Developing a Strategic Site Map
Pace Creative conducted extensive industry research to build a site map that organizes the Dance Centre’s website content to be thoughtful, logical, and scalable for future additions or changes. The content flow was designed to lead users to the Dance Centre’s main focuses – events, membership, and programs. Our site map conveyed the stakeholder journey, focusing on the usability and flow of the content on each page.
Creating a User Friendly Website
To create a user friendly website, we identified key personas to gather audience information. We audited and reorganized the website content to simplify the online journey for each stakeholder. We reduced the total number of pages from over 180 pages to 85 pages by removing and streamlining all the duplicated content. The content highlighted custom Calls to Action on each page to improve the conversion rate, reduce the bounce rate, and ensure the content flow was logical.
To provide the Dance Centre with the ability to host targeted digital campaigns with engaging and on-brand content, we developed and edited the content of each of their landing pages. We integrated various APIs and functionalities such as membership login, an event calendar, and ticket purchases to match the Dance Centre’s business needs. We customized the event calendar to add interactive features for users to find upcoming performance tickets to purchase. We also automated the membership initiation and renewal process.
Strategic Branding and Design
Our team developed a bold look for the website while following the brand style guide and brand architecture. This would help increase the overall brand awareness and brand equity of the Dance Centre.
SEO Strategy and Website Optimization
Pace Creative considered an SEO strategy to optimize the website for organic SEO and use content marketing. We educated the internal communication and marketing team on the benefits of organic SEO and how content and specific keywords can impact the overall website positively.
Creating the Custom Functionalities for a Not-For-Profit Website with WordPress
Pace Creative created custom functionalities for the Dance Centre website using WordPress.
The functionalities of the public website include:
- email subscription
- ticket purchase
- integration of non-profit donation processing – Blackbaud, and
- events calendar
The functionalities of the back end include:
- a member portal with an automated online membership renewal payment process via Paypal
- custom forms functionality, and
- a wide range of membership functionality – application, renewal, and member-specific content
