Ranching For Profit

Ranching for Profit offers courses, workshops, and resources to help ranchers around the world learn new strategies to boost their profits. After finding that their customers struggled with finding information on their website, the RFP team reached out to Turnpost for a new website that better organized their content and communicated their message in an approachable way.

After listening to RFP's concerns, I came up with multiple solutions to create a more intuitive and organized site. First, I recommended they change the name of the site and the name in the logo from Ranch Management Consultants (RMC) to Ranching For Profit. This better aligned with their customer-facing brand and boosted their SEO. I also recommended renaming Graduate Programs to Alumni Resources to make it clear that those offerings weren't further courses, but rather networks and libraries that ranchers can access once they complete the Ranching For Profit course. I also developed a new site map

As I wireframed the homepage, I reorganized content to emphasize their main offering, the week-long course, and its benefits. As a user scrolls down they become familiar with other offerings, such as workshops, alumni resources, and the blog. Most of the content on their old site was buried in FAQ's, making it difficult to find. As I wireframed each page, I reorganized their content to help explain each program to users and bring the most important information to the forefront.

RFP has customers of all ages, education levels/backgrounds, and locations. They wanted the site to be easily readable, approachable, professional, and accessible with limited bandwidth. With so much content, I used clean layouts, white space, and large text to make it easier for users to digest. I incorporated landscape images as dividers to speak to the wide range of ranches they work with. I used imagery they provided along with stock photography that connected with their customer base.

The site also includes an interactive map where users can view the RFP School locations and an interactive schedule for workshops and intensives.

Icons, updated logo, and additional development by Mike Henderson
Copywriting by Ranching For Profit, Harper Anderson, and Lauren Vana