About the Company
MacKay CEO Forums bring together CEOs, executives, and business owners through Canada’s highest-impact, least time-intensive peer learning groups. They facilitate tough problem-solving, improved confidence, and better decision-making through shared experiences and advice.
Objectives
- Conversion Optimization: Design clear pathways and calls-to-action to drive membership inquiries and event registrations.
- Content Strategy: Streamline and restructure content to highlight only the most relevant, high-value information.
- Engagement Features: Introduce an inspiring events hub and dynamic speakers directory to showcase thought leadership.
- Accessibility and Inclusivity: Ensure the site meets modern accessibility standards and reflects diverse audiences.
- Low-Code Implementation: Rebuild on a flexible WordPress framework for easier content management and greater long-term control.
Results
18 %
Organic Search Traffic
24 %
Engaged Mobile Visits
Prototyping
The old MacKay CEO Forums website wasn’t bad, but it was custom-coded. This meant that they needed a developer to modify page layouts, and to add new content areas to align with their expanding business. They also had quite a lot of older content that they wanted to trim with a fresh information architecture.
Membership is a critical conversion point, so we expanded the Join area to give it more prominence, and provide clearer paths to membership options. We also added a new detail page for detailed Speaker bios, a new page to engage potential partners, and we overhauled the Learning Centre for easier browsing and content discovery.
Style
An important part of the visual redesign was making the site feel more human, to echo MacKay’s emphasis on collaboration and trust. We expanded the use of site-wide photography in the designs, while bringing the colours from their logo into backgrounds, overlays, and accents. With bright, fresh icons, modern typography, and subtle animations, the site feels brighter and more welcoming.
Bringing it All Together
The new MacKay CEO Forums website is vibrant and engaging. Visitors can immediately tell who MacKay is, what they do, and how to get involved. Content relationships between people and resources are automated through a sophisticated system of taxonomies. And because it’s built on our flexible site builder platform, Refoundry, their team can quickly build new campaign landing pages, modify page templates, and add new people as their network continues to grow.
See the Finished Site
Go explore the full website, then come back to discover more of our work!
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