The Ontario Building Officials Association knew their website required “big changes” but with a wide diversity of audiences spread over a vast geographic area, they needed help articulating just HOW their site needed to change and significantly grow.

Our first step was to ask a LOT of questions, and listen to a lot of smart people well-versed in the complexities of Ontario municipal building department matters but unsure of how to use their website as a tool to achieve their strategic objectives.

The existing OBOA site contained quite a bit of useful information, including an online training portal providing building-code related courses to members and aspiring members. However, the site was outdated – a confusing labyrinth of sections, pages and ‘dead ends’ almost completely devoid of visuals. The text-heavy pages were filled with technical and bureaucratic jargon, creating a disincentive to anyone not already working in the profession to learn more. Happily, other than mining this repository of info for important content to retain and rewrite, we were able to start from scratch in creating the site the OBOA needed to succeed.

As our research progressed, we discovered individuals who were passionate about their under-the-radar occupation, and a professional association with a long and proud history and supportive culture that was not reflected in the existing website. We learned about a diversity of audiences – from Municipal and Provincial Government employers and policy-makers to building industry and other partners, as well as the public and of course the new recruits that Ontario Municipal Building Departments so desperately needed to attract to replace their aging workforce. Once we had a clear understanding of the OBOA’s various audiences, educational mandate, history, culture and position in the building sector and political landscapes, we set to work to map out the new oboa.on.ca.

The new OBOA website is considerably more extensive and yet much easier to navigate than the original, while addressing audiences that were left out before the redesign. As attracting new recruits to the profession are a major concern, clear and compelling messaging directed at them is front and centre. The new, mobile-friendly WordPress site is highly visual throughout, including a scrolling infographic which serves as a “Building Official 101” visual aid. The use of colourful visuals and graphics as well as the creation of a consistent look, feel, and ‘voice’ goes a long way in keeping site visitors engaged. Web-specific copywriting reflects the Association’s culture, personality, and the OBOA brand in a consistent and professional manner. Association Members receive special attention, including a special “Member Toolbox” section with an ever-increasing library of tools, materials and downloads to help Building Officials succeed in their careers. Once the new site was launched, we assisted internal staff in learning how to do easy updates of Association news and events to keep the website fresh and visitors coming back for more.

Does YOUR organization’s website need a major overhaul? We’d be happy to hear from you!