AgeWays Website Redesign: Enhancing Accessibility and Engagement for Seniors and Caregivers
About AgeWays
AgeWays is a Michigan-based nonprofit empowering older adults, people with disabilities, and family caregivers throughout Southeast Michigan. As part of the national Area Agencies on Aging network, AgeWays serves six counties and has championed independence and dignity since 1974—offering direct care programs, supporting community partners, and connecting people to vital resources.
Media Genesis has proudly partnered with AgeWays (formerly AAA 1-B) since 2013, collaborating on previous website redesigns and their organizational rebrand.
The Challenge
AgeWays’ website serves as a vital gateway to essential services—but like all websites, it had aged over time. Navigation had become cumbersome, content no longer reflected their evolving services, and the site lacked the accessibility and mobile responsiveness needed to serve their audience effectively.
The site needed a redesign to modernize the user experience, improve accessibility, and ensure every visitor could confidently find the support they needed.
Our Solution
Media Genesis led a comprehensive redesign rooted in research, user feedback, and data-driven strategy.
Discovery & Research: We gathered feedback from AgeWay’s users through a website pop-up survey, email campaigns, and an MG developed Audience Messaging Action (AMA) session with the AgeWays team and key stakeholders. Key findings—including confusion around services and difficulty locating forms—shaped our redesign approach.
SEO & Analytics Review: We analyzed top-performing pages and keywords to inform content decisions and optimize for search visibility.
Streamlined Navigation: We restructured the site architecture to create clear, intuitive pathways across desktop and mobile, specifically catered toward their Senior and Caregiver audiences.
Content Optimization: Existing content was migrated, refined, and rewritten to improve clarity, engagement, and SEO performance.
Accessible Design: The new design follows accessibility best practices, making the site easier to use for older adults and individuals with disabilities.
Dedicated Service Pages: We built focused pages for core programs:
Homepage Video: To bring their mission to life, we collaborated with AgeWays to produce an engaging homepage video that immediately communicates their purpose and impact to visitors.
The Outcome
The redesigned website launched to immediate success, delivering measurable improvements within months of launch:
- Over 200% increase in average organic position (across keywords)
- 25% increase in user activity for key durations (7-day durations)
- 142% increase in engagement frequency across users
- 40% increase in engagement across key sources, such as ChatGPT
- 74% increase on key engagements, such as PDF downloads
- Fully responsive experience across all devices
- Clear service pages and simplified forms
Award-Winning Results
The project was honored with a Communicator Award, one of the largest and most respected competitions in the communications industry. Judged by the Academy of Interactive and Visual Arts, the awards evaluate thousands of entries from agencies worldwide. This recognition reflects the quality and impact of the work. Media Genesis is proud to have partnered with our long-time client, AgeWays to deliver a site that earned this recognition.
Why This Matters
For mission-driven organizations like AgeWays, a website is a critical tool for connecting people to life-changing services. This redesign ensures older adults, caregivers, and community partners can easily find the support they need, reinforcing AgeWays’ role as a trusted resource for Southeast Michigan.
Let’s Talk
Is your website working as hard as your mission? At Media Genesis, we build accessible, user-friendly platforms for nonprofits and purpose-driven organizations. Let’s discuss how a strategic redesign can amplify your impact.
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