2015 Outstanding Website
The NAPA Outstanding Website Awards recognize website designs that promote the use of asphalt and the asphalt industry. Read more about each website in the July/August 2016 edition of Asphalt Pavement magazine.
Colorado Asphalt Pavement Association
Colorado Asphalt Pavement Association (CAPA) was looking for the best path to reach its roughly 270 members and anyone interested in learning about asphalt pavements in the state of Colorado or the Rocky Mountain Region.
“We did a lot of Q&A research to find out what our membership was actually looking for,” said Tom Clayton, Director of Training and Member Services. “They told us they want quick and easy access to problems. When there’s an issue, they don’t want to spend hours to try to research what they want.”
Before launching its website, www.co-asphalt.com, in February 2015, the association worked closely with an independent consultant, Idea Vice of Littleton, Colo., for about five months from concept to launch date. CAPA’s new website is a vast improvement over the previous website, which users found littered with too much haphazard information placed in front of the viewer, he said.
“It was unfriendly, cluttered, and there were things everywhere that didn’t work with each other,” Clayton said. “It was HTML-based, which made it clunky and hard to maneuver around. We’ve heard that now it’s a lot easier to navigate, users aren’t overwhelmed.”
Almost immediately hits on the site went up by about 50 percent, Clayton said. The new site is WordPress-based, and the association is careful not to constantly clutter its blogs and postings.
“As things occur we’re updating but we’re not constantly bombarding people,” Clayton said. “One of the nice things about this website is it’s tied to our social media. When we post on our blog page, it immediately goes to our Facebook and Twitter pages — no reissuing things.” The website also has a link to CAPA’s YouTube page.
Another helpful feature of the new site is the analytical feedback provided to the association. “We have a better idea of what our members are looking at, what they are trying to see, and what information is important because we can follow them,” Clayton said. “The new website has Google Analytics so we can watch who is viewing pages, when they’re hitting them, and how they’re directed to them.”
The association produces a newsletter twice a month that is sent out through Constant Contact and tied back to WordPress on the website.
“When we send out the newsletter we can go in to the website and watch the pages popping, just from the links we put into our newsletter,” Clayton said.
Illinois Asphalt Pavement Association
The goal of the Illinois Asphalt Pavement Association’s website redesign was two-fold: to provide its members more information and ease of access, and to provide the general public the proper resources about asphalt pavements.
The website, www.il-asphalt.org, was redesigned in November 2015 to create a separate IAPA members-only sign-in portal to provide quality information to its members.
“We were able to get a secure site that allows users to maintain their own account,” said Kevin Burke III, IAPA Executive Vice President. “It allows the individual member companies to maintain their own profile on the website, to add new members, and to upload their logo.”
The members-only portal allows IAPA to post webinars so members can watch a recording of any that were missed, Burke said. An interactive directory is another popular feature of the updated website, allowing members to perform member-to-member business with a specific contact name and phone number in hand.
“We have the latest marketing and technical information out there for investigating asphalt benefits,” Burke said. “They can go and find all the documents on the website. So that was another big emphasis — bringing all these documents together and having a mechanism to put them out in a little easier way on the website.”
The association’s website is averaging 600-700 page views per day, providing the analytical and tracking information that was lacking on the old site.
“It allows us to not only actually see the number of clicks, but geographically where they are coming from,” Burke said. “Most are obviously coming from Illinois, but some have been from outside the United States, as well.”
Burke said the response from members has been very positive, particularly regarding the webinars and access to pertinent information.
“There’s a lot of collaboration that’s allowed now,” he said. “For our technical quality control managers, we’re going to launch a technical discussion board. So it allows collaboration between technical experts.”
Burke said he feels IAPA’s two-fold goal has been met. The new site allows members to interact with each other and keeps the benefits of joining the association behind the members-only portal.
“The key was to provide members services in a more streamlined, efficient manner,” he said. “Second, we wanted to make sure that the people who are purchasing or considering purchasing asphalt pavements have the resources and information and the most current, up-to-date information.”