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How to plan, design and build an affordable, winning website
- 1. #GBwinningwebsites HOW TO BUILD AN AFFORDABLE, WINNING WEBSITE
- 2. #GBwinningwebsites • quick intro to presenters • the winners, before and after • how to usher a successful project through a partnership and live to tell about it agenda
- 3. #GBwinningwebsites • quick intro to presenters • the winners, before and after • how to usher a successful project through a partnership and live to tell about it agenda
- 4. #GBwinningwebsites Courtney Marti Marketing Communications Manager, Schwabe Erika Ritzer Principal, GB Joe Walsh Principal, GB
- 5. #GBwinningwebsites • quick intro to presenters • the winners, before and after • how to usher a successful project through a partnership and live to tell about it agenda
- 10. #GBwinningwebsites situation and project goals
- 11. #GBwinningwebsites before the problems with the old… • does not convey our strength or differentiators, neither powerful nor sophisticated; bland • behind the digital times, not mobile friendly • content dominated by words • needs more intuitive, easy to manage CMS • new website needs to be figured in the context of a full rebrand
- 12. #GBwinningwebsites before existing ads are witty, nicely designed, but not hanging together as a brand
- 13. #GBwinningwebsites before on the plus side, brief, easily read, bulleted instructions in the minus column, “sales” materials don’t sell—lack a human connection and power of engagement
- 14. #GBwinningwebsites brand strategy, positioning message
- 15. #GBwinningwebsites the brand promise Schwabe is focused on your industry, a member of your team committed to deliver expertise and ideas, recognizing that every deal has a dream and every risk, an opportunity. That’s what it means to be “represented by Schwabe.”
- 16. #GBwinningwebsites • organize around our six core industries vital to the strength and growth of the pacific northwest • speak our clients’ industry language to suggest we understand their challenges and opportunities • being represented by Schwabe is like a seal of approval; it means you have a competitive advantage • to be represented by Schwabe means that our firm is a member of your team represented by Schwabe, the idea
- 17. #GBwinningwebsites closer look at the new design and content
- 35. #GBwinningwebsites behind the scene: challenges and successes
- 36. #GBwinningwebsites • short timeline, pressure to implement out new strategic plan (a culture shift expedited) • creating content in a new way (industry first) • building consensus around represented by Schwabe and re-structuring around industries • strong collaboration between firm leadership, marketing leadership, strategists, design team, developer (FirmSeek) • successful internal launch with brand book, thought leadership party and giveaways challenges and successes
- 42. #GBwinningwebsites situation and project goals
- 43. #GBwinningwebsites before the problems with the old… • second tier position, middle of a crowded pack of sophisticated Toronto firms • dated, not mobile friendly • more about us than the market • a not so friendly face on the firm
- 45. #GBwinningwebsites before consistent yes, but not outstanding or “the best”
- 47. #GBwinningwebsites the brand promise Among Toronto-based firms, Blaney’s stands out for efficient, practical legal services that help insurance companies, growing businesses or dynamic startups realize opportunities and make problems go away. Blaneys’ down-to-earth lawyers care passionately about your goals.
- 62. #GBwinningwebsites behind the scene: challenges and successes
- 63. #GBwinningwebsites • talented third party consultant (Catherine Meaney) who knew the market and the process; invested marketing partner • need for content management efficiencies and new CMS (chose, Saturno Webback) • content rethought and then rewritten (huge effort) • investing in strong original imagery, avoiding stock • postponed plans for video imagery due to difficulty (good reality check) challenges and successes
- 65. #GBwinningwebsites the power of original imagery
- 66. #GBwinningwebsites • exterior city images of Toronto • interior images of the office • portraits of Blaney’s professionals for biographies • group portraiture for recruiting hundreds of images taken by local photographer
- 74. #GBwinningwebsites increase of 43% in users and 33% in page views overall Google Analytics year over year 6 month comparison web traffic
- 75. #GBwinningwebsites before 15 steps and took 20 minutes per bio for the multiple versions maintained Used 35-40% of a full time equivalent’s time after updates are made once in the CMS in 1 click Uses 10% of a full time equivalent’s time creating, updating and publishing bios
- 76. #GBwinningwebsites before 24-step process: InDesign > Word > Acrobat 75% of a full time job. after all content managed via the CMS, can be easily converted into a digital or print “branded” newsletter immediately. 20% of a full time job. creating, updating and publishing newsletters
- 86. #GBwinningwebsites the Hall Maines project
- 88. #GBwinningwebsites situation and project goals
- 89. #GBwinningwebsites before the problems with the old… • lackluster, unlike people of the firm • no promise of value • imagery that decorates rather than positions • dominated by words • mobile unfriendly
- 90. #GBwinningwebsites before an old school, generic law firm
- 92. #GBwinningwebsites the brand promise Hall Maines & Lugrin is an energy-focused firm with a deep understanding of the problems you face and solutions you need in the full context of your business. We know energy.
- 93. #GBwinningwebsites closer look at the new design and content
- 100. #GBwinningwebsites
- 101. #GBwinningwebsites
- 102. #GBwinningwebsites
- 103. #GBwinningwebsites
- 104. #GBwinningwebsites
- 105. #GBwinningwebsites
- 106. #GBwinningwebsites behind the scene: challenges and successes
- 107. #GBwinningwebsites • no marketing team—one attorney contact; outsourced virtually everything, including data entry • package of brand strategy, web design/development and logo • all new professional photography • model copywriting • CMS: Point & Clique challenges and success
- 108. #GBwinningwebsites • quick intro to presenters • the winners, before and after • how to usher a successful project through a partnership agenda
- 109. #GBwinningwebsites • lack of strong leadership (nature of a partnership) • content handled too late, lacks project plan • misunderstood scope and change orders • no budget for new professional bio photos or photo logistics (across locations) • clients or lawyers choosing their own images (stock photography hell) five common roadblocks
- 110. #GBwinningwebsites lack of strong leadership • develop a committee at the outset • committee becomes apostles for the project • committee needs decision making authority five common roadblocks
- 111. #GBwinningwebsites content handled too late, lacks project plan five common roadblocks
- 112. #GBwinningwebsites
- 113. #GBwinningwebsites misunderstood scope and change orders get a detailed estimate of what’s included and what’s not including the often overlooked: • licensing fees to stock photography • data entry • number of design revisions • post launch maintenance and bug resolution • CMS fees five common roadblocks
- 114. #GBwinningwebsites • what you want the CMS to do vs. what you need it to do • open source vs. proprietary CMS decision considerations
- 115. #GBwinningwebsites no budget for new professional bio photos or photo logistics (across locations) five common roadblocks
- 116. #GBwinningwebsites clients or lawyers choosing their own images (stock photography hell) • develop a consistent visual style • have a simple strategy for interior pages • be conscious of licensing fees five common roadblocks
- 117. #GBwinningwebsites • brand strategy or sharper brand messaging were a part of each project • investment, at different budgets, in unique and custom design approaches to break the conventional templated site mold • a collaborative process, involving the people on the line (partners) along side of marketers, strategists, designers and developers common denominators for winners
- 118. #GBwinningwebsites • strong firm leadership and project management in each • tracking and measuring results and including them in contest entries common denominators for winners
- 120. #GBwinningwebsites HOW TO BUILD AN AFFORDABLE, WINNING WEBSITE