A cohesive design strategy and new mobile-first website improved city-wide vocational education awareness

See how we implemented a cutting-edge design strategy to ease the pains of career discovery, vocational skills training registration, and supported system-wide and regional goals for Pennsylvania CareerLink® Philadelphia.

Pennsylvania CareerLink® Philadelphia is in partnership with the PA Department of Labor and Industry and Human Services, along with various direct-service providers, employers, more–to ensure Philadelphians are work-ready and have access to opportunity. Their new regional platform is designed to provide better assistance for career seekers and for businesses hoping to hire quality candidates.

The problem

PA CareerLink® Philadelphia needed a mobile-first solution and a cohesive brand. Their old website had unclear messaging and poor user experience. Users couldn’t figure out what steps they needed to take next. Additionally, the website structure itself was poor and hundreds of technical errors negatively affected their SEO. The brand was stunted and their awareness, which is key for any community service, was low. The website needed a better site structure, rebranding, development, and clear resources to link workforce system providers and programs to help its users.

The solution

Key Medium designed and streamlined the platform for career seekers. We developed a much-improved award-winning experience with a mobile-first design that featured gamification components and subtle personalization throughout. 

Prior to this project, Key Medium hadn’t developed a gamified version of a website, so it stretched our creativity in a fun way. We believe in this cause and wanted to help create a mobile-first solution to help career-seekers take action towards finding a job.

We restructured and redesigned the website, making it easy to find the right information such as where to go to find a job, career discovery and exploration, skills training, additional supports and benefits, and upcoming workshops.

For their secondary audience, businesses, we have made it clearer how business partners can get help with hiring people in the talent pipeline.

Overall, the two sides of the website now work in conjunction. People job seeking can find the right information and companies looking to hire those people, know where to go. Right from the homepage, there are action tiles prompting either individuals and employers ‘I’m looking to…’ with several options of where to go next from finding a job, training, and applying for disability services for individuals to searching for talent, viewing labor market data, and learning about industry partnerships for businesses. The website’s menus and buttons are clear with graphical interface elements.

Workforce website
See the new PACareerLinkPHL.org site!

Design strategy and user Experience

Here are some of the design strategies we implemented in the new redesign.

Complete custom website redesign and development

  • SEO
  • Mobile-first website development with a custom WordPress theme
  • User experience design 
    • with material design principles
    • gamification
    • website personalization for users who submit lead forms
  • Web design and development

SEO and digital strategy

  • Prior to launch, we surveyed stakeholders and constituents, including individuals working within the PA CareerLink workforce system
  • Conducted a deep dive into the analytics and brand immersion through market research
  • Brand identity design (based on State guidelines)
  • Web analytics and Google Data Studio implementation and unification of data into a tailored dashboard to measure metrics like Vocational Skills Training (VST) requests system-wide.

The results

The results we achieved are as follows.

  • 25% lift in traffic by sessions YoY
  • 48% increase in user acquisition YoY
  • 36% increase in organic traffic YoY
  • Nearly two million impressions in Google Search
  • Real-time data points and performance tracking in a unified analytics dashboard with an associated, easy-to-understand executive scorecard
  • Digital transformation successfully enabled, as evidenced by the 24/7 accessible analytics dashboard, their first self-service forms, measurement of goals in alignment with City strategy, and integration of City-wide efforts and adjacent initiatives
  • Increased conversion rate in line with the workforce development goals
  • Generated over 1,000 new leads for upskilling individuals (via Vocational Skills Training) with their first online, self-service form
  • Generated interest from dozens of businesses seeking workforce solutions


We received four internationally-acclaimed awards for the new PACL platform.

  1. 2019 COMMUNICATOR AWARDS DISTINCTION, Features-User Experience for Websites
  2. 2019 COMMUNICATOR AWARDS DISTINCTION, Websites – General-Employment for Websites
  3. 2019 HERMES CREATIVE AWARDS GOLD, Web-Mobile Information Experience
  4. 2019 MUSE CREATIVE AWARDS GOLD, Website- Employment

Does your website need strategic branding and website development? Reach out to us today.