Redesigning a Flagship Website to Reignite Engagement

The American Association for the Study of Liver Diseases (AASLD) faced significant challenges with stagnant membership and lackluster revenue growth. Despite offering valuable services to its members, the association saw many of these resources going unused, and audiences were increasingly tuning out the organization’s digital communications and platforms. Reingold’s efforts helped increase website visits by over 24% and call-to-action clicks by 235%.

AASLD enlisted Reingold to lead a comprehensive digital transformation of the association’s flagship website and outdated systems. The goal was to better connect health care professionals with valuable clinical resources, education, and underused membership benefits.

Reingold conducted a research and strategy initiative that began with a comprehensive digital audit of AASLD.org and related platforms, as well as an analysis of peer organizations. The team then carried out extensive audience research, interviewing more than 20 stakeholders and surveying over 1,300 international health care professionals.

Insights from this work informed an audience-driven outreach strategy, persona development, and modernized information architecture aligned with the needs, behaviors, and interests of distinct user groups within the organization’s membership.

The initiative produced a redesigned flagship website, the retirement of outdated systems, platform integration, and the implementation of robust analytics.

Within one year of its launch, the redesigned site saw:

• 24% increase in website visits
• 36% increase in page views
• 235% increase in call-to-action clicks
• 40% increase in file downloads

Through a combination of research-based strategy and thoughtful execution, AASLD now has the infrastructure and insight it needs to deliver richer value to its members and to ensure that lifesaving knowledge about liver diseases reaches the professionals who need it most.