Curtains Up: Our Custom Website Development Services with Asolo Rep

1. Improving Usability 

Over time, Asolo Rep’s website had grown into a tangle of hidden pages, duplicate content and confusing menus. Important actions, such as buying tickets, sending support or exploring events, were buried under layers of content — effectively pushing away patrons. 

Given our experience in arts and cultural marketing, Paradigm recognized that a simplified user flow was needed to reduce friction. Our team worked to:

• Revise the Architecture. Our strategists devised a hierarchical site architecture for Asolo Rep. This served a dual purpose, helping search engines crawl the website and empowering users to find information quickly.
• Implement a Two-Click Navigation Rule. Our team structured content to make key pages accessible within two clicks. This navigation rule streamlined each user’s journey, empowering them to purchase, donate and learn with minimal effort.
• Increase ADA Compliance. Our team worked to ensure Asolo Rep’s new site complied with the Americans with Disabilities Act (ADA). We adhered to the Web Content Accessibility Guidelines (WCAG) through features such as alternative text, high color contrast and assistive device compatibility. This ensured all felt welcome on the site, while safeguarding the organization from legal liabilities

2. Simplifying Content Management

Internally, the Asolo Rep team was facing hurdles in content management. The website’s administrative side was nearly unmanageable, with duplicate content, excess users and inconsistent formatting. 

To scale the theatre’s marketing efforts with consistency, Asolo Rep needed a fresh slate. Our custom website development services delivered:

• Customizable Templates. Our developers built a selection of custom blocks in WordPress. Through this, we empowered the Asolo Rep team to design and customize page layouts easily via a drag-and-drop block editor.
• Content Guidelines. Our designers developed comprehensive build guidelines featuring the intended style of each WordPress block. Moving forward, this will act as a quick reference for Asolo Rep team members when creating or updating a page.

3. Enhancing Core Functionalities

Those who visit Asolo Rep’s website have a specific goal in mind, such as purchasing tickets or donating. However, to keep these visitors on page, Asolo Rep needed to make the process as straightforward as possible. 

Our custom website development services allowed us to:

• Reduce Load Times. All content was optimized to load quickly via development tactics such as next generation image formats, minified code and code deferrals.
• Create One-Stop Ticketing. Our development team enhanced the ticketing experience by pulling all show times and dates onto individual show pages.
• Simplify Donations. Our developers reworked Asolo Rep’s donation page to display donor-level benefits and incorporate one-click contributions.
• Track Analytics. Our team connected Asolo Rep’s website to Google Analytics 4. This integration unlocked tools to monitor performance and track the theatre’s marketing efforts — enabling data-backed decisions in the future.

4. Reinforcing Brand Identity

Much of Asolo Rep’s branding had become lost online, leaving visitors feeling disconnected from the theatre’s trademark energy. Asolo Rep saw a website redevelopment as an opportunity to amplify its identity via messaging and design. 

Paradigm’s arts and cultural marketing team got to work, aiming to: 

• Mirror Live Performances. Our website design incorporated dynamic photography, artwork and production credits to mirror the excitement that awaits at Asolo Rep.
• Create Visual Consistency. Through our custom website development services, we maintained Asolo Rep’s core color palette, with black, white and red elements speckling each page.
• Bring Differentiators Centerstage. Our copywriters created content that spotlighted Asolo Rep’s Broadway-caliber performances, world-class artists and unyielding dedication to community engagement. 

Bravo for Asolo Rep

Asolo Rep’s reimagined platform now stands as an elegant hub for education, engagement and excitement — cementing Asolo Rep’s presence on Florida’s Cultural Coast for years to come. 

For a department-specific breakdown of our theatre marketing work, visit the Asolo Rep workpage.