Key Players in Your Website Redesign Project

Get to Know the Specialists Crafting Your Website

Creating a new website — or a new version of an existing website — is often a massive undertaking. Depending on the scope of your project, at Beyond Definition, more than half a dozen specialists could be contributing to the strategy, content, design, and development of your website.

While we’ll always have just the right number of cooks in the kitchen, keeping track of who’s who and who’s doing what can be a challenge if you’re not familiar with the process. To make it easier, here’s a list of the key players who may lend their considerable expertise to make your new website a well-strategized, effective, and engaging masterpiece.

Account Management

The account management team manages the website creation process from start to finish. Your project will include both an Account Executive and a Project Manager.

Account Executive

The Account Executive — or AE — is your main point of contact for the duration of your work with us. They work closely with you to ensure that we’re maintaining an open line of communication, as well as meeting the needs of your organization.

Project Manager

The Project Manager — or PM — is responsible for creating and maintaining your detailed project schedule and managing our internal resources (namely, all the folks described below) to ensure that we’re allocating the right people and hours to the project. They also serve as the main point of contact for the rest of the project team.

Research and Strategy

Thorough research and thoughtful strategy are the foundational elements of an effective website. The Strategist leads these project phases.

Web Strategist

Strategists gather and analyze information from a variety of sources, then use their data-based conclusions to drive strategic planning. The Web Strategist conducts research and collects insights using an assortment of techniques, including assessments, questionnaires, interviews, usability tests, audits, card sorts, and workshops. Once they have enough information, they’ll work with your project’s Designers and Developers to craft a website strategy that includes organization goals, user insights, information architecture, template and technical planning, and wireframes. The Web Strategist remains involved for the duration of the project, to ensure your website consistently aligns with the overall strategy.

Content Creation

Twenty-five years after Bill Gates penned it in an essay, the phrase “content is king” may be cliché, but it’s still absolutely true. While high-quality strategy, design, and development are essential for a website to be effective once users arrive, high-quality content is what drives users to it. If your project scope includes content creation, your project will include a Content Strategist, one or more Copywriters, or both.

Content Strategist

The Content Strategist is to your website copy what the Web Strategist is to the rest of your website. The Content Strategist gathers and analyzes information in order to create a data-driven content strategy that includes your website’s topics and tone of voice.


Utilizing the content strategy, the Copywriter composes the copy that will appear throughout your website.


In the design phase — a client favorite — you get to see how your website will look. Your project may include one or more Designers, an Art Director, or both.


Designers craft the visual representation of your website. Utilizing the project’s wireframes as blueprints, the Designer combines your organization’s brand guidelines with the website strategy and knowledge of website design trends and best practices to produce a well-balanced, engaging visual experience.

Art Director

The Art Director oversees the project’s Designers, ensuring designs align with your organization’s brand guidelines and website strategy. They will likely also contribute designs to your project.


The development phase is where the website finally comes to life. Your project may include one or more Developers.


The Developer brings together all of the established project pieces — strategy, content, and design — combining them with their coding skills and knowledge of website development trends and best practices to build and launch your new website.

We hope we’ve helped you better understand your website project team. If you have questions, please reach out to us or contact your Account Executive directly. And if you’re considering a website redesign or new web project, get in touch! We’d love to work with you to build something great.

Ashe Abbott DiBlasi's headshot

Ashe Abbott DiBlasi

As Senior Web Designer and Developer, Ashe is closely involved in all phases of the web design and development process, including discovery, strategy, information architecture, user experience (UX) design, user interface (UI) design, and development. With 14 years of experience, Ashe brings significant expertise to the Beyond Definition team and maintains a passion for exploring new web technologies. Ashe knows the power of strategic, thoughtful websites and is committed to working with our clients to create them, specializing in creating custom, easy-to-use WordPress themes.

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