Project Date: April 2021
Website: https://delawaregreenways.org
Project Overview
A non-profit company focused on creating trail access, byways protections, and connections for trail and byways users in the state of Delaware was looking to update their website. It was built in WordPress and had been regularly maintained, but the design was dated, and more importantly, the company worried that:
- The site might be confusing for visitors.
- The site may not be conveying their actual values and goals.
- The site might not be configured for future growth.
Measures of Success
“Working with Dynasty Consulting was an amazing experience from start to finish. They not only addressed our initial requests and requirements, but were able to explain and meet needs we didn’t even know we had.”
Essential Project Elements
Brand Discovery
Interviewed key stakeholders to identify their brand’s unique voice and to articulate what made them appealing to their target audience. Defined three distinct audiences with their own "care abouts", necessitating a project strategy shift.
Competitive Analysis
Conducted a competitive website analysis using websites from similar providers. Identified best practices and pitfalls to avoid based on the client's unique value proposition.
Personas and User Journeys
Used a persona-based approach to identify users, what needs they would have when visiting, and to identify possible new visitor profiles. Devised intuitive journeys to get each of the discreet users to their objectives as quickly as possible.
Website Design and Programming
Completely redesigned the website “look and feel” through several rounds of wireframes, color palette reviews, and design comps. Site was built in WordPress with the Elementor page at the request of the client to ensure builder to ensure ease of update.
Copywriting and SEO
Rewrote all existing content and created over 150 pages of new content. Copywriting focused on including SEO targets while clearly articulating values and advantages for each of the personas identified during persona development.
Marketing Launch Planning
Developed a comprehensive launch plan including programming new email templates to match the new site look, creating email launch copy, writing press alerts, and coding a promotional scavenger hunt to encourage visitors to fully explore the site.
Key Results
