The American Camp Association

The client required a modern, scalable website that could effectively serve two distinct audiences: the public, seeking camp information, and professional members, requiring specialized resources. Their previous digital presence was limited and did not effectively support engagement or growth. Key objectives included:

• Creating distinct user journeys for public and professional visitors
• Enhancing accessibility and search functionality
• Supporting ongoing membership growth and advocacy initiatives

Lounge Lizard designed a WordPress platform with a “choose-your-own-adventure” style homepage, guiding users into two separate, equally prominent content tracks. The site incorporated:

• Live chat for real-time visitor support
• A sticky sidebar featuring key conversion tools such as donate, sign up, and subscribe
  
• Advanced search with autocomplete to improve content discoverability
• ADA-compliant design and smooth animations to enhance user experience and accessibility

The dual-path navigation reduced user confusion and tailored the experience to distinct audiences, empowering ACA, NY & NJ to fulfill its dual mission effectively. Additional benefits included:

• Increased conversions through an always-visible call-to-action sidebar
• Improved content accessibility via enhanced search and SEO best practices
• A scalable foundation for future program and service expansion

The new site has already demonstrated positive user feedback during testing, showing clearer navigation and stronger engagement potential. Post-launch analytics will measure improvements in:

• Membership acquisition
• Visitor engagement
• Advocacy participation