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Leadership Louisville Center’s Website Redesign Energizes Growth Strategy

DBS Interactive
Mash-up collage of LLC pages
Leadership Louisville Website Screenshot on Devices

Leadership Louisville Center (LLC) was ready to redefine its digital identity and reinforce its position as a community institution for leadership development and community engagement.

The project’s primary objective was to revolutionize the user experience (UX) and meet the diverse needs of stakeholders, including potential leaders, program alums, partners, and the broader community. The team from LLC collaborated with experts at DBS Interactive to design the website with modern aesthetics, intuitive navigation, and curated content to resonate with various user personas.

In a competitive landscape, LLC aimed to differentiate and bolster itself while addressing industry challenges such as talent acquisition, community engagement, and brand positioning.

The new website is pivotal for navigating these challenges and showcasing LLC as a leadership development expert.

The website serves as an information hub and a lead generation tool, with prospects submitting inquiries about courses, training, and other offerings. The redesigned website prioritizes an excellent user experience, emphasizing the company’s value and compelling visitors to become customers.

Additionally, the new site is built on a strong foundation for increasing performance in online search, driving more traffic to the site organically as the brand is seen more often when interested audiences search for LLC’s key offerings.


Identifying and Overcoming Hurdles

Businessperson on a bumpy road representing obstacles

Potential obstacles were identified early in the project.

Like many strategic projects, the LLC website redesign required proactive handling of unique challenges to ensure success. Left unchecked or unaddressed, these challenges could significantly impact the project’s objectives.

  • Distinct Branding for Multiple Entities: One of the primary challenges was creating different designs for LLC as it prepared to launch a subsidiary. The second entity needed to reflect some of the brand expressions of LLC.
  • Complex User Personas: LLC serves multiple complex audiences, including HR professionals, emerging leaders, directors/managers, C-suite members, program alums, marketing professionals, and internal content managers. Crafting a website that effectively caters to each persona’s unique needs and expectations posed a significant challenge.
  • Competitive Industry Landscape: In a competitive landscape for leadership development and community engagement, LLC needed to stand out while addressing industry challenges such as talent acquisition, community engagement, and brand differentiation.
  • Technical Implementation: The LLC website rebuild faced challenges integrating third-party platforms like WooCommerce, Stripe, and Salesforce/Pardot for e-commerce, payment processing, and CRM integration. Advanced functionalities like a WordPress “Multi-site” installation, member-only content gates, and content restrictions based on member status required custom development and complex configuration. Overcoming these challenges involved meticulous planning and collaboration to ensure a secure, seamless, personalized user experience.
  • Content Management: Creating an environment for users to manage and deliver relevant content efficiently to the targeted audience while maintaining accuracy, consistency, and engagement posed challenges in content strategy, creation, and distribution.
  • SEO and Organic Traffic Growth: Establishing a solid foundation for ongoing high performance, including increasing organic traffic through SEO strategies, required continuous optimization and monitoring to achieve desired results.


Unveiling the Diverse Personas Driving UX

pages from leadership louisville website

Getting the personas and user stories right was crucial for the LLC website rebuild because it ensured a unique and compelling user experience for different audience segments.

The website could address their unique challenges and goals by understanding the specific needs, motivations, and pain points of personas like Caroline, Jake, Kate, Mark, Robbie, Syd, and Sophia.

For example, Caroline, a Local HR professional, needed resources to attract and retain talent despite limited resources. At the same time, Mark, an Upper Level/C-Suite member, required insights on managing the organization’s financial health and aligning with its broader vision.

Creating about 120 unique user stories for these personas helped create the navigation, page structure, and approaches to messaging.


Prioritization for Enhanced User Experience

The next critical step after defining personas and user stories was crafting an intuitive navigation system aligned with LLC’s objectives. The sitemap prioritized the website’s overarching goals, which included helping visitors quickly access information and resources, optimizing search performance, and showcasing LLC’s extensive offerings.

The primary navigation streamlined choices to avoid overwhelming visitors. It focused on key sections like Leadership Programs, Training, Events, Impact, Membership, About, and Donate. These sections captured the primary needs of one or more of the personas.

Secondary navigation provided quick access to high-utility sections, enhancing user experience and speeding up navigation to internal site sections. This strategic approach to navigation only immediate user needs and supported SEO goals by influencing search performance and content visibility.


Blueprint for User-Centric Page Elements


Users can scroll through Leadership Louisville programs

As the navigation structure of the LLC website prioritized key sections and streamlined pathways for users, the same strategic prioritization extended into the wireframing process.

This approach was essential as we guided users deeper into individual sections and pages, ensuring that each element on the page was meticulously placed to align with user needs and objectives.

Just as the primary navigation consolidated options and reduced choice overload, the wireframes emphasized essential page elements, such as hero images, headlines, calls-to-action, and other imagery, to guide users seamlessly through their journey and reinforce L.L.C.’s brand narrative.

This consistent prioritization and user-centric design approach were crucial in enhancing the website’s usability, visual appeal, and overall user experience.


The Road Map for Continuing Success

The role of site managers in optimizing website performance and maximizing search engine visibility has become increasingly crucial. Leadership Louisville Center’s high-performance redesigned website begins a new chapter in the nonprofit’s growth trajectory.

Building and maintaining a successful online presence requires ongoing effort, strategic planning, and a deep understanding of SEO best practices. We outline strategies and areas of focus for their site managers to propel the organization forward and achieve lasting success in the competitive digital realm.

Keyword Optimization: Refine keyword strategies based on user intent and industry trends. Optimize on-page elements to align with targeted keywords and boost search visibility.

Content Management: Consistently publish high-quality, relevant content beyond blog articles. This includes interactive graphics, one-sheet highlights, etc.

Performance Tracking: Set up regular reporting mechanisms to track SEO KPIs and optimize strategies based on data-driven insights.


Digital Success Powered by Passion

Aerial view of Louisville, Kentucky skyline at morning with a blanket of fog

The Leadership Louisville Center’s website project reflects the powerful narrative of the organization itself – passion, dedication, and experience culminating in the energetic launch of its redefined digital presence. LLC has embraced the challenges of the competitive landscape, leveraging innovative strategies and collaborative efforts to carve a distinct brand identity reflected in its website.

The website’s success hinges on the ongoing dedication to optimizing user experiences, refining SEO strategies, and expanding content offerings with an unwavering focus on quality and relevance. This continuous evolution mirrors LLC’s enduring commitment to excellence and staying ahead of industry trends.

The combined energy of strategic planning, user-centric design, and data-driven insights fuels LLC’s aspirations for long-term success.

Harnessing the passion and expertise of its team, LLC is poised to sustain and enhance its impact through the website to solidify its position as a leading organization for leadership development and community enrichment.

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