Flipping the Script to Meet New Objectives

the project overview

MNCEO approached us for help improving their existing website, which ultimately led to a new site build and SEO implementation strategy. The existing site was informative but not about the right things. As an information source about employee-owned businesses in Minnesota, the site did an outstanding job. Where it faltered was in promoting the organization itself and its role as a resource for those businesses. Our job was to flip the script so to speak by reorganizing the site to focus on the value of MNCEO, improve the site's existing SEO and develop an SEO strategy they could implement themselves, and improve the look and flow of the site.

WEBSITE PLATFORM
Squarespace

SERVICES PROVIDED
Web Design
SEO

BUSINESS TYPE
B2B

INDUSTRY
Non Profit
Employee Ownership

the challenge

• Reorganize site pages and content to reflect organizational objectives

• Improve SEO to increase online visibility

• Establish the organization as the leading resource on ESOPs and employee-owned businesses in Minnesota

• Strike a balance between providing general information on ESOPs and the benefits of becoming involved in MNCEO

• Add CTAs to encourage visitors to reach out to MNCEO

• Create a donation-gathering tool

• Improve site navigation to keep visitors on the site longer

• Add a lead magnet to build a subscriber list

the solution

The changes to the MNCEO site are subtle but extremely effective in improving the user experience. We worked with the organization's existing color scheme to ensure brand continuity but we reorganized the primary navigation to reduce the need to search for information on the site. Visitors can now access the exact page they need right from a secondary navigation bar that is visible on every page. No drop-downs, hamburger menus, or searches required.

Multiple CTAs on each page make it clear that MNCEO is here to help and an on-site scheduling tool makes it easy to connect with the organization. For those who are already involved with MNCEO, links to Resources and Events figure prominently in the primary navigation bar alongside a can't-miss-it donate button. On-site SEO and a robust blog have improved the site’s search rankings and expanded their reach to new audiences.

OUR THOUGHTS  This site achieves the objectives of improving the user experience, establishing the organization as the leading resource in their subject area, and encouraging site visitors to get involved.

Interested in having a website that works for you 24/7? Reach out! We’d love to help.