Authored by Beth Bateman, Bateman Communications, SMPS San Diego Education Committee Co-Chair
“Keep your website’s navigation simple” is just one of the many valuable take-away tips for those who attended the October 23rd SMPS San Diego educational workshop, “The Next Wave of A/E/C Websites and Digital Marketing.”
The workshop was presented to a sold-out crowd by our “Surf Instructors,” David Lecours and Josh Miles, recognized leaders in the fields of corporate branding and website design for architects, engineers and contractors.
Gone are the days when A/E/C websites are designed to be just pretty electronic brochures, they explained. Successful businesses today know how to use digital media to transform their websites into powerful business development tools. For instance, you must flip how you think about social media. The website is the hub, which means your social media tools should direct users back to your website and not the other way around.
Your “Home” page is the most important page of your website and therefore must be carefully designed and optimized to maximize your internet presence. Don’t forget, though, now there are many “back doors” to your website through social media, so you need to carefully structure and optimize each website page. How do you know if your page is good? Think about it from the user’s perspective, who is wondering, “Should I go or should I stay?” If the page is not interesting enough for a user to want to stay, then it should be redesigned.
On a final note, David advised it’s important to keep the momentum going in the development of a company website and not fall into the perfectionist’s trap. “Don’t let perfect get in the way of great!” he said.
Many thanks to Ferguson Pape Baldwin Architects for the generous use of their Soledad Conference Room for the event, and to their Marketing Coordinator, Lauren Verduzco, for putting it all together and keeping us fueled for the class with lots of coffee, bagels, fruit, cookies, juice, and water!
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Photos by Mike Torrey Photography, specializing in architectural photography.
View all event photos on our Facebook page!