What The New Wave of Websites Means for AEC Marketers

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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

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What The New Wave of Websites Means for AEC Marketers

  1. 1. Pro Surfing Tips What the New Wave of Websites Means for AEC Marketers @davidlecours | @joshmiles | #smpsprc 1
  2. 2. @DavidLecours i @JoshMiles INTRO paddle before takeoff
  3. 3. Surf Instructors
  4. 4. @DavidLecours i @JoshMiles David Lecours
  5. 5. @DavidLecours i @JoshMiles Josh Miles
  6. 6. @DavidLecours i @JoshMiles AGENDA today’s surf session http://www.lecoursdesign.com/wave2014 http://www.milesdesign.com/surf
  7. 7. 1 WHY Why this session? Why have a website?
  8. 8. WHY Why This Session?
  9. 9. WHY Why Have an AEC Firm Website?
  10. 10. WHY What Should Your Site Do?
  11. 11. WHY ATTRACT DEMONSTRATE CONNECT CONVERT
  12. 12. WHY ATTRACT D S
  13. 13. ATTRACT Well Positioned Firms Attract
  14. 14. ATTRACT An Opportunity to Attract the Unaware
  15. 15. WHY DEMONSTRATE CO
  16. 16. DEMONSTRATE Share Your Expertise
  17. 17. DEMONSTRATE Start With Writing • Blog Posts   • White Papers • Newsletters • Project Case Studies • Positions You Before RFP
  18. 18. DEMONSTRATE Then Graduate to • Webinars   • Speaking • Videos • Podcasts • Infographics • Custom Research
  19. 19. E WHY CONNECT CO
  20. 20. CONNECT This is a Relationship Business
  21. 21. CONNECT Emotional Connection
  22. 22. WHY CONVERT
  23. 23. CONVERT No, Not E-commerce
  24. 24. CONVERT Long Sales Cycle
  25. 25. CONVERT Clear CTA: Call To Action
  26. 26. WHY Convenience for Sharing
  27. 27. WHY Wipeout!
  28. 28. 2 WHAT What is the new wave of AEC websites?
  29. 29. WHAT The New Wave • Content Management Systems   • Responsive Design • Simplified Navigation • Parallax Scrolling
  30. 30. WHAT Content Management Systems
  31. 31. WHAT Responsive Design
  32. 32. WHAT Mobile First?
  33. 33. WHAT
  34. 34. WHAT Responsive Res pon sive R e s
  35. 35. WHAT m.yourfirm.com Responsive yourfirm.com Res pon sive R e s t.yourfirm.com
  36. 36. WHAT Responsive Res pon sive yourfirm.com R e s
  37. 37. WHAT
  38. 38. WHAT
  39. 39. WHAT Simplified Navigation
  40. 40. WHAT
  41. 41. WHAT
  42. 42. WHAT
  43. 43. WHAT
  44. 44. WHAT Going Vert (Scrolling)
  45. 45. WHAT Parallax Scrolling
  46. 46. WHAT The New Wave • Graphic Design Trends   • CTA & Lead Generation • Marketing Automation • Cross-channel Marketing
  47. 47. What’s hot?
  48. 48. WHAT Flat Design
  49. 49. WHAT Marketing Automation
  50. 50. WHAT
  51. 51. WHAT
  52. 52. WHAT Cross-channel marketing mobile • email • web • social
  53. 53. Avoid Web-slinging
  54. 54. WHAT Content is the New SEO relevant • shared • social
  55. 55. The Digital Ecosystem
  56. 56. 3 HOW How to develop your next website
  57. 57. HOW Ding Repair -or– New Board?
  58. 58. 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
  59. 59. HOW Ding Repair (Fix Site) • Weak photography   • Long copy • Marketing Automation • Cross-channel Marketing • “We” centered • No CTA • Inconsistent Branding
  60. 60. HOW Lifecycle
  61. 61. HOW Sell It In
  62. 62. HOW Assembling Your Surf Team
  63. 63. 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
  64. 64. HOW UMCI.com
  65. 65. HOW Real people:
  66. 66. HOW Leading The Content Charge
  67. 67. HOW Process
  68. 68. HOW PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH
  69. 69. PLANNING PROT
  70. 70. PLAN Brand Assets Review Offline Marketing Review Online Marketing Review Strategic Brief
  71. 71. 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
  72. 72. PLANNING PROT
  73. 73. PLANNING PROTOTYPING DESIGN
  74. 74. 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
  75. 75. 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
  76. 76. 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
  77. 77. PLANNING PROTOTYPING DESIGN
  78. 78. OTYPING DESIGN EXPOLRATION DES
  79. 79. ATION DESIGN REFINEMENT CODING TRAININ
  80. 80. PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH
  81. 81. REFINEMENT CODING TRAINING ION
  82. 82. EFINEMENT HOW CODING TRAINING N & LAUNCH
  83. 83. DESIGN REF CONTENT POPULATION TESTING &
  84. 84. 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
  85. 85. CODING TRAINING POPULATION TESTING & LAUNCH
  86. 86. HOW Results
  87. 87. HOW ANALYTICS Site Launch Feb. 1, 2013 Feb., March, April 2013 vs. Feb., March, April 2012
  88. 88. HOW ANALYTICS Visit Duration: ⇧ 300% Avg. 3min. 8sec. Pages Per Visit: ⇧ 240% Bounce Rate: ➡ 21%
  89. 89. HOW ANALYTICS Site Visits: ⇧ 242% Uniques: ⇧ 197% Total Page Views: ⇧ 590%
  90. 90. HOW LONG? PLANNING PROTOTYPING DESIGN EXPOLRATION DESIGN REFINEMENT CODING TRAINING CONTENT POPULATION TESTING & LAUNCH 4-8 months
  91. 91. HOW BUDGET $25k–75k
  92. 92. 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
  93. 93. HOW Ways To Measure • RFPs / Short Lists / Win Rate • Conversions • New Hires • Analytics
  94. 94. Zen and the Art of Website Maintenance.
  95. 95. @DavidLecours C @JoshMiles CONCLUSION back to the beach
  96. 96. @DavidLecours C @JoshMiles RESOURCES http://www.lecoursdesign.com/wave2014/ http://www.milesdesign.com/surf

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