Redesigning Discovery: Intuitive UX for VisitMA

Modernize the Visit Massachusetts website with a clearer, user-first homepage and navigation.

Reduce user friction (fix misleading itinerary links) and make exploration easier.

Create category-driven pages and improve the business directory experience.

Improve site reliability, security, and responsiveness across devices.

Improve organic discoverability and drive more qualified visitor traffic.

Provide ongoing technical support and analytics so MOTT can maintain and measure results.

Homepage redesign: introduced a dynamic Featured News area and replaced confusing “Itineraries” with a helpful “Not Sure Where to Start” section to guide users toward relevant content.

Navigation overhaul: redesigned the primary nav for clarity and added an Explore item with a custom mega-menu so users can quickly discover curated MOTT content.

Category template & UX: built new business-category pages that surface an overview, upcoming events and recent news before listing businesses (example: /food).

Business directory & API optimization: improved the directory template and optimized API calls for faster, more reliable listings.

Comprehensive maintenance & security: regular content updates, responsive tweaks, timely security patches, vulnerability assessments, and dedicated tech support.

SEO audit & strategy: keyword targeting, on-page content development, and link-building outreach to improve search visibility.

Traffic & engagement program: data-driven acquisition tactics, ongoing content promotion, and regular analytics reporting to measure traffic, behavior, and conversions.