Building a Future-Ready Digital Home for NECA
For an organisation at the heart of Australia’s electrical and communications industry, the National Electrical and Communications Association (NECA) needed more than just a website refresh – it needed a digital space that worked as hard as its members do.
With thousands of electrical professionals relying on NECA for advocacy, training, and business support, a patchwork of outdated sites wasn’t cutting it. Information was hard to find, engagement was lagging, and the system behind it all was clunky at best. It was time for something better.
The Challenge: A Complex Web of Information
NECA’s digital presence was spread across a national website and multiple state-based sites, each with its own quirks and limitations. The experience felt disconnected, and for users, navigating between group-wide resources and state-specific services was more of a maze than a guided journey.
Beyond the user experience, NECA’s internal teams struggled with content management. The system lacked flexibility, requiring outside help for even simple updates. And behind the scenes, integration with Microsoft Dynamics and NAV wasn’t as smooth as it needed to be, making data management inefficient.
The previous setup also lacked a cohesive strategy to encourage membership sign-ups and engagement. With fragmented user journeys and an inconsistent flow between group-wide and state-specific services, potential new members weren’t getting a clear picture of what NECA had to offer. Meanwhile, existing members faced unnecessary hurdles in accessing resources, training, and advocacy services, limiting their ability to engage with NECA effectively.
NECA didn’t just need a new website – it needed a smarter way to engage its members, manage its vast knowledge base, and create opportunities for growth.
The Approach: Rebuilding from the Ground Up
NECA partnered with Devotion to build a future-ready platform using Kentico Xperience 13. The goal? A site that wasn’t just visually appealing but also worked effortlessly across all touchpoints – group-wide and at the state level.
Key features of the new platform include:
- A user-first design: A fresh, modern look with intuitive navigation, ensuring members can easily find what they need – whether it’s training resources, advocacy updates, or state-specific news.
- Built to grow: The scalable architecture supports future expansions, from new services to additional system integrations, without unnecessary complexity.
- Smart CRM integration: Microsoft Dynamics CRM now works hand-in-hand with the website, tracking engagement data to help NECA better understand and support its members.
- Reimagined sales and marketing funnel: Clearer calls to action and strategic user journeys encourage membership growth and cross-sell opportunities.
- Content management: Automated workflows empower NECA’s team to manage content without relying on external developers.
- Content that works harder: A single-source publishing model allows for easy content reuse across the website, social media, events, and email campaigns, keeping messaging consistent without extra effort.
- Integration with business systems: The platform now connects with Microsoft Dynamics and NAV to provide real-time updates on membership, training, and financial transactions, reducing administrative overhead and improving efficiency.
The Impact: A Digital Space That Delivers
Following the launch of the new platform, NECA saw a 44% increase in engaged sessions, a 30% rise in new users, and an 18% boost in engagement time. These numbers are proof that a well-built digital ecosystem can transform the way an organisation connects with its community.
NECA’s internal teams are now able to manage content more efficiently, reducing reliance on external agencies for routine updates. The improved user experience has also made it easier for members to access critical resources, contributing to higher engagement and a more connected community.
And this is just the beginning. With plans to roll out an upgraded eCommerce experience powered by Kentico’s commerce capabilities, NECA’s digital presence is set to become even more powerful, offering real-time inventory and financial integrations that make purchasing and membership services even smoother.
The Takeaway: Building Digital Experiences That Work
At Devotion, we create digital experiences that work for the people who rely on them. For NECA, that meant giving its members a digital home that’s as forward-thinking and hardworking as they are.
If your organisation is facing similar challenges – outdated digital platforms, fragmented user experiences, or inefficient content management, let’s talk today.
