The Berkshire Edge’s website was launched in 2014. After four years of the same design, The Edge wanted to stay ahead of the competition by introducing a newer, more dynamic look that would also be more easily navigable and would keep readers on the site longer. The regional publication was created to report on the lives and interests of people in the southwest corner of Massachusetts, known as the Berkshires, and the surrounding tri-state area. The primary goal of the new website is to reflect the vibrant community its journalists cover.
Tired of seeing their website grow stagnant, The Edge’s publisher and staff decided it was time to make a change. Two-thirds of The Edge’s traffic comes from mobile devices, which meant the publication’s new website would need to be redesigned with a stronger focus on mobile and an improved user experience. It would also need to feature improved ad placements, in order to increase impressions and clicks.
Given the changing fundamentals of digital publishing as a business, The Edge was also interested in launching a membership program, along with a sponsored content real estate section. The goal here was to provide a new source of revenue and to reinforce the publication’s role as a leader and a partner in the Berkshires community.
Starting from the ground up, we went all in on The Edge’s website and developed an entirely new custom website theme. Using a custom website theme gave us the freedom and flexibility to create a website that is like no other, with the seamless feel and effortless user navigation that The Edge’s publisher had been asking for. Within 30 days of the new website’s launch, The Edge was already seeing the number of on site users increase by 44%, while the sessions per user increased by 28%.
The Edge’s increased website traffic also reflects the success of its membership program. Having a modern, mobile-friendly website has bolstered The Edge’s credibility among readers and created stronger demand for the publication’s membership program, which readers pay between $60 and $240 per year to join. The Edge’s website updates have also led to an uptick in local advertisers, who benefit from the increased buzz and the connection with enthusiastic readers.
FROM THE CLIENT
What I find most valuable about working with Web Publisher PRO is that they are way ahead of me in finding solutions to my problems. Most developers fulfill requests. David and his team tell me what I need and then proceed to solve my problem. In the last several months, David urged us to launch a membership program, redesign our site for better user experience and change our ad placement to run-of-site. We have done them all, and they have all worked extremely well. We have a growing community of members. Our readership has shot up, and our advertisers are getting more views on our site than ever before. I can’t wait for Web Publisher PRO’s next suggestion.