Hanover County Economic Development Website Redesign Case Study

Background

Hanover County Economic Development is a primary driver of business growth and opportunity in Central Virginia. The department is responsible for attracting new businesses, supporting existing ones, and showcasing the County as a premier location for site selectors and corporate investment. Their website is a critical tool in this mission, serving as a central hub for information on available properties, economic data, business programs, and community resources.

While the team actively maintained the website with regular updates, the website’s structure and design had not kept pace with the volume of content. This created a growing gap between the department’s real-world effectiveness and its digital presence, risking the perception of being less competitive than it is.

The Challenge

A Successful Website Outgrows Its Structure

The Hanover County Economic Development website was a well-regarded and actively maintained resource. Users, including site selectors and local businesses, consistently reported that the site was easy to use and that information was easy to find.

However, as the department’s initiatives and content library expanded over the years, the site’s original structure was stretched to its limits. The core challenge was one of success: the website had grown so much that it was time to step back and strategically reorganize.

Re-evaluate the site’s information architecture.
With a growing volume of news, programs, and resources, the structure required a strategic re-evaluation to ensure critical information remained intuitive and accessible for its primary audiences.
Modernize the web design.
The website’s visual design was ready for a refresh to reflect the modern, professional, and forward-thinking approach of the economic development team.
Updated content management.
Finally, the team needed a more flexible and robust system to feature multiple initiatives and updates without relying on workarounds, ensuring the website could continue to serve as a reliable and dynamic communication tool.

Our Solution

A Strategic Website Redesign Focused on Accessibility and Usability

Our primary goal was to create a digital platform that was not only visually compelling but also strategically structured to serve the needs of its core audiences. We started with a deep-dive discovery process, auditing the existing content and information architecture to inform a complete overhaul of the site’s structure, content, and design.

Our solution included:

Hanover County Economic Development website on a laptop

Strategic Content and Structure

We reorganized the website to create clear, intuitive pathways for site selectors and existing businesses. Key information, such as available properties, economic data, and business resources, was elevated and made easily accessible. The new information architecture ensures that critical content is findable, usable, and customer-friendly.

A Modern, Confident Design

Adhering to Hanover County’s existing brand standards, we developed a clean, professional, and modern design that is both welcoming and authoritative. The recurring use of the “Hanover Star” icon and the “Welcome Home” tagline reinforces the County’s unique brand identity, while the overall design prioritizes content clarity and user experience.

A Flexible and Empowering CMS

The new custom WordPress platform gives the team the flexibility and control to manage their content. To ensure long-term success and self-sufficiency, we provided a recorded training session, empowering the team to confidently manage the website.

A Robust Toolkit for Site Selectors

To serve the critical needs of site selectors, we integrated a comprehensive suite of property search tools. This powerful toolkit includes integrations with ZoomProspector and the Virginia Economic Development Partnership (VEDP), an interactive GIS map, building permit reports, and an active development map.

A Commitment to Accessibility

To reinforce the County’s commitment to inclusivity, we implemented robust accessibility features to ensure WCAG 2.1 AA compliance. This included a prominent multi-language translation tool supporting eleven languages, making the site’s valuable resources available to a global audience.

The Result

A Confident Digital Presence Driving High-Value Opportunities

The redesigned website immediately provided Hanover County Economic Development with a professional, user-friendly digital presence. It closed the gap between their real-world effectiveness and their online perception, transforming the website from a liability into a powerful tool for business attraction and retention.

The new site delivered tangible results:

Enhanced Credibility and Trust: The modern, professional design and intuitive navigation instill immediate confidence in site selectors, consultants, and business owners. The site now prominently features video testimonials and success stories, using powerful social proof to build trust and showcase the vibrant business community in Hanover.

A Comprehensive Toolkit for Site Selectors: Key information is now easily accessible, and a comprehensive suite of integrated property search tools—from interactive maps to permit databases—provides site selectors with all the data they need in one place, streamlining the decision-making process.
A Foundation for Growth: The flexible WordPress platform empowers the Hanover County Economic Development team to easily manage their content, feature new initiatives, and adapt the site to future needs, ensuring the website will remain a valuable asset for years to come.

Ultimately, the redesigned website empowers Hanover County Economic Development to confidently showcase its strengths and solidify its reputation as a premier business destination.