BDO is an international network of accounting, tax, and advisory firms with over 67,000 employees in 1,401 offices across 158 countries. TrueLime developed a unified web platform using Kentico CMS to create websites for BDO member firms. By April 2017, 83 BDO member firm websites launched using a single global template, providing consistency while allowing customization. The template provides features such as marketing automation, analytics tools, and API integration to present BDO as a global brand and help member firms attract clients.

1. The BDO network’s global web template
BDO is an international network of public accounting, tax and advisory firms which perform
professional services under the name of BDO. The fee income of the member firms in the
BDO network, including the members of their exclusive alliances, was $7.6 billion at 30
September 2016. These firms have representation in 158 territories, with over 67,000
people working out of 1,401 offices worldwide.
On behalf of the BDO global network, TrueLime has implemented a unified web site
platform, utilised by all BDO Member Firms. TrueLime is a Dutch software company with 50
highly educated and experienced employees. Since 1997, TrueLime has been an expert in
developing custom made web applications, web sites, customer portals and social internets.
This BDO project, named ‘Project Dynamo’ internally, was initiated in April 2015 and as of
today (20 Jan 2017), 83 BDO Member Firm web sites are live on the global template,
including the BDO global web site (www.bdo.global)
By end April 2017, all BDO web sites will have migrated to this platform

2. Key facts
• One universal template for all BDO Member Firms
• One global hosting environment: using Kentico CMS, hosted on Microsoft Azure in several
data centres worldwide
• Optimal content customisation: member firms can add local content, configure their own
online marketing features and construct microsites
• Marketing automation: member firms can use Kentico’s EMS to add personas and define
lead scoring for specific site actions or user contributions, facilitating the conversion of
unknown users to leads and eventually to clients
• Powerful analytics tools: built-in Kentico Analytics, integration with Google Analytics and
possibility to use customised analytics tools
• Competent API management: every site can interface with approved third party systems,
including CRM systems, e-mail marketing tools and job application sites

3. Structure and navigation
The BDO global web template promotes the aligned global BDO network
through one consistent look and feel, presenting information in the same
place, in the same way across all BDO sites
Visitors to multiple BDO sites experience a near identical ‘journey’. This
makes it easier for visitors to navigate BDO sites and reinforces BDO as a
truly global brand with a coherent digital strategy
The design and navigation structure of the template is controlled, but at
the same time allows BDO firms to showcase their personality: this is vital
in order to demonstrate their uniqueness in their local markets

4. BDO Global BDO Finland
BDO China BDO East Africa

5. BDO Argentina BDO Australia
BDO South Africa BDO United Kingdom

6. Visual design
The responsive BDO global web
template enables a consistent, high
quality experience through mobile
preview and device detection, whether
visitors use smart phone, tablet or
laptop

7. Highlighted features
The BDO global web template provides a state of the art long-scroll web site
for every BDO Member Firm:
- Easy & intuitive to navigate
- Establishes a natural hierarchy of value, without overwhelming or
disorienting users with choice
- Fits with current best practice in web design in terms of both balance and
simplicity
- A very compatible design format for mobile - which is where the world is
heading
- An enabler for more complex, content-heavy sites that need to showcase a
large amount of information
- Helps web pages achieve a better balance & reduces paralysis of choice

8. Highlighted features
Right-to-Left design
A separate right to left
template has been created
for firms in the Middle East
Its flexible layout design
satisfies the demands of
local language and culture
BDO Israel

9. Content
The BDO global web template allows editors to
bring text to life by enabling them to seamlessly
integrate multimedia functionality, including
videos, podcasts and imagery. This is particularly
striking in BDO’s library of engaging Insights
Podcasts
Videos
Insights

10. The BDO global web template is structured in a clear and logical way that
assists individual stakeholders in accessing the particular content they
seek
Existing clients
Content
Prospective clients in multiple
industry sectors Job seekers

11. Functionality: Technical
• Kentico’s Enterprise Marketing System (EMS)
• Marketing automation workflows
• Accessibility conforming with WCAG 2.0 AA
• Call BDO button in mobile view
• Social media integration
• Shared content library across multiple sites
• Worldwide authorisation: multiple editors around the globe
• Multi-faceted search
• Optimised for fast page loading and rendering
• Release modules for rollout of individual member firm sites
• Open graph metadata for social sharing
• Compliance with the latest security demands
• Ease of management

12. • Microsites
• Configurable online marketing features
• Personalisation and marketing automation
• Knowledge base (eg. Insights) enhanced through cross-site content
sharing
• Built-in smart search with Google-like functionality
• Centralised media library accessible by all content editors
• Downloadable contents (live links)
• Event management
• Blogs
• Notifications
Functionality: Business

13. Client-centric web sites through multiple channels
Intuitive search: smart
Google-like search on all
pages, backed up by an
advanced search for
Insights, News & Our people
Microsites: a dedicated
one stop shop where
visitors can see all
information relating to
one topic in a centralised
location
Contact us: a direct and
customisable
communication link
directly to all BDO
Member Firms
Functionality

14. Client-centric web sites through multiple channels (continued)
Gated downloads: request
visitor details before
downloading a BDO insight
Subscriptions: visitors can
subscribe to receive regular
insights from BDO on multiple
areas of the site
SEO optimised: the
web template
includes a range of
out of the box SEO
options that can be
automatically
implemented by
firms
Functionality

15. Innovation
• 158 web sites hosted in 3 Azure geo locations worldwide
• Integration to third-party systems using Azure API management
• Multiple Kentico development teams/partners working on the
global web template across the world
• Member firms worldwide sharing and re-using each other’s
content through the content delivery network
• Ability to add personas and define lead scoring for specific site
actions and convert unknown users to leads and eventually to
clients

16. Continuous support during the change process
The development, implementation and transition of all new BDO Member Firm web sites was a
large international change process and required consistent support on a global scale
As a result, joint forces consisting of both BDO and TrueLime personnel are responsible for
development, hosting, global ICT support and rollout, including:
• An extensive pre-launch analysis phase involving ten pilot BDO firms in different countries,
acting as user experience test teams
• The development of a custom-made CMS manual and instructive video for the BDO global web
template
• Customised training courses on the BDO global web template to supplement Kentico-provided
CMS online training
• The creation of a governance structure which defines centralised and decentralised
responsibilities for hosting, support and content input

17. Overall experience
• BDO web sites worldwide demonstrate a global presence and at the same
time maintain their local culture and feel
• Every BDO Member Firm can create their own content pages from the
suite of page type templates, confident that they will conform
automatically to brand guidelines and visual identity rules
• Visitors to BDO web sites have reacted positively to the professional look
and feel, informative content and user-friendly navigation system
• BDO firms report that migrating their sites to the BDO global web
template has generated an increase in average visitor session duration,
more returning visitors and a decrease in bounce rate

18. Visit BDO’s global network of web sites at
www.bdo.global
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