Strategy<\/strong><\/p>Going into the web project, Every Texan\u2019s goals were three-fold: effectively influence policy change, generate donor and advocate leads, and build a powerful brand. Once these clear goals were identified, the HMG team was able to map out user journeys for each target audience based on the user\u2019s intent on the site. We knew this would require strategic messaging, restructuring of content, and redefined calls-to-action. As a robust site with thousands of resources, we focused much of our efforts on developing a simplified site map based on user behavior. This allowed us to streamline the content and create an overall improved user experience.<\/p>
Design<\/strong><\/p>Next, to determine the design direction for the site, we looked to Every Texan\u2019s new branding guidelines, following the research-based color palettes, fonts, and imagery. We wanted to tie in custom elements and approachable illustrations to maintain a bright and playful feel throughout the site. For a fun and unique design element, we incorporated a section of Every Texan\u2019s new logo as a flagship piece to bring congruency from page to page. We also represented Every Texans\u2019 values of diversity and equality in all imagery throughout the site. Then, to better organize the many resource pages, we partnered with a content strategist for the site and page structure. We created a clean, updated navigation that ensures users will be able to easily find the content they need within 2-3 clicks.<\/p>
Development<\/strong><\/p>Every Texan\u2019s team, including several staff members and volunteers, would be taking a hands-on role in maintaining the website. This meant it was crucial to find a simple way for team members to internally manage and update content on their own. In order to facilitate this, we selected WordPress as the CMS and incorporated the easy-to-use Elementor page builder. We also delivered several customized templates, making it a breeze to create and add new pages anytime.<\/p>
Our greatest challenge was Every Texan\u2019s blog, initially located under a separate site. In order to create a more seamless experience, we migrated all the content onto one site, making it easier to manage and enabling blog content to be integrated throughout other areas of the website. We then completed an integration with Every Texan\u2019s selected donor management platform to simplify the donation functionality. The original site also lacked the tools to measure success, so we implemented Google Analytics to track performance and help us analyze the results.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t