Case Study
Holston Website Relaunch
Holston Conference Communications asked me to consult on a digital communication problem related to their website. As the team began to discuss a technology overhaul and redesign for the Conference’s aging website, they wanted to avoid importing old problems into a new platform.
Diagnose the Problem
I began the task by assessing the current website and technology platform, looking for technical problems, data management issues, and opportunities to improve digital communication.
I discovered that the Holston Conference website had become very dated, both in design and technology. The age and quirks of the content management software made the site difficult to update and maintain. Over the years, unpruned content bloated the site, which became almost impossible to navigate. Old, outdated, and irrelevant information cluttered the website, which had grown to more than 10,000 pages.
The site’s search engine was as frustrating as the sitemap, returning too many irrelevant results to be helpful.
These problems and the generally poor user experience eroded faith in the accuracy and relevance of the information available on the website. Additionally, department heads had stopped using the website to share information because department constituents could not use the website as a first-resort information source.
The result is a website that is even more out of date and less useful, creating a self-reinforcing cycle.
Multiple issues related to workflow, technology, and user interface design plagued the website. Poorly defined processes, outdated technology, and a bad user experience created a situation where an asset that should be the primary information source for the organization became an afterthought.
Define the Solution
Technology
We addressed technology-related issues with relative ease by identifying a new partner for hosting and content management, upgrading the software, and defining workflows for updates.
Information
We addressed the information management problems by re-architecting the sitemap with new taxonomy and by culling outdated, duplicate, and irrelevant content from the site.
Design
We created a new design focused on search and usability and which highlighted the most relevant content on the homepage and departmental pages.
Communicate the Improvement
The biggest hurdle to a successful relaunch was getting buy-in from users.
Because the website had become so unusable over the past five years, user confidence was very low. The danger was that we would quickly land back where we started if users continued to ignore the new site and department heads and other stakeholders bypassed the site for sharing their information. Our task was to communicate the improvements and rebuild confidence in the revamped platform.
We had three audiences, each with different needs and expectations, that we had to convince of the improvements we made to the website technology and user experience:
Department Heads
Want their information to reach constituents as efficiently as possible so they can easily access and use it. Need training on any new technology.
Clergy Users
Need administration-related materials (such as forms, insurance rates, etc.) available quickly and with as little clicking around as possible.
Lay Users
Are mainly interested in reading conference news, watching videos, and learning more about what member churches are doing in their communities.
Create a Strategy
“New homepage, always home.”
We devised a digital communications strategy with very simple messaging aimed at our two primary audiences, clergy and laity. We approached department heads with a communication strategy focused on website demonstrations and training sessions.
We came up with a tag line for our digital communications campaign that connected to a more extensive campaign, “Holston is my home.” And we developed targeted messaging for our audiences.
Sample Communications
Clergy Audience
Empowering pastors for ministry.
The all-new Holston.org puts the information you need at your fingertips.
We know how hard pastors work. So we set out to make finding the tools and resources you need for ministry effortless. Now forms, resources, and information are at your fingertips. And an intuitive new search engine makes finding what you need easier than ever. Plus, we’re already planning even more new features and improvements for 2020.
Lay Audience
Coming soon!
A new way to connect with your Conference.
Whether it’s news and photos of what is God is doing all around Holston or the resources you need to make disciples where you are, the all-new Holston.org connects you to the Conference like never before. With easy navigation and a powerful new search engine, you will find the new Holston.org easier to use than ever!
Combined Audience
Your stories. Your home.
Welcome to the all-new Holston.org.
Your local church stories and photos are the heart of the new Holston.org. Larger images, more features, and a simple new way to share your stories with the Conference — it’s all part of a brand-new experience that puts you and your content front and center. Welcome home to Holston.org!
Conclusion
Our communications plan worked well.
The Holston.org relaunch was a success, with an increase in unique visitors as well as document downloads. Users commented on the better usability, experience, and relevant information available at the new website. User engagement continued to increase, as did confidence in the website’s usability and trustworthiness.
The combination of technical improvements, better data management, and a digital communications strategy were critical components in restoring trust in an essential communications tool for Holston Conference.
“Timothy Hankins is one of the best critical thinkers I’ve had the pleasure of working with. He is a tremendous team player who leads when needed and follows when the job calls for it. I value his thoughts and seek his opinions on all my major communication projects.”
— Rev. Dr. Tim Jones, Director of Communications, Holston Conference