The Central City Association (CCA) is a business advocacy organization supporting business and community interests throughout Los Angeles County by releasing policy reports, lobbying city government, conducting industry research, and promoting the viability of Los Angeles to developers and investors. Established in 1924, they represent over 450 businesses, trade associations and non-profits employing over 300,000 people in Los Angeles County.
CCA needed support in designing significant but affordable upgrades to their existing website, which was 5 years old at the time. As a result, I focused on key areas of improvement for the user experience. This included navigation updates to improve content visibility, availability, and to provide a 3-tiered approach to popular website content (based on Analytics reports).
This also included a major new Promotions program to increase marketing exposure for and to current members, and to expand CCA’s appeal to potential new members. This Promotions program included a custom CMS-powered deal posting platform, a dynamic and mobile-friendly email newsletter template, and related management and analytics document templates.
Finally, their graphics-based Member Benefits chart was adapted to a clearer text-based format with more prominent links to apply or contact CCA to learn more.
The response was overwhelmingly positive, resulting in an increase in website exploration, an increase in engagement with existing members, additional membership inquiries, and a renewed interest with the Board in exploring a website redesign.