Managing Your Firm’s Website Redesign-Managing Your Firm’s Website Redesign Recording

Video Transcription

Video Summary

In the ACEC Online Seminar, Etta Chineman, Principal and Creative Director of Substance 151, presented on managing a firm’s website redesign, drawing from over 25 years of experience. She emphasized that a firm’s website is crucial in today’s digital age, often serving as the first touchpoint for prospective clients and employees, especially millennials and Gen Z who rely heavily on digital information. The website must be customer-centric—intuitive, fast, personalized, and aligned with users' needs, not just an internal brochure. Firms should refresh websites every 1-3 years, with full redesigns every 3-5 years, or sooner if significant changes occur.<br /><br />Key steps in redesign include internal alignment on goals, budgeting, branding, and technology needs. Firms must decide between in-house efforts or outsourcing to specialized agencies that offer comprehensive expertise. Strategy, user research, site architecture, design, technology, and ongoing management are critical components for success. Tools like Google Analytics and heat maps are valuable for research and tracking performance. Accessibility and mobile responsiveness are essential, and emerging technologies like AI chatbots and personalized content can differentiate a firm. Post-launch, continuous content updates, user feedback, and analytics-driven improvements are necessary to maintain effectiveness and demonstrate ROI. Etta also advised integrating LinkedIn as the primary platform for professional engagement.

Keywords

website redesign

digital age

customer-centric

millennials and Gen Z

internal alignment

outsourcing agencies

user research

Google Analytics

AI chatbots