With National CMV Awareness Month approaching, the National CMV Foundation (NCMVF) needed a website refresh that reflected a more modern, feminine feel, while better aligning with their brand. Having collaborated with three established nonprofits to raise awareness of CMV, the client determined that de-regionalizing the organizations’ marketing efforts could produce dramatic results. The new-look site had to deliver a stronger user experience, compelling visitors to support this worthy cause.
All for one
After joining forces as the National CMV Foundation, the newly formed alliance was ready to engage a global audience. The first step: synthesizing the organizations’ four websites into one singularly focused, engaging website.
To execute this vision, Hileman created a robust redirect strategy, ensuring that all links on the old sites redirected to the new one – and to the pages that made sense to the end user.
While helping shape the site’s content, Hileman incorporated pertinent keywords into each of the pages. Several metrics were reviewed – including search engine rank, difficulty to rank and average monthly search – to determine which keywords would generate the most traffic.
What we did
- Website visual refresh
- Robust redirect strategy
- Simplified navigation and wayfinding
- Improved usability
- Branding alignment