The Coal Association of Canada (CAC) proactively support the Coal Association members in the development, growth and advancement of a safe, socially responsible and economically sustainable Canadian coal industry.
Pace Creative worked with the CAC to strategically redesign and develop their new website. The new B2B website needed to communicate key messages to each stakeholder type, such as companies that were members, the public, and board specific resources that were not available to the public.
How do you design a strategic website that addresses the dynamic needs of different stakeholder profiles, including the general public, the Coal Associations of Canada members, and the Board of Directors?
The goals of the website were to increase membership renewals, traffic to the site, address gaps in content, and create a consistent look and feel for the website.
The design had to be 508 and WCAG compliant.
We conducted extensive industry research to develop a site map that organized all of the website content in a way that was easy to navigate and optimized for usability.
We developed and edited the content of the website to make it strategic from an organic SEO standpoint, using the right key words on each page.
Functionalities of the website include:
A secure login for the board and CAC members, membership payment with optional automatic renewal as well as other common functionalities, such as digital member signup, membership listings, a news board and integration with the Careers in Coal job portal.
We developed the website to meet best website practices for desktop, tablet, and mobile, while being 508 and WCAG compliant.
We assist the CAC with ongoing maintenance and technical support.
All website goals are met!
The website has brought approximately 24,000 new visitors in 2019.
Our design and content helped lower the bounce rate of the website to 55.84%, which is well within the industry standard of B2B websites.