Results
Heroes With Hearing Loss®
A completely new website and content hub propelled this awareness and education program for veterans and veteran advocates to new heights.
The Challenge
The Heroes With Hearing Loss® program provides resources, guidance and support needed within the veteran community. The goal of the program is to make it possible for veterans to find and access the resources they need to combat the number one service-related injury: Hearing loss and tinnitus. To accomplish this, the website was due for a redesign.
Building a Website from the Ground Up
01. Discovery
In 2018, Modus Persona spent several weeks working closely with Heroes With Hearing Loss (HWHL) to redefine their key personas for marketing focus.
This became the underpinning of all strategy work moving forward from there; this was a crucial first step for planning the new HWHL website. Once the key Veterans Service Officers (VSO) and veteran personas had been developed, we conducted an SEO audit, stakeholder interviews, technological audit and wrapped with basic information architecture and wireframing.
02. Design
We dove into a creative concept exploration with wireframes as our guide.
Based on the input from our stakeholders and the institutional knowledge garnered over the years of our work with the Heroes With Hearing Loss team, we landed on a concept that we felt honored the service of our client’s audience.
Secondarily, the design displayed an elegant simplicity in its execution – specifically the new “content hub” we designed to make it easy for visitors to access important educational content that was easily sortable based on their interests.
03. Development
Once our client approved the concepts and copy, we plunged into development.
We chose WordPress as our framework, due to its unmatched customizability and flexibility, native CMS functionality, and ease of set-up and use – as well its ubiquity and track record as an open-source platform.
04. Deployment
Upon conclusion of the development phase, we completed in-depth QA testing.
This ensured all new features were bug-free and functional on any size screen – true responsive mechanics – and then handed over to the client to complete User Acceptance Testing for the final launch.
The Results
The new site has provided the Heroes With Hearing Loss team a more vibrant and effective platform from which to engage veterans and veteran advocates about the unique challenges – and solutions available – for veterans with hearing loss and tinnitus.
Among the many positive results, organic search engine referral traffic stands out. Prior to the launch, that traffic accounted for little more than 2% of overall activity. Since launch, organic search now accounts for more than 34% of all site traffic. These metrics indicate great early success in reaching veterans and VSOs to provide educational content about hearing loss as it impacts this unique audience.
20.3%Increase in organic traffic
204%Increase in pageviews per session
357%Increase in session duration
