AFPPA – Web Site
Situation
In October 2008, the Association of Family Practice Physician Assistants launched a strategic initiative to help better identify the AFPPA as a leader in primary health care and an indispensable resource within the PA profession. Goals included a redesign of the association’s 11-year-old Web site.
Action
As part of an overall rebranding campaign during the spring of 2009, O’Neill Communications completely overhauled the AFPPA Web site, and the new site launched in late July. AFPPA.org became faster, easier to use, and more interactive than ever before. The site was designed to help members find resources more quickly while maintaining the consistency, quality and integrity of the original site. AFPPA.org is now a more powerful and primary resource for information and educational materials. It is a great way for PAs to network with other PAs. It reflects the latest technology and the organization’s highest standards. The site is easy to navigate but a guided tour, “Take a Tour of Our New Web Site,” is available on the home page.
Result
In August 2009, web visits were up a whopping 64 percent. There was a 134 percent increase in visits to the homepage. It appears that about 15 percent of the traffic came from email campaigns. All of the keywords that lead people to the site showed remarkable growth (afppa – 100.56 percent, afppa.org – 307 percent), indicating that the new site is much better optimized for search engines. The Fall Conference homepage and registration page were the second and third most visited pages on the site. The “Win With AFPPA” contest was a very popular page, and traffic to the “Join AFPPA” page was significant. It is estimated that more than 90 percent of those who joined AFPPA during the month of August did so online.
