The New Wave of A/E/C Firm Websites and Digital Marketing
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i@DavidLecours @JoshMiles
intropaddle before takeoff
!
@SMPS_SD | @DavidLecours | @JoshMiles | #smps
i@DavidLecours @JoshMiles
David Lecours
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
i@DavidLecours @JoshMiles
Josh miles
i@DavidLecours @JoshMiles
AGENDAtoday’s surf session
!
www.milesdesign.com/surf
WHY?Why this session?
Why have a website?
1
WHY
why this session?
WHY
Why Have an AEC Firm Website?
CONVERTCONNECTATTRACTDEMON-STRATE
WHY
ATTRACTDEMON-STRATE
WHY
ATTRACT
Well Positioned Firms Attract
An Opportunity to Attract
the Unaware
ATTRACT
CONNECTATTRACTDEMON-STRATE
WHY
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
WHY
this is a relationship
business
CONNECT
CONNECT
emotional connecTion
CONVERT
CONNECT
CONVERT
No, Not E-commerce
Long Sales Cycle
CONVERT
Clear CTA: Call To Action
CONVERT
i@DavidLecours @JoshMiles
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Convenience for Sharing
WHY
WHY
POSITIONING» Category of Firm » Flagship Service » Who Hires You » Core Differentiator » Benefit(s)
WHY
POSITIONINGWe are a (category of firm) offering (flagship service) to (who hires you). Our (core differentiator) provides (benefits).
WHY
POSITIONINGWe are a marketing consultants offering brand strategy to A/E/C firms. Our creativity helps firms win new business.
WHY
targeting the right personas
WHY
personas EXERCISE
WHY
My Role/Story: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
I’m looking for: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
My Questions: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________________________name
Persona worksheet:
WHY
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? !
i@DavidLecours @JoshMiles
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Wipeout!
Q&AComments?
WHATWhat is the new wave
of A/E/C websites?
2
The New Wave» Content Management Systems » Responsive Design » Simplified Navigation » Going Vert (Scrolling) » Video
WHAT
Content Management
Systems
WHAT
responsive Design
WHAT
mobile first?
WHAT
i@DavidLecours @JoshMiles
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WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
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Res
Responsive
Responsive
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
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Res
Responsive
Responsive
yourfirm.com t.yourfirm.com
m.yourfirm.com
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
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Res
Responsive
Responsive
yourfirm.com
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
WHAT
i@DavidLecours @JoshMiles
Title Text
WHAT
Simplified Navigation
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
WHAT
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
WHAT
Going Vert (Scrolling)
WHAT
Parallax Scrolling
WHAT
video
WHAT
The New Wave » Graphic Design Trends » CTA & Lead Generation » Marketing Automation » Cross-channel Marketing
WHAT
What’s hot?
flat design
WHAT
Marketing Automation
WHAT
WHAT
WHAT
Cross-channel marketing
WHAT
Integrating social media
The Digital Ecosystem
SEO
WHAT
“Can you get us on the top of page one of Google?”
WHAT
“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.
WHAT
HOW TO BOOST SEO» Add unique, valuable content
informed by your expertise » Optimize each page
WHAT
HOW IT WORKS» User searches for expertise » Impressed, user signs up for list » Users link to your expertise » Google increases your rankings
WHAT
what not to do» Hire an expensive “SEO consultant” » Trying to outsmart Google » Short term tricks = blacklist » Keyword stuffing
WHAT
moz.com Compelling Body Copy
Content is the New SEOIntegrating social media
WHAT
scorecardHow does your site rank vs. new trends?
2
©2014 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // [email protected]
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?
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four
Wipeout!
Q&AComments?
WHAT
BREAK
WHAT
howHow to develop your
next website
3
Ding Repair -or–
New Board?
HOW
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
HOW
Ding Repair (Fix Site) » Weak photography » Long copy » Marketing Automation » Cross-channel Marketing » Copy is “we” centric » No CTAs » Inconsistent Branding
HOW
Lifecycle
HOW
sell it in
HOW
Assembling Your Surf
Team
HOW
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
HOW
umci.com
HOW
real people:» Body Level One
» Body Level Two » Body Level Three
» Body Level Four » Body Level Five
HOW
HOW
LeadingThe Content
Charge
process
HOW
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
HOW
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
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 [email protected] 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
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
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
ABOUT
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
x
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
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
Historic Fox Theatre Performing Arts CenterRiverside, California
ABOUT
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
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
HOW
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
PLANNINGPROTOTYPING
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
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
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
resultsHOW
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)
ANALYTICS Site Launch Feb. 1, 2013 !
Feb., March, April 2013 vs. Feb., March, April 2012
HOW
ANALYTICS Visit Duration: ⇧ 300% Pages Per Visit: ⇧ 240% Total Page Views: ⇧ 590% Bounce Rate: ⬇ 21%
!
HOW
HOW
key pages
HOME
HOW
Rethinking the“most important page”
on your website.
HOME» User 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?
HOW
HOME should contain» What We Do (Positioning) » What We’ve Done, Who For » What Our Clients Say » What We Say (Expert Content)
HOW
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
PEOPLE
HOW
Do you have the team?
HOW
“I don’t want to make it easy for our competitors to steal
our best people.”
Projects
HOW
Show me the goods.
Blog
HOW
Content empowered.
©2013 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // [email protected]
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
site MAP
HOW
In-class exercise
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
DESIGN EXPOLRATIONDESIGN REFINEMENT
CODINGTRAINING
CONTENT POPULATIONTESTING & LAUNCH
4-8 months
how long?HOW
budget
HOW
$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
ROIHOW
other Ways To Measure » RFPs / Short Lists / Win Rate » Conversions » New Hires » Analytics
HOW
Zen and the Art of
Website Maintenance.
get geeky
HOW
Google Analytics reporting tips & tricks
©2014 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // [email protected]
Dig deeper and gain real insights:
Engaging ContentTo learn what type of content resonate best with your audience, you have to know, “What are our most engaging pages?”
1. Drill down to: Behavior / Site Content / All Pages 2. Choose: Primary Dimension= Page Title 3. Next, click the Comparison icon
4. Filter by Pageviews and Avg. Time on Page 5. Bonus: Save as Shortcut
Desktop vs. Mobile VisitorsTo determine if it’s time to build a mobile-friendly website, you should ask, “How many mobile and tablet views you have vs. desktop?” 1. Drill down to: Audience / Mobile / Overview 2. If it’s over 10%, look at your site on mobile & tablet. Is the experience okay? 3. If not, strongly consider a responsive site redesign. 4. Bonus: Save as Shortcut
Mobile Device BreakdownTo determine which mobile devices are most important to your site you have to know, “Which mobile devices visit my website the most often?” 1. Drill down to: Audience / Mobile / Devices 2. Test the most popular devices (anything over 10%) and see how your site responds. 3. Bonus: Save as Shortcut
Social Media-Generated TrafficTo defend your social media strategy you have to know, “Which social networks are sending us traffic?” 1. Drill down to: Acquisition / Social / Network Referrals 2. Toggle between 1-month and 1-year views. 3. Bonus: Save as Shortcut
Google Analytics Tips
©2014 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // [email protected]
Dig deeper and gain real insights:
Engaging ContentTo learn what type of content resonate best with your audience, you have to know, “What are our most engaging pages?”
1. Drill down to: Behavior / Site Content / All Pages 2. Choose: Primary Dimension= Page Title 3. Next, click the Comparison icon
4. Filter by Pageviews and Avg. Time on Page 5. Bonus: Save as Shortcut
Desktop vs. Mobile VisitorsTo determine if it’s time to build a mobile-friendly website, you should ask, “How many mobile and tablet views you have vs. desktop?” 1. Drill down to: Audience / Mobile / Overview 2. If it’s over 10%, look at your site on mobile & tablet. Is the experience okay? 3. If not, strongly consider a responsive site redesign. 4. Bonus: Save as Shortcut
Mobile Device BreakdownTo determine which mobile devices are most important to your site you have to know, “Which mobile devices visit my website the most often?” 1. Drill down to: Audience / Mobile / Devices 2. Test the most popular devices (anything over 10%) and see how your site responds. 3. Bonus: Save as Shortcut
Social Media-Generated TrafficTo defend your social media strategy you have to know, “Which social networks are sending us traffic?” 1. Drill down to: Acquisition / Social / Network Referrals 2. Toggle between 1-month and 1-year views. 3. Bonus: Save as Shortcut
Google Analytics Tips
i@DavidLecours @JoshMiles
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Wipeout!
Q&AComments?
HOW
CONCLUSIONback to the beach
C@DavidLecours @JoshMiles
RESOURCES
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@DavidLecours @JoshMiles
i@DavidLecours @JoshMiles
Title TextBody Level One
Body Level Two Body Level Three Body Level Four