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Home Page Redesign

The Indiana Office of Tourism Development's home page wasn't broken, they just wanted to make it better. They wanted to showcase more of the site's great content and incorporate the new branding elements being introducing in print and banner ads. So the main objectives of the redesign were to expand the content featured on the home page and to incorporate new branding elements. Additionally, previous feedback from visitors reinforced the desire to see more pictures and have quicker access to the most sought-after content.

Our strategists began by studying site statistics and interviewing different types of site visitors to evaluate usage and current perceptions of the home page. We uncovered the need to feature "hot" content such as discounts. We focused the home page content on more timely items like upcoming festivals and events, and blog postings. We vastly improved the SEO efforts. We added more flexibility for posting photos and promotional messages. And we incorporated the new "key fob" design element that was appearing in all Indiana Tourism ads.

The home page redesign has resulted in an 8% increase in overall site traffic versus the previous year despite a substantial reduction in online advertising spending.

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About Indiana Tourism

Lt. Governor Becky Skillman oversees the Indiana Office of Tourism Development (IOTD). Lt. Governor Skillman views Tourism as a renewable and sustainable resource in Indiana that will contribute significantly to the state’s economic recovery. She is leading the Office of Tourism Development in creating a model similar to other states that have been successful in blending state and private monies in growing tourism efforts. Tourism is big business in Indiana. Every year, the state welcomes 58 million people to its many tourist attractions and events. Lt. Governor Skillman is working to create and grow programs and incentives that will assist in the development of this sector.