Associations build community, provide professional support and give collective voice to their members. After nearly 50 years of service to the industry, the Australian Institute of Landscape Architects (AILA) had begun to struggle for relevance in an increasingly competitive market.

Recognising this, the board put in place a new leadership team with a mandate to provide more value to its members through increased advocacy, recognition, professional development and community of practice. AILA’s website was over 10 years old, and the lack of content governance had rendered it ‘unnavigable’ (a member’s comment). It was out of date, off-brand, and out of control, constraining AILA’s effectiveness as an organisation.

Working with the new leadership team and stakeholders, we undertook a comprehensive content strategy. Taking a complete content inventory, we created a new wireframe mapping the visitor journeys for key stakeholders, archived over 70% of the site's content, and worked with a graphic designer to build a new website. AILA then commissioned us to write new primary content for the site.

Since the new website launched, AILA membership has increased and membership engagement and advocacy activity has skyrocketed. We are proud to have played a part in this success.


AILA's new website enables the organisation to better engage and "convert" members.

“Get rid of half the words on each page, then get rid of half of what’s left.” 

Steve Krug, Don't Make Me Think: A Common Sense Approach to Web Usability

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Hindley & Co Architects
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