Getting Started: Aligning on Goals, Gaps, and Priorities
Whether you’re planning a full redesign or trying to improve what you have, we start by defining what success looks like and pinpointing what’s helping or hurting performance. We assess lead generation, usability, SEO, and message clarity, then align on the highest-impact priorities and a practical roadmap (redesign, targeted improvements, or a phased approach).
To keep execution predictable, we manage the work through clear milestones, defined ownership, and real-time project tracking, reinforced by weekly internal prioritization to keep timelines on track.
Along the way, you’ll have structured checkpoints to review and shape key decisions—strategy, site structure, UX, visual direction, technical requirements, and final deliverables—so the finished site reflects your brand and supports the outcomes you’re investing in.
How to set your team up for success: Designate a project gatekeeper.
We recommend that your team identify one person who has final sign-off on all proofs and deliverables and serves as the primary point of contact between our teams. This single step keeps feedback clear, decisions moving, and the project on track.
What to Expect From a Website Redesign Project
Phase One
Kickoff, Discovery and Asset Gathering
We start every project by listening to your unique business and marketing goals and creating smart, customized solutions through a collaborative, iterative process.
We’ll align on what a successful website redesign means for your business. In kickoff and discovery, we’ll review your goals, target audiences and buying process, key competitors, and how the website should support sales today and as you grow. We’ll also evaluate what’s worked (and what hasn’t) so we can build on what’s proven and avoid costly detours.
To support the work, we’ll gather access to the systems and materials we need, such as site analytics, CRM/marketing tools (as applicable), sales collateral, brand assets/standards, content inventories, and any background documentation that clarifies your market and message. A technical kickoff may also be included to confirm development requirements and constraints early.
Phase Two
Strategy, Site Architecture and Prioritization
Once the kickoff and discovery are complete, we translate insights into a clear plan. We’ll deliver a strategy brief and build a strong recommendation for the site architecture (sitemap) focused on helping the right prospects find what they need quickly, while supporting your SEO and conversion goals. From there, we’ll work with your team to prioritize and strategize content at the page level (wireframes) utilizing proven B2B industrial website UX patterns that drive clarity and conversions from your key buyers.
What this phase typically includes:
- Strategy brief that clarifies audiences, goals, messaging direction, and success metrics
- Content and URL audit to help you identify what content on your existing site you want to keep, remove, repurpose, etc.
- Sitemap, site architecture, and navigation recommendations
- Wireframes, B2B UX patterns, or page structure guidance for key templates
- Feature and content prioritization (what’s required vs. optional) to keep scope controlled
Phase THREE
Visual Design
With the structure approved, we move into visual direction and page-level design. If brand standards are limited—or a refresh is needed—we’ll often start with moodboards to align on style, tone, and UI direction before creating full design proofs.
We iterate through feedback and revisions to ensure the final design supports clarity, credibility, and conversion, especially for technical buyers who need to quickly understand fit and capabilities. Development begins once visual design approval is in place.
Phase FOUR
Website Development, Production and Content
In development, we build the site in a staging environment and share an early development proof, where you’ll see real pages before the full build is done. Our early development proof gives you a working look at navigation, mobile responsiveness, and key templates in context—so there are no surprises at the end.
Then we deliver the remaining templates, pages, and functionality in planned batches for review and QA.
Content migration and styling follow an organized, web-based workflow (responsibilities vary by project scope). Regardless of who enters content, we provide training so your team is comfortable managing the site post-launch.
Depending on scope, this phase typically also includes:
- On-page SEO: page titles/meta descriptions, heading structure, internal linking, image alt text, URL and redirect planning (as needed).
- Copywriting or content editing: new or revised page copy to improve clarity, differentiation, and conversion.
- Brand and messaging alignment support: mapping content to your positioning and differentiators, refining page-level messaging and hierarchy, and prioritizing updates so migrated and new content stays consistent, credible, and on-brand.
- Accessibility, privacy, and compliance support: improvements aligned with accessibility best practices (e.g., navigation, contrast, forms, labels) plus GDPR/CCPA needs like cookie consent, privacy policy requirements, and tracking disclosures.
- Project-specific deliverables: integrations, custom functionality, technical requirements, and stakeholder-driven needs—fully integrated into the final build.
Much of this work will have started throughout the process, but it gets solidified and integrated into the website during this production phase.
Phase FIVE
Testing, QA and Site Launch (Go-Live)
Before launch, we run thorough functional QA and design QA, alongside SEO pre- and post-launch checks, to confirm the site is stable, consistent, and ready for traffic. This typically includes confirming analytics and tracking (Google Tag Manager/Google Analytics), validating key events and conversions, and finalizing redirect plans so performance and reporting carry through cleanly on day one.
As we approach go-live, we hold a launch planning meeting to confirm remaining approvals, timelines, and responsibilities so the launch is smooth and controlled.
Phase SIX+
Post-Launch Optimization and Ongoing Support
After go-live, the real performance work begins. We can support ongoing improvements using analytics and testing tools to refine conversion paths, strengthen SEO, and keep the site secure and up to date.
Most clients continue into an ongoing digital marketing engagement, building on the strategy and momentum from their redesign.
What ongoing support and engagements can include:
Your monthly engagement level determines how much we can take on at once—and how quickly we can test, learn, and expand what’s working. Either way, we keep the work focused on the activities most likely to improve visibility, lead quality, and conversions.
- Customized digital marketing services
- Security, maintenance, and hosting oversight
- Analytics monitoring and reporting
- SEO performance improvements and content updates
- Iterative UX enhancements and conversion optimization
See How We Drive Ongoing Growth With Full-Service Digital Marketing
Case Studies
Proven Website Redesigns for B2B Industrial & Manufacturing Companies
Increased lead quality and quantity for an electronic contract manufacturer
B2B e-commerce website redesign for connector manufacturer
The Website Strategy Quick Start: A Clear Plan Before You Build
A Website Strategy Quick Start is a smaller introductory engagement built for teams that know a redesign matters, but aren’t ready (or able) to go all in yet. It helps you overcome common hurdles like internal buy-in, unclear budgets, first-time redesign uncertainty, or past bad experiences with partners.
Instead of committing to a full redesign upfront, we take you through the first ~20% of the process and deliver the key milestones you need to move forward with confidence: a kickoff meeting to assess where you are, a clear strategy brief, and a defined site architecture—often paired with wireframes for key pages—so you have a practical plan you can use to secure buy-in and start the redesign the right way.