YMCA of Auburn-Lewiston
User Experience, Website Design, Inbound Marketing and SEO
Strengthening the Foundations of Community
The YMCA of Auburn-Lewiston operates three facilities (The Y at Turner Street , The Y at The Health Club and Spa, and the Y at CMMC). The primary program and service areas are: Pool & Swim, Fitness & Wellness, Child Care, and Summer Camp. The Y is a positive force in this community. They help build a healthy spirit, mind, and body for all. In everything they do, they show up with caring, honesty, and responsibility.
Website Design and Development
People use this site for a variety of reasons–to look up a class schedule, register for a program, or learn about an upcoming event. It was important for the website to be designed in a way that made it easy to use for the current members, but also informative for people looking to learn more about the organization.
Creative Collaboration at Every Step
We conducted a website audit right off the bat to give YMCA of Auburn-Lewiston a clear view of where they stand with their web presence. Rather than making website and digital strategy suggestions based on gut, we look at data to give us the best starting point. We then began to work alongside the YMCA team to perfect a new sitemap. From there, we created wireframes to give the team a sense of how things would lay out on the page, performed user flow drills to test the website structure, prototyped the pages, organized copy and revisited the overall conversion strategy.
Custom Daxko Integration
Daxko is a great tool for internal operations, and is often used by YMCA’s. We wanted to make sure it was easily accessible to all users and felt like one seamless web experience. We integrated the Daxko tool into the conversion strategy, and drove users in multiple places to the comprehensive programs page.
Strategy and Goals
More than just an online brochure, we made sure this website is also a selling tool. By paying attention to the common questions people ask, and laying out the answers on the page in a way that is easy to understand, we can convert more customers without taking up the bandwidth of the Y staff.
Inbound Marketing
Inbound marketing tools were put in place to collect leads at multiple different points on the website. The Y used their current member base to help them market their programs by offering free guest passes, so we took these offers and put them on the website as well. A user redeems the offer by clicking a simple button and signing up for their choice of an upcoming class. As time goes on, they will be able to market directly to these users using even more inbound marketing tactics.
User Experience Research
For a few weeks after launch, we kept track of the user experience using a few different tools. During this time, we reevaluate user flows and review recordings of visitors navigating the site. We look for are any frustrations or roadblocks. We then perform a quality control process and fix quickly any errors that pop up.
