From scattered to streamlined: Leading WildApricot’s integrations page redesign
When potential customers searched for “WildApricot WordPress”, they hit a wall.
No dedicated landing page. Just outdated blogs and scattered support articles. It wasn’t a great look, especially when we knew WordPress was a major selling point.
The common solution? Write another blog. But I knew that wouldn’t cut it. Instead of a temporary fix, I saw an opportunity to create a central hub for all our integrations — something clear, scalable, and useful for customers.
The only page prospects learned about WildApricot's integrations feature is on a blog.
Seeing the bigger picture
This wasn’t just about WordPress. Our integrations were valuable, but no one could see that. Before putting pen to paper, I took a step back to figure out what our users — and the business — really needed.
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How do we make it easy for users? Most customers weren’t technical. I needed to present integrations in a clear, approachable way.
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How do we balance clarity with scalability? Instead of cluttering the nav with product-specific pages, I proposed a single integrations hub.
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How do we drive conversions? SEO mattered, but so did guiding users to start a trial. Every section needed to serve both goals.
Keyword “WildApricot WordPress” has seen high search volumes (and is a selling feature) but doesn’t have a dedicated page on main site.
Making it happen
Once I outlined the strategy, I led the charge:
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Conducted a product audit → I categorized all integrations from least to most technical, ensuring non-technical users could find what they needed quickly.
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Prioritized clarity → Using the Hemingway app, I simplified complex language into clear, actionable content. No fluff — just what users needed.
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Facilitated stakeholder alignment → I brought together Product, Support, and Marketing to gather insights, refine copy, and ensure the final page reflected both user needs and business priorities.
Worked with SEO Content manager to come up with wireframe.
Working with the team on copy in a shared doc.
Final design after sending this to our graphic designer.
The results: Clarity and conversions
The numbers told the story (a month after launch):
1,592
pageviews in the first month
(quadrupling what our blog got)
695
unique views
(more than 4x higher than before)
42s
average time on page
(proof people were actually engaging)
5
direct trials
(not bad for a fresh launch)
Key takeaways
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Content design is product strategy. By identifying the need for a scalable hub, I created a long-term solution instead of a short-term patch.
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Alignment drives results. Proactively collaborating with stakeholders led to faster approvals and smoother implementation.
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SEO isn’t enough. Clear, user-focused content not only brought in traffic but turned it into conversions.
​Now, when people search “WildApricot WordPress”, they’re not lost in a sea of blogs. They land on the right page and they’re thinking, “I’ve got this.”