The BDO network’s global web templateBDO is an international network of public accounting, tax and advisory firms which perform professional services under the name of BDO. The fee income of the member firms in the BDO network, including the members of their exclusive alliances, was $7.6 billion at 30 September 2016. These firms have representation in 158 territories, with over 67,000 people working out of 1,401 offices worldwide.

On behalf of the BDO global network, TrueLime has implemented a unified web site platform, utilised by all BDO Member Firms. TrueLime is a Dutch software company with 50 highly educated and experienced employees. Since 1997, TrueLime has been an expert in developing custom made web applications, web sites, customer portals and social internets. This BDO project, named ‘Project Dynamo’ internally, was initiated in April 2015 and as of today (20 Jan 2017), 83 BDO Member Firm web sites are live on the global template, including the BDO global web site (www.bdo.global)

By end April 2017, all BDO web sites will have migrated to this platform

Key facts• One universal template for all BDO Member Firms • One global hosting environment: using Kentico CMS, hosted on Microsoft Azure in

several data centres worldwide• Optimal content customisation: member firms can add local content, configure their

own online marketing features and construct microsites• Marketing automation: member firms can use Kentico’s EMS to add personas and

define lead scoring for specific site actions or user contributions, facilitating the conversion of unknown users to leads and eventually to clients

• Powerful analytics tools: built-in Kentico Analytics, integration with Google Analytics and possibility to use customised analytics tools

• Competent API management: every site can interface with approved third party systems, including CRM systems, e-mail marketing tools and job application sites

Structure and navigationThe BDO global web template promotes the aligned global BDO network through one consistent look and feel, presenting information in the same place, in the same way across all BDO sites

Visitors to multiple BDO sites experience a near identical ‘journey’. This makes it easier for visitors to navigate BDO sites and reinforces BDO as a truly global brand with a coherent digital strategy

The design and navigation structure of the template is controlled, but at the same time allows BDO firms to showcase their personality: this is vital in order to demonstrate their uniqueness in their local markets

BDO Global BDO Finland

BDO China BDO East Africa

BDO Argentina BDO Australia

BDO South Africa BDO United Kingdom

Visual design

The responsive BDO global web template enables a consistent, high quality experience through mobile preview and device detection, whether visitors use smart phone, tablet or laptop

Highlighted features

The BDO global web template provides a state of the art long-scroll web site for every BDO Member Firm: - Easy & intuitive to navigate- Establishes a natural hierarchy of value, without overwhelming or

disorienting users with choice- Fits with current best practice in web design in terms of both

balance and simplicity- A very compatible design format for mobile - which is where the

world is heading - An enabler for more complex, content-heavy sites that need to

showcase a large amount of information - Helps web pages achieve a better balance & reduces paralysis of

choice

Highlighted featuresRight-to-Left design

A separate right to left template has been created for firms in the Middle East

Its flexible layout design satisfies the demands of local language and culture

BDO Israel

ContentThe BDO global web template allows editors to bring text to life by enabling them to seamlessly integrate multimedia functionality, including videos, podcasts and imagery. This is particularly striking in BDO’s library of engaging Insights

Podcasts

Videos

Insights

The BDO global web template is structured in a clear and logical way that assists individual stakeholders in accessing the particular content they seek

Existing clients

Content

Prospective clients in multiple industry sectors Job seekers

Functionality: Technical• Kentico’s Enterprise Marketing System (EMS)• Marketing automation workflows• Accessibility conforming with WCAG 2.0 AA• Call BDO button in mobile view• Social media integration• Shared content library across multiple sites• Worldwide authorisation: multiple editors around the globe• Multi-faceted search• Optimised for fast page loading and rendering• Release modules for rollout of individual member firm sites• Open graph metadata for social sharing• Compliance with the latest security demands• Ease of management

• Microsites• Configurable online marketing features• Personalisation and marketing automation• Knowledge base (eg. Insights) enhanced through cross-site

content sharing • Built-in smart search with Google-like functionality• Centralised media library accessible by all content editors• Downloadable contents (live links)• Event management • Blogs• Notifications

Functionality: Business

Client-centric web sites through multiple channels

Intuitive search: smart Google-like search on all pages, backed up by an advanced search for Insights, News & Our people

Microsites: a dedicated one stop shop where visitors can see all information relating to one topic in a centralised location

Contact us: a direct and customisable communication link directly to all BDO Member Firms

Functionality

Client-centric web sites through multiple channels (continued)

Gated downloads: request visitor details before downloading a BDO insight

Subscriptions: visitors can subscribe to receive regular insights from BDO on multiple areas of the site

SEO optimised: the web template includes a range of out of the box SEO options that can be automatically implemented by firms

Functionality

Innovation• 158 web sites hosted in 3 Azure geo locations worldwide• Integration to third-party systems using Azure API

management • Multiple Kentico development teams/partners working on

the global web template across the world • Member firms worldwide sharing and re-using each

other’s content through the content delivery network• Ability to add personas and define lead scoring for

specific site actions and convert unknown users to leads and eventually to clients

Continuous support during the change process The development, implementation and transition of all new BDO Member Firm web sites was a large international change process and required consistent support on a global scale

As a result, joint forces consisting of both BDO and TrueLime personnel are responsible for development, hosting, global ICT support and rollout, including: • An extensive pre-launch analysis phase involving ten pilot BDO firms in different

countries, acting as user experience test teams• The development of a custom-made CMS manual and instructive video for the BDO

global web template• Customised training courses on the BDO global web template to supplement

Kentico-provided CMS online training • The creation of a governance structure which defines centralised and decentralised

responsibilities for hosting, support and content input

Overall experience• BDO web sites worldwide demonstrate a global presence and at

the same time maintain their local culture and feel• Every BDO Member Firm can create their own content pages from

the suite of page type templates, confident that they will conform automatically to brand guidelines and visual identity rules • Visitors to BDO web sites have reacted positively to the

professional look and feel, informative content and user-friendly navigation system • BDO firms report that migrating their sites to the BDO global web

template has generated an increase in average visitor session duration, more returning visitors and a decrease in bounce rate

Visit BDO’s global network of web sites at

www.bdo.global Powered by: