SMPS Heartland Regional Conference / Conference  / Take Control of Your Next Website Redesign: A Marketer’s Role – Ida Cheinman

Take Control of Your Next Website Redesign: A Marketer’s Role – Ida Cheinman

I’ve been involved in website design in different roles throughout my entire career. Starting in the late 90’s, when the field as we know it was just getting started, I’ve spent the last two decades leading and working on web redesign projects for organizations from technology startups, professional services firms and nonprofits to global B2B and B2C brands. You may say that, professionally, I grew up with the web design discipline.

Today, web design remains one of Substance151’s core capabilities and I remain in the trenches. During my session, I will share what I’ve learned through 20+ years and hundreds of websites, focusing on the processes and practices that will make your lives easier. 

Let’s talk about dialing up your next website redesign!

The Process

There are many decisions to make when it comes to redesigning your firm’s website and many pitfalls to avoid. 

If you’ve ever been through this process, you understand the complexity and potential frustrations that often go hand-in-hand with a website redesign. But it doesn’t have to be this way! 

Understanding the process, your firm’s goals and its audiences’ needs, plus what’s possible with today’s access to tools, data and technology, will ensure the project is a success. 

The purpose of this session is to help you not only navigate your next web redesign with confidence and ease (while maintaining your sanity!) but also ensure that the final product is an effective marketing, business development and recruitment tool that meets objectives, creates a competitive advantage and delivers measurable results. 


Why You Need to Rethink Your Firm’s Website

If we have learned anything in the last 16 months is that all business is digital business.

But even before the pandemic, the way professional services customers and employees identify, research and select an A/E/C firm started to change. With Millennials assuming executive roles in your clients’ organizations and Gen Z entering the workforce, online search has become the number one source for making informed business decisions. 

We all have seen the statistic that B2B customers are nearly 70% through their decision-making process before they reach out to your firm. Even those prospects who come through referrals prefer doing much of their own research first. 

This makes your website the most prominent brand ambassador for your firm. It’s a 24/7 member of your business development and marketing teams and a lead generation and recruitment tool. Your firm can no longer afford to have an online brochure that provides relatively current and somewhat relevant information. It must attract, engage and convert. It must answer questions and provide the right information to the right visitors at the right time in their decision-making process. 

A Marketer’s Role

Revamping a website is no easy endeavor – and the one that could create a significant positive impact on your firm’s marketing. It’s lengthy, expensive and requires a considerable investment of time and resources from your firm. This means a marketing team leading the project internally must ensure the website they deliver also, well, delivers.

But how do you know if you are building the right website and going about it the right way?

I will walk you through the process step by step and provide tools, strategies and practical takeaways that you can implement at your firm – regardless of its size or budget. 

We will cover:

  • Why and when you firm should consider a website redesign and the ammunition you need to get a go-ahead 
  • What to look for before, during and after the redesign
  • How to define goals and manage expectations
  • How to set benchmarks and measure success
  • What an effective agency selection process looks like
  • What trends, technologies and next practices should be part of your next website redesign
  • How to bring together research, strategy, design, content and technology to ensure that the end result meets your firm’s current and future needs and delivers a rewarding user experience (the key measure of a website’s success)


About Ida Cheinman

Ida Cheinman is Principal and Creative Director of the brand strategy, design and digital firm Substance151, with a strong focus on the A/E/C industry.

She uses her 20+ years of experience as a brand strategist, designer, marketer and educator to help business leaders and marketing professionals make sense of trends, tools, and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace.

Ida is a sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. She has presented for professional services organizations and branding and marketing conferences nationwide and is a frequent contributor to industry webinars, blogs, podcasts and publications.

At Substance151, Ida leads a multidisciplinary team, overseeing the strategic and creative development of the firm’s projects. Her work has earned numerous awards and industry recognition and has been published nationally and internationally.

Connect with her on LinkedIn.

Ida Cheinman

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