How Modern Websites Drive Clarity, Engagement, and Sales

Your website is often the first—and sometimes only—chance to make your value clear.

Yet many organizations know their site isn’t working as well as it should and feel unsure where to start, what to prioritize, or how to work effectively with designers and developers.

In this practical, how-to session, Brian Amick will break down what truly defines a modern, effective business website in 2026—beyond visual trends or flashy features. Attendees will learn how website structure, messaging, and user experience work together to support clarity, engagement, and conversion, and how to evaluate their own site through the lens of real user intent and business goals.

Whether you’re planning a website refresh, preparing for a redesign, or working with an internal or external development team, this session will help you make more confident, informed decisions. You’ll walk away with a clearer framework for assessing your current website, prioritizing improvements with limited resources, and communicating expectations more effectively with the people responsible for building or maintaining your site.

Topics Include

How business websites have evolved from static marketing tools into experience-driven platforms that support clarity, trust, and action
Website structure and information architecture: how organization, navigation, and content hierarchy impact usability and decision-making
Designing intuitive user experiences for both first-time visitors and returning users
How design supports messaging, user intent, and conversion—without relying on gimmicks or trends
Discoverability, engagement, and natural calls to action that guide users without overwhelming them
Emerging considerations including AI-assisted experiences, interactivity, and accessibility standards
How to evaluate and prioritize website improvements when time, budget, and internal resources are limited

Benefits of This Session

By attending this session, participants will:

Gain a clearer understanding of what makes a modern business website effective—and what actually matters versus what can wait
Learn how website structure, design, and messaging influence user behavior, engagement, and conversion
Develop a practical lens for evaluating their current website or planning future improvements with greater confidence

Program Outcomes

As a result of participating in this webinar, attendees will be able to:

Identify structural, usability, and messaging issues on their current website that may be creating confusion or limiting engagement
Align website design and content decisions with user intent and business goals, rather than assumptions or trends
Communicate more clearly and confidently with designers, developers, and agencies—including setting expectations, asking better questions, and contributing more effectively to website planning, redesigns, or RFPs

Meet the presenter

Brian Amick is the co-founder and Visionary at Werkbot Studios, a digital marketing and web design agency he helped launch in 2004 in Erie, Pennsylvania, where he leads the company’s strategic innovation and creative direction with a focus on blending functional design and smart strategy to help clients grow and succeed. With a background in branding, web design, and years of experience teaching UX/UI design and web development as an instructor and adjunct professor, Brian champions a culture of collaboration and creative problem-solving while guiding Werkbot’s work for regional and national brands. His philosophy emphasizes usability, brevity, and purposeful design, and his specialties include leadership, creative direction, user experience design, brand creation, front-end development, and technology consulting.

How Modern Websites Drive Clarity, Engagement, and Sales