The New Wave of A/E/C Firm Websites and Digital Marketing

i@DavidLecours @JoshMiles

intropaddle before takeoff

@SMPS_SD | @DavidLecours | @JoshMiles | #smps

David Lecours

Title TextBody Level One

Body Level Two Body Level Three Body Level Four

Josh miles

AGENDAtoday’s surf session

www.milesdesign.com/surf

WHY?Why this session?

Why have a website?

why this session?

Why Have an AEC Firm Website?

CONVERTCONNECTATTRACTDEMON-STRATE

ATTRACTDEMON-STRATE

ATTRACT

Well Positioned Firms Attract

An Opportunity to Attract

the Unaware

ATTRACT

CONNECTATTRACTDEMON-STRATE

DEMONSTRATE

Share Your Expertise

Start With Writing » Blog Posts » White Papers » Newsletters » Project Case Studies » Positions You Before RFP

DEMONSTRATE

Then Graduate to» Speaking » Webinars » Videos » Podcasts » Infographics » Custom Research

DEMONSTRATE

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

POSITIONING» Category of Firm » Flagship Service » Who Hires You » Core Differentiator » Benefit(s)

POSITIONINGWe are a (category of firm) offering (flagship service) to (who hires you). Our (core differentiator) provides (benefits).

POSITIONINGWe are a marketing consultants offering brand strategy to A/E/C firms. Our creativity helps firms win new business.

targeting the right personas

personas EXERCISE

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? !

Wipeout!

Q&AComments?

WHATWhat is the new wave

of A/E/C websites?

The New Wave» 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

Title Text

Simplified Navigation

Going Vert (Scrolling)

Parallax Scrolling

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

What’s hot?

flat design

Marketing Automation

Cross-channel marketing

Integrating social media

The Digital Ecosystem

“Can you get us on the top of page one of Google?”

“SEO only works for Professional Service firms when combined with a narrow focus

and regularly adding expert content that is helpful to your target audience.

– Mark O’Brien, A Website That Works.

HOW TO BOOST SEO» Add unique, valuable content

informed by your expertise » Optimize each page

HOW IT WORKS» User searches for expertise » Impressed, user signs up for list » Users link to your expertise » Google increases your rankings

what not to do» Hire an expensive “SEO consultant” » Trying to outsmart Google » Short term tricks = blacklist » Keyword stuffing

moz.com Compelling Body Copy

Content is the New SEOIntegrating social media

scorecardHow does your site rank vs. new trends?

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?

Wipeout!

Q&AComments?

howHow to develop your

next 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 » 3 years old or greater

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 Surf

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

umci.com

real people:» Body Level One

» Body Level Two » Body Level Three

» Body Level Four » Body Level Five

LeadingThe Content

Charge

process

PLANNINGPROTOTYPING

DESIGN EXPOLRATIONDESIGN REFINEMENT

CODINGTRAINING

CONTENT POPULATIONTESTING & LAUNCH

PLANNINGPROTOTYPING

CODINGTRAINING

PLAN Brand Assets Review Offline Marketing Review Online Marketing Review Strategic Brief

Strategic Br ief

CLIENT : DATE :

CLIENT CONTACT : PHONE # :

JOB DESCRIPTION : JOB # :

Randall Lamb Feb. 29, 2011

Olga Fisher 619 713 5763

New Web Site 955

Task & Goals (WHAT SHOULD NEW S ITE ACHIEVE , CAN THIS BE MEASURED , WHY NOW FOR THE NEW S ITE? )

The new website, and all marketing, should focus on where the firm is headed 3 years out, not the present or the past. The current site does not reflect the vision of Randall Lamb. Below are some goals for the new site that will guide us in the development, design and programming of the new site:• Consistent, clear primary and secondary navigation. Quick loading time.• Attract hero clients and employees. The site should continue the conversation, get you the next “date.”• Demonstrate expertise in a variety of markets, offering a variety of services• Positive feedback from prospective clients, employees, and A/E/C industry peers is how we will measure success• Help to grow 3 new services: Commissioning, Construction Services, Clean Energy Solutions• Site should look and feel like an architecture firm, not an engineering firm • A creative concept or hook, that communicates “we are one of you” to architects and design savvy PRIME clients• A Content Management System that allows for internal update of key sections• Increase average time on site ( >1min), increase direct traffic to site (>50%), increase number of site visits (>300/mo).• More of a SF presence that communicates it is more than a satellite office• Site should be mobile and tablet friendly without multiple versions

Positioning (WHAT MAKES RANDALL LAMB SPECIAL? � CORE VALUES? WHO IS YOUR COMPETITION? ANY ADMIRED AEC FIRMS? ⁾

Positioning for Prospective and Repeat Clients:Largest/Oldest MEP firm in San Diego - history and legacyTalent: hires architectural engineers from the best schools: KU, Colorado and Penn St.Retrofits, renovations, small and messy jobs are welcome, doesn’t always need to be ground up constructionWhat is Unseen is as Important as What is SeenFull Service: M/E/P, Lighting, Comissioning, Clean Energy, Construction ServicesDeep relationships with clients, within industryCreative, technical, practical and efficient custom solutionsPrincipal involvement

Positioning for Prospective Employees:Based in San Diego and San Francisco (two highly desirable places to live).

Core Values and Culture:Collaborative (everyone matters) and diverse thinkingA place for careers, not jobs. Loyalty is valued.Work/Life integrationQuality work is essential, autonomy in how to accomplish thisOpen communicationCulture of work hard, play hard (Mammoth trip, food truck, beer brewing)Invested in employees: office, software, training/education, funRelationships: clients, staff, vendors, building usersReal world problem solving that improves quality of lifeWork really hard to keep clients like Kaiser happy.Adaptable to change

Competitors, Admired Firms:SC Engineers, Syska, TMAD, Glumac, ARUP, M+NLB, CRB, Sparling, EXP, Ware Malcomb, Perkins and Will, Miller Hull, Ration Architects, HOK, ARUP, Mazetti Nash, CRB

L E C O U R S D E S I G N , I N C .I N C .

786 DEL RIO AVE , suite a, ENCINITAS , CAL IFORNIA 92024760.632.7619 760.632.7649 fax DAVID@LECOURSDESIGN.COM Strategic Br ief

Target (WHO ARE YOUR DESIRED CLIENTS? WHAT DO WE KNOW ABOUT HOW THEY ACCESS THE WEB? )

SD 1) Healthcare 2) Gov./Military 3) Higher EdSF 1) Higher Ed 2) Science & Technology 3)Commercial

Clients are architecture firms and PRIME clients.Desire to grow Clean Energy, Construction Services, Commissioning services.Majority of prospective clients already know of Randall Lamb.

Site will mostly be accessed via Windows / IE on a desktop computer. RL uses IE9.

Perception (WHAT I S THE BRAND LEGACY OF RANDALL LAMB VS . IMAGE WOULD YOU LIKE TO PROJECT? )

Legacy of being only an Electrical Engineering firm. Desire to project the image of a full-service firm.

Personality, Tone, and Manner ( IF RANDALL LAMB WERE A PERSON , WHAT PERSONALITY TRAITS WOULD HE ⁄SHE EMBODY? )

The site should feel like entering the SD Office: Classic ContemporaryColorfulPlayful (not boring or overly stiff)Vibrant and Smart

Scope (WHAT ARE THE RESTRAINTS : BUDGET, SCHEDULE OR TECHNICAL)

Technically, the site should be state-of-the art. The site is the most significant marketing communications and staff recruitment asset that the firm owns. The site needs to be delivered within the established budget.

Katie and Olga will manage the Content Management System. Russell is the IT contact.

Must Haves:Fast loading sitePrimary navigation above the fold, clear and consistentIf necessary, a clear secondary navigationPowerful imagery, incorporate new project photos, possibly hire photographer for new photosContent Management System for indicated sectionsA site that is mobile and tablet friendly

Don’t Include:Project PDF links (printing from the website is not a priority)Visible email addresses (to prevent email scraping)

Would Like to Have: Indication of which services were used for each projectAbility to update blog and site in one placePossibly hold a training session on the new CMSpurchase randallamb.com, randalamb.com and point all to randalllamb.comScrolling is fine, but avoid excessive scrolling (if necessary, split into multiple pages)

Quick Loading Time, Mobile and Tablet FriendlyNo Flash Movies, Code for efficiency, Testing on major browsers

Look and Feel Like An Architecture Firm, Not Engineering Firm Clean, Crisp Typography and Imagery, Use Strong Grid

A Creative Concept, Theme or HookPresent 3 Theme Directions Verbally, Present 2 Design Directions

Ability To Make Timely Internal UpdatesDeliver a User Friendly Content Management System (CMS)Train Key Staff to Use CMS

Communicate Strong Presence in Bay Area Show Project and People from San Francisco Office

Increase Average Time Spent on Site to > 1 MinuteProvide Compelling Content, Integrate Blog into Site

Attract Hero Clients, Projects and EmployeesPrioritized Hero Projects Shown FirstFeature Projects with Outstanding PhotographyList Prominent Client Names with ProjectsHumanize Employees through Photography, Video or CopyHave an Active Careers Section of the Site

Expertise in Multiple Markets, Offering Multiple ServicesPortfolio Gallery Shows Multiple MarketsProfile > Services Describes Philosophy, Differentiated Services

Praise From Prospective Clients, Employees, A/E/C industrySurprise and Delight, Provide an Easy to Navigate Site

Grow Commissioning, Construction Services, Clean Energy Sol.Only Services Featured in Portfolio Section

G O A L S (AND TACTICS)

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

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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

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HealthcareGallery

LOGO (HOME)

PROFILE

PORTFOLIO

INSIGHT

CAREERS

CONTACT

PORTFOLIO

CAREERS

CONTACT

INSIGHT

CommercialGallery

EducationGallery

HospitalityGallery

Bruce Kerstetter

Chris Lloyd, PE

Jackie Larkin

Philip Tapia, PE

PLANNINGPROTOTYPING

CODINGTRAINING

resultsHOW