Rebuilding a membership website of 13,000+ members from the ground upVisit website
The Global Society of Empowered Women, or TheGSEW, had seen its online community of professional women grow to over 13,000 members over the span of several years. With this explosive growth, however, came a host of challenges for both the public-facing website and the backend administration of its vibrant community.
First, TheGSEW wanted to completely revamp the website’s most important function – the member directory.
Second, managing the tens of thousands of members and leads had become overwhelming for TheGSEW’s staff, leaving them unable to effectively follow up with leads and administrate existing members.
Function before form
Before doing anything design-related, I wanted to nail down the functional requirements of the project. To stay focused on the functionality and encourage quick collaboration, I got started by flowcharting the typical visitor flow and creating wireframes of key website pages.
These flowcharts and wireframes allowed us to quickly determine the essential functionality of the new website without being distracted by design choices.
Once both the frontend and backend functionality was defined, I got to work creating a new look and feel for the public-facing website. It was important to keep the design consistent with TheGSEW brand while still refreshing it to appeal to a more modern audience.
Simple, powerful search
Searching a directory of 10,000+ members can quickly become overwhelming without a way to narrow your results.
The website redesign included numerous ways of filtering a user’s search results based on name, location, industry, job title, causes and interests.
Converting visitors into leads
One of the goals of the project was to improve TheGSEW’s visitor to lead conversion flow. The challenge was to capture all the information required by TheGSEWs sales team and still make it easy for visitors to fill out the registration form – even on mobile.
By creating a custom landing page specifically for lead generation, we were able to significantly improve lead conversion rates and provide a more intuitive registration flow for visitors.
Managing members and leads
I chose WordPress as the platform to build TheGSEW’s backend. Thanks to its near infinite extensibility, I was able to build a custom WordPress driven backend that was tailored to TheGSEW’s member management requirements.
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