This document outlines plans for developing a new website for an architecture firm called Randall Lamb. It discusses goals for the new site such as clearly expressing the firm's positioning, attracting clients and employees, demonstrating expertise, and increasing key metrics like time on site. It also covers assembling a team, planning the design process, and populating the site with compelling content to better achieve the goals. The planning process will involve reviewing brand assets, conducting a strategic brief, and prototyping different design concepts and themes for the new site.

1. 1

2. @DavidLecours i @JoshMiles
intro
paddle before takeoff
!
@SMPS_SD | @DavidLecours | @JoshMiles | #smps

4. @DavidLecours i @JoshMiles
David
Lecours

5. @DavidLecours i @JoshMiles
Title
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6. @DavidLecours i @JoshMiles
Josh
miles

8. @DavidLecours i @JoshMiles
AGENDA
today’s surf session
!
www.milesdesign.com/surf

9. 1
WHY?
Why this session?
Why have a website?

10. WHY
why this
session?

11. WHY
Why Have
an AEC Firm
Website?

12. WHY
DEMON-STRATE
ATTRACT CONNECT CONVERT

13. ATTRACT
DEMON-STRATE
WHY

14. ATTRACT
Well Positioned
Firms Attract

15. ATTRACT
An Opportunity
to Attract
the Unaware

16. CONNECT
WHY
DEMON-STRATE

17. DEMONSTRATE
Share Your
Expertise

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

19. DEMONSTRATE
Then Graduate to
» Speaking
» Webinars
» Videos
» Podcasts
» Infographics
» Custom Research

20. CONNECT CONVERT
DEMON-STRATE
WHY

21. CONNECT
this is a
relationship
business

22. CONNECT
emotional
connecTion

23. CONNECT
CONVERT

24. CONVERT
No, Not
E-commerce

25. CONVERT
Long Sales
Cycle

26. CONVERT
Clear CTA:
Call To Action

27. @DavidLecours i @JoshMiles
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29. WHY
Convenience
for Sharing

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

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

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

34. WHY
targeting
the right
personas

35. WHY
personas
EXERCISE

36. WHY
Persona worksheet:
My Role/Story: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
I’m looking for: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
My Questions: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________________________
name

37. WHY
Persona worksheet:
My Role/Story: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
I’m looking for: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
My Questions: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
Oliver the Owner
_________________________________________
name
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?
!

38. @DavidLecours i @JoshMiles
Wipeout!
Title
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39. Q&A
Comments?

40. 2
WHAT
What is the new wave
of A/E/C websites?

41. WHAT
The New Wave
» Content Management Systems
» Responsive Design
» Simplified Navigation
» Going Vert (Scrolling)
» Video

42. WHAT
Content
Management
Systems

45. WHAT
responsive
Design

46. WHAT
mobile
first?

47. WHAT
@DavidLecours i @JoshMiles
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48. @DavidLecours i @JoshMiles
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Res
Res
pon
sive
Responsive
WHAT

49. WHAT
@DavidLecours i @JoshMiles
Title
Text Body Level One
m.yourfirm.com
Body Level Two
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Res
Res
pon
sive
Responsive
yourfirm.com t.yourfirm.com

50. WHAT
@DavidLecours i @JoshMiles
Title
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Res
Res
pon
sive
Responsive
yourfirm.com

51. WHAT
@DavidLecours i @JoshMiles
Title
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52. WHAT
@DavidLecours i @JoshMiles
Title
Text

53. WHAT
Simplified
Navigation

54. WHAT
@DavidLecours i @JoshMiles
Title
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Body Level Four

55. WHAT
@DavidLecours i @JoshMiles
Title
Text Body Level One
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Body Level Four

56. WHAT
@DavidLecours i @JoshMiles
Title
Text Body Level One
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57. WHAT
@DavidLecours i @JoshMiles
Title
Text Body Level One
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58. WHAT
Going Vert
(Scrolling)

63. WHAT
Parallax
Scrolling

66. WHAT
video

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

70. What’s hot?

71. WHAT
flat
design

75. WHAT
Marketing
Automation

76. WHAT

77. WHAT

78. WHAT
Cross-channel
marketing
Integrating social media

79. The Digital
Ecosystem

80. WHAT
SEO

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

82. 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.

83. WHAT
HOW TO BOOST SEO
» Add unique, valuable content
informed by your expertise
» Optimize each page

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

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

88. moz.com
Compelling Body Copy

89. WHAT
Content is
the New SEO
Integrating social media

90. 2
scorecard
How does your site
rank vs. new trends?

91. Scorecard: How 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 ________________

92. @DavidLecours i @JoshMiles
Wipeout!
Title
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93. WHAT
Q&A
Comments?

94. WHAT
BREAK

95. 3
how
How to develop your
next website

96. HOW
Ding Repair
-or–
New Board?

97. 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

98. HOW
Ding Repair (Fix Site)
» Weak photography
» Long copy
» Marketing Automation
» Cross-channel Marketing
» Copy is “we” centric
» No CTAs
» Inconsistent Branding

99. HOW
Lifecycle

100. HOW
sell it in

101. HOW
Assembling
Your Surf
Team

102. 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

103. umci.com
HOW

104. HOW
real people:
» Body Level One
» Body Level Two
» Body Level Three
» Body Level Four
» Body Level Five

105. HOW
Leading
The Content
Charge

106. HOW
process

107. PLANNING
PROTOTYPING
DESIGN EXPOLRATION
DESIGN REFINEMENT
CODING
TRAINING
CONTENT POPULATION
TESTING & LAUNCH
HOW

108. PLANNING
PROTOTYPING

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

110. 786 DEL RIO AVE, suite a, ENCINITAS, CALIFORNIA 92024
760.632.7619 760.632.7649 fax DAVID@LECOURSDESIGN.COM Strategic Brief
Strategic Brief
L E C O U R S D E S I G N , I N C ..
CLIENT: DATE:
Randall Lamb Feb. 29, 2011
Olga Fisher 619 713 5763
New Web Site 955
CLIENT CONTACT: PHONE #:
JOB DESCRIPTION: JOB #:
Task & Goals (WHAT SHOULD NEW SITE ACHIEVE, CAN THIS BE MEASURED, WHY NOW FOR THE NEW SITE?)
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 legacy
Talent: 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 construction
What is Unseen is as Important as What is Seen
Full Service: M/E/P, Lighting, Comissioning, Clean Energy, Construction Services
Deep relationships with clients, within industry
Creative, technical, practical and efficient custom solutions
Principal 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 thinking
A place for careers, not jobs. Loyalty is valued.
Work/Life integration
Quality work is essential, autonomy in how to accomplish this
Open communication
Culture of work hard, play hard (Mammoth trip, food truck, beer brewing)
Invested in employees: office, software, training/education, fun
Relationships: clients, staff, vendors, building users
Real world problem solving that improves quality of life
Work 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
Target (WHO ARE YOUR DESIRED CLIENTS? WHAT DO WE KNOW ABOUT HOW THEY ACCESS THE WEB?)
SD 1) Healthcare 2) Gov./Military 3) Higher Ed
SF 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 IS 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 Contemporary
Colorful
Playful (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 site
Primary navigation above the fold, clear and consistent
If necessary, a clear secondary navigation
Powerful imagery, incorporate new project photos, possibly hire photographer for new photos
Content Management System for indicated sections
A 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 project
Ability to update blog and site in one place
Possibly hold a training session on the new CMS
purchase randallamb.com, randalamb.com and point all to randalllamb.com
Scrolling is fine, but avoid excessive scrolling (if necessary, split into multiple pages)

111. GOALS (AND TACTICS)
Quick Loading Time, Mobile and Tablet Friendly
No 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 Hook
Present 3 Theme Directions Verbally, Present 2 Design Directions
Ability To Make Timely Internal Updates
Deliver 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 Minute
Provide Compelling Content, Integrate Blog into Site

112. RandallLamb.com | Site Map | 07.25.12
Healthcare
Gallery
Each Project to have 1–4 photos, Most will have 3 photos
Current blog URL rlinsight.com will point to: randalllamb.com/insight
On Current Blog: Delete About Us, Direct Mail New Hires, RL Life
SD + SF address, phone, email
maps
Linked-In Link
contact person Olga only
headshots, bio, email
RL Insight: Press Releases, New Hires, Job Promotions
Sunset Magazine feel
Weather pull?
HOME / GLOBAL NAV.
LOGO (HOME)
PROFILE
PORTFOLIO
INSIGHT
CAREERS
CONTACT
Vertical Scroll: Reinvention
Featured Project
©, site credit
subscribe form to email list via VR
RSS feed for blog
blog feed
social media: linkedin
share +
SD 619.713.5700 | SF 415.512.9771
no search
no ftp or client site
PROFILE Overview Services People
PORTFOLIO
CAREERS
CONTACT
Science Tech.
Gallery
INSIGHT
Commercial
Gallery
Education
Gallery
Hospitality
Gallery
Public Agency /
Military Gallery
Mission Critical Commissioning
Const. Kaiser San Diego
Medical Center Zion
Kaiser San Marcos
Medical Office Building
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

113. PLANNING
PROTOTYPING

114. PLANNING
PROTOTYPING
DESIGN

115. ABOUT EXPERTISE PEOPLE CAREERS News Contact Search
Content 1
Content 2
PROJECT NEWS SLIDESHOW
links to project news item
700 px wide
Who We Are Headline
Psomas 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 S Our Whole Site hare 800.500.1212

116. ABOUT
EXPLERTISE
By Market
Energy
Federal
Site Development
Civic
Education
Healthcare
Office/Retail/
Industrial
Recreation
Residential
Transporation
Water
EXPERTISE PEOPLE CAREERS News Contact Search
SITE DEVELOPMENT: CIVIC
Market Leader
Photo of John
John Smith, LEED AP
Title
310.555.1212
Bio | email
Unique URL
Subscribe To Our News
First Name
First Name
Email
All Psomas News
Psomas Site Development News
x
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.
Awards
Award Number 1
Award Longer Name Number 2
Award Number Med. Name 3
View All Awards
Site Development:
Civic News
Headline News Item Number 1
Headline News Item That is Two
Lines Will Be Number 2
Headline News Item Number 3
Select Civic Projects
Historic Fox Theatre
Performing Arts Center
Riverside, California
Historic Fox Theatre
Performing Arts Center
Riverside, California
Historic Fox Theatre
Performing Arts Center
Riverside, California
All Civic Projects
Historic Fox Theatre
Performing Arts Center
Riverside, California
Historic Fox Theatre
Performing Arts Center
Riverside, California
Historic Fox Theatre
Performing Arts Center
Riverside, California

117. ABOUT
EXPLERTISE
By Market
Energy
Federal
Site Development
Civic
Education
Healthcare
Office/Retail/
Industrial
Recreation
Residential
Transporation
Water
EXPERTISE PEOPLE CAREERS News Contact Search
SITE DEVELOPMENT: CIVIC
Market Leader
Photo of John
John Smith, LEED AP
Title
310.555.1212
Bio | email
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 Center
Riverside, California
Show Project Description
Back to Select Projects Gallery x
1 Project Photo
785 px wide

118. PLANNING
PROTOTYPING
DESIGN

119. PROTOTYPING
DESIGN EXPOLRATION
DESIGN

124. PLANNING
PROTOTYPING
DESIGN EXPOLRATION
DESIGN REFINEMENT
CODING
TRAINING
CONTENT POPULATION
TESTING LAUNCH

125. EXPOLRATION
DESIGN REFINEMENT
CODING
TRAINING
CONTENT POPULATION

129. PLANNING
PROTOTYPING
DESIGN EXPOLRATION
DESIGN REFINEMENT
CODING
TRAINING
CONTENT POPULATION
TESTING LAUNCH

130. REFINEMENT
CODING
TRAINING
POPULATION
TESTING LAUNCH

131. REFINEMENT
HOW
CODING
TRAINING
POPULATION
LAUNCH

133. DESIGN REFINEMENT
CONTENT POPULATION
TESTING

134. RandallLamb.com | Site Map | 07.25.12
Healthcare
Gallery
Each Project to have 1–4 photos, Most will have 3 photos
Current blog URL rlinsight.com will point to: randalllamb.com/insight
On Current Blog: Delete About Us, Direct Mail New Hires, RL Life
SD + SF address, phone, email
maps
Linked-In Link
contact person Olga only
headshots, bio, email
RL Insight: Press Releases, New Hires, Job Promotions
Sunset Magazine feel
Weather pull?
HOME / GLOBAL NAV.
LOGO (HOME)
PROFILE
PORTFOLIO
INSIGHT
CAREERS
CONTACT
Vertical Scroll: Reinvention
Featured Project
©, site credit
subscribe form to email list via VR
RSS feed for blog
blog feed
social media: linkedin
share +
SD 619.713.5700 | SF 415.512.9771
no search
no ftp or client site
PROFILE Overview Services People
PORTFOLIO
CAREERS
CONTACT
Science Tech.
Gallery
INSIGHT
Commercial
Gallery
Education
Gallery
Hospitality
Gallery
Public Agency /
Military Gallery
Mission Critical Commissioning
Const. Kaiser San Diego
Medical Center Zion
Kaiser San Marcos
Medical Office Building
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

135. CODING
TRAINING
POPULATION
TESTING LAUNCH

136. HOW
results

137. GOALS (AND TACTICS)
Quick Loading Time, Mobile and Tablet Friendly
No 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 Hook
Present 3 Theme Directions Verbally, Present 2 Design Directions
Ability To Make Timely Internal Updates
Deliver 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 Minute
Provide Compelling Content, Integrate Blog into Site

138. HOW
ANALYTICS
Site Launch Feb. 1, 2013
!
Feb., March, April 2013 vs.
Feb., March, April 2012

139. HOW
ANALYTICS
Visit Duration: ⇧ 300%
Pages Per Visit: ⇧ 240%
Total Page Views: ⇧ 590%
Bounce Rate: ⬇ 21%

141. HOW
key pages

142. HOW
HOME
Rethinking the
“most important page”
on your website.

143. HOW
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?

144. HOW
HOME should contain
» What We Do (Positioning)
» What We’ve Done, Who For
» What Our Clients Say
» What We Say (Expert Content)

148. ABOUT WORK CAREERS NEWS LOCATIONS
Expertise. Leadership. Vision.
Bergelectric’s depth of preconstruction knowledge guides the use of
advanced technologies on the nation’s most challenging projects.
LEARN MORE
WHAT WE’RE UP TO
Presbyterian RUST
Medical Center
Rio Rancho, NM
See Project →
Camp Lejeune
Energy Initiative
Camp Lejeune, NC
See Project →
Sony Electronics
Corporate Headquarters
San Diego, CA
See Project →
Lackland Ambulatory Care
Center Phases 2 3
San Antonio, TX
See Project →
WE WORK WITH

149. WHAT WE’RE UP TO
READ MORE →
Los Angeles
5650 West Centinela
Los Angeles, CA 90045
Tel (310) 337-1377
More →
San Diego
650 Opper Street
Escondido, CA 92029
Tel (760) 746-1003
More →
Las Vegas
4685 Berg Street
N. Las Vegas, NV 89081
Tel (702) 221-2120
More →
Raleigh
1544 Mechanical Blvd.
Garner, Nc 27529
Tel (919) 806-5050
More →
Austin
4509 Freidrich Lane, Suite 105
Austin, TX 78744
Tel (512) 447-3800
More →
Ventura
5142 Clareton Dr., Suite 140
Agoura Hills, CA 91301
Tel (818) 991-8600
More →
Orange County
1935 Deere Ave..
Irvine, CA 92606
Tel (949) 250-7005
More →
Portland
13650 Ne Whitaker Way
Portland, OR 97230
Tel (503) 255-1818
More →
Denver
8100 South Park Way, C-100
Littleton, CO 80120
Tel (303) 450-2500
More →
Orlando
404 Sunport Lane #550
Orlando, FL 32809
Tel (407) 859-8994
More →
Phoenix
60 E. Rio Salado Pkwy,
Suite 900
Tempe, AZ 85281
Tel (480) 968-4200
More →
Sacramento
11333 Sunrise Park Drive
Rancho Cordova, CA 95742
Tel (916) 636-1880
More →
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Chief Marketing Officer
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First Hospital on the Moon
Project Contract Won by
Rob Moreno
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LOCATIONS

152. HOW
PEOPLE
Do you have the team?

155. HOW
“I don’t want to make it easy
for our competitors to steal
our best people.”

159. HOW
Projects
Show me the goods.

171. HOW
Blog
Content empowered.

172. Website Blog Content Idea Worksheet
The most common questions I have answered over email are: (check your sent mail)
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What prospective client questions does our website fail to answer?
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Who are our subject matter experts? What areas of expertise are not fully covered on our website?
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What things do we wan to be found for in search? Do you have content to support them?
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173. HOW
site MAP
In-class exercise

174. RandallLamb.com | Site Map | 07.25.12
Healthcare
Gallery
Each Project to have 1–4 photos, Most will have 3 photos
Current blog URL rlinsight.com will point to: randalllamb.com/insight
On Current Blog: Delete About Us, Direct Mail New Hires, RL Life
SD + SF address, phone, email
maps
Linked-In Link
contact person Olga only
headshots, bio, email
RL Insight: Press Releases, New Hires, Job Promotions
Sunset Magazine feel
Weather pull?
HOME / GLOBAL NAV.
LOGO (HOME)
PROFILE
PORTFOLIO
INSIGHT
CAREERS
CONTACT
Vertical Scroll: Reinvention
Featured Project
©, site credit
subscribe form to email list via VR
RSS feed for blog
blog feed
social media: linkedin
share +
SD 619.713.5700 | SF 415.512.9771
no search
no ftp or client site
PROFILE Overview Services People
PORTFOLIO
CAREERS
CONTACT
Science Tech.
Gallery
INSIGHT
Commercial
Gallery
Education
Gallery
Hospitality
Gallery
Public Agency /
Military Gallery
Mission Critical Commissioning
Const. Kaiser San Diego
Medical Center Zion
Kaiser San Marcos
Medical Office Building
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

175. how long?
PLANNING
PROTOTYPING
DESIGN EXPOLRATION
DESIGN REFINEMENT
CODING
TRAINING
CONTENT POPULATION
TESTING LAUNCH
4-8 months
HOW

176. HOW
budget
$30k-75k

177. HOW
ROI
$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

178. HOW
other Ways To Measure
» RFPs / Short Lists / Win Rate
» Conversions
» New Hires
» Analytics

179. Zen and the
Art of
Website
Maintenance.

180. HOW
get geeky
Google Analytics
reporting tips tricks

181. Google Analytics Tips
Dig deeper and gain real insights:
Engaging Content
To 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 Visitors
To 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

182. Mobile Device Breakdown
To 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 Traffic
To 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
©2014 Miles Design, LLC // www.milesdesign.com // 317 915 8693 // josh@milesdesign.com

183. @DavidLecours i @JoshMiles
Wipeout!
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184. HOW
QA
Comments?

185. @DavidLecours C @JoshMiles
CONCLUSION
back to the beach

186. C
@DavidLecours @JoshMiles
RESOURCES
www.lecoursdesign.com/surf
www.milesdesign.com/surf

187. @DavidLecours i @JoshMiles
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