6.19.09 | ATA Launches Redesigned Web Site

Salt Lake City- The Archery Trade Association launched a Web redesign of its site, archerytrade.org, on Friday, June 19. ATA members and general users can expect simple navigation, stronger visuals and more information about ATA services and programs.

The overhaul includes many changes, none more striking than a cleaner and highly visual homepage featuring a simplified six-option main menu. The site also makes it easier for users to get around and find what they're looking for, despite more pages and information to benefit readers.

"We were tasked with creating a site that delivered far more information and visuals than our previous site, and doing it in a way that made the new site cleaner, less chaotic and more compartmentalized," said Amy Hatfield, ATA communications manager. "You can achieve both with thoughtful, clean navigation. We want our users to find information quickly, grab it and move on."

The site's design and navigation considers in-house data obtained through ATA-funded surveys and other data reflecting national trends. For instance, the ATA confirmed what national statistics had indicated about high-speed Internet use through a 2009 survey of Trade Show attendees. Ninety-four percent of retailers have access to the Internet and, among these, 90 percent have access to high-speed, while only 9 percent use dial-up. Given this information, the ATA did not hesitate to take advantage of new design schemes and larger, stronger imagery for its Web site. This feature makes the site visually competitive among top-tier Web sites, without the concern of hindering load times and the site's general usefulness.

"The new ATA Web site is much more interesting to investigate," said Jay McAninch, ATA CEO/president. "It provides information to our members and partners in efficient, easily absorbed formats. It also gives visitors a location where they can share information about any topic important to our industry. We're pleased and excited to offer this site as a gathering point for our members and others interested in archery and bowhunting."

ATA Web users should also expect new Web features in the weeks ahead, because future roll-outs are in the works. The ATA has built a backend infrastructure to support user interaction that's now considered part of the Web experience: online chats, forums, video and social networking, for instance. Once the site launches, archerytrade.org will continue to evolve with upgrades that include online member sign-ups, membership renewals, and the capability for ATA staff to schedule online chats with ATA members.

Web Quick Facts: 5 archerytrade.org Improvements

1. Robust Information. In the past, the ATA hasn't used its Web site as its central source of information. Look for this to change with the new site. While the Trade Show still has a strong online presence, the ATA will provide information on all of its programs. Expect snippets of text with lots of hyperlinks. This includes the latest news on its strategy to implement archery into communities, and to introduce Explore Bowhunting and more comprehensive membership benefits.
   
2. Visuals and Balance. The imagery achieves a much higher quality than what was on the ATA's previous site, making its first impression more engaging and professional.The site optimizes space while avoiding creative chaos.
   
3. Simpler Navigation. The previous ATA Web site offered seven options on its main menu and a utility menu that competed with the site's main menu for visibility. The redesigned site features a single, horizontal main menu with six options. The new main menu does a better job streamlining ATA news, programs, events and member information. So, upon entering the site, users can make their initial choice quicker and easier.
   
4. Clean and open homepage. The new homepage does not require a vertical scroll. The page is visually dominant, with little text outside the menu and promo boxes. The design follows the trend of limiting homepage text and emphasizing stronger imagery to hook users visually while getting them into the site as quickly as possible.
   
5. In your own backyard. By featuring an interactive U.S. map, the ATA's revamped site provides state pages for local news and information to ATA members. These pages will roll-out after the initial launch.
   

For more information about archerytrade.org's redesign, contact Amy Hatfield at (803) 685-3717 or by e-mail at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .