What The New Wave of Websites Means for AEC Marketers

transcript

Pro Surfing TipsWhat the New Wave of Websites

Means for AEC Marketers

@davidlecours | @joshmiles | #smpsprc

paddle before takeoff

INTRO@DavidLecours @JoshMiles

Surf Instructors

David Lecours

@DavidLecours @JoshMiles

JoshMiles

today’s surf sessionhttp://www.lecoursdesign.com/wave2014

http://www.milesdesign.com/surf

AGENDA@DavidLecours @JoshMiles

Why this session?Why have a website?

Why ThisSession?

Why Havean AEC Firm

Website?

What Should Your Site Do?

CONVERTCONNECTATTRACTDEMON-STRATE

ATTRACTDEMON-STRATE

Well Positioned Firms Attract

ATTRACT

An Opportunity to Attract the

Unaware

ATTRACT

CONNECTATTRACTDEMON-STRATE

Share YourExpertise

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

DEMONSTRATE

CONVERTCONNECTDEMON-STRATE

This is a Relationship

Business

CONNECT

EmotionalConnection

CONNECT

CONVERT

No, NotE-commerce

CONVERT

Long SalesCycle

CONVERT

Clear CTA: Call To Action

CONVERT

Conveniencefor Sharing

Wipeout!

What is the new waveof AEC websites?

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

ContentManagement

Systems

ResponsiveDesign

Mobile First?

Responsive

yourfirm.com t.yourfirm.com

m.yourfirm.com

Responsive

yourfirm.com

SimplifiedNavigation

Going Vert(Scrolling)

ParallaxScrolling

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

What’s hot?

Flat Design

MarketingAutomation

Cross-channelmarketing

mobile • email • web • social

AvoidWeb-slinging

Content is the New SEO

relevant • shared • social

The Digital Ecosystem

How to develop yournext website

Ding Repair-or–

New Board?

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

Ding Repair (Fix Site) • Weak photography • Long copy• Marketing Automation• Cross-channel Marketing• “We” centered• No CTA• Inconsistent Branding

Lifecycle

Sell It In

AssemblingYour Surf

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

UMCI.com

Real people:

LeadingThe Content

Charge

Process

PLANNINGPROTOTYPING

DESIGN EXPOLRATIONDESIGN REFINEMENT

CODINGTRAINING

CONTENT POPULATIONTESTING & LAUNCH

PLANNINGPROTOTYPING

CODINGTRAINING

PLANBrand Assets ReviewOffline Marketing ReviewOnline Marketing ReviewStrategic Brief

RandallLamb.com | Site Map | 07.25.12

Each Project to have 1–4 photos, Most will have 3 photos

SD + SF address, phone, emailmapsLinked-In Linkcontact person Olga only

headshots, bio, email

RL Insight: Press Releases, New Hires, Job Promotions

Sunset Magazine feelWeather pull?

Current blog URL rlinsight.com will point to: randalllamb.com/insightOn Current Blog: Delete About Us, Direct Mail > New Hires, RL Life

HealthcareGallery

LOGO (HOME)

PROFILE

PORTFOLIO

INSIGHT

CAREERS

CONTACT

Vertical Scroll: ReinventionFeatured Project©, site credit

subscribe form to email list via VR RSS feed for blogblog feed

social media: linkedinshare +SD 619.713.5700 | SF 415.512.9771

no searchno ftp or client site

H O M E / G L O B A L N AV.PROFILE ServicesOverview People

PORTFOLIO

CAREERS

CONTACT

Science & Tech.Gallery

INSIGHT

CommercialGallery

EducationGallery

HospitalityGallery

Public Agency /Military Gallery

Mission Critical Commissioning& Const. Services

Clean EnergySolutions

Kaiser San Marcos Medical Office Building

Kaiser San Diego Medical Center Zion

Rady Children’s Hospital Acute Care

Ronald McDonald House, Rady Children’s

Scripps Green Medical Office Building

Sharp Grossmont Hospital, Diagnostic Ctr.

Sharp Grossmont Hospital, Emergency

Aaron Parkington, PE, LEED AP

Aaron Strauch, PE, LEED AP

Bob Randall, PE, Founding Principal

Bruce Kerstetter

Chris Lloyd, PE

Gary Eastley, PE, LEED AP

Jackie Larkin

Kurt Kohler, PE, LEED AP

Philip Tapia, PE

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

ABOUT EXPERTISE PEOPLE CAREERS News Contact Search

Content 1

Content 2

PROJECT & NEWS SLIDESHOWlinks to project & news item

700 px wide

Who We Are HeadlinePsomas 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, Trans-poration and Water markets across the Western United States.

Unique Headline To Support Slide Above

Client Login | © Psomas 2013 | Privacy | Security | Disclosure Reports RSS Linked-In YouTube Share 800.500.1212 Our Whole Site

EXPLERTISEBy MarketEnergyFederalSite Development Civic Education Healthcare Office/Retail/ Industrial Recreation ResidentialTransporationWater

EXPERTISE PEOPLE CAREERS News Contact Search

SITE DEVELOPMENT: CIVIC

Market Leader

John Smith, LEED APTitle310.555.1212Bio | email

Photo of John

Unique URL

Subscribe To Our News

First Name

All Psomas NewsPsomas Site Development News

First Name

Submit

Sub-Head: Psomas Unique 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.

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.

AwardsAward Number 1Award Longer Name Number 2Award Number Med. Name 3View All Awards >

Site Development:Civic NewsHeadline News Item Number 1Headline News Item That is TwoLines Will Be Number 2Headline News Item Number 3

Select Civic Projects

All Civic Projects

Historic Fox Theatre Performing Arts CenterRiverside, California

EXPLERTISEBy MarketEnergyFederalSite Development Civic Education Healthcare Office/Retail/ Industrial Recreation ResidentialTransporationWater

EXPERTISE PEOPLE CAREERS News Contact Search

SITE DEVELOPMENT: CIVIC

Market Leader

John Smith, LEED APTitle310.555.1212Bio | email

Photo of John

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.

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.

Historic Fox Theatre Performing Arts CenterRiverside, California

Show Project Description

Back to Select Projects Gallery x

1 Project Photo785 px wide

All Civic Projects

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

PLANNINGPROTOTYPING

CODINGTRAINING

RandallLamb.com | Site Map | 07.25.12

Each Project to have 1–4 photos, Most will have 3 photos

SD + SF address, phone, emailmapsLinked-In Linkcontact person Olga only

headshots, bio, email

RL Insight: Press Releases, New Hires, Job Promotions

Sunset Magazine feelWeather pull?

Current blog URL rlinsight.com will point to: randalllamb.com/insightOn Current Blog: Delete About Us, Direct Mail > New Hires, RL Life

HealthcareGallery

LOGO (HOME)

PROFILE

PORTFOLIO

INSIGHT

CAREERS

CONTACT

subscribe form to email list via VR RSS feed for blogblog feed

social media: linkedinshare +SD 619.713.5700 | SF 415.512.9771

no searchno ftp or client site

H O M E / G L O B A L N AV.PROFILE ServicesOverview People

PORTFOLIO

CAREERS

CONTACT

Science & Tech.Gallery

INSIGHT

CommercialGallery

EducationGallery

HospitalityGallery

Public Agency /Military Gallery

Mission Critical Commissioning& Const. Services

Clean EnergySolutions

Kaiser San Marcos Medical Office Building

Kaiser San Diego Medical Center Zion

Rady Children’s Hospital Acute Care

Ronald McDonald House, Rady Children’s

Scripps Green Medical Office Building

Sharp Grossmont Hospital, Diagnostic Ctr.

Sharp Grossmont Hospital, Emergency

Aaron Parkington, PE, LEED AP

Aaron Strauch, PE, LEED AP

Bob Randall, PE, Founding Principal

Bruce Kerstetter

Chris Lloyd, PE

Gary Eastley, PE, LEED AP

Jackie Larkin

Kurt Kohler, PE, LEED AP

Philip Tapia, PE

PLANNINGPROTOTYPING

CODINGTRAINING

Results

ANALYTICSSite Launch Feb. 1, 2013

Feb., March, April 2013 vs.Feb., March, April 2012

ANALYTICSVisit Duration: ⇧ 300%Avg. 3min. 8sec.Pages Per Visit: ⇧ 240%Bounce Rate: ⬇ 21%

ANALYTICSSite Visits: ⇧ 242%Uniques: ⇧ 197%Total Page Views: ⇧ 590%

HOW LONG?

PLANNINGPROTOTYPING

CODINGTRAINING

4-8 months

BUDGET$25k–75k

$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

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

Zen and the Art of

Website Maintenance.

back to the beachCONCLUSION

RESOURCEShttp://www.lecoursdesign.com/wave2014/

http://www.milesdesign.com/surf