Excellent Presence website redesign lifts nonprofit training-page views
Excellent Presence says a nonprofit redesign raised training and event page views 169% in 30 days and added registration workflow automation.
By Daniel Okafor · Business Editor
3 min read
Excellent Presence says an Excellent Presence website redesign for a 23-year-old nonprofit sharply increased traffic to the pages tied to its trainings. The announcement gives small nonprofits and service organizations a case study in tying web design work to measurable actions, rather than treating a redesign as a visual refresh.
The unnamed client trains behavioral health providers, schools and community organizations across Ohio. Its trainings and events are a central part of its work, making the registration path and the visibility of event pages important measures for the project.
In the first 30 days after launch, views of the nonprofit’s training and event pages rose 169% compared with the 30 days before launch, according to Excellent Presence. The studio also reported a 167% increase in newsletter signups, a 67% rise in total website page views and said one in three pages viewed on the new site was a training or event page.
What did Excellent Presence's website redesign change?
A website redesign changes the structure, content flow and user paths of an existing site. In this case, the work centered on making training and event pages easier to reach and reducing steps in the registration and newsletter signup process.
Harmony Major, president of Excellent Presence, said the nonprofit set two main goals for the redesign: increase signups for trainings and events, and grow newsletter subscriptions. She said the studio excluded the nonprofit’s own staff from tracking when the project closed, so the reported activity reflected outside visitors interacting with the site.
The project also included workflow automation tied to event registration. On the previous site, visitors left the site to register for events, and a team member manually added them to a contact list, Major said.
After the redesign, visitors can register for Zoom events from the event page and subscribe to the newsletter from the same area by checking one box. For small organizations with limited staff, those changes can reduce administrative work while keeping users on the page where they decide whether to attend.
The announcement positions the work as part of a results-focused approach to web strategy for nonprofits and other mission-driven teams. Excellent Presence says it has completed more redesigns than new websites since opening in 2012, while offering both types of work.
The case study also reflects a broader shift in small-business and nonprofit web services: clients increasingly expect redesign projects to connect with analytics, signup tools and basic automation. A nonprofit website redesign service is often judged by whether visitors reach the right pages and take the intended actions, not only by whether the site looks newer.
Excellent Presence describes itself as a web strategy studio serving mission-driven nonprofit and for-profit service organizations nationwide. The company says its work focuses on helping clients increase impact while reducing manual work for internal teams.