What is the Rockport Exchange project?
Replace an outdated, hard-to-navigate WordPress site with a modern experience that supports programs, events, giving, and discovery while keeping the story of…
Who was the client?
Rockport Exchange.
What stack or tools were used?
Webflow, CMS, Google Jobs Schema, Testimonial Schema
Rockport Exchange The digital home for a public market.
Rockport Exchange is a nonprofit that celebrates and sustains Rockport, Massachusetts' local culture through farmers markets, artisan fairs, and programs that connect residents, businesses, and visitors. The site had to keep up.
The old site was outdated and hard to navigate. Their words, not a diagnosis. The rebuild centered on a Webflow CMS for events, vendor information, and programs, with donation paths, volunteer sign-up, and custom forms built in from the start. One of the most useful parts of the process was pulling content directly from their existing site and materials and restructuring it so the team could edit what was already there rather than start from scratch.
Today the site does real operational work every week. Volunteers sign up through it. Donations come in through it. Vendors get clear application details and pricing through it. Market visitors find dates, locations, and program information without calling anyone. The team manages all of it themselves: market dates, sponsor logos, board members, seasonal updates. Three seasons in, that handoff holds.
01 / Program-first IA
Events, vendors, and visitors in one flow
Nonprofit sites compete with urgency: dates change, weather shifts, and programs expand. The structure puts what each visitor needs first. When the market runs, how to become a vendor, how to donate, how to get involved. No dead ends.
02 / Access and trust
Information people actually use
Public-facing details like SNAP benefits, dollar match programs, POP Club enrollment for families, and parking guidance belong in plain language where people can find them. The vendor page gives prospective market participants everything they need to decide and apply: pricing, electricity requirements, commitment options. No phone call required.
Project outcomes
Editor-friendly publishing
Market dates, sponsor logos, vendor information, and board member details all live in the CMS. The team ships updates themselves. When something needs to change before Saturday, it changes.
Events and stories in one system
Dynamic content types support recurring market programming, vendor profiles, and seasonal announcements. Volunteer sign-up, donation flow, and program pages all connect to the same content structure so nothing gets out of sync.
Built to be found
Google Jobs schema added to hiring pages and indexed in search. Testimonial schema added to the vendor page. The .com domain redirected to consolidate authority into .org. Discoverability was a structural decision, not a late addition.
Taking content from our old website and current materials and adding updated content that we could edit, instead of having to create everything from scratch, was one of the most helpful parts of the process.
Jenny Amory Board Member, Rockport Exchange