Squeezing Value Out of an Old Website

Cupid’s Undie Run is a non-profit fundraiser for Cupid Charities, and right now they’ve got an old website but it wasn’t a good time for them to rebuild.

Their business model is fast and furious – leaving very little time for big overhauls in their prime season. So we figured out a great way to squeeze the value out of what they already had.

THE PROBLEM: NO TIME TO REBUILD, BUT THEY NEED MORE FUNCTIONALITY ON THE SITE.

The marketing department needed a way to iterate new pages on the website quickly and easily, without technical intervention.

Cupid’s business model relies on fast iterations and assessments of what’s working for them and what’s not. But the problem was, they’re stuck on an old website (for now).

WordPress improves dramatically year after year, so they were missing out on a lot of the visual, flexible features that would give them full control over creating new and engaging content for their audience. They were stuck.

improving-an-old-website
By adding a visual editor to the new platform, they could create new, unique pages without having to hire a developer.

THE SOLUTION: WE BUILT A NEW WEBSITE ON TOP OF THE OLD WEBSITE, GIVING THEM THE ABILITY TO EASILY MAKE NEW, UNIQUE PAGES.

A seamless user experience allows users to navigate to customized pages, without realizing they’re technically on a completely new WordPress installation.

 

We enhanced Cupid’s blog section, allowing greater categorization and controls to encourage readership. And at the same time the visual editor that we installed allows non-technical staff to create new and engaging landing pages that maximize the value of their ads / other paid traffic.

Over time, they’ve actually used the new platform to usurp the old website so that gradually users are seeing more and more of what’s new, without seeing that the old is slipping away.

Ultimately they will invest in a rebuild, but for now they’ve absolutely stretched an entire season of value out of their old website – with a very minor investment.


Could your website be better? Maybe it’s easier to improve than you think!

Kevin Sterling
Kevin Sterling

Kevin is the Director of Pixel Wilderness and comes from a full-stack creative background, navigating everything from graphic design to copywriting and topped off with a "what'd you have for breakfast" comprehensive approach to strategy. He's a fierce advocate for our clients, and our team, ensuring that every launch is something to be proud of.

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