OTA Launches Modern, Flexible, Intuitive Website

Website and Content Strategies

OVERVIEW

The Orthopedic Trauma Association (OTA) was established in 1985 to support the optimal care of patients with musculoskeletal trauma injuries. Although headquartered in Rosemont, Illinois, OTA is an independent organization managed by a small but dedicated team of 10 staff members. Its growing membership includes more than 2,000 professionals worldwide, ranging from academic and clinical orthopedic surgeons to allied health professionals. When OTA decided to redesign its website, they partnered with .orgSource to develop a modern, flexible, and intuitive platform that would support their expanding reach and evolving goals.

The challenge

A website serves as an organization’s digital front door, reflecting every aspect of its mission and brand. OTA faced several challenges that made it clear their outdated website needed a comprehensive overhaul:

  • Limited Internal Resources: With no dedicated IT department, the small OTA staff needed additional support to handle the demands of a complex redesign project.
  • Outdated Platform: The existing site was slow, not mobile-compatible, and built on unstable infrastructure.
  • Poor Search Visibility: Despite valuable content, the site struggled with search engine visibility, limiting its reach.
  • Inefficient Content Organization: Information was not intuitively structured, making it difficult for members and visitors to find what they needed.

Members were excited about the opportunity to create a modern site with enhanced features but needed expert guidance to ensure the redesign met their high expectations.

The Solution

.orgSource approached the project with care and enthusiasm, working closely with OTA to create a strategy that aligned with the organization’s goals and available resources. Key elements of the solution included:

  • Comprehensive Needs Assessment: .orgSource conducted in-depth staff interviews and surveys to understand OTA’s unique needs and priorities.
  • Vendor Selection and Oversight: After preparing a detailed RFQ, .orgSource organized the vendor selection process, guiding OTA in choosing a partner capable of delivering ongoing IT support, hosting, platform integration, and content management.
  • Content Strategy Development: A content survey identified OTA’s key audiences and their information needs. This was followed by a card-sorting exercise to structure content intuitively, creating a clear and logical site architecture.
  • Content Optimization: .orgSource provided tools and templates to help staff evaluate existing content and determine which information to delete, revise, or enhance. A training session on writing for the web ensured the copy was engaging and aligned with best practices.
  • Search Engine Optimization (SEO): .orgSource identified technical coding issues affecting OTA’s search visibility and provided solutions to enhance keyword usage and search engine rankings.

Implementation and Design Throughout the implementation process, .orgSource collaborated with OTA’s chosen design vendor to ensure the strategic vision translated effectively into the final product. The updated website featured:

  • Fresh Design: A modern, mobile-responsive interface that provided an engaging user experience.
  • Flexible Functionality: Enhanced design tools enabled staff to easily add graphics, videos, and updated content.
  • Integrated Platforms: The new site was built to seamlessly connect with OTA’s Knowledge Portal, ensuring streamlined access to educational resources.

The Results

The revamped OTA website launched successfully, delivering measurable improvements and earning positive feedback from stakeholders.

  • Increased Usability: The intuitive navigation system made it easier for visitors to find essential information.
  • Modernized User Experience: Mobile compatibility and a professional design aligned with members’ expectations for a forward-thinking organization.
  • Enhanced Content Management: Staff gained the flexibility to update and manage content independently, reducing administrative burdens.
  • Improved SEO Performance: OTA’s search rankings improved significantly, increasing the site’s visibility and engagement.

Key Takeways

OTA’s partnership with .orgSource illustrates how even organizations with limited resources can achieve digital excellence through strategic planning and collaboration.

This case study emphasizes the importance of:

  • Tailored Solutions: Understanding an organization’s unique needs ensures the final product meets both functional and strategic goals.
  • Effective Vendor Management: Guiding the vendor selection process and maintaining oversight throughout implementation is key to a successful outcome.
  • User-Focused Content: A well-planned content strategy and SEO best practices drive engagement and improve information accessibility.

The new OTA website stands as a dynamic, future-ready platform that supports the organization’s growth and enhances its ability to serve members worldwide.

Are You Ready to Elevate Your Association to New Heights with a Future-Ready Partner?

Contact .orgSource today to learn how they can help you unlock growth, build resilience, and achieve excellence for your organization.