Pennsylvania Center For Employee Ownership Website Redesign - PACEO.ORG

The Pennsylvania Center for Employee Ownership (PaCEO) is a nonprofit that seeks to educate the public, as well as companies specifically, about the benefits of having an employee-owned company. Employee-owned companies essentially sell “stock” in their companies to their employees, benefiting the owner, employees, company, and community.

The PaCEO wanted to redesign their website to update it with modern interactions, a clear call to action, and a more intuitive user interface.  At the client's request, I used WordPress and worked from their existing logo and brand guidelines to recreate the site. I updated the website and made it a clear, concise resource for those searching for information on the organization and topic.


User flow map for new website, making the navigation more concise and consolidated.

WordPress Custom CSS/JavaScript backend page.

Target Audience and Opportunities for Improvement

TARGET AUDIENCE: Company owners who are making their companies employee-owned are the most common target audience for the website. For this reason, the website’s homepage was designed to highlight the definition of employee-ownership and easily direct to more information on the topic. Having a clear call to action is also important for this audience. The ‘Get Started’ button on the header is meant for this primary target audience. Other possible audiences include employees of companies going through the process of becoming employee-owned. They will foremost be looking for information. For them, too, access to clear and concise information is of utmost importance, and the redesign of the website sought to accomplish this by having sections on the homepage that would appeal to them as well as easy access to more information.  

OPPORTUNITIES FOR IMPROVEMENT: The homepage of the website (pictured above) did not have all the necessary information that would lead target audiences to their goal. The homepage provided little information about the company and had a confusing navigation system; a user might not know which tab was the most important one for his or her purposes. This was rectified in the final version with a condensed navigation bar, a clear call to action when landing on a website, icons on the page to break up relevant information, and information organized so as to help guide the user to the appropriate section. 

Many of the users are looking for key information. However, this was not clear on the old website. Resources like articles, videos, webinars, were pushed together and hard to find. On the redesigned website, information was put into clear sections and dense information was designed in an accordion (a User Interface term for displaying information using collapsible content panels to account for space).

WordPress Development

Per the client’s request, the website was built in WordPress (with some custom CSS and JavaScript). This website, with client edits, can be viewed at: ownershippennsylvania.org