Women’s Business Enterprise Center East Website & Brand Evolution

WBEC-East is a regional partner of the national Women’s Business Enterprise organization, responsible for certifying women-owned businesses. Certification is rigorous, requiring at least 51% women ownership, and serves as a critical gateway between certified businesses and corporate buyers.

The Challenge

For years, WBEC-East relied on an outdated website that no longer reflected the organization’s mission or leadership vision. Moreover, it didn’t meet its users’ needs. When new leadership issued an RFP to modernize the site, they faced several complexities. The site housed a significant volume of content, served multiple distinct audiences, and needed to comply with national brand guidelines that were only partially defined. In addition, WBEC-East required space to recognize sponsors and partners, while still creating a clear, intuitive experience for visitors. The timeline was tight, and the organization needed a partner who could do more than simply “build a site.”

Strategy

Boshā won the RFP by leading with process and collaboration. The engagement began with a discovery phase focused on defining purpose, clarifying audiences, and understanding how each audience group would use the site—certified women-owned businesses, corporations seeking diverse suppliers, and companies considering certification. From there, the team developed a clear site map and navigation structure aligned to those goals.

Design followed strategy. Boshā worked within national WBENC guidelines while helping WBEC-East further define its regional visual identity, including unique design elements. Wireframes and high-fidelity prototypes helped stakeholders visualize the site and enabled meaningful feedback. The team opted to use WordPress for its flexible CMS, allowing WBEC-East to manage content internally while benefiting from customized templates and functionality.

The project was executed in strategic phases, balancing a firm launch deadline with a forward-looking foundation that could evolve over time. Testing and validation ensured the site was ready for launch, while ongoing collaboration enabled future modernization efforts.

The Impact

The new website launched on schedule and immediately improved usability, clarity, and engagement. Visitors now find relevant information faster, sponsors are clearly recognized, and the client has a scalable platform that it fully controls.

The project yielded measurable results, with a 14.5% increase in landing page views.

The project’s success led to an ongoing relationship. Since the initial launch, Boshā has continued to partner with WBEC-East to modernize the homepage and evolve the site as technology and organizational needs change—demonstrating long-term trust and collaboration.

The Boshā Difference

• A discovery-first approach leads to better navigation, clearer messaging, and stronger user experiences.
• A wholistic evaluation merged visual brand development with website development providing an effective, attractive user interface.
• Flexible, customized WordPress solutions empower clients to manage and grow their sites confidently.
• Boshā proved to be more than a website builder. We are problem solvers grounded in design thinking, known for being flexible, resourceful, and responsive partners.