WTOP

The D.C.-area’s favorite news station is now on a revitalized WordPress platform.
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s the top news radio station in the Washington, D.C. region, WTOP is known for delivering the latest in quality local and national news to hundreds of thousands of listeners on a daily basis. WDG helped WTOP manage and increase site traffic while seamlessly migrating an extensive volume of content for their new site.

Project Mission

To help manage and increase site traffic, WTOP sought a powerful CMS to support a broad spectrum of multimedia content for an enhanced online presence.

What We Did

WDG developers implemented a suite of custom features on WordPress to allow for easier administration of content and improved functionality for high volume traffic with responsive advertising capabilities.

Creating Home Page Flexibility

As a top area news provider with high traffic on their site, WTOP needed a cohesive means of creating, curating, and publishing content from a variety of sources simultaneously. We helped streamline this process with a customized homepage that could be easily managed by WTOP’s team remotely from separate locations. Using Advanced Custom Fields, WTOP admins can prepare, stage, and publish individual sections separately, allowing them the ability to produce content quickly and efficiently.

WTOP WordPress homepage mockup

Successfully Migrating a Robust Content Library

WDG’s development team established a methodology for migrating over 100,000 articles in WTOP’s content repository. To accommodate the large body of content, we used Foundation 3 for the CSS framework. Our team also built and implemented a custom migration process from WTOP’s MYSQL database to a WordPress MYSQL format. We employed WordPress Command Line Interface, WP-CLI, to speed up the migration process timelines. This allowed our team to run as many supplemental migrations as needed without harming any data from the previous migration.

WTOP migration from a proprietary CMS to WordPress

Curating a Rich Media Gallery

Along with their robust collection of written articles, WTOP had a large range of media items that needed to be integrated into the new site. WDG developers built out flexible, media-rich galleries that could successfully mediate many different types of available visual content. WTOP editors could manipulate the content as needed with the ability to upload images, videos, and even embeddable social media content onto the galleries. Given WTOP’s status as the top area news provider, we also developed robust ways of integrating on-air audio into articles for radio content.

WTOP gallery functionality

Accounting for Responsive Advertising

The previous website was built as a separate interface for mobile and desktop users, meaning it was not a responsive site. WDG designers and developers helped create a more engaging user experience through a responsive website for both viewers and advertisers. The improved responsive design allows WTOP advertisers to target different audiences according to screen size, selling ads with individual optimization. To accomplish this, we built a custom plugin that provided integrations with Google’s DoubleClick for Publishers. This gave WTOP the flexibility to choose how particular slots were implemented within selected locations. On top of this flexibility, we provided pre-defined and free-form key value pairs directly from WordPress, allowing ad managers the ability to target ads based on a large number of criteria. We also implemented custom ad slot types, including interstitial ads, automatic ad slot creation, and time-sensitive ad slots.

WTOP responsive design mockups

Measured Success

Since the launch of the new website, WTOP reported a 49% increase in mobile traffic. Overall, this created a 20% increase in sessions on the new site. As for email referrals, the 725% increase represented over 100,000 more referrals from email. Search traffic also picked up dramatically, including syndication on Google News. Because of their powerful WordPress capabilities and increased advertising revenue for targeted audiences, WTOP continues to grow as the area's premier news outlet.

WTOP increased traffic across the board

Make headlines with a compelling WordPress site from WDG.

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