American College of Foot and Ankle Surgeons
Updating a Website, .orgSource Helps the American
College of Foot and Ankle Surgeons Demonstrate a Respected
The American College of Foot and Ankle Surgeons (ACFAS) seeks to
promote the art and science of foot, ankle, and related lower
extremity surgery, address the concerns of foot and ankle surgeons,
and advance and improve standards of education and surgical skill.
The association, however, needed to create a website that
accurately portrayed their specialty and leaders. One of the
organization's largest goals was to talk about why ACFAS was a
trusted source. ACFAS members are lifelong learners and do lead the
surgical specialty to scientific achievements, professional parity
and improved patient care. That image needed to be conveyed on the
website to the public and media, as well as prospective
.orgSource was brought in to:
- Develop an overall website strategy.
- Update the current ACFAS website presence.
- Assist with vendor selection.
- Provide overall management of the project.
- Provide support and hands-on guidance, as well as offer best
practices for a variety of implementation tasks, including content
- Serve as the expert liaison between vendors and the
.orgSource started the project by contacting and interviewing
the various audiences that ACFAS serves, including the board of
directors. Telephone interviews, online surveys and card sorting
exercises were conducted to evaluate and analyze how visitors were
using the current website and its viewing content. (Card sorting
generally is used to increase "findability" of items on a website.
The process involves sorting a series of cards, each labeled with a
piece of content or functionality, into groups that make sense to
users or participants.)
By talking with the various constituents and learning about
their preferences and needs, .orgSource was able to help the ACFAS
make informed decisions based upon current data. One important
decision was to enhance the look of the home page with expanded
features for the public. The ACFAS site now has tabs on the
home page for the various and different audiences it serves:
members, public, media and health professionals. .orgSource also
created a new taxonomy and architecture for the website. In
addition, by becoming so familiar with all the players and the
website architecture, .orgSource was instrumental in assisting
ACFAS with overall branding and messaging on site. What followed
was a content-rich and user-friendly website. Most importantly, it
accurately illustrated why a member of ACFAS should be trusted and
respected, why they are leaders in their profession and how ACFAS
has benefitted them. This was done by using photos of ACFAS
members, highlighting the length of time they had been members and