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Website Redesign: Synopsis - Greater Raleigh Chamber of Commerce

2016 ACE: Award of Excellence

In January 2015, the Chamber launched a website redesign project to overhaul www.raleighchamber.org. A team of IT and Communications staff spent three months researching best practices and analyzing data from the existing site to determine which pages visitors used most; four months organizing and designing the new site; two months working on implementation with Weblink (vendor); and a month fine tuning things before the late October launch.


Date: December 23, 2016
Organization: Greater Raleigh Chamber of Commerce
Chamber Website: http://www.raleighchamber.org
City: Raleigh, NC
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

Website Redesign: Synopsis - Greater Raleigh Chamber of Commerce

View Sample record for the website here

Synopsis:

In January 2015, the Chamber launched a website redesign project to overhaul www.raleighchamber.org. A team of IT and Communications staff spent three months researching best practices and analyzing data from the existing site to determine which pages visitors used most; four months organizing and designing the new site; two months working on implementation with Weblink (vendor); and a month fine tuning things before the late October launch.

Budget: $19,995 

  1. GOAL: Make the website fully mobile. Mobile digital media time in the U.S. is significantly higher at 51 percent compared to desktop (42 percent). In addition, in April 2015, Google announced it would penalize websites that were not mobile-friendly.

    RESULT: Within the first two months of the website launch, mobile views increased by 18 percent. After six months, the number grew by 33 percent.
  1. GOAL: Increase the number of high conversion rate leads for Chamber membership.

    RESULT: An “Invest in Your Future” button was added to most pages, resulting in a 17 percent increase in new member requests. Views of the “Join the Chamber” page (to which the button links) increased from 334 to 3,741—a 1020 percent jump.
  1. GOAL: Increase digital advertising revenue.

    RESULT: New ad spots on internal pages have the potential to bring in $4,000 – $5,000 in additional revenue per year. Ad spots are hyper-targeted, allowing advertisers to reach their specific market.
  1. GOAL: Increase reach of original content. With more original content being produced by Chamber staff and volunteers, we needed a way to share information and extend the Chamber’s reach.

    RESULT: The new site includes a blog component that is accessible from the homepage. Since its launch, the blog has had 4,119 unique pageviews, and visitors are spending an average of 3 minutes on the site. A recent blog brought in 1,197 unique visitors, received 657 Facebook likes, and was commented on 24 times.
  1. GOAL: Simplify process and save time for web designer/admin. Previously, web edits were time consuming and could only be handled by the trained admin.

    RESULT: The new content management system and website redesign saves web designer/admin a total of 64 hours per year—eight full work days. The system allows edits to be made online (remotely), page editing is quicker because of the elimination of back-end coding, and other staff members are able to make changes if needed.
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