Case Study: Women in Nontraditional Careers boosts awareness and leads with Key Medium’s microsite redesign

Women in Nontraditional Careers boosts microsite traffic 41% with Key Medium

The customer, Women in Nontraditional Careers (WINC), faced an outdated microsite with poor user experience and unclear messaging that failed to connect women and girls with nontraditional career resources in Philadelphia. The challenge for vendor Key Medium was to redesign the site to meet accessibility standards, improve lead generation, and communicate the opportunities in high-paying trades for two distinct audiences: young girls and adult career-changers.

Key Medium redesigned the microsite with a mobile-first, accessible UX, empowering brand messaging, and a modern "Rosie the Riveter" illustration. The solution included clear information pathways, success stories, and lead generation forms. The results for WINC included a 41% increase in traffic, active lead generation, tens of thousands in social media reach, increased brand awareness, and an Honorable Mention at the 2019 MarCom Awards.

Women in Nontraditional Careers