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?

WHY THIS SESSION?

WHY HAVE AN A/E/C FIRM

WEBSITE?

CONVERTCONNECTATTRACTDEMON-STRATE

ATTRACTDEMON-STRATE

ATTRACTWELL POSITIONED

FIRMS ATTRACT

AN OPPORTUNITY TO ATTRACT

THE UNAWARE

ATTRACT

CONNECTATTRACTDEMON-STRATE

DEMONSTRATE

SHARE YOUR EXPERTISE

L O R E M I P S U M

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

THEN GRADUATE TO: SPEAKING WEBINARS

VIDEOS PODCASTS

INFOGRAPHICS CUSTOM RESEARCH

CONVERTCONNECTDEMON-STRATE

THIS IS A RELATIONSHIP

BUSINESS

CONNECT

EMOTIONAL CONNECTION

CONVERT

CONNECT

CONVERT

NO, NOT E-COMMERCE

LONG SALES CYCLE

CONVERT

CLEAR CTA: CALL TO ACTION

CONVERT

CONVENIENCE FOR SHARING

WHY USE PERSONAS?

My Role/Story: ____________________________________________________________________

____________________________________________________________________

I’m looking for: ____________________________________________________________________

____________________________________________________________________

My Questions: ____________________________________________________________________

____________________________________________________________________

_________________________________________name

PERSONA WORKSHEET:

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

COMMENTS?Q&A

WHATWhat is Going Beyond

Current Websites?

L O R E M I P S U M

GOING BEYOND CONTENT MANAGEMENT SYSTEMS

RESPONSIVE DESIGN SIMPLIFIED NAVIGATION

GOING VERT (SCROLLING) VIDEO

CONTENT MANAGEMENT

SYSTEMS

RESPONSIVE DESIGN

MOBILE FIRST?

Responsive

yourfirm.com t.yourfirm.com

m.yourfirm.com

Responsive

yourfirm.com

SIMPLIFIED NAVIGATION

GOING VERT (SCROLLING)

PARALLAX SCROLLING

VIDEOWHAT

L O R E M I P S U M

THE NEW WAVEGRAPHIC DESIGN TRENDS CTA & LEAD GENERATION MARKETING AUTOMATION

CROSS-CHANNEL MARKETING

WHAT’S HOT?

L O R E M I P S U M

REAL PEOPLE:

L O R E M I P S U M

FLAT DESIGN

MARKETINGAUTOMATION

CROSS-CHANNEL MARKETING

Integrating social media

Avoid Web-slinging

The Digital Ecosystem

L O R E M I P S U M

HOW DOES YOUR SITE RANK VS. NEW TRENDS?

SCORECARD2

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

COMMENTS?

Q&AWHAT

HOWHow To Develop

Your Next Website

DING REPAIR -OR–

NEW BOARD?Body Level One Body Level Two

Body Level Three Body Level Four Body Level Five

L O R E M I P S U M

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

L O R E M I P S U M

DING REPAIR (FIX SITE)

WEAK PHOTOGRAPHY LONG COPY

MARKETING AUTOMATION CROSS-CHANNEL MARKETING

COPY IS “WE” CENTRIC NO CTAS

INCONSISTENT BRANDING

LIFECYCLE

SELL IT IN

ASSEMBLING YOUR

LIFELINES

L O R E M I P S U M

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

L O R E M I P S U M

KEY SECTIONS

HOMEHOW

Rethinking the“most important page”

on your website.

L O R E M I P S U M

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

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

PEOPLEDo you have the team?

HOW“I don’t want to make

it easy for our competitors to steal

our best people.”

PROJECTSShow me the goods.

BLOGContent empowered.

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?

BUDGETHOW

$30k-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

HOWROI:

L O R E M I P S U M

OTHER WAYS TO MEASURE

RFPS / SHORT LISTS / WIN RATE CONVERSIONS

NEW HIRES ANALYTICS

Zen and the Art of Website

Maintenance.

L O R E M I P S U M

COMMENTS?

CONCLUSION

@DAVIDLECOURS @JOSHMILES

RESOURCESwww.lecoursdesign.com/gameshow

www.milesdesign.com/gameshow

Game Show: Beyond the A/E/C Website

Marketing

Transcript of Game Show: Beyond the A/E/C Website

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