From strategy to launch: building the new Imarc.com

We launched our new Imarc.com on 8/5/2026. It had been eight years since we did a full redesign, not just a rebrand or reskin. We’re proud of our new content and design, and we are excited to share it with you!

Our motivation

At an agency it always feels like we should be redoing the website, but it can also fall to the bottom of our priority list. Clients always come first. Since the previous redesign, Imarc has started doing more go-to-market strategy work and leaned into our experience and success with Tech and Manufacturing B2B companies, and we wanted to update the website to reflect that.

We’ve also seen the rise of Generative AI, both for search and analysis, and we knew we needed to update our content to take advantage of AEO and GEO best practices.

We thought a website redesign would be a great opportunity to experiment with new tools and platforms and refine our process. When we get to be our own clients, we become better at serving our external clients. (And an agency full of opinionated strategists, designers, and developers can be very hard to please!)

We’d also been strategizing about how to make the dark funnel of the B2B buyer journey work for us. Current research shows that buyers will spend 70% of their purchase timeline researching a B2B company on its website before making contact, at which point it’s probably on their short list. We’ve been leveraging our understanding of this trend to drive conversions for our clients, and it was time to do it for ourselves. 

When we build a B2B website that converts visitors into leads, and leads into clients for ourselves, then we have another proof point that we can do the same for the clients we serve.

Content is design

Our Chief Revenue Officer recently encountered some research showing that our prospective clients are not as familiar with the agency process as we always thought. Even clients with a lot of experience hiring agencies only do it every three to four years. This seemed like a perfect jumping off point to update our content, re-architect the website for new AI search technology, and reframe our message to highlight our recent successes.

We always like to tell our clients that content is design. Creating the best website for your business starts with understanding your goals and then translating them into what kind of information your visitors are looking for, what you want them to learn, and what you want them to do. User experience and visual design flows from that. 

Content is further informed by the audience you want to reach. Our audience comprises:

• Prospective clients
• Current clients
• Design, development, and marketing professionals
• Partners

Our goals included:

• Increasing demand generation
• Showing up in AI search and Chatbot responses
• Promoting our brand
• Highlighting our work
• Paying it forward by providing helpful resources

After identifying these key drivers, our content strategist led us through a brainstorming exercise where we identified common themes in how we wanted to be known and what we wanted to communicate. The following themes emerged, along with key phrases that we knew we wanted to incorporate:

• We are a holistic partner for our clients
• We are a kinetic pioneer of design and technology
• We are a luminous leader in our field

As our writers crafted the copy, our designers began turning these insights into a visual language that purposefully evoked emotions and reinforced their message.

Lighting it up with visual design

Our designers focused first on exploration and benchmarking, examining competitors’ sites, and sharing other inspiring websites for creative fuel. Then we created extremely high level mood-boards to get buy-in from Imarc leadership on the vibe and visual direction.

Looking at the old site, we often saw our people under-represented in favor of prominent design elements, so incorporating more photos, even candid and imperfect ones if needed, added a human and authentic touch.

One of our key themes was “luminosity,” and this led to a light-on-dark look for the new website, where the background is darker, and Imarc’s differentiators light up the pages. 

Recently, we established and codified a new set of brand guidelines, and it was exciting to apply those guidelines to a darker-toned website. We were able to try out new combinations of our brand colors, shifting emphasis while letting us continue to use collateral created under those brand guidelines.

Tempering this new dark theme with approachability and humanity was also key. The color palette and animations bring light and warmth into the site, and provide an excellent setting for images of our people, office space, and client work.

A new (to us) platform

Our content management solution was another area where we wanted to pioneer a new process and experiment on ourselves. We love working with a variety of content management systems, including WordPress and Craft CMS, and our previous iteration of Imarc.com was built on Craft CMS.

This time, though, we wanted to try a new system that enabled a new process, so we chose Webflow. Our hope was that using Webflow would decrease our time from ideation to launch, and we found that  it did! We were able to experiment loosely with design in Figma, and then create high fidelity designs directly in Webflow, skipping the usual design comp → review/feedback → edits cycle. 

Establishing design variables, like fonts and corner rounding, and defined color palettes made it easy to establish cohesiveness in the look and feel, and make sweeping changes quickly. Webflow’s import tools also allowed us to involve the Engineering Team less than we have for past iterations of Imarc.com and get to launch more quickly.

Always Be Measuring

As we redesigned the website, we identified the key metrics that would help us measure our success and guide future improvements. These included:

• Qualified website traffic
• LLM discoverability and AEO performance
• Lead generation and contact form submissions
• Engagement with key service pages
• Downloads of educational resources and templates
• Return visitor growth
• Conversion rates across primary user journeys

With years of historical data from previous versions of Imarc.com, we can benchmark performance, identify trends and optimize  our new site to measure what drives improvements. 

We will evaluate regularly to learn what is driving our conversions, what content resonates most with our audience, and orient new opportunities based on real data—not just assumptions.

Building momentum after launch

Building a new website is just the beginning! We’re proud of it, and we wanted  to get it in front of the right audiences.  

Our marketing team developed a launch campaign designed to drive awareness across multiple channels.  With new blog content (like the one you’re reading) thought leadership with attention-grabbing headlines, social media and email marketing initiatives. Our strategic plan aimed to introduce the new site, highlight new capabilities and encourage exploration of the new experience.

What’s next?

One of the most important ways to keep a website relevant is fresh content. We’ve always made it a practice to update the site with new blog posts and client case studies, and we plan to continue that. We also have some new resources coming…stay tuned!

And some day, we will review Imarc.com, and decide to redesign it again, because we never stop learning, and we never stop improving.

If you want to learn how Imarc.com can help you redesign your website, please reach out!