This month, we launched AAPG’s redesigned website—a ground-up transformation of a complex, content-heavy platform. The unique challenges we solved make this a project we’re especially proud of; the dramatic improvement is clear in the before-and-after images.
In partnership with our longtime development partner, Dialogs Apps, Inc., and AAPG’s talented internal team, we completely reimagined AAPG’s online experience—launching not only a fresh design, but also a more intuitive content architecture, a simplified user experience (UX), and enhanced features to drive member engagement and revenue growth.
About AAPG
Founded in 1917, the American Association of Petroleum Geologists (AAPG) is a global professional association that advances petroleum geoscience through publications, education, and events for practitioners, educators, and students. Its worldwide community is organized across six U.S. Sections and six international Regions.
Why redesign AAPG.org?
AAPG serves a global, highly technical audience—yet its legacy site had grown into a maze of overlapping pages, confusing menu systems, inconsistent templates, and dated creative design.
Strong was engaged to re-architect the entire online experience, focusing on clarity, credibility, and conversion—while working within AAPG’s existing platforms.
Here, we highlight some of the key areas we addressed, along with before and after images to illustrate the improvement.
Content strategy
Refocused around purpose and delivering value
After a series of discovery meetings to understand AAPG’s business objectives and user needs, we began untangling the existing site content.
Step one was creating a leaner content structure by eliminating outdated or unnecessary pages and consolidating, refreshing, or creating the ones that needed to remain.
We also helped AAPG build a strategic framework for future content development to help make sure ongoing creation aligns with organizational goals.
Information Architecture (IA)
Structured for simplicity
We audited content across AAPG.org (and related properties) and consolidated it into a coherent taxonomy anchored around five strategic entry points.
We then constructed an intuitive, elegantly designed mega-menu system, with desktop-, tablet-, and mobile-specific versions—each providing a simple drill-down structure no more than three clicks deep.
Each of the five main hubs presents options using consistent components and helpful microcopy so users always know what comes next.
Membership Pages
Reframed for conversion
The legacy Membership page read like a policy memo—dense paragraphs, long lists, and links scattered across sidebars. It described what AAPG does but didn’t quickly answer why someone should join or what to do next.
We rebuilt the experience around a crisp value proposition, clear pathways, and a modern visual hierarchy so prospects can understand the benefits in seconds and convert with confidence.
Event Pages
From cluttered to compelling
Events are a key revenue driver for AAPG and had to be thoughtfully considered in the new design. Previously, “upcoming events” sat in a busy sidebar with mixed content (news, quizzes, deadlines) and tiny links—easy to miss and hard to act on.
We redesigned the main module as clean, card-based listings that focus attention on what matters: event identity, dates/location, key deadlines, format, and the right CTA for each audience (Register, Submit an Abstract, Become a Sponsor).
Marketing & Promotion Assets
Modernized for action and engagement
Event revenue and audience growth hinge on clear, high-performing promos. The legacy assets were dense and text-heavy, with competing messages and low visual hierarchy.
We rebuilt the system as clean, on-brand, action-focused creatives—from event hero banners to newsletter signup units—so users see the value instantly and know exactly what to do next.
Site Search
Built for speed and intent
The legacy search system buried results under dense labels, mixed formats, and tiny links—useful only if you already knew what to type and where to click.
We replaced it with a clean, Google-like search experience that respects user habits and supports AAPG’s business goals: fast answers for power users, plus guided paths that funnel searchers to Events, Membership, Publications, and key tools.
Mobile Usability
A more finger-friendly approach
AAPG’s legacy site was technically responsive, but deep menu layers, small hit targets, and dated UI patterns made critical tasks—like registering for events or joining—hard on phones.
We rebuilt navigation and key templates with mobile-first information architecture, clear readability, and touch-friendly controls so the experience is as intuitive in your hand as it is on a larger screen.
Member Portal
A cleaner, easier way to get things done
AAPG’s new dashboard (rolling out soon) gives members a clear home base for everything they do online—renewing, registering, joining groups, tracking purchases, and following the topics that matter.
It carries the site’s brand system and accessibility patterns into a simple, widget-based layout so key actions are never more than a click away.
A historic brand, poised for a successful future
At a pivotal moment for the Association, the new AAPG.org re-casts the brand for modern users and adds tangible value to AAPG membership.
The site now works as a true platform—where all visitors quickly understand why AAPG matters and find actionable pathways to participation, and where members can engage, sharpen professional skills, manage profiles, and find insightful news in just a few intuitive steps.
By turning scattered content into guided, mobile-ready workflows, the experience transforms everyday tasks into momentum for the community and the organization. It was an honor to work with a brand that's served its community for more than a century, and we’re excited to see this foundation help AAPG support the next generation of petroleum geoscientists.
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Are you facing a complex online business need? If you're looking for a smarter website strategy, improved functionality or a content-rich redesign of your own, we’d love to talk. Contact us for a free initial consultation.