Go Ask Alice! (GAA!) is a judgment-free, anonymous question-and-answer site. It is part of Alice! Health Promotion, a department of Columbia Health. Their content has always been reliable, accurate, and thoroughly researched by professionals — humans, not Artificial intelligence (AI)! While organic search brings many different kinds of audiences across the globe to their answers, their primary audience is the college students of Columbia University. These digital natives need the content to speak their language and to look modern and relevant. Oomph leaned into the college-aged persona to create a user interface that was fun, unique, and approachable while acknowledging and respecting the gravity of the questions students ask.
The Brief
Empathize with both Visitors and Authors
We began by working to understand and empathize with their audience — which was easy. How many of us have gotten lost searching for answers to questions we might not ask our own close friends? Questions like, “Can I get Hepatitis A from eating raw seafood?”, “Do I have OCD?” or even “Why did my father abandon me?” Analytics supported how these types of questions were prevalent. They also showed that while many visitors found GAA! through search, those visitors found their answer and quickly left. While in some ways, this was positive — someone had a question and found a satisfactory answer — visitors missed lots of other answers to questions they might have.
For the Go Ask Alice! author team, technical issues often arose that were rooted in an overly complex content architecture and workflows that required lengthy workarounds. A complicated review and approval process and ineffective spam filters made combing through user submissions time-consuming. The longer it takes the team to create new answers, the less students will want to send GAA! their questions.
Our shared goals were to:
- Modernize the design and attract more web-savvy students to read answers to questions they didn’t know they should ask.
- Reinforce trust by being open about the process and the real human professionals behind the answers.
- Improve search, filtering, and findability by leading with topics first and guiding visitors to the types of questions that interest them most.
- Mitigate and simplify complex authoring processes to empower the small editorial team to answer more questions, support responses with engaging media, and reduce staff frustration.
The Approach
Modernization & Trust-building
Most Gen-Z students and younger generations won’t trust a site that isn’t designed well for a mobile screen. Our design process emphasized the small screen experience, keeping filters, sharing, citations, and recirculation in logical places. The Columbia Health brand is also a powerful lever for establishing trust with a young audience, but we were careful not to let it overpower GAA!’s own authentic brand.
Human responses feel human
With the rise of AI and Google’s AI-generated search results, our design reinforced the humanity and empathy of GAA! by establishing a clear “Dear Alice” with a unique handwritten font and response from the author. When dealing with potentially sensitive and health-threatening answers, an authentic human voice is essential, and one that puts answers into context — is this thing I am asking about “normal”? What are the additional considerations I should know about? And so on. AI might give you one answer, but it won’t contain the context and nuance these anonymous human-generated questions require.
Unique Colors & Illustrations
Blue is strongly associated with Columbia Health and prevented the previous site from standing independently. Our design reduced focus on blue and shifted the site’s primary colors to maroon and yellow. Several other colors create wayfinding paths associated with answer topics. Scrolling the All Topics category page becomes a delightfully random color experience.
All color combinations adhere to WCAG 2.2 guidelines for Level AA, increasing the accessibility of this color-rich site for all visitors.
A new set of illustrations curates a sense of inclusivity better than stock photos could. A wide variety of humans were chosen to represent the diversity of student populations. Little details, like the randomized person in the site’s footer, add a sense of surprise and delight to the entire browsing experience.
Supporting Trust with New Features
Enhancement ideas started to surface during Discovery and continued throughout the process from both teams. Some of our favorites include:
- The editor’s name, the answer’s published date, and its revision date were moved from the bottom of an answer and brought to the top. This information helps establish credibility quickly before reading an entire answer
- A feedback feature was added to individual answers, giving the GAA! team real-time data about the responses but also giving new visitors a greater sense of social proof
- A “Cite this Response” feature makes cutting and pasting an MLA (Modern Language Association) General Format- or Chicago-style academic citation into research papers easy. Since answers are so well-researched, these citations propagate GAA! further into academic culture
Increased User Engagement & Accessibility
Accessibility & Safety with a Quick Exit Button
Go Ask Alice! has many sensitive questions: questions about sexual abuse, suicide, drug use, and topics generally that you may not want someone else to see on your phone. We introduced a Quick Exit feature on each page of the site. When visitors click the button, a new tab is quickly opened, and the site’s browsing history is removed from their device. While this is not a well-known action in the general population, many in unsafe situations know how they work and what “Exit Site” means.
Oomph has written an in-depth article about the quick exit button and has released a Quick Exit Drupal Module to help other teams implement this feature.
Encouraging Question Browsing over Asking New Questions
It may seem counterintuitive, but one of the major workflows we redesigned was asking a question in the first place. The GAA! team has compiled thousands of great answers over the years and frequently updates old answers with new content to keep them current with changes in medical approaches. The small but mighty team didn’t want to answer the same questions over and over again by referring new askers to pre-published answers.
Our solution emphasized search and intentionally made access to the Question form difficult. Visitors are encouraged to search for answers to previously posted questions first. Quite often, they will discover an answer to their questions (and maybe some helpful answers to questions they did not expect). Only if they have searched first will they encounter the “Can’t find your question” call to action, which leads them through the steps of asking a new question.
The Results
The new site feels like a new beginning for the GAA! team. While the site has only recently launched, we look forward to seeing how it impacts key metrics like time on site and return visits. In the meantime, we’re also excited to see how the newly revamped admin experience helps the GAA! content team serve their audience even better than before.
When faced with a sensitive question about mental, nutritional, emotional, or sexual health, college students can continue to Go Ask Alice!
The tech industry has never been accused of moving slowly. The exponential explosion of AI tools in 2024, though, sets a new standard for fast-moving. The past few months of 2024 rewrote what happened in the past few years. If you have not been actively paying attention to AI, now is the time to start.
I have been intently watching the AI space for over a year. I started from a place of great skepticism, not willing to internalize the hype until I could see real results. I can now say with confidence that when applied to the correct problem with the right expectations, AI can make significant advancements possible no matter the industry.
In 2024, not only did the large language models get more powerful and extensible, but the tools are being created to solve real business problems. Because of this, skepticism about AI has shifted to cautious optimism. Spurred by the Fortune 500’s investments and early impacts, companies of every shape and size are starting to harness the power of AI for efficiency and productivity gains.
Let’s review what happened in Quarter Four of 2024 as a microcosm of the year in AI.
New Foundational Models in the AI Space
A foundational large language model (LLM) is one which other AI tools can be built from. The major foundational LLMs have been Chat GPT, Claude, Llama, and Gemini, operated by OpenAI & Microsoft, Anthropic, Meta, and Google respectively.
In 2024, additional key players entered the space to create their own foundational models.
Amazon
Amazon has been pumping investments into Anthropic as their operations are huge consumers of AI to drive efficiency. With their own internal foundational LLM, they could remove the need to share their operational data with an external party. Further, like they did with their AWS business, they can monetize their own AI services with their own models. Amazon Nova was launched in early December.
xAI
In May of 2024, X secured funding to start to create and train its own foundational models. Founder Elon Musk was a co-founder of OpenAI. The company announced they would build the world’s largest supercomputer in June and it was operational by December.
Nvidia
In October, AI chip-maker Nvidia announced it own LLM named Nemotron to compete directly with OpenAI and Google — organizations that rely on its chips to train and power their own LLMs.
Rumors of more to come
Apple Intelligence launched slowly in 2024 and uses OpenAI’s models. Industry insiders think it is natural to expect Apple to create its own LLM and position it as a privacy-first, on-device service.
Foundational Model Advancements
While some companies are starting to create their own models, the major players have released advanced tools that can use a range of inputs to create a multitude of outputs:
Multimodal Processing
AI models can now process and understand multiple types of data together, such as images, text, and audio. This allows for more complex interactions with AI tools.
Google’s NotebookLM was a big hit this year for its ability to use a range of data as sources, from Google Docs to PDFs to web links for text, audio, and video. The tool essentially allows the creation of small, custom RAG databases to query and chat with.
Advanced Reasoning
OpenAI’s 01 reasoning model (pronounced “Oh One”) uses step-by-step “Chain of Thought” to solve complex problems, including math, coding, and scientific tasks. This has led to AI tools that can draw conclusions, make inferences, and form judgments based on information, logic, and experience. The queries take longer but are more accurate and provide more depth.
Google’s Deep Research is a similar product that was released to Gemini users in December.
Enhanced Voice Interaction
More and more AI tools can engage in natural and context-aware voice interactions — think Siri, but way more useful. This includes handling complex queries, understanding different tones and styles, and even mimicking personalities such as Santa Claus.
Vision Capabilities
AI can now “see” and interpret the world through cameras and visual data. This includes the ability to analyze images, identify objects, and understand visual information in real-time. Examples include Meta’s DINOv2, OpenAI’s GPT-4o, and Google’s PaliGemma.
AI can also interact with screen displays on devices, allowing for a new level of awareness of sensory input. OpenAI’s desktop app for Mac and Windows is contextually aware of what apps are available and in focus. Microsoft’s Co-pilot Vision integrates with the Edge browser to analyze web pages as users browse. Google’s Project Mariner prototype allows Gemini to understand screen context and interact with applications.
While still early and fraught with security and privacy implications, the technology will lead to more advancements for “Agentic AI” which will continue to grow in 2025.
Agentic Capabilities
AI models are moving towards the ability to take actions on behalf of users. No longer confined to chat interfaces alone, these new “Agents” will perform tasks autonomously once trained and set in motion.
Note: Enterprise leader SalesForce launched AgentForce in September 2024. Despite the name, these are not autonomous Agents in the same sense. Custom agents must be trained by humans, given instructions, parameters, prompts, and success criteria. Right now, these agents are more like interns that need management and feedback.
Specialization
2024 also saw an increase in models designed for specific domains and tasks. With reinforcement fine-tuning, companies are creating tools for legal, healthcare, finance, stocks, and sports.
Examples include Sierra, who offers a specifically trained customer service platform, and LinkedIn agents as hiring assistants.
What this all means for 2025
It’s clear that AI models and tools will continue to advance, and businesses that embrace AI will be in a better position to thrive. To be successful, businesses need an experimental mindset of continuous learning and adaptation:
- Focus on AI Literacy — Ensure your team understands AI and its capabilities. Start with use cases that add value immediately.
- Prioritize Data Quality — AI models need high-quality, relevant data to be effective. Start cleaning and preparing your internal data before implementing AI at scale.
- Combine AI and Human Expertise — Use AI to augment human capabilities, not replace them. Think of AI as a junior employee who will require input, alignment, and reinforcement.
- Experiment and Iterate — Be willing to try new approaches and adapt based on results. Include measurement in your plans — collect data before and after to benchmark progress.
- Embrace Ethical AI — Implement policies to ensure AI is used responsibly and ethically. Investigate ways the company can offset carbon and support cleaner energy, as AI tools require more electricity than non-AI tools. Understand hallucinations and the new, more complex “scheming” in reasoning models problem.
- Prepare for Change — Understand that technology is constantly evolving, and business models will need to adapt.
While the models will continue to get better into 2025, don’t wait to explore AI Even if the existing models never improve, they are powerful enough to drive significant gains in business. Now is the time to implement AI in your business. Choose a model that makes sense and is low-friction — if you are an organization that uses Microsoft products, start with a trial of AI add-ons for office tools, for example. Start accumulating experience with the tools at hand, and then expand to include multiple models to evaluate more complex AI options that may have greater business impact. It almost doesn’t matter which you choose, as long as you get started.
Oomph has started to experiment with AI ourselves and Drupal has exciting announcements about integrating AI tools into the authoring experience. If you would like more information, please reach out for a chat.
From code to launch
Sites launched within a year
Performance improvement
THE BRIEF
A Fractured System
With a network of websites mired in old, outdated platforms, Rhode Island was already struggling to serve the communication needs of government agencies and their constituents. And then the pandemic hit.
COVID accelerated the demand for better, faster communication and greater efficiency amid the rapidly changing pandemic. It also spotlighted an opportunity to create a new centralized information hub. What the government needed was a single, cohesive design system that would allow departments to quickly publish and manage their own content, leverage a common and accessible design language, and use a central notification system to push shared content across multiple sites.
With timely, coordinated news and notifications plus a visually unified set of websites, a new design system could turn the state’s fragmented digital network into a trusted resource, especially in a time of crisis.
THE APPROACH
Custom Tools Leveraging Site Factory
A key goal was being able to quickly provision sites to new or existing agencies. Using Drupal 9 (and updated to Drupal 10) and Acquia’s Site Factory, we gave the state the ability to stand up a new site in just minutes. Batch commands create the site and add it to necessary syndication services; authors can then log in and start creating their own content.
We also created a set of custom tools for the state agencies, to facilitate content migration and distribution. An asynchronous hub-and-spoke syndication system allows sites to share content in a hierarchical manner (from parent to child sites), while a migration helper scrapes existing sites to ensure content is properly migrated from a database source.
Introducing Quahog: A RI.gov Design System
For organizations needing agility and efficiency, composable technology makes it easier to quickly adapt digital platforms as needs and conditions change. We focused on building a comprehensive, component-based visual design system using a strategy of common typography, predefined color themes and built-in user preferences to reinforce accessibility and inclusivity.
The Purpose of the Design System
The new, bespoke design system had to support four key factors: accessibility, user preferences, variation within a family of themes, and speedy performance.
Multiple color themes
Site authors choose from five color themes, each supporting light and dark mode viewing. Every theme was rigorously tested to conform with WCAG AA (and sometimes AAA), with each theme based on a palette of 27 colors (including grays) and 12 transparent colors.
User preferences
Site visitors can toggle between light or dark mode or use their own system preference, along with adjusting font sizes, line height, word spacing, and default language.
Mobile first
Knowing that many site visitors will be on mobile devices, each design component treats the mobile experience as a first-class counterpart to desktop.
Examples: The section menu sticks to the left side of the view port for easy access within sections; Downloads are clearly labelled with file type and human-readable file sizes in case someone has an unreliable network connection; galleries appear on mobile with any text labels stacked underneath and support swipe gestures, while the desktop version layers text over images and supports keyboard navigation.
High Accessibility
Every design pattern is accessible for screen readers and mobile devices. Color contrast, keyboard navigation, semantic labeling, and alt text enforcement all contribute to a highly accessible site. Extra labels and help text have been added to add context to actions, while also following best practices for use of ARIA attributes.
Performance aware
Each page is given a performance budget, so design components are built as lightly as possible, using the least amount of code and relying on the smallest visual asset file sizes possible.
THE RESULTS
Efficient and Effective Paths to Communication
The first sites to launch on the new system, including covid.ri.gov, went live four and a half months after the first line of code was written. A total of 15 new sites were launched within just 8 months, all showing a 3-4x improvement in speed and performance compared with previous versions.
Every site now meets accessibility guidelines when authors adhere to training and best practices, with Lighthouse accessibility and best practice scores consistently above 95%. This means the content is available to a larger, more diverse audience. In addition, a WAF/CDN provider increases content delivery speeds and prevents downtime or slowdowns due to attacks or event-driven traffic spikes.
State agencies have been universally pleased with the new system, especially because it provides authors with an improved framework for content creation. By working with a finite set of tested design patterns, authors can visualize, preview, and deploy timely and consistent content more efficiently and effectively.
We were always impressed with the Oomph team’s breadth of technical knowledge and welcomed their UX expertise, however, what stood out the most to me was the great synergy that our team developed. All team members were committed to a common goal to create an exceptional, citizen-centered resource that would go above and beyond the technical and design expectations of both agencies and residents .
ROBERT MARTIN ETSS Web Services Manager, State of Rhode Island
THE BRIEF
The Virtual Lab School (VLS) supports military educators with training and enrichment around educational practices from birth through age 12. Their curriculum was developed by a partnership between Ohio State University and the U.S. Department of Defense to assist direct-care providers, curriculum specialists, management personnel, and home-based care providers. Because of the distributed nature of educators around the world, courses and certifications are offered virtually through the VLS website.
Comprehensive Platform Assessment
The existing online learning platform had a deep level of complexity under the surface. For a student educator taking a certification course, the site tracks progress through the curriculum. For training leaders, they need to see how their students are progressing, assign additional coursework, or assist a student educator through a particular certification.
Learning platforms in general are complex, and this one is no different. Add to this an intertwined set of military-style administration privileges and it produces a complex tree of layers and permutations.
The focus of the platform assessment phase was to catalog features of the largely undocumented legacy system, uncover complexity that could be simplified, and most importantly identify opportunities for efficiencies.
THE RESULTS
Personalized Online Learning Experience
Enrollment and Administration Portal
Administrators and instructors leverage an enrollment portal to manage the onboarding of new students and view progress on coursework and certifications.
Course Material Delivery
Students experience the course material through a combination of reading, video, and offline coursework downloads for completion and submission.
Learning Assessments & Grading
Students are tested with online assessments, where grading and suggestions are delivered in real time, and submission of offline assignments for review by instructors.
Progress Pathways
A personalized student dashboard is the window into progress, allowing students to see which courses have been started, how much is left to complete, and the status of their certifications.
Certification
Completed coursework and assessments lead students to a point of certification resulting in a printable Certificate of Completion.
FINAL THOUGHTS
Faster and More Secure than Ever Before
When building for speed and scalability, fully leveraging Drupal’s advanced caching system is a major way to support those goals. The system design leverages query- and render-caching to support a high level of performance while also supporting personalization to an individual level. This is accomplished with computed fields and auto-placeholdering utilizing lazy builder.
The result is an application that is quicker to load, more secure, and able to support hundreds more concurrent users.
Why Drupal?
When building for speed and scalability, fully leveraging Drupal’s advanced caching system is a major way to support those goals. The system design leverages query- and render-caching to support a high level of performance while also supporting personalization to an individual level. This is accomplished with computed fields and auto-placeholdering utilizing lazy builder.
The result is an application that is quicker to load, more secure, and able to support hundreds more concurrent users.
The Challenge
For nearly a decade, Oomph has been the strategic digital partner behind two key member engagement platforms for one of the largest health insurers in the United States. These platforms have consistently driven steady year-over-year growth, strengthening relationships between members and their healthcare provider.
However, as digital engagement in healthcare surged, the existing on-premise data center was no longer the right fit. Members increasingly relied on the platform for personalized health resources, wellness programs, and provider access, creating new demands for scalability, security, and performance.
With rising traffic and evolving member expectations, the insurer needed a future-ready infrastructure that could seamlessly scale, ensure compliance, and provide a frictionless experience for all users. To achieve this, Oomph led a full cloud migration—on time and without disruption.
The Approach
The legacy data center model had effectively supported planned growth, but it wasn’t built for unpredictable spikes in engagement or the flexibility needed for future expansion. Maintaining high performance without excessive fixed costs required a scalable cloud solution. After evaluating multiple cloud providers, Oomph selected AWS, supported by Cloudticity, a HIPAA/HITRUST-managed services provider specializing in healthcare security and compliance. In collaboration with our client and Cloudticity, our platform team executed the migration in just three months, ensuring:
- Scalable, cost-efficient infrastructure: Auto-scaling eliminated the need for expensive, fixed-capacity hardware.
- Enhanced security & compliance: Cloudticity’s advanced threat monitoring strengthened HIPAA/HITRUST compliance.
- More flexibility for engineering teams: Granular access controls empowered developers to optimize and scale faster.
The migration was seamless—no downtime, no disruption, just an infrastructure built for the future.
The Results
Performance, Security, and Agility at Scale
The transition to AWS + Cloudticity unlocked measurable performance gains and ensured the platform was ready for future growth, demand shifts, and disaster recovery scenarios.
- Speed & Performance: Faster load times and seamless functionality, even under peak traffic conditions.
- Stronger Security: Advanced HIPAA-compliant threat monitoring reduces risk and safeguards member data.
- Scalability & Flexibility: Auto-scaling enables instant resource allocation without wasteful over-provisioning.
- Engineering Autonomy: Granular access controls give internal teams greater agility in optimizing the platform.
What started as an infrastructure upgrade became a long-term strategic advantage. With a cloud-based foundation in place, this mission-critical platform is faster, more resilient, and primed for continued innovation.
Built for the Future of Digital Healthcare
Healthcare organizations can no longer afford rigid, outdated digital infrastructure—patients and members expect seamless, always-on access to trusted health resources.
If your platform isn’t built to scale, secure sensitive data, or adapt to evolving patient needs, it’s time to rethink your approach. Let’s talk about how we can help.
The U.S. is one of the most linguistically diverse countries in the world. While English may be our official language, the number of people who speak a language other than English at home has actually tripled over the past three decades.
Statistically speaking, the people you serve are probably among them.
You might even know they are. Maybe you’ve noticed an uptick in inquiries from non-English speaking people or tracked demographic changes in your analytics. Either way, chances are good that organizations of all kinds will see more, not less, need for translation — especially those in highly regulated and far-reaching industries, like higher education and healthcare.
So, what do you do when translation becomes a top priority for your organization? Here, we explain how to get started.
3 Solutions for Translating Your Website
Many organizations have an a-ha moment when it comes to translations. For our client Lifespan, that moment came during its rebrand to Brown Health University and a growing audience of non-English speaking people. For another client, Visit California, that moment came when developing their marketing strategies for key global audiences.
Or maybe you’re more like Leica Geosystems, a longtime Oomph client that prioritized translation from the start but needed the right technology to support it.
Whenever the time comes, you have three main options:
Manual translation and publishing
When most people think of translating, manual translation comes to mind. In this scenario, someone on your team or someone you hire translates content by hand and uploads the translation as a separate page to the content management system (CMS).
Translating manually will offer you higher quality and more direct control over the content. You’ll also be able to optimize translations for SEO; manual translation is one of the best ways to ensure the right pages are indexed and findable in every language you offer them. Manual translation also has fewer ongoing technical fees and long-term maintenance attached, especially if you use a CMS like Drupal which supports translations by default.
“Drupal comes multi-lingual out of the box, so it’s very easy for editors to publish translations of their site and metadata,” Oomph Senior UX Engineer Kyle Davis says. “Other platforms aren’t going to be as good at that.”
While manual translation may sound like a winning formula, it can also come at a high cost, pushing it out of reach for smaller organizations or those who can’t allocate a large portion of their budget to translate their website and other materials.
Integration with a real-time API
Ever seen a website with clickable international flags near the top of the page? That’s a translation API. These machine translation tools can translate content in the blink of an eye, helping users of many different languages access your site in their chosen language.
“This is different than manual translation, because you aren’t optimizing your content in any way,” Oomph Senior UX Engineer John Cionci says. “You’re simply putting a widget on your page.”
Despite their plug-and-play reputation, machine translation APIs can actually be fairly curated. Customization and localization options allow you to override certain phrases to make your translations appropriate for a native speaker. This functionality would serve you well if, like Visit California, you have a team to ensure the translation is just right.
Though APIs are efficient, they also do not take SEO or user experience into account. You’re getting a direct real-time translation of your content, nothing more and nothing less. This might be enough if all you need is a default version of a page in a language other than English; by translating that page, you’re already making it more accessible.
However, this won’t always cut it if your goal is to create more immersive, branded experiences — experiences your non-English-speaking audience deserves. Some translation API solutions also aren’t as easy to install and configure as they used to be. While the overall cost may be less than manual translation, you’ll also have an upfront development investment and ongoing maintenance to consider.
Use Case: Visit California
Manual translation doesn’t have to be all or nothing. Visit California has international marketing teams in key markets skilled in their target audiences’ primary languages, enabling them to blend manual and machine translation.
We worked with Visit California to implement machine translation (think Google Translate) to do the heavy lifting. After a translation is complete, their team comes in to verify that all translated content is accurate and represents their brand. Leveraging the glossary overrides feature of Google Cloud Translate V3, they can tailor the translations to their communication objectives for each region. In addition, their Drupal CMS still allows them to publish manual translations when needed. This hybrid approach has proven to be very effective.
Third-party translation services
The adage “You get what you pay for” rings true for translation services. While third-party translation services cost more than APIs, they also come with higher quality — an investment that can be well worth it for organizations with large non-English-speaking audiences.
Most translation services will provide you with custom code, cutting down on implementation time. While you’ll have little to no technical debt, you will have to keep on top of recurring subscription fees.
What does that get you? If you use a proxy-based solution like MotionPoint, you can expect to have content pulled from your live site, then freshly translated and populated on a unique domain.
“Because you can serve up content in different languages with unique domains, you get multilingual results indexed on Google and can be discovered,” Oomph Senior Digital Project Manager Julie Elman says.
Solutions like Ray Enterprise Translation, on the other hand, combine an API with human translation, making it easier to manage, override, moderate, and store translations all within your CMS.
Use Case: Leica Geosystems
Leica’s Drupal e-commerce store is active in multiple countries and languages, making it difficult to manage ever-changing products, content, and prices. Oomph helped Leica migrate to a single-site model during their migration from Drupal 7 to 8 back in 2019.
“Oomph has been integral in providing a translation solution that can accommodate content generation in all languages available on our website,” says Jeannie Records Boyle, Leica’s e-Commerce Translation Manager.
This meant all content had one place to live and could be translated into all supported languages using the Ray Enterprise Translation integration (formerly Lingotek). Authors could then choose which countries the content should be available in, making it easier to author engaging and accurate content that resonates around the world.
“Whether we spin up a new blog or product page in English or Japanese, for example, we can then translate it to the many other languages we offer, including German, Spanish, Norwegian Bokmål, Dutch, Brazil Portuguese, Italian, and French,” Records Boyle says.
Taking a Strategic Approach to Translation
Translation can be as simple as the click of a button. However, effective translation that supports your business goals is more complex. It requires that you understand who your target audiences are, the languages they speak, and how to structure that content in relation to the English content you already have.
The other truth about translation is that there is no one-size-fits-all option. The “right” solution depends on your budget, in-house skills, CMS, and myriad other factors — all of which can be tricky to weigh.
Here at Oomph, we’ve helped many clients make their way through website translation projects big and small. We’re all about facilitating translations that work for your organization, your content admins, and your audience — because we believe in making the Web as accessible as possible for all.
Want to see a few recent examples or dive deeper into your own website translation project? Let’s talk.
THE BRIEF
While One Percent for America (OPA) had an admirable goal of helping eligible immigrants become U.S. citizens, the project faced a major stumbling block. Many immigrants had already been misled by various lending institutions, payday loans, or high-interest credit cards. As a result, the OPA platform would need a sense of trustworthiness and authority to shine through.
The platform also had to handle a broad array of tasks through a complex set of workflows, backstops, and software integrations. These tasks included delivering content, signing up users, verifying eligibility, connecting to financial institutions, managing loan data and investment balances, and electronically sending funds to U.S. Citizenship and Immigration Services.
THE APPROACH
Given the challenges, our work began with a month-long discovery process, probing deeper into the audience, competitive landscape, customer journeys, and technological requirements for the platform. Here’s what we learned.
The Borrower Experience
Among those deep in the citizenship process and close to finishing the paperwork, many are simply waiting to have the funds to conclude their journey. For them, we designed as simple a workflow as possible to create an account, pass a security check, and apply for a loan.
Other users who are just starting the process need to understand whether they’re eligible for citizenship and what the process entails. We knew this would require smart, in-depth content to answer their questions and provide guidance — which was also a crucial component in earning their trust. Giving away genuinely helpful information, combined with carefully chosen language and photography, helped lend authenticity to OPA’s stated mission.
The Investor Experience
OPA sought to crowdfund capital from small investors, not institutions, creating a community-led funding source that could scale to meet borrowers’ needs. A key innovation is that funders can choose between two options: making tax-deductible donations or short-term loans.
If an investor makes a loan, at the end of the term they can decide to reinvest for another term, turn the money into a donation, or withdraw the funds. To reinforce the circular nature of the platform, we designed the experience so that borrowers could become investors themselves. The platform makes it easy for borrowers to change their intent and access different tools. Maturity dates are prominently displayed alongside “Lend Again” and “Donate” actions. Testimonials from borrowers on the dashboard reinforce the kinds of people who are helped by an investment.
The Mobile Experience
Our research made it clear the mobile experience had to be best in class, as many users would either prefer using a phone or didn’t have regular access to a tablet or computer. But, that didn’t mean creating a mobile app in addition to a desktop website. Instead, by designing a universal web app, we built a more robust experience — more powerful than most mobile apps — that can be used anywhere, on any device.
However, tasks like signing up for an account or applying for a loan need to be as easy on a mobile device as on a desktop. Key UX elements like step-by-step workflows, large touch targets, generous spacing on form fields, soft colors, and easy-to-read fonts produced a highly user-friendly interface.
THE RESULTS
Together with our technology partners, Craftsman, Motionpoint, and Platform.sh, we built an innovative digital platform that meets its users exactly where they are, from both a technological and cultural standpoint.
This groundbreaking work earned us a Gold Medal from the inaugural 2022 Anthem Awards, in the Innovation in Human and Civil Rights category. The award recognizes new techniques and services that advance communities and boost contributory funds.
In our ongoing partnership with OPA, Oomph will continue working to expand the business model with new features. We’re proud to have helped build this impactful resource to support the community of new Americans.
THE BRIEF
The RISD Museum publishes a document for every exhibition in the museum. Most of them are scholarly essays about the historical context around a body of work. Some of them are interviews with the artist or a peek into the process behind the art. Until very recently, they have not had a web component.
The time, energy, and investment in creating a print publication was becoming unsustainable. The limitations of the printed page in a media-driven culture are a large drawback as well. For the last printed exhibition publication, the Museum created a one-off web experience — but that was not scalable.
The Museum was ready for a modern publishing platform that could be a visually-driven experience, not one that would require coding knowledge. They needed an authoring tool that emphasized time-based media — audio and video — to immediately set it apart from printed publications of their past. They needed a visual framework that could scale and produce a publication with 4 objects or one with 400.
THE APPROACH
A Flexible Design System
Ziggurat was born of two parents — Oomph provided the design system architecture and the programmatic visual options while RISD provided creative inspiration. Each team influenced the other to make a very flexible system that would allow any story to work within its boundaries. Multimedia was part of the core experience — sound and video are integral to expressing some of these stories.
The process of talking, architecting, designing, then building, then using the tool, then tweaking the tool pushed and pulled both teams into interesting places. As architects, we started to get very excited by what we saw their team doing with the tool. The original design ideas that provided the inspiration got so much better once they became animated and interactive.
Design/content options include:
- Multiple responsive column patterns inside row containers
- Additionally, text fields have the ability to display as multiple columns
- “Hero” rows where an image is the primary design driver, and text/headline is secondary. Video heroes are possible
- Up to 10-colors to be used as row backgrounds or text colors
- Choose typefaces from Google Fonts for injection publication-wide or override on a page-by-page basis
- Rich text options for heading, pull-quotes, and text colors
- Video, audio, image, and gallery support inside any size container
- Video and audio player controls in a light or dark theme
- Autoplaying videos (where browsers allow) while muted
- Images optionally have the ability to Zoom in place (hover or touch the image to see the image scale by 200%) or open more
There are 8 chapters total in RAID the Icebox Now and four supporting pages. For those that know library systems and scholarly publications, notice the Citations and credits for each chapter. A few liberally use the footnote system. Each page in this publication is rich with content, both written and visual.
RAPID RESPONSE
An Unexpected Solution to a New Problem
The story does not end with the first successful online museum publication. In March of 2020, COVID-19 gripped the nation and colleges cut their semesters short or moved classes online. Students who would normally have an in-person end-of-year exhibition in the museum no longer had the opportunity.
Spurred on by the Museum, the university invested in upgrades to the Publication platform that could support 300+ new authors in the system (students) and specialized permissions to limit access only to their own content. A few new features were fast-tracked and an innovative ability for some authors to add custom javascript to Department landing pages opened the platform up for experimentation. The result was two online exhibitions that went into effect 6 weeks after the concepts were approved — one for 270+ graduate students and one for 450+ undergraduates.
THE BRIEF
Wingspans’ primary audience is digital natives — young, tech-savvy users who expect fast, frictionless interactions and relevant content. Fail to deliver, and they’ll abandon you in a heartbeat.
The new platform needed to provide a scalable, flexible foundation for a range of content and tools being developed by the Wingspans team. We had to turn a collection of disparate pieces — story content, user data, school information, and more — into a cohesive digital framework that could grow and evolve. Above all, Wingspans needed a design-first approach, wrapping the educational aspects in an intuitive, engaging digital experience.
THE APPROACH
While storytelling formed the heart of the Wingspans platform, the site’s interactive features would be crucial for getting students to explore and engage with the content. Building on Lindsay’s familiarity with the educational market, we mapped out the content architecture, workflows, and functions for a host of interactive features to keep students engaged.
For the tech stack, we turned to a mix of microservices to provide a stable, flexible, and scalable architecture with lightning-fast performance. These included a Gatsby front end, Firebase database, AWS cloud storage, Algolia site search, Cosmic JS content management system, and more. We also worked to ensure the technology reflected Lindsay’s empathy-driven approach. For instance, we customized Algolia to deliver search results specifically tailored to a student’s profile and interests—in other words, an encyclopedia that understood its users and presented its information in a distinctly human way.
THE RESULTS
The platform’s most impactful feature is how easily students can find and bookmark career stories that resonate with who they are. With over 700 stories and 40 mini-documentaries available, each with an associated set of lessons, the site’s personalized search function and ultrafast content delivery are key. On the backend, the customized CMS and robust content architecture make it easy for the Wingspans team to align content with users’ profiles and browsing activity.
Bringing it all together, the Career Builder feature lets students select stories and content to create a customized career roadmap that they can share with parents, teachers, and counselors. A core element of the platform’s personalized user experience, the Career Builder brings Wingspans’ central premise to life: If you can see it, you can be it.
Oomph really fulfilled their commitment to building an immersive and radically personal platform that brought my vision to life.
— Lindsay Kuhn, Wingspans Founder and CEO
THE BRIEF
Same Look, Better Build
Ordinarily, when we embark on rearchitecting a site, it happens as part of a complete front-end and back-end overhaul. This was a unique situation. Visit California users enjoyed the site’s design and helpful content features, so we did not want to disrupt that. At the same time, we needed to upgrade the frustrating back-end experience, look for broken templates, and find optimizations in content and media along the way.
An underperforming API (which functions like an information pipeline to move content from one part of the site to another) and bloated data/code resulted in sluggish site performance and slow content updates/deployments. If the Visit California team wanted to change a single sentence on the site, pushing it live took well over an hour, sometimes longer — and often the build failed. Poorly optimized images slowed the site down even further, especially for the mobile visitors who make up the majority of site traffic.
They were in dire need of a decoupled site connection overhaul so they could:
- Reduce time and effort spent on updating site content
- Implement a more reliable build process decreasing frustration and delays
- Create a better, faster browsing experience for users
THE APPROACH
Oomph started by looking under the hood — or, in this case, under the APIs. While APIs are supposed to make sites perform better, an outdated API was at the root of Visit California’s problem. Over the course of the project, Oomph integrated a new API, optimized images, and corrected bottlenecks across the site to make updates a breeze.
Putting Visit California in the Fast Lane
Implemented a New API
Visit California needed an API that could more quickly move data from the back end to the front. Two previous clients shared Visit California’s back-end architecture but used a modern JSON API Drupal module successfully. Switching from the GraphQL module to JSON API on the back end streamlined the amount of data, resulting in the team updating content or code in minutes instead of hours or days.
Streamlined Data During Deployments
On the front end, a Gatsby Source GraphQL plugin contributed to the issue by pulling and refreshing all data from the entire system with each content update. Oomph replaced the faulty plugin, which had known limitations and lacked support, with the Gatsby Source Drupal plugin. On the back end, the Gatsby Integration module was configured to work with JSON API to provide incremental builds — a process that pulls only updated content for faster deployments.
Avg. full build time
Unexplained failure rate Before
Avg. incremental build time
Unexplained failure rate After
Fixed Image Processing Bottlenecks
Because we were already in the code, both teams agreed this was a great opportunity to identify improvements to boost page performance. We found that image processing was a drag — the site previously processed images during deployment rather than processing them ahead of time on the back-end. Oomph used the JSON API Image Styles module to create image derivatives (copies) in different sizes, ultimately decreasing build times.
Lightened the Load on the Back-End
As Oomph configured the new architecture, we scoured the site for other opportunities to reduce cruft. Additional improvements included removing deprecated code and rewriting code responsible for creating front-end pages, eliminating static queries running thousands of times during page creation. We also resized large images and configured their Drupal site to set sizing guardrails for photos their team may add in the future.
Home page weight before and after:
| Page Weight | Before | After | % Change |
|---|---|---|---|
| Desktop | 25.41 MB | 3.61 MB | Down 85.79% |
| Mobile | 12.07 MB | 3.62 MB | Down 70.01% |
Visualizing the improvements to loading speed:
Core Web Vitals Improvements:
| Overall Score | First Contentful Paint | Largest Contentful Paint | Total Blocking Time | Cumulative Layout Shift | Speed Index | |
|---|---|---|---|---|---|---|
| Mobile before | 3 | 3.4s | 15.7s | 8980ms | 0.043s | 22.9s |
| Mobile after | 31 | 4.4s | 21.1s | 2140ms | 0.503s | 9.5s |
| CHANGE | +28 | +1s | +5.4 | -6840 ms | +0.43 | -13.4 |
| Desktop before | 38 | .9s | 4.5s | 1600ms | 0.043s | 3.9s |
| Desktop after | 63 | 1.2s | 4.5s | 420ms | 0.207s | 2.6s |
| CHANGE | +25 | +.3 s | 0 | -1180ms | +0.164 | -1.3 |
THE RESULTS
Exploring the Golden State, One Story at a Time
Once Oomph was done, the Visit California site looked the same, but the load times were significantly faster, making the site more easily accessible to users. By devising a strategy to pull the same data using completely different methods, Oomph created a streamlined deployment process that was night and day for the Visit California team.
The massive initiative involved 75,000 lines of code, 23 front-end templates, and plenty of collaboration, but the results were worth it: a noticeably faster site, a markedly less frustrating authoring experience, and page performance that would make any Californian proud.
THE BRIEF
A Creative Beacon Sets a New Path
The RISD Museum is the 20th largest art museum in the United States with over 100,000 objects in its collection, including Ancient art, costumes, textiles, painting, sculpture, contemporary art, furniture, photography, and more. The museum occupies more than 72,000 square feet in three historic and two contemporary buildings along Providence’s bustling South Main Street and riverfront.
We often say that a website redesign is more like a collective therapy session — it’s an opportunity to air grievances in a safe space, to think about the future untethered to the present situation, and make decisions that could change the course of the organization. Since many websites are more than just a marketing platform, a redesign can affect the entire organization and the way they communicate their value to their own team and the world.
At the heart of this project were large, existential questions:
What does it mean to be a physical institution collecting physical objects in a digital world?
What do viewers want out of a museum experience in an interactive space?
Can a museum be more relaxed about how viewers will interpret the work?
Open Source the Museum’s Entire Collection
Behind the Museum’s initiative to re-platform the website from a closed system to an open source system like Drupal 8 was another, perhaps even larger, initiative: a plan to “open source” the museum’s entire collection. They will bring all 100,000 objects online (they have a little over 13,000 available prior to launch, a mere 13%) and use a Creative Commons license system that allows visitors to download and repurpose high-resolution images whenever the objects are in the public domain. This was the heart of the revolution upon which the RISD Museum was about to embark.
THE APPROACH
MuseumPlus & Drupal 8 equals Open Access
The heavy lift for our engineers was an integration with RISD’s museum software, MuseumPlus. MuseumPlus needed to continue to be the source of truth for any object, artist, or exhibition. The teams again collaborated extensively to work towards an API that could provide all the correct information
between the two databases, and a system of daily jobs and manual overrides to start a synchronization process. As the online connection grows, these connections will be the critical link between the public-facing object data and the internal records.
The aesthetics of the site became a structural backdrop for the objects, artwork, and images of people in the physical spaces of the museum.
Gray and white wireframes evolved into a black and white interface that kept information clear and clean while allowing the colors of the artwork to shine through. Language around the site’s architecture was simplified and tested for clarity. An element of time — words like Soon, Upcoming, Now, Ongoing, Past — keeps the visitor grounded around the idea of a physical visit, while open access to objects online serves a whole community of art lovers and historians that may never be able to visit in person.
A bold storytelling idea came out of our collective collaborative process — the homepage experience opens with four videos, a cinematic exterior shot and three interior videos that explore the three main sections of the navigation. The homepage becomes a gateway into the physical space. Choosing a path via the navigation takes the viewer inside to explore the spaces and the objects. Instead of a homepage that assumes a visitor wants to see everything and then choose something to explore deeper, this one introduces them to the content in a way that connects them to the physical space.
THE RESULTS
An Evolving Partnership
Site visit patterns have seen significant improvement — sessions per user and pages per session have increased while bounce rate has decreased. Thanks are due in part to the new hosting environment with Acquia, which has provided hefty speed increases and stability — page load times have decreased, server response time is significantly less, and page download time is far less as well.
As the RISD Museum grows their online collection even further, we have identified a backlog of ideas that we’d love to address, from a more fully featured search, an integrated audio guide, and a more open and collaborative way for users to share back what they have done with the museum’s assets. A new Drupal 8 (now 10) implementation gives the museum plenty of room to grow virtually. The collaborative relationship between Oomph and the RISD Museum is only beginning.
Change is the only constant in life, and the same goes for accessibility. Our understanding of how to create truly accessible websites is always evolving, and so are the standards for measuring if we’ve succeeded.
The most recent update to the Website Content Accessibility Guidelines (WCAG) — released on October 5, 2023 — is the latest attempt to help brands make their digital experiences more accessible for all users.
Don’t panic, WCAG 2.2 isn’t an overhaul. But it does shift the previous standards, delivering more specific and, in some cases, more realistic guidelines that make compliance easier (good news, website managers!). While WCAG 2.2 isn’t cause for alarm, it is something to get out in front of. Here’s what to know about WCAG, the ins and outs of the latest updates, and what it all means for your website.
What Is WCAG, Anyway?
The Web Content Accessibility Guidelines set the standard for accessible website design. WCAG first issued design guidance in 1999, but the 2008 WCAG 2.0 laid the groundwork for accessibility today. Those standards created a framework for designing websites that are perceivable, operable, understandable, and robust for people of varying abilities.
2018’s WCAG 2.1 wasn’t a radical departure from its predecessor, but it did add criteria related to mobile devices and users with vision and cognitive impairments. By 2023, accessibility had become widely understood and embraced as essential for inclusive design. That shift helped usher in WCAG 2.2, an update based on multiple years of research and review.
WCAG 2.2 adds nine new success criteria split across three different levels, A, AA, and AAA:
- Level A: This is the WCAG minimum, and it now includes two additional success criteria.
- Level AA: Websites that achieve AA status go beyond the basics. We advise our clients to achieve Level AA as much as possible, depending on their audience.
- Level AAA: Websites that implement all WCAG guidelines to the highest degree can achieve AAA status. We recommend our clients do so when it suits their website and their users’ needs. For example, a healthcare organization serving older patients may need the highest level of color contrast on its site, while a university serving young students may not.
The WCAG 2.2 update didn’t just add criteria; it made some criteria obsolete, others weaker, and still others more essential than ever. Specifically, WCAG 2.2 promoted 2.4.7 Focus Visible from Level AA to Level A, which means all websites will need visual indicators that show which page feature is in focus. It also changed the recommended size of touch targets, making it easier for designers everywhere to comply.
What WCAG Standard Am I Required to Meet?
The standard you’re required to meet depends on your industry:
- State and Local Governments: Organizations in the public sector have the most explicit accessibility requirements. The Department of Justice (DOJ) recently announced a proposed rule that requires state and local governments to meet WCAG 2.1 Level AA standards for their websites and mobile apps.
- Private Sector: Accessibility in the private sector is less regulated, but complying with WCAG guidelines is in your best interest. One reason is that noncompliance could open your company up to a lawsuit. A recent report estimated that 4,220 ADA website lawsuits would be filed by the end of 2023 — almost double the number filed in 2018.
Though there is no official standard in courts, the DOJ has referenced WCAG 2.1 Level AA in past filings. We expect the courts to slowly start referencing 2.2 as cases catch up, but it might take another year for version 2.2 to become the standard.
While wanting to stay out of court is understandable, legal requirements are only one reason to adopt WCAG. Millions of users around the world use screen readers and other assistive devices. Those users have buying power and they want to engage with your organization, whether that’s registering to vote, signing up for a class, or making an appointment with their healthcare provider. When your website is accessible, you’re able to connect with the broadest audience possible — likely earning more loyal users in the process.
WCAG 2.2 Checklist
While achieving inclusive website design is an exciting prospect, the nuts and bolts of getting there can feel anything but. Here, we help you visualize what the new guidelines mean in practice. You might be surprised by how accessible your website already is.
Guideline 2.4: Navigable
The standards under guideline 2.4 address anything that will make it easier for users to move through your website.
2.4.11 Focus Not Obscured (Minimum) (AA)
- What It Means: The indicator that signals which page element is in focus is unobscured. “Sticky” elements on the page that don’t move as the user scrolls are the most common culprits that obscure key features.
- How To Succeed: People who can’t use a mouse need to see where the keyboard has focus. You’ll have succeeded if the item that has keyboard focus is at least partially visible as a user moves from one interactive element to another.
2.4.12 Focus Not Obscured (Enhanced) (AAA)
- What It Means: This also addresses the visibility of the keyboard focus, but it offers a path for organizations that want to go the extra mile.
- How To Succeed: You can satisfy 2.4.11 with partial visibility, but 2.4.12 requires complete visibility of the keyboard focus.
2.4.13 Focus Appearance (AAA)
- What It Means: This is an additional measurement criterion for how a website visually indicates what the keyboard focuses on. WCAG recommends a 3:1 contrast ratio for the colors for the focus state vs. the non-focus state and an outline or border around the entire element that is at least 2 CSS pixels thick. Background colors are acceptable as long as they still satisfy the contrast ratio.
- How To Succeed: WCAG 2.1 was ambiguous about what it meant for a focus indicator to be visible. This update clarifies what’s required with clear benchmarks for contrast and thickness/visibility.
Guideline 2.5: Input Modalities
An “input” is an action a user takes to elicit a response from your website — think clicking a button or dragging and dropping a feature. These standards govern the design of those inputs.
2.5.7 Dragging Movements (AA)
- What It Means: When an interface provides drag-and-drop functionality, there should be a simple pointer alternative that does not require drag-and-drop. This is more relevant for apps and web tools that will need to provide an alternative interface.
- How To Succeed: This standard serves users who can’t use a mouse or touch screen to drag items. You meet the standard by allowing a user to choose not to use the supplied drag-and-drop functionality unless dragging is considered “essential.”
2.5.8 Target Size (Minimum) (AA)
- What It Means: A minimum size and minimum space for an interactive element allows a user to choose one action without accidentally triggering a nearby action.
- How To Succeed: Some people with physical impairments may not be able to click buttons that are close together. For example, they might hit the “Cancel” button instead of “Submit,” forcing them to start the process over again. You can succeed with this guideline by ensuring the size of the target for pointer inputs is at least 24 by 24 CSS pixels, with some exceptions.
Guideline 3.2: Predictable
This guideline covers repeating features that may appear across your web pages, such as email sign-up forms or support widgets.
3.2.6 Consistent Help (A)
- What It Means: When a site or app has a help feature, it appears in the same location consistently.
- How To Succeed: People who need help can find it more easily if it’s in the same place. If a web page contains help mechanisms that repeat across pages, they should occur in the same order relative to other content on the page — unless the user initiates the change. Those help items can include human contact details, human contact mechanisms, self-help options, or a fully automated contact mechanism (i.e., a chat feature).
Guideline 3.3: Input Assistance
Many websites include elements that help users take certain actions. This could include directing a user to re-enter information or to make sure two fields match. Guideline 3.3 addresses this type of assistance, increasing WCAG’s support of those with cognitive disabilities. This puts the onus on developers to provide simple and secure methods for all users.
3.3.7 Redundant Entry (A)
- What It Means: Ask for information only once in the same session.
- How To Succeed: Some people with cognitive disabilities have difficulty remembering what they entered. If you’re asking the user to re-enter information they previously added, the field must either be auto-populated or the previous answer must be available for the user to select. The exception is if the user is re-entering information essential or required for security or the previous information is no longer valid.
3.3.8 Accessible Authentication (Minimum) (AA)
- What It Means: Don’t make people solve, recall, or transcribe something to log in.
- How To Succeed: Some people with cognitive disabilities can’t solve puzzles, memorize a username and password, or retype one-time passcodes. This guideline considers remembering a password or solving a puzzle (like a CAPTCHA) a cognitive function test. Websites that comply won’t require that step unless the step also provides an alternate authentication method, an assistive mechanism, a test with simple object recognition, or a test to identify non-text content the user provided to the website.
3.3.9 Accessible Authentication (Enhanced) (AAA)
- What It Means: This builds upon 3.3.8, offering developers a greater opportunity to include users with cognitive disabilities.
- How To Succeed: The success criteria for 3.3.9 are narrower than for 3.3.8. Websites meet the enhanced standard when a cognitive function test isn’t part of authentication unless the website also offers an alternative authentication method or a mechanism to assist the user with the test.
Walking the Walk of WCAG
A commitment to accessibility is two-fold. It requires understanding what the most recent guidelines are (the talk) and putting those guidelines into practice (the walk).
While it might seem like Level AAA accessibility is the way to go, the reality is that accessible websites are nuanced. Some level of accessibility is non-negotiable, but the ideal level for your site very much depends on your industry, your users, and how mature your website is — all factors we can better assess with an accessibility audit.
If you’re building a new website, embedding WCAG principles is smart. But if you’re WCAG 2.1 compliant and a refresh is a year or two off, WCAG 2.2 may be able to wait. Curious about where your website stands? Let’s talk about it.