INVESTMENTS & WEALTH INSTITUTE
American Association of Post-Acute Care Nursing | Associations
Merging 3 Websites Without Breaking SEO
Challenge
Giving Members Value They Can’t Get Anywhere Else
For associations today, staying relevant is critical to their long-term sustainability.
For Investments & Wealth Institute (IWI), reviving that relevance—and making their industry-leading certifications easy for new and existing members to embrace—had become a critical need.
Their old website had become overgrown, overblown, and overly difficult to navigate—for both site editors and site visitors. Existing and prospective members couldn’t easily find what they were looking for.
And their most important message—the value of their certifications and education programs—had been buried.
Leaning into the trusted relationship they had with Refactored, IWI looked to fully transform their brand and build a modern website that showcases:
The unique value of their advanced certifications
Their practical, career-boosting member benefits
The impact of IWI’s evolutionary leadership in the financial advising profession
Deliverables
Brand Messaging
Visual Design
Website
Service Offerings
Website Discovery and Roadmap
Technical and Content Strategy
Messaging
UI and UX Design
Visual Design
Content Development and Writing
Site Migration Strategy
Web Development
Systems Integration
SEO Strategy
Requirements
Discovery, Alignment, and a Roadmap to Value
The efforts of IWI’s marketing, membership, education, events, and sales teams were shackled by a traditional, decentralized infrastructure and rigid page templates.
To move multiple agendas forward, internal teams had splintered the site navigation, diluting the brand with competing messages and duplicate content.
IWI’s leadership team knew the website redesign would be a herculean effort, but they were looking for several non-negotiable outcomes. The new site needed to:
Elevate IWI’s unique value in the financial certification space
Be highly navigable, creating a personalized, intuitive experience for members, prospects, and partners
Empower their internal teams to innovate, adapt, and better serve their members
Refactored started IWI’s process with a detailed Website Discovery project to align their stakeholders, leadership, and board and clarify the most critical opportunities for website transformation.
Impactful Improvement Opportunities
Content
Simplify brand story
Consolidate content
Develop process for content review & updates
Apply metrics to drive change
UX/IA
Improve navigation
Eliminate noise
Simplify nomenclature
Unify visual design
Systems
Adopt an easy-to-use CMS
Streamline admin ownership and processes
Ensure security
Reduce IT burden and redundancy
Lower costs where possible
Solution
Simplifying the Digital Ecosystem
As a certifying membership organization and professional association, IWI’s website is the hub of member, partner, and prospect interactions across an interconnected architecture of best-of-breed technologies.
To create a unified, scalable, and future-proofed solution, we recommended that IWI build the new site in Storyblok. Moving to a modern, headless architecture enables them to:
Improve their brand impact, story, and content management
Optimize their member experience seamlessly across the website, member portal, LMS, events microsites, and publications archives
Continue making meaningful changes to the site going forward, easily and flexibly, without incurring new costs
Certification & Support for Financial Professionals
Accredited certifications
Continuing education courses and webinars
Premier financial publications and research
Professional education programs
Premier industry events
Partner and sponsor programs
Content Editor Control:
Brand, Story, Message
Storyblok’s centralized content architecture gives IWI’s disparate internal teams a single place to unify their storytelling, initiatives, and communications.
Best-in-class Visual Editor empowers page- and site-level updates—without developer intervention
Easy-to-use Modular Components enable flexibility while maintaining brand standards
Improved metadata access and advanced control for search engine optimization
Personalized Experience:
Intuitive UI & UX
Refactored’s UI/UX designers and content strategists teamed to dramatically consolidate the volume of content that visitors must sift to find what they are looking for. Navigation is streamlined, key information is easy to digest, and common actions are easy to complete.
Personalized pathways to each IWI certification
Scannable design supports key decision making, program comparisons, and cost transparency
Simplified access to key member interactions
Enhanced visibility for partner and sponsor programs
Connecting What You Want to What You Already Have
Storyblok enables fast, easy, API-based integrations with IWI’s existing tools and technologies. Without ripping and replacing systems that are essential to their operations—and leveraging Refactored’s comprehensive Web Accelerator components—they now have a seamless, intuitive experience. Members can get whatever they need, on desktop or mobile, and always feel like they are at home with IWI.
Process
Maintaining Modernization Momentum
Once we had completed IWI’s Website Discovery project, we had a clear roadmap for making sure their website rebuild stayed on focus, on track, and on budget. Our experienced account teams took a leadership role, directing the project, ensuring timely milestone completions, and guiding their teams through a phased process following a logical progression.
Site UI and UX Design
Before moving the visual elements into a design, our designers and account strategists produced a comprehensive set of wireframes, prototypes that enable us to map the user journey from top-level navigation through every interaction.
Renewing the Brand
Refactored’s creative team worked closely with their executive leaders to create a fresh visual design and messaging that faithfully represent the association’s mission, values, and position as an innovator in the financial services industry. Our teams translated their core concepts to create an instant, emotional connection and convey a member-centric view of the practical and long-term value of IWI’s certifications and membership.
Dramatic Design and Content Uplift
With an approved sitemap and layouts, our design and content teams went to work producing high-resolution mockups and fully revised page content for more than 50 core site pages.
We also coached IWI’s editorial team, empowering them to carry forward the same brand and content changes on their extensive internal pages, leveraging our best-practices–configured components in Storyblok.
Ensure an Effective IT Solution
From the selection of the Storyblok CMS to building the site to establishing integrations with existing and new tools, Refactored is more than a tech support provider.
We are a strategic partner, continually moving IWI towards modern technology solutions that provide the best possible ROI in a best-of-breed, composable ecosystem.
A Multifaceted, Consultative Approach
Foster IT involvement with platform selection
Identify platform best suited to goals, scope, and objectives
Match platform selection with in-house team’s capabilities
Ensure your staff can easily update and maintain systems
Incorporate centralized content infrastructure, connected to core systems
Ensure tools can adapt to future needs
Results
Improving Business Outcomes, Advancing the Member Experience
Every association needs to drive revenue to continue advancing their mission.
IWI’s new website puts their mission and values front and center, while positioning their highest value offerings in easy reach.
It’s easy to differentiate IWI from other certifying organizations—and to differentiate IWI certifications from each other.
Through a universally shared experience, every visitor—members, certificants, consumers, and newcomers—can quickly find the personalized pathway they are looking for.
Marketing staff can easily drive traffic and business to IWI certifications and partners.
Most important, the organization is now able to make meaningful, positive changes to their site, content, and tech stack—without starting from scratch ever again.
See IWI's Modern Website
Build the site—and systems—that you really need.
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