Providing intuitive experiences to better serve diverse audiences.
As a significant contributor to the state’s economic health, WHEDA relies on its website to promote growth and strategic support for consumers as well as housing industry partners. A content-heavy site serving complex audiences, WHEDA’s existing navigation and information architecture lacked focus, catering to audience, product, and service-related content.
Built on the Ektron content management system, a clean, organized design was complemented by a revamped information architecture and navigation – each validated through user testing. Now, a focused primary navigation directs homeowners and renters, lending partners, and developers and property managers appropriately. A secondary top navigation keeps essential functions, like search, making a mortgage payment, finding and applying to a lender, and subscribing to WHEDA communications readily available.
A rotating featured content area on the homepage caters to WHEDA’s primary audiences, while specific calls to action, an improved directory experience, interest forms, and calendar functionality provide additional opportunities to engage with WHEDA and connect users to representatives, programs, and services. An extensive SEO audit revealed opportunities to make up ground and improve search equity against competing agencies.
Since launch, WHEDA’s team reports a 1,000% increase in site traffic, a 300% improvement in mobile traffic, and a surge in interest for lesser known services through interest forms.