TOWN OF ROCKWELL • MUNICIPAL WEBSITE CASE STUDY
Building A Better
Digital Front Door.
The Town of Rockwell needed more than a website refresh. They needed a modern digital resource that made it easier for residents, businesses, and visitors to find the information they need.
MUNICIPAL WEBSITE | VIVID CLIENT SINCE 2024 | BUILT FOR THE COMMUNITY
CLIENT
Town of Rockwell, NC
INDUSTRY
Municipal / Government
MARKET
Rockwell, NC
SERVICES
Web Design, Usability & Accessibility
20K
Annual Page View
8.2K+
Annual Views From Search
28%
Visitor Growth Last 12 Months
THE CHALLENGE
A Growing Town.
An Outdated Website.
Rockwell was growing and had introduced a new brand for the town, but its website hadn’t kept pace. The existing site wasn’t mobile-friendly, navigation was difficult to follow, and finding basic town information often required more steps than it should.
Some menu items led to nearly empty pages instead of functioning as useful dropdowns. Important links sent visitors away from the town website, while other information required residents to download PDFs just to access content that could have been available directly online.
The goal was bigger than giving the site a new look. Rockwell needed a website that brought its new brand to life while making town information easier to find, easier to access, and easier to use on any device.
NOT MOBILE-FRIENDLY
The previous website wasn't designed to provide a strong experience across phones and tablets.
CONFUSING NAVIGATION
Menu items and page structure made finding town information more complicated than necessary.
DISCONNECTED CONTENT
Some resources sent residents away from the town website instead of keeping information centralized.
UNNECESSARY DOWNLOADS
Information that could be viewed directly online sometimes required residents to download a PDF first.
THE TURNING POINT
Built Around The People Who Actually Use It.
The redesign started with usability. Rather than simply giving the existing website a new look, we rethought how Rockwell’s information was organized and how residents moved through the site.
Navigation was simplified, unnecessary pages were removed, and information that previously required extra clicks, external websites, or unnecessary downloads was made easier to access directly from the site.
Rockwell’s new branding became the foundation for the visual design, creating a modern website that better represented a growing community while providing a consistent experience across desktop, tablet, and mobile.
RESPONSIVE DESIGN
Built to work seamlessly across desktop, tablet, and mobile.
SIMPLIFIED NAVIGATION
Information reorganized around how residents actually use the website.
DIRECT ACCESS
More town information available directly online without unnecessary redirects or downloads.
NEW BRAND EXPERIENCE
Rockwell's updated identity brought to life throughout the website.
The Results
A Website That Became A Community Resource.
A municipal website only works if the community can actually use it. Today, Rockwell’s website generates more than 20,000 page views annually, with residents, businesses, and visitors using it to access town information throughout the year.
More importantly, people are finding that information when they need it. Over 8,200 annual page views come directly from search engines, showing that the site’s content isn’t limited to people who already know where to look — town resources are being discovered through Google search as well.
And that audience continues to grow. Annual visitors increased 28%, giving Rockwell a digital platform that’s reaching more people as the town itself continues to grow.
01
20K+ ANNUAL PAGE VIEWS
More than 20,000 page views each year means thousands of people are actively using Rockwell’s website to access town information and resources.
02
8.2K+ Views From Search
More than 8,200 annual views come from search engines, helping people find town information directly when they’re searching for it.
03
+28% Visitor Growth
Annual visitors increased 28%, showing that the website is reaching a growing audience alongside the community itself.
BETTER NAVIGATION
Less Searching. More Finding.
The previous website often made simple information harder to reach than it needed to be. The redesign reorganized Rockwell’s navigation around the information residents are actually looking for.
Related content was grouped together, unnecessary pages were eliminated, and important resources became easier to reach without navigating through multiple pages or leaving the website.
01
CLEARER MENUS
Related information is organized into logical dropdowns instead of unnecessary standalone pages.
02
FEWER STEPS
More than 8,200 annual views come from search engines, helping people find town information directly when they’re searching for it.
03
MORE INFORMATION ONLINE
Content that previously required redirects or PDF downloads can be accessed directly through the website.
BUILT FOR EVERY SCREEN
Town Information Wherever You Need It.
The old Rockwell website wasn’t built for mobile devices. For residents trying to find information from a phone, that created an unnecessary barrier between them and the town resources they needed.
The redesigned site was built to adapt across screen sizes, giving residents the same access to departments, services, events, documents, and town information whether they’re at a computer or on the go.
MOBILE-FRIENDLY
Pages automatically adapt to phones and tablets.
TOUCH-FRIENDLY NAVIGATION
Menus and links are easier to navigate on smaller screens.
INFORMATION ON THE GO
Residents can quickly access town resources without needing a desktop computer.
THE BRAND EXPERIENCE
A New Identity Brought To Life Online.
Rockwell had introduced a new visual identity for the town, and the website needed to feel like a natural extension of that brand.
The redesign carried the new colors, typography, imagery, and community-focused personality throughout the site while still keeping usability at the center of the experience.
Instead of feeling like a generic government website, the new site was designed to feel distinctly like Rockwell — rooted in the town’s history while representing where the community is headed.
CONSISTENT BRANDING
The town’s updated visual identity carried across every major section of the website.
LOCAL CHARACTER
Photography, colors, and design elements helped the site feel connected to Rockwell itself.
MODERN MUNICIPAL DESIGN
A cleaner digital experience without losing the personality of the community.
BUILT FOR WHAT’S NEXT
A Website Designed To Grow With Rockwell.
The new website gave Rockwell more than a modern online presence. It created a flexible digital platform the town can continue using as its community, services, events, and information evolve.
New resources can be added without sacrificing organization, while the responsive design and clearer structure give the town a stronger foundation for communicating with residents for years to come.
SCALABLE STRUCTURE
New departments, resources, and information can be added as the town grows.
EASIER UPDATES
Town information can be updated without rebuilding the way residents navigate the site.
LONG-TERM FOUNDATION
The website was built to serve Rockwell beyond the initial redesign.
YOUR BUSINESS COULD BE NEXT
Your Next Website Should Be Built For What’s Next.
Rockwell needed a website that better reflected its community and made important information easier to access. If your current website no longer represents where your business or organization is headed, Vivid can help you build what comes next.