Digital

City of La Quinta Website

The City of La Quinta, California owns and operates two websites: a city website with services and information for residents, and a tourism website with local businesses and events for visitors. The tourism website was built by a third-party company on a proprietary platform, diminishing the City’s ability to make changes to the website. Updates could take weeks to complete. The objective was to build a cutting-edge website to drive more engagement and enable City staff members to make regular changes.

Strategy:

Design a new website on the latest version of the WordPress CMS. This not only enabled the City’s complete ownership and control of the website but also ensured we could have numerous contributors add content and make site updates. The website
was designed with a “mobile first” layout to optimize content on a variety of screen sizes including smartphones, vitally important given the growing trend for web browsing on mobile devices. We implemented numerous Search Engine Optimization (SEO) tactics to ensure higher search rankings on Google. Further, we curated content for unique landing pages to increase the performance of the City’s digital marketing campaigns including Search Engine Marketing (SEM), Programmatic and Remarketing Display Advertising, and Social Media Advertising.

Results:

When the new website was launched, it was praised by City staff, residents and visitors alike. Not only did it bring a fresh new look on the surface but also was optimized for a User Interface (UI) and User Experience (UX) to make the website easy to navigate. After a brief training session with City staff, many users were able to log onto the website and add content. This alleviated work for other staff members who could delegate updates to the appropriate personnel.

In addition, the website saw a significant uptake in website traffic and engagement. In the four months following the launch of the new site, users increased 16.37%, new users increased 16.24%, sessions increased 14.09%, page views increased 18.25%, pages/session increased 3.65%, average session duration increased 13.07%, and the bounce rate decreased 6.72%
compared to year over year for the same period. The website was being found and used by more people online, and visitors to the website were spending more time and viewing more pages. The City has been exceedingly happy with its new website.

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