rgentum is the nation’s leading senior living association. As the largest national association dedicated to advancing the senior living industry, Argentum provides resources, major event opportunities, education, advocacy initiatives, and professional development for valued members. WDG partnered with Argentum to reinvigorate their brand with flexible WordPress layouts and an entire content revamp for immediate gains in revenue.

Project Mission

Argentum sought a complete site redesign, including site structure development, branding, design, and content writing. They also needed prominent site promotion for the Senior Living Conference & Expo, which opened in conjunction with the site launch. We provided brand, tone and voice, and photographic editorial guidelines as well.

What We Did

WDG created a fully customizable content management system that facilitates client-side administration using flexible layouts. We also created custom style guides and targeted content strategy for Argentum. In order to ensure a successful launch, Argentum leveraged our full-service expertise in multi-vendor integrations, visual design, and content writing.

Highlighting Member-Focused Initiatives

To emphasize Argentum’s prestige as the top resource for senior living advocacy, business development, and events, WDG strategists devised an improved language taxonomy and information architecture. By refocusing the content towards member-based initiatives, WDG helped guide Argentum’s target audiences towards revamped quality resources, public policy strategy, and training and certification.

Argentum persona during content strategy

A Robust Design for a New Brand

WDG designers partnered with Argentum executives to execute a new brand direction, implementing a modern, sleek look for the association. For example, Argentum wanted to feature news items on the homepage rather than a stereotypical introductory component, so we created key news integration points in the wireframes.

Argentum homepage mockup

Visual Style Guide

WDG also provided a comprehensive imagery style guide for Argentum to help establish a consistent visual aesthetics throughout the site and ensure continuity between written and visual content. Our designers created a stable foundation for the new brand, not only on the website but also through Argentum’s newsletter which would reach over ten thousand subscribers.

Argentum branding guidelines

Increasing Engagement

The WDG technology team created flexible WordPress layouts to facilitate an admin-friendly experience that is readily adaptable for the association’s future growth. WDG also worked with Argentum and partner vendors to implement multiple integrations. To drive Argentum’s member engagement, our technology team implemented the WordPress Events Calendar Pro plugin and created custom signup forms for Argentum’s newsletter, which reaches over ten thousand subscribers. As a member-driven organization, Argentum also required gated content and integration of their Microsoft Dynamics API. WDG developers integrated the API, Google DoubleClick, for their ad service, as well as their member’s-only bill tracking service, Fiscal Note.

Argentum events microsite design details

Full-Spectrum Content Service

Argentum requested WDG’s expertise in establishing the new brand tone and voice, as well as providing content writing for most of the public-facing website. Content strategy and production was preceded by interviews with stakeholders and a full content audit of the original site. WDG then worked with Argentum to establish a content strategy and appropriate brand tone across every page. Our content team leveraged a concentrated effort to research, write, and edit visual and text content which supported Argentum’s mission and engaged target audiences. After content creation and approval, the WDG team built pages by gathering, organizing, and entering all content into the WordPress CMS using the flexible layouts to ensure continuity with the design and brand guidelines.


Argentum content strategy team


revenue acquired 48 hours after launch

Dazzling Returns on Investment

The results of WDG’s comprehensive redesign, flexible layouts, and content creation speak for themselves. Only two days after site launch, Argentum saw $50,000 in revenue. Argentum’s success reflects the power of WDG’s full-service offerings.

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