Vision brings their digital world together

Vision faced major challenges with its existing website, which had originally been built back in 2013. Over many years, the site had grown uncontrollably and had become both costly and difficult to manage. In addition, Vision’s web presence was spread across several different domains.

The outdated version of their previous CMS also made the editors’ work more difficult and meant that the website could not benefit from modern web technologies in terms of performance, accessibility, SEO, and security. Vision’s visual identity was only partially implemented on the website.

Beyond this, there were a number of other challenges. Members and elected representatives found it difficult to locate the right information, and “My Pages” was several generations behind both visually and functionally. The two member magazines needed to be modernized in terms of workflows, functionality, and design, while editors needed more efficient editorial processes. In addition, support for local Vision organizations and their digital presence was limited.

Vision’s goal was to bring its entire digital presence together in a shared “digital house” where the public website, logged-in experience, member magazines, and app would interact seamlessly. The aim was to achieve several positive effects, such as a single login for all functions, independence from consultants and vendors through full ownership, long-term standard functionality enabling efficient management, and a stable system with a low risk of operational disruptions. This was a complex project with many stakeholders and a target vision that evolved over the course of the journey.

Consid began its collaboration with Vision in 2023 with a preliminary study, which later developed into a comprehensive implementation project. A central component was the work on the “My Vision” concept—the logged-in experience with a strong focus on personalization based on the individual user’s type of membership and the club or division they are affiliated with.

The preliminary study resulted in a concept where Sitevision was selected as the most suitable technical platform for Vision. The work focused on creating a conversion-driven website to increase Vision’s membership and on repackaging and modernizing “My Pages,” with a strong emphasis on personalization. Efforts were also made to consolidate services and functions and to create a unified design and structure for both logged-in and logged-out experiences. At the same time, special attention was given to supporting local organizations’ own websites with distributed editorial responsibility, as well as a new communication tool based on Sitevision’s social features.

During the project, a KPI framework was also developed to ensure that Vision’s key performance indicators could be monitored and analyzed. This was implemented by connecting measurement points from Sitevision with SEO data in Google Analytics 4 and Piwik PRO, visualized through dashboards.

After two years of close collaboration and parallel change management efforts, Vision’s new digital platform was launched. The result is a robust and modern website that has both improved the user experience and established a solid foundation for efficient ongoing management and future development.

Just three months after launch, the results were already clear. The user experience had improved significantly for members, elected representatives, and editors through a modern and unified interface in both public and logged-in environments. At the same time, local organizations were given the opportunity to work editorially with their own pages, complemented by a collaboration space that facilitates efficient cooperation among Vision’s geographically dispersed elected representatives.

The platform also contributed to improved visibility in search engines, with an average ranking improvement of more than 20 positions and an increase in click-through rates of nearly 200 percent. The conversion rate for membership applications increased significantly, from 0.91 to 2.43 percent—an increase of 167 percent.

In addition, a data-driven way of working was established, with clear KPI frameworks and dashboards serving as decision support for continued development. As a testament to the overall success, the website was also nominated for the Sitevision Awards 2025 in the category “Best Marketing Website.”