Game Show: Beyond the A/E/C Website
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Transcript of Game Show: Beyond the A/E/C Website
Game Show: Beyond the A/E/C Website
@DavidLecours | @JoshMiles
Game Show: Beyond the
A/E/C Website
@davidlecours | @joshmiles
L E C OU R S D E S I G N
WHY?Why this session?
Why have a website?
@davidlecours | @joshmiles
WHY THIS SESSION?
HOW
@davidlecours | @joshmiles
WHY
WHY HAVE AN A/E/C FIRM
WEBSITE?
CONVERTCONNECTATTRACTDEMON-STRATE
WHY
ATTRACTDEMON-STRATE
WHY
@davidlecours | @joshmiles
ATTRACTWELL POSITIONED
FIRMS ATTRACT
@davidlecours | @joshmiles
AN OPPORTUNITY TO ATTRACT
THE UNAWARE
ATTRACT
CONNECTATTRACTDEMON-STRATE
WHY
@davidlecours | @joshmiles
DEMONSTRATE
SHARE YOUR EXPERTISE
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
L O R E M I P S U M
@davidlecours | @joshmiles
THEN GRADUATE TO: SPEAKING WEBINARS
VIDEOS PODCASTS
INFOGRAPHICS CUSTOM RESEARCH
CONVERTCONNECTDEMON-STRATE
WHY
@davidlecours | @joshmiles
THIS IS A RELATIONSHIP
BUSINESS
CONNECT
@davidlecours | @joshmiles
CONNECT
EMOTIONAL CONNECTION
CONVERT
CONNECT
@davidlecours | @joshmiles
CONVERT
NO, NOT E-COMMERCE
@davidlecours | @joshmiles
LONG SALES CYCLE
CONVERT
@davidlecours | @joshmiles
CLEAR CTA: CALL TO ACTION
CONVERT
@davidlecours | @joshmiles
@davidlecours | @joshmiles
CONVENIENCE FOR SHARING
WHY
@davidlecours | @joshmiles
WHY
WHY USE PERSONAS?
WHY
My Role/Story: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
I’m looking for: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
My Questions: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________________________name
PERSONA WORKSHEET:
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?
L O R E M I P S U M
@davidlecours | @joshmiles
COMMENTS?Q&A
WHATWhat is Going Beyond
Current Websites?
HOW
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
@davidlecours | @joshmiles
CONTENT MANAGEMENT
SYSTEMS
WHAT
@davidlecours | @joshmiles
RESPONSIVE DESIGN
WHAT
@davidlecours | @joshmiles
MOBILE FIRST?
WHAT
WHAT
@davidlecours | @joshmiles
Res
Responsive
Responsive
WHAT
@davidlecours | @joshmiles
Res
Responsive
Responsive
yourfirm.com t.yourfirm.com
m.yourfirm.com
WHAT
@davidlecours | @joshmiles
Res
Responsive
Responsive
yourfirm.com
WHAT
@davidlecours | @joshmiles
WHAT
@davidlecours | @joshmiles
WHAT
@davidlecours | @joshmiles
SIMPLIFIED NAVIGATION
WHAT
@davidlecours | @joshmiles
WHAT
@davidlecours | @joshmiles
WHAT
@davidlecours | @joshmiles
WHAT
@davidlecours | @joshmiles
WHAT
@davidlecours | @joshmiles
GOING VERT (SCROLLING)
WHAT
@davidlecours | @joshmiles
PARALLAX SCROLLING
WHAT
@davidlecours | @joshmiles
VIDEOWHAT
L O R E M I P S U M
@davidlecours | @joshmiles
THE NEW WAVEGRAPHIC DESIGN TRENDS CTA & LEAD GENERATION MARKETING AUTOMATION
CROSS-CHANNEL MARKETING
WHAT
HOW
WHAT’S HOT?
L O R E M I P S U M
@davidlecours | @joshmiles
REAL PEOPLE:
L O R E M I P S U M
@davidlecours | @joshmiles
FLAT DESIGN
WHAT
@davidlecours | @joshmiles
MARKETINGAUTOMATION
WHAT
WHAT
WHAT
@davidlecours | @joshmiles
CROSS-CHANNEL MARKETING
WHAT
Integrating social media
@davidlecours | @joshmiles
Avoid Web-slinging
@davidlecours | @joshmiles
The Digital Ecosystem
L O R E M I P S U M
@davidlecours | @joshmiles
HOW DOES YOUR SITE RANK VS. NEW TRENDS?
SCORECARD2
©2014 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // [email protected]
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 _________________
100-80: Hanging Ten! 79-60: Time for some repairs. 59-40: Dude, you need a new board! 39-0: Wipeout!
Scorecard: How does your site rank vs. new trends?
L O R E M I P S U M
@davidlecours | @joshmiles
COMMENTS?
Q&AWHAT
HOWHow To Develop
Your Next Website
HOW
@davidlecours | @joshmiles
@davidlecours | @joshmiles
DING REPAIR -OR–
NEW BOARD?Body Level One Body Level Two
Body Level Three Body Level Four Body Level Five
HOW
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
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
INCONSISTENT BRANDING
HOW
@davidlecours | @joshmiles
LIFECYCLE
@davidlecours | @joshmiles
SELL IT IN
@davidlecours | @joshmiles
ASSEMBLING YOUR
LIFELINES
HOW
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
HOW
L O R E M I P S U M
@davidlecours | @joshmiles
HOW
KEY SECTIONS
HOW
@davidlecours | @joshmiles
HOMEHOW
Rethinking the“most important page”
on your website.
L O R E M I P S U M
@davidlecours | @joshmiles
HOMEUSER 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?
L O R E M I P S U M
@davidlecours | @joshmiles
HOME SHOULD CONTAINWHAT WE DO (POSITIONING)
WHAT WE’VE DONE, WHO FOR WHAT OUR CLIENTS SAY
WHAT WE SAY (EXPERT CONTENT)
ABOUT WORK CAREERS NEWS LOCATIONS
WHAT WE’RE UP TO
Presbyterian RUST Medical CenterRio Rancho, NM
See Project →
Camp LejeuneEnergy Initiative
Camp Lejeune, NC
See Project →
Sony ElectronicsCorporate 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.
WHAT WE’RE UP TO
READ MORE →
Los Angeles 5650 West Centinela Los Angeles, CA 90045 Tel (310) 337-1377More →
San Diego 650 Opper StreetEscondido, CA 92029 Tel (760) 746-1003More →
Las Vegas 4685 Berg Street N. Las Vegas, NV 89081Tel (702) 221-2120More →
Raleigh1544 Mechanical Blvd. Garner, Nc 27529Tel (919) 806-5050More →
Austin4509 Freidrich Lane, Suite 105 Austin, TX 78744 Tel (512) 447-3800More →
Ventura5142 Clareton Dr., Suite 140 Agoura Hills, CA 91301 Tel (818) 991-8600More →
Orange County1935 Deere Ave.. Irvine, CA 92606Tel (949) 250-7005More →
Portland13650 Ne Whitaker WayPortland, OR 97230Tel (503) 255-1818More →
Denver8100 South Park Way, C-100 Littleton, CO 80120Tel (303) 450-2500More →
Orlando404 Sunport Lane #550 Orlando, FL 32809 Tel (407) 859-8994More →
Phoenix60 E. Rio Salado Pkwy, Suite 900Tempe, AZ 85281 Tel (480) 968-4200More →
Sacramento11333 Sunrise Park DriveRancho Cordova, CA 95742 Tel (916) 636-1880More →
Stay InformedKeep up with Berg as we share what we learn.
The Tel Data Room of the FutureThis 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 OfficeMore →
Phil Mullane Promoted toChief Marketing OfficerMore →
First Hospital on the MoonProject Contract Won byRob MorenoMore →
LOCATIONS
HOW
@davidlecours | @joshmiles
PEOPLEDo you have the team?
@davidlecours | @joshmiles
HOW“I don’t want to make
it easy for our competitors to steal
our best people.”
@davidlecours | @joshmiles
PROJECTSShow me the goods.
@davidlecours | @joshmiles
BLOGContent empowered.
©2013 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // [email protected]
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
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
4-8 months
HOW LONG?
@davidlecours | @joshmiles
BUDGETHOW
HOW
$30k-75k
@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:
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
@davidlecours | @joshmiles
Zen and the Art of Website
Maintenance.
L O R E M I P S U M
@davidlecours | @joshmiles
COMMENTS?
Q&A
@davidlecours | @joshmiles
CONCLUSION
@DAVIDLECOURS @JOSHMILES
HOW
HOW
@davidlecours | @joshmiles
RESOURCESwww.lecoursdesign.com/gameshow
www.milesdesign.com/gameshow