Learning Lab
Web redesign enhances user experience, donations, and staff productivity
Deliverables
- Complete redesign: messaging, design, development
- All web pages optimized for mobile
- Easy-to-use templates to update content
- Ability to launch new crowdfunding campaigns
- Nine “How To” videos for staff managing the site
Results
- Condensed and simplified 21-page website
- Edits eliminated 40% of redundant/outdated copy
- First draft of website completed in 4 weeks
- Time savings of 100 hours (if staff had done redesign on their own)
- 15-20 hours/month time savings going forward
Quick pivot needed to new virtual training programs
During the COVID-19 pandemic, Monique Smith, Executive Director, needed to pivot quickly from traditional in-person training programs to a new virtual model. The temporary shutdown of classes also gave Learning Lab the opportunity to update their outdated website and find ways to get more donations to support its efforts.
Having no internal digital marketing expertise and limited resources, Monique yearned for a trusted advisor who could provide new ideas, impactful direction, and peace of mind.
One-stop shop expertise to handle a complex project
Aaron Plaat, EM Marketing consultant, brought a rare combination of marketing skills including messaging, web design, and development to help Learning Lab tackle these different problems. In addition to doing a full analysis of the website, he interviewed all the stakeholders to understand their pain points and crafted a comprehensive solution tailored to their needs. Because of his one-stop-shop expertise, Aaron eliminated extra steps in the process and completed a complex project within four weeks. His website redesign included a fresh look and feel, well-organized, compelling content, easy navigation, and clear messaging.
“I feel like we won the lottery. Aaron was amazing – a one-stop shop expert. He immediately grasped what we needed and delivered an awesome website. He even provided tools that will make it easy for us to make future website changes and help us increase donations.” – Monique Smith, Executive Director, Learning Lab
Innovative ideas and improved efficiencies
To help increase donations, Aaron came up with the innovative idea to offer Kickstarter-like crowdfunding opportunities and created an easy template where the team can quickly launch future campaigns. To help capture younger donors, he designed a new option to donate just $20 on a one-time or monthly basis.
Aaron also looked at ways to improve operational efficiency. He built a custom training video library to train current and future employees on how to use and optimize WordPress for all their website needs. To facilitate content updates, he set up blog templates where new information about staff, volunteers, donors and participants can be swiftly leveraged for the website, newsletter and other marketing purposes.
