



Situation: An Outdated Website Limited the Ability to Showcase Key Projects
MWMO’s website had been built on an older platform using the Classic WordPress editor, which presented challenges in terms of flexibility and ease of updates. As their organization continued to grow and expand its focus on green infrastructure and urban design, the website’s outdated structure made it difficult for staff to edit, and for users to find and engage with key information. The site’s project pages, which were crucial for showcasing MWMO’s initiatives, were difficult to navigate and lacked intuitive design features. Furthermore, the absence of SEO optimization limited their visibility in search engines, making it harder for their content to reach broader audiences. MWMO needed a solution that would improve their online presence, streamline content management, and make it easier for users to access their most critical information.
Solution: A Strategic Website Redesign Focused on Flexibility, Improved UX, and SEO Enhancements
Windmill Strategy began by transitioning MWMO’s website from the Classic WordPress editor to the Gutenberg block editor, a critical upgrade that provided MWMO with greater flexibility and long-term ease of use. This conversion allowed MWMO to update their pages incrementally over time, without disrupting ongoing content management. One of the main focuses of the project was the complete overhaul of the “Projects” section. Windmill redesigned both the project archive and individual project pages to improve usability, incorporating a more intuitive project map with real-time filtering, list and map views, and the integration of quantifiable project benefits to better showcase MWMO’s impact on urban green infrastructure.
In addition to these UX updates, Windmill conducted a comprehensive SEO audit to boost visibility for relevant projects. This was not aimed at improving SEO rankings broadly, but rather ensuring MWMO’s key content was more easily found when users searched for specific projects or initiatives. Schema optimization and on-site search improvements were also implemented to help users find the information they needed more quickly. The team also performed a site scan to identify outdated and redundant content, helping MWMO streamline their information and focus on what was most relevant. MWMO took responsibility for consolidating similar content while Windmill assisted in highlighting areas for removal.
Accessibility was another key focus, with Windmill leveraging the Accessibe plugin to address baseline accessibility needs. Windmill also advised MWMO on options for more comprehensive testing and compliance, recommending third-party resources for further audits and remediation if needed.
Results: Easier Updates, Enhanced User Experience, and Increased Visibility for Core Initiatives
The redesigned website resulted in significant improvements in both user experience and performance. The shift to the Gutenberg editor made it easier for MWMO’s team to manage content updates, reducing the time and effort required for maintenance. The revamped “Projects” section, with its enhanced real-time filtering and redesigned layout, greatly improved navigation, making it easier for users to explore MWMO’s various initiatives.
From an SEO perspective, the removal of outdated content and targeted keyword optimization made MWMO’s key project pages more visible in search results, helping to better position MWMO as a leader in green infrastructure. In addition, the improved on-site search functionality allowed users to find the information they needed more easily, enhancing overall user engagement.
Furthermore, the new design aligned with MWMO’s long-term strategic goals by providing a platform that is both user-friendly and easier to maintain. The website now better reflects MWMO’s brand and mission, ensuring it is set up for the next several years of growth and success in their environmental efforts.
Services Utilized
- Analytics and Insights
- Branding & Visual Design
- UX Consulting
- Web Design & Development
- SEO
- Client Training
Project Information
Client:
MWMO
Location:
2522 Marshall St. NE Minneapolis, MN 55418-3329 Contact Contact Us 612-746-4970 contac
Date:
February 18, 2020
Website:
https://www.mwmo.org/