GRCC Website

Mobile visits up


When new leadership came on board at Greater Rochester Chamber of Commerce (GRCC), one of their first goals was to increase membership, especially among the younger demographic, namely Millennials and Gen Z. 

The team quickly realized they needed to create a new website to introduce this younger crowd to the benefits of belonging.


The current website was more than 10 years old and an audit revealed it was unwieldy and outdated. Weighing in at more than 900 pages, much of the content was hard to find or had lost its currency and relevance. Furthermore, the website was not mobile-friendly. Further exploration revealed a bigger issue: GRCC’s brand itself was outdated and needed an overhaul.

 Dixon  Schwabl  was  engaged 
 to  revitalize  the  website   
 and  develop  a  fresh  brand. 


Together, DS and GRCC determined the priority would be to audit, consolidate and prioritize the website’s existing content. Based on the needs of the primary target audiences, we next designed a new structure for the website content to streamline access to the most relevant information.


Once the information architecture was approved, we developed a clean and compelling design that fit the organization’s personality and expressed its mission—to serve, promote and advocate for its members in order to foster the region’s economic prosperity.

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Working hand in hand, the creative and technology teams achieved two separate goals: implement best practices for website optimization and develop a more modern and attractive design. 

Our process included research, benchmarking other chamber websites and designing an optimization strategy to improve content search. The new site also fully integrated with GRCC’s new customer relationship management system and e-commerce platform.

Overall, we greatly simplified the website, trimming the pages from 900 to about 140. A responsive design and intuitive information architecture allowed for an easier, more seamless visitor experience. We streamlined event registration and purchase of GRCC publications and merchandise.

Finally, the new brand identity gave the chamber a consistent and more contemporary look across all platforms.


Since launching the new website and brand:

more new visitor sessions
jump in organic search
increase in page views
mobile device visits
Bounce rates are down
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