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BDO USA, LLP

BDO USA, LLP is a professional services firm providing assurance, tax, and advisory services to privately held and publicly traded companies. BDO serves clients through 80+ offices and more than 800 independent alliance firm locations nationwide.

BDO is part of a global network that spans more than 160 countries and territories, with 97,000+ people working out of more than 1,700 offices.

BDO USA website on tablet, phone, and laptop devices
Technologies
.NET 6, ASP.NET Core MVC, Azure, Azure Cognitive Search, Kentico
Services
Content Management System, Development, Digital Marketing, Integration
Industry
Accounting
Awards
Kentico Site of the Month
Live Site
bdo.com

Results

BDO USA, LLP worked with BizStream to upgrade their previous site from Kentico 12 to Kentico 13 with .NET 6 and ASP.NET Core MVC. The new BDO.com site includes features that are personalized and tailored to the user, as well as interactive opportunities to connect with BDO throughout. The goal was to give BDO.com visitors the best possible experience through a completely new modern responsive design, intuitive navigation, powerful onsite search, personalized recommendations, and meet WCAG accessibility standards and best practices.

Other goals included:

  • Enhancing SEO
  • Moving from on-premises hosting to Azure
  • Simplifying the taxonomy and content model
  • Simplifying event registration tracking
  • Providing a better firm locator experience
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Session Duration Increase
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Conversions Increase
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Bounce Rate Decrease
BDO USA website on phone and tablet devices
BDO USA website on monitor

BizStream was instrumental in the launch of our new website. Their deep knowledge of Kentico, combined with a genuine understanding of our goals, resulted in an extremely collaborative project from start to finish. BizStream goes above and beyond to deliver the best possible solution. We truly value and appreciate their expertise and our long-standing partnership.

Alyssa Reese
Digital Marketing Leader and Director

Challenges

  • Migrating the content was a major task. Our team had to transfer over 6,000 articles from the Kentico portal to .NET 6 & ASP.NET Core MVC while ensuring the legacy content was preserved accurately. At the same time, it was crucial to ensure that the new features functioned as intended.
  • Maintaining synchronization while having a copy of media files on the server for each environment.
  • BDO.com needed to undergo a full re-imaging process, which required capturing feedback from multiple stakeholders through listening tours, UX workshops, and external usability testing.
  • A full re-design of the entire UX was required to meet the project goals. In essence, we had to start over from a blank canvas.
  • Providing the ability to interconnect content on bdo.com with access for everyone from their professionals, services, and industries down to their thought leadership and events.
  • Activities like event registration and form submissions needed to integrate with BDO’s marketing platform.
  • Improve the existing search engine and end-user search experience to make content easily searchable and increase search speed and accuracy.
  • Transition the entire solution to the Microsoft Azure cloud from on-premise hosting.
BDO USA website on phone device

Solutions

code icon

Development

  • To handle the improved search experience, our team built a custom Azure Cognitive Search Preview Widget for use in the PageBuilder system. This widget empowers editors with search functionality to precisely control related content on pages by narrowing results to specific topics and more based on the visitor’s persona. Editors can also determine the number of results displayed and how they are presented, such as in a carousel or grid format.
  • Our team leveraged Azure Blob Storage to manage the separation of media from the server. This solution enables the web servers to share a common resource, allowing multiple environments to access media from any environment. This eliminates the need for multiple copies of the same media, which could cause synchronization issues. Additionally, Azure Blob Storage streamlines backups, restores, and fault tolerance.
  • To personalize content, BDO.com was integrated with Marketo. Kentico's online marketing tools, combined with the Marketo automation platform, enabled us to deliver relevant content to users. For example, the homepage hero, widgets, and other elements are based on user personas, such as industry and visit history. As a result, different users will see different content based on these factors. For instance, the homepage hero adapts based on whether the visitor is a new or returning user.
  • The integration with Marketo also facilitated event registration. Users can register for an event on the site, which automatically sends the information to Marketo. This provides BDO’s marketing professionals with easy access to a list of registered attendees directly from BDO.com.
  • Our team employed Azure Search and Azure Maps to manage BDO firm location logic and assist users in finding the nearest BDO firm. Custom parameters were utilized to return results closest to the user. If no results were found within a specific radius, the search would expand to the next set of miles and continue until results were found.
  • Custom Widgets within Kentico were used to manage the search preview, filtered article list, styled content and additional features.
  • Kentico’s Page Builder was extensively utilized to construct a design system of components that translated into highly customizable page widgets. The editors then tailored these widgets according to the behavior of the visitors.
BDO USA website on phone and tablet devices

Integrations

  • Marketo
  • Azure Search
  • Azure Maps
  • Azure SSO
  • Google ReCaptcha Enterprise
  • Google Tag Manager
  • OneTrust
  • Azure PaaS
  • Azure DevOps
BSO USA Search Results page

Leveraged Kentico Features

  • Page Builder
  • Marketing Automation
  • Azure Integrations
  • Built-in Content Personalization
  • Activities tracking
BDO USA website on phone and tablet devices

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