Content Marketing & Website Redesign for Mote Marine

We gave a leading marine research organization the digital presence they needed to do more good.

Mote Marine Laboratory & Aquarium, one of the top aquariums in the U.S., is a vital part of the local culture in Sarasota, Florida. People of all ages flock to Mote for educational fun, but Mote also conducts extensive marine research at its 10.5-acre aquarium and aquaculture campus and three field stations.

This impressive research institute wasn’t being represented as a whole on their website, which suffered from low engagement, so they turned to Big Sea for help. Mote also required a digital partner for their ambitious Oceans for All initiative.

Our specific objectives were:

Restructure information architecture
Redesign and relaunch website
Launch Oceans for All initiative

Confusing Website Structure and Low Engagement

For Mote Marine, their biggest challenge was the site design and messaging.

The website overemphasized Mote Marine as an aquarium, underrepresenting the institution’s marine research, education, and other initiatives.

As a result, site visitors were leaving uncertain about the extent of what Mote Marine Laboratory did and how they could contribute. It wasn’t easy for site visitors to donate, volunteer, or get involved.

In addition, Mote needed help creating collateral for their new campaign, Oceans For All, including a website, case for support, and positioning.

Big Sea implemented a thorough discovery process to understand Mote Marine’s research initiatives and goals.

We then developed a more complete information architecture, incorporating all aspects of Mote’s research and education programs.

After thorough SEO research, we structured an information architecture that showcased the greatest areas of importance for the research institute while still including allusions to their public-engaging aquarium and educational programs.

We also incorporated visuals and conversion elements throughout the site to encourage community involvement and interest in Mote Marine.

After the launch of the new website, we also helped the institution launch their Oceans for All initiative, build an organization-wide asset database, and even create a 4-person experiential trivia game (later used in their aquarium exhibits).

We gave a leading marine research organization the digital presence they needed to do more good.

Confusing Website Structure and Low Engagement

Big Sea implemented a thorough discovery process to understand Mote Marine’s research initiatives and goals.

By partnering with Big Sea for web design and SEO services, Mote Marine saw key metrics increase across the board:

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