expectations by:

www.envato.com

Innovative Leadership

20 largest in Canada

Client Driven

www.stewartmckelvey.com

FIRM PROFILE

25 YEARS OF INNOVATIVE LEADERSHIP

Stewart McKelvey proudly celebrates over 25 years of innovative leadership as Atlantic Canada’s first

and largest regional law firm. With a distinguished heritage reaching back to Canada’s confederation,

our law firm has established an international reputation for generating results. Since becoming the

first regional law firm over 25 years ago, Stewart McKelvey has grown to become one of the 20 largest

law firms in Canada.

The more than 200 lawyers and 300 staff in our six locations have a single objective: “THE BEST

RESULTS FOR OUR CLIENTS”

www.envato.com



Client Driven


FIRM PROFILE

25 YEARS OF INNOVATIVE LEADERSHIP

We are a client-driven organization which takes a long term view of our relationships with clients and

others with whom we deal. Independence, individual initiative and a businesslike approach are

encouraged in a collegial team environment. We are committed to excellence in the practice of law

and to earning our clients’ trust and meeting their needs.

www.envato.com



Client Driven


OUR VISION

Continue to be the pre-eminent law firm in Atlantic Canada in meeting the needs and

earning the trust of our clients, our lawyers, our staff, and the legal profession.

www.envato.com



Client Driven


VALUE STATEMENT

We are a client-driven organization which takes a long term view

of our relationships with clients and others with whom we deal.

Independence, individual initiative and a business-like approach

are encouraged in a collegial team environment. We are

committed to excellence in the practice of law and to earning our

clients' trust and meeting their needs. We wish to conduct our

practice in a manner which is economically efficient to our clients

and highly rewarding, financially and otherwise, to our partners

and to our associate lawyers.

www.envato.com



Client Driven


OUR DEALINGS WITH EACH OTHER

We are supportive of our partners and associates in all of our

offices. We recognize that our firm as a whole will grow and

prosper if we support one another. We treat each other, our staff

and others with whom we deal, with respect, courtesy and

openness. Differences in the degree of financial contribution

made by each of us is only intended to be reflected in the

compensation which we receive. We value and reward initiative

and hard work, recognizing that our firm must be able to

accommodate individuals with varying aspirations and

expectations. We strive to be team players. Each of us recognizes

our individual duty to conduct and manage our practice in a

manner which is in the best interests of the firm.

www.envato.com



Client Driven


SERVICE FIRST

Clients expect and have the right to receive full value for the fee charged. We have earned a

reputation for providing value to business, the public sector and individuals. Service First

defines the standards of client service at Stewart McKelvey. Our lawyers and staff hold

themselves accountable to deliver the following standards of service to each of our clients:

OUTPERFORMING YOUR EXPECTATIONS

At Stewart McKelvey, Service First means outperforming your expectations by:

Understanding your business and objectives



WEBSITEDASHBOARD

32

Stewart McKelvey’s Core Values

INNOVATIVE LEADERSHIP

SERVICE FIRST

EXCELLENCE

INNOVATIVE

LEADERSHIPWe are an award-winning national law firm looking for a technology facelift while maintaining our brand and message.

Bringing life with a fresh and engaging approach to the subject matter.

We’re looking to improve the design and visibility of our site as well as expanding and enhancing the content.

The website is managed by a non-technical marketing team; managing the website and adding news and events should be efficient and easy."

SERVICE FIRST Our new site will be used to reach more communities and create two-way dialogue between our prospective and current clients. We want social media integration to drive the conversation by allowing users to ask questions and provide unsolicited feedback.“

EXCELLENCE We are committed to excellence in the practice of law and to earning our clients' trust and meeting their needs. We wish to conduct our practice in a manner which is economically efficient to our clients and highly rewarding, financially and otherwise, to our partners and to our associate lawyers.

Understanding a client’s business and objectivesProviding value through creative and timely serviceMaintaining effective communication

Outstanding websites, web applications, and products that merge the digital and physical world.

Bring Stewart McKelvey’s Vision to Life

SAMPLE SOLUTIONS

THE BRAND

WEBSITEDASHBOARD

36

WEBSITEDASHBOARD

37

STRENGTHEN

ONLINE BRANDMirroring the beautiful Stewart

McKelvey law offices; a modern, professional, and clean design

Outstanding websites, web applications, and products that merge the digital and physical

world.

WEBSITEDASHBOARD

38

STRENGTHEN

ONLINE BRANDWe help companies create and

evolve websites in order to achieve the look and feel that forge long-

term competitive advantages in the marketplace.

The pre-eminent law firm in Atlantic Canada in meeting the needs and earning the trust of

our clients, our lawyers, our staff, and the legal profession.

WEBSITEDASHBOARD

39

Great Design Is Not The End Game

For a law firm first impression is critical. Visitors often have been involved in a traumatic experience, serious personal/family issues, or need representation for a number of other reasons and want to simply and clearly understand who you are and how you can help them.

WEBSITEDASHBOARD

40


A firms website should quickly and concisely introduce their practice and allow quick and easy contact to be made. It should also present the firm or lawyer's, practice areas, case results, profiles, expertise but most of all –how to contact or schedule a consultation. These are the elements of a solid content structure

WEBSITEDASHBOARD

41


Your website should quickly and concisely introduce your practice and allow quick and easy contact to be made. It should also present the firm or lawyer's, practice areas, case results, profiles, expertise but most of all – how to contact or schedule a consultation. These are the elements of a solid content structure.

WEBSITEDASHBOARD

42


The website needs to present complex associations of related content simply to make each page easily navigable for the user. Reaching any piece of information in three clicks or less is important for desktop and mobile site users.

WEBSITEDASHBOARD

43


Curated Site Search

Drill Down Navigation

Responsive Development

Social Integration

SERVICE FIRST

At Stewart McKelvey, Service First means outperforming your expectations.

SERVICE FIRST

Stewart McKelvey has 200 attorneys at 6 different locations. They offer services in 26 legal specializations across 14 industries. Each subset of the firm has to be explained and interconnected with various News, Events, Blogs and Case Studies.

Delivering a user‐friendly site that can deliver large amounts of constantly changing information to our key audiences.

SERVICE FIRST

Easy Points of Entry


The Right Content at the Right Time

See where you’re going before you click


SERVICE FIRST

Easy Points of Entry

Team filter prompts users to find attorneys based on requirements like location, service type and language. By targeting these kinds of user non-negotiables, site content can be focused on the needs of a specific user right off the bat.



SERVICE FIRST


We ensured that any user group could find what they needed within 3 clicks. A pull-out menu on the right-hand side of the website organizes content into three tiers of navigation, starting with a general sitemap and displaying more detailed submenus as the user drills in on what they’re after. By hiding complex content until the moment it is required, neither user group has to filter through content that is intended for a different audience. Users can easily grasp the structure of the site and locate desired information.


SERVICE FIRST

The Right Content at the Right Time

We used interconnected content to provide users with relevant resources based on their current location on the site. News, Blog Posts and Resources can all be linked to relevant Services and lawyer profile pages. When users visit an individual Service or Lawyer page, related published content is displayed in subsections. This approach allows BoyneClarke to provide each user with a highly focused subset of content at any given time. Users from both Retail and Corporate sectors are able to intuitively navigate this content and ultimately, find more than they came for.


SERVICE FIRST

See where you’re going before you click

We used the main menu to give users ‘snapshot’ of the website as a whole. By outlining what resources and tools are available, users are shown the different ways they can use the site and the most efficient pathways through it. This allows users to quickly and easily find what they are looking for, as well as giving greater visibility to content that might otherwise have been missed.

1

23

4

5

10

2050

1001

23

4

5

10

2050

100

Mbps Mbps

20

40

60

80

100

120

250

500

1000

1 2 3 4 5 6

RESPONSIVE HANDLING

Mbps

WEBSITEDASHBOARD

52

Your website should quickly and concisely introduce your practice and allow quick and easy contact to be made via all devices.

It should also present the firm or lawyer's, practice areas, case results, profiles, expertise but most of all – how to contact or schedule a consultation. These are the elements of a solid content structure…

But how do you create the best experience for all users?

SERVICE FIRST

WEBSITEDASHBOARD

53

Responsive DevelopmentThe business world is increasingly surrounded by mobile devices and mobile is now at the center of web strategy. We've designed and developed mobile and responsive websites for companies across the globe.

DESKTOP VERSION

TABLET VERSION

PHONE VERSION

WEBSITEDASHBOARD

54


Why is this

important? Because

your website is a

marketing tool and it’s

crucial to optimize it.

By providing a quality

user experience on all

devices, you’re on the

right track to keep

your visitors satisfied

and coming back for

more, an over-arching

SEO and marketing

objective.

WEBSITEDASHBOARD

55

Service FirstA User-Friendly Experience

100

10

0

20

30

40

50

60

70

80

90

100

User-Friendly Rating

The new site will be used to reach more communities and create two-way dialogue between our prospective and current clients. We want social media integration to drive the conversation by allowing users to ask questions and provide unsolicited feedback.

INNOVATIVE LEADERSHIP

WEBSITEDASHBOARD

57

INNOVATIVE LEADRESHIP

We want social media integration to drive the conversation by allowing users to ask questions and provide unsolicited feedback.


WEBSITEDASHBOARD

58

INNOVATIVE LEADERSHIPInnovative Social Media Integration

‘Smart’ Linkedin integration, offering users quick access to see their contacts from the your offices

LinkedIn Connections

Hashpipe

pulls in and displays images based on Instagram and Twitter hashtags. Search, create, or randomize pipes by using the magical buttons. Hashpipe will keep track of any new images with the given tag and periodically update.

HIGHLIGHTS

WEBSITEDASHBOARD

60

Feature List

Norex helps companies transition to mobile and succeed in the space.


Mirroring the beautiful Stewart McKelvey law offices; a modern, professional, and clean design

Clean Design

And more recently with desktop publishing.

Social Media Integration

Norex provides paid and natural search marketing services. We approach search optimization from several perspectives.

SEO

Curated Site Search

Easy-to-use content management systems are essential for all businesses. Designed for Marketing Managers so they can maintain up-to-date information, news, and events.

Easy to use CMS

Easy Points of EntryDrill Down NavigationRight Content at Right TimeSee Where You’re Going Before You Click

THANK YOU

DON’T SELL WEBSITES · The website is the central headquarters in this matrix so, in essence, its...

Documents

Transcript of DON’T SELL WEBSITES · The website is the central headquarters in this matrix so, in essence, its...