National Association of Securities Professionals: Using a WordPress rebuild to modernize NASP's digital front door

Overview

NASP’s previous website didn’t reflect the professionalism of the organization’s mission. Outdated design and a disjointed structure made it hard for members and prospects to find information, the connected membership platform was confusing to navigate, and NASP’s own team couldn’t make basic updates, which limited how quickly they could respond to new opportunities.

Black Digital moved the site to WordPress so NASP’s team could manage updates directly, redesigned the site with a modern, user-friendly structure, removed outdated and redundant pages that were dragging down both functionality and SEO, built an interactive membership portal, and added a jobs board for member companies to post opportunities. The redesign solved the visible problem and the operational one at the same time: beyond the visual refresh, moving to WordPress removed a bottleneck that had limited how fast NASP could respond to its own members.

Results

• 1,000% increase in web traffic following launch, per NASP’s own published account
• 233,163 total page views and 162,020 total page visits logged since GA4 tracking began, with the homepage alone drawing 76,242 views and 53,077 active users
• The Conference and Membership pages are consistently among the top five most-viewed on the site, alongside About Us and the Board of Directors page
• A functioning membership portal replacing a difficult-to-navigate legacy platform
• A jobs board actively used by member companies across the financial services industry

For a membership organization, a confusing website doesn’t just look outdated, it gets in the way of the organization’s core purpose: connecting members to opportunity. This redesign gave NASP a platform that matched the caliber of the work its members do.

Related Services

• Website Design and Development
• Member Portals and Digital Tools