IPSA's Website Redesign

Project Objectives

• Modernise IPSA’s website to reflect its status as the world’s largest professional security membership organisation

• Improve member experience across individual and corporate journeys

• Increase visibility, engagement, and discoverability across search and AI platforms

• Build a scalable digital foundation to support long-term membership growth

• Strengthen IPSA’s authority, credibility, and brand perception globally

  
  

Strategy & Discovery

• Conducted a full audit of IPSA’s existing website, content, and user journeys

• Identified friction points in membership applications and navigation

• Defined clear audience segments (frontline, associate, corporate, charity)

• Aligned the digital strategy with IPSA’s values: professionalism, inclusivity, and member-first thinking

  
  

Website Architecture & Content Planning

• Re-structured the website to prioritise clarity, accessibility, and authority

• Designed clear pathways for different membership types

• Planned SEO-optimised, AI-readable content to support future search behaviour

• Developed content sections for resources, events, news, and member value

  
  

Design & Build

• Delivered a modern, professional UI aligned with IPSA’s brand and heritage

• Built a scalable Wix-based platform with clean architecture and fast performance

• Implemented structured layouts to support growth in content and members

• Ensured accessibility, responsiveness, and usability across devices

Membership Experience & Automation

• Streamlined membership application flows for individuals and corporate members

• Integrated CMS-driven workflows to support approvals and member management

• Laid foundations for protected member areas and dashboards

• Designed systems with scalability and future automation in mind

SEO, AI Optimisation & Visibility

• Optimised the site for search engines and emerging AI search experiences

• Structured content to be easily interpreted by AI models and assistants

• Improved indexation, discoverability, and topical authority

• Positioned IPSA as a trusted, authoritative source within the security sector

  
  

Results & Impact

The launch of IPSA’s new website delivered immediate and ongoing impact:

• Increased engagement across key pages and membership journeys

• Improved clarity and confidence for prospective members

• Strong, consistent performance in search visibility post-launch

• A future-ready digital platform aligned with AI-driven discovery

• Positive feedback from IPSA leadership and members

The new website now acts as a growth engine, not just an information hub.

Key Learnings

• Member-first UX is critical for professional organisations

• Clear segmentation dramatically improves conversion and engagement

• Modern SEO must account for AI-driven discovery, not just keywords

• A scalable CMS and automation mindset saves time and cost long-term