American College of Foot and Ankle Surgeons

System Selection and Implementation | Website and Content Strategies

This case study describes how the American College of Foot and Ankle Surgeons (ACFAS) partnered with .orgSource to create a user-friendly, content-rich website that enhances its reputation and engagement with members, the public, and media. It outlines the challenges ACFAS faced, the solutions implemented, and the successful outcomes of the project.

Overview

The American College of Foot and Ankle Surgeons (ACFAS) is dedicated to promoting excellence in foot, ankle, and lower extremity surgery, addressing the concerns of foot and ankle surgeons, and advancing surgical education and skill. ACFAS needed a website that reflected its trusted leadership and conveyed its reputation for scientific achievements and commitment to lifelong learning. To achieve this vision, ACFAS partnered with .orgSource for a comprehensive strategy and project management to deliver a modern, content-rich web presence.

The challenge

CFAS sought to create a website that accurately portrayed its expertise and leadership to members, the public, and media representatives. Their goals included:

  • Reinforcing Credibility: Showcase why ACFAS is a trusted resource and a leader in the surgical specialty.
  • Catering to Diverse Audiences: Create a structure that serves both members and external stakeholders, including health professionals and prospective members.
  • Improving Usability: Design a user-friendly interface that aligns with the needs of lifelong learners and enhances engagement.

Additionally, ACFAS needed support in selecting the right vendors and implementing best practices for a seamless content migration and overall project execution.

The Solution

orgSource partnered with ACFAS to develop an overarching website strategy and provide hands-on support throughout the project. Key contributions included:

  • Comprehensive Website Strategy: Collaborated with ACFAS to create a vision for the website that reflected their leadership and mission.
  • Audience Research: Conducted interviews, surveys, and card sorting exercises with stakeholders, including the board of directors, to understand user preferences and needs.
  • Vendor Selection and Liaison: Assisted with identifying and managing external vendors, ensuring seamless communication and collaboration.
  • User-Centered Design: Created a new website taxonomy and architecture based on research findings to improve navigation and content accessibility.
  • Content Enhancement: Recommended improvements and facilitated content migration, ensuring a rich, user-friendly experience.
  • Branding and Messaging: Developed site elements that highlighted ACFAS members’ expertise, including photos, biographies, and stories showcasing their leadership.

The redesigned homepage featured tailored tabs for ACFAS’s key audiences—members, the public, media, and health professionals—enabling visitors to quickly access relevant resources.

The Results

The website transformation was a resounding success, delivering an intuitive and engaging user experience that aligned with ACFAS’s brand and goals.

Key outcomes include:

  • Clearer Navigation: A streamlined, topic-based menu structure improved the “findability” of information for all audiences.
  • Stronger Brand Messaging: The site showcased ACFAS’s leadership and why its members are trusted experts in their field.
  • Enhanced Engagement: By prioritizing audience needs, the new site fostered higher engagement and positive feedback from members and stakeholders.
  • Effective Vendor Collaboration: .orgSource’s project management ensured that multiple vendors worked cohesively, keeping the project on schedule and within scope.

Key Takeways

ACFAS’s partnership with .orgSource demonstrates how a strategic approach to website redesign can elevate an organization’s digital presence and reinforce its leadership.

This case study highlights the importance of:

  • Comprehensive Audience Research: Engaging stakeholders ensures that the final product meets user needs and supports strategic goals.
  • Expert Project Management: Clear communication and proactive coordination with vendors are critical for staying on schedule and avoiding setbacks.
  • Brand-Driven Design: Incorporating member stories and highlighting key achievements strengthen organizational identity.

The result? A dynamic, user-focused website that positions ACFAS as a trusted authority in foot and ankle surgery and provides valuable resources to its diverse audiences.

"Our members are leaders in their profession, and our website now reflects that," noted an ACFAS leader. "Thanks to .orgSource’s expertise and guidance, we now have a platform that truly conveys our reputation and commitment to excellence."