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The American Occupational Therapy Association (AOTA) is a member organization that represents thousands of occupational therapy practitioners—licensed professionals who help people with disabilities or other impairments perform their daily activities. With membership stagnant, AOTA needed a website that engaged existing members and welcomed new ones.
AOTA refreshed their brand prior to the project, and were getting ready to unveil new membership tiers. Our designer placed those elements front and center, incorporating the new logo colors into the design and making membership stand out with animated buttons and a unique page template.
Choosing the right CMS is a crucial part of any web project. AOTA was on Sitecore, but it hadn’t been updated in many years. After a careful examination of their technology, we recommended they stick with Sitecore, but we gave them a new implementation that follows Sitecore best practices and takes advantage of innovative features like personalization and taxonomy-driven pages.
If you want to reach your members, it’s important to speak their language. We took a deep dive into AOTA’s marketing materials and found a conference video that really resonated with members, using words like “passion” and “inspiration.” That became the basis of a detailed messaging guide that informs the content on every page of the site.
Occupational therapy practitioners work with people of all abilities, so it was crucial that AOTA’s new website be accessible. We incorporated accessibility measures during every step of the project—our designers used high contrast colors, writers incorporated descriptive links, and our developers implemented well-structured code. Prior to launch, we ran multiple Siteimprove tests that validated our work.
We needed AOTA’s website to make membership feel indispensable. So we surfaced crucial content like practice resources and professional development, but we put the fundamentals behind a membership wall that encourages folks to enroll.
