Professional association

APMP UK: a volunteer-run site restructured around three audiences

A content audit and three ideal-customer profiles turned an end-of-life Joomla site into one the volunteers can run — and more than doubled its click-through rate from search.

APMP UK Launched Build Open the site

APMP UK website

01 Finding

Delivered before GroundWork existed.

This ran on a content audit and audience profiles rather than a full GroundWork pass. Today the same decisions would start from demand data — which questions each audience actually asks, and which of them a site this size can win — before a page was planned.

02 Decision

Audit every page, prune what was stale, rewrite what mattered against the three profiles — prospective members, current members, sponsors — and rebuild the people data as one CMS collection so board members, volunteers and authors are maintained once and attributed everywhere, including in schema markup.

03 Outcome

6,020 Links to APMP UK in Google's AI answers Search Console, 1 July – 1 September 2026, about ten months after launch
  • +133% Click-through rate from search 2.1% → 4.9%, Search Console, first three months after launch on 28 September 2025
  • +11 places Average search position Average position 22.3 → 11.7 over the same three months: just short of page one
  • On the planned date, no rollbacks Go-live

01 The challenge

Modernising a Volunteer-Led Platform and Refocusing on the User

The Association of Proposal Management Professionals UK (APMP UK) faced a critical digital challenge. Their existing website was built on Joomla 3, a platform that had reached its end-of-life, posing both security risks and significant technical limitations.

APMP UK project image

Having grown organically over years under the guidance of various volunteers, the site's structure had become unwieldy. The outdated and now somewhat inflexible CMS made content updates cumbersome and slowed down new development, preventing the team from efficiently managing their own digital presence. The core issue was clear: the platform was no longer fit for purpose. A complete redesign was necessary to improve user engagement and strategically restructure the content to serve newly identified Ideal Customer Profiles (ICPs).

02 The work

Building a Powerful, Flexible Foundation with Webflow CMS

The decision was made to migrate the site to Webflow, leveraging the platform's powerful CMS and design flexibility, with the project led by KOODOS as Certified Webflow Expert. The migration began with a comprehensive content mapping exercise. Every piece of existing content was audited and categorised: stale content was pruned, key information was refreshed, and new, targeted content was created from scratch to speak directly to APMP UK's audience.

APMP UK project image

A cornerstone of the new solution was a sophisticated CMS architecture built around the people of the organisation. Using Webflow's CMS Collections, Reference Collections, and conditional display rules, a single, manageable database of individuals was created. This structure allows the website to dynamically identify and display people in various contexts—from Chapter Board Members and volunteers to authors of articles and documents.

This restructure was critical for enhancing the site's authority, enabling the seamless implementation of Schema Markup to correctly attribute content to specific authors and their LinkedIn profiles. Ultimately, this flexible new foundation made it possible to strategically organise and present tailored content for each of APMP UK's Ideal Customer Profiles: prospective members, current members, and potential sponsors.

03 The outcome

A Leap in SEO Performance and Operational Efficiency

The impact of the new website was immediate and measurable. In the months since launching, APMP UK has seen its average click-through rate (CTR) from search results soar by over 133%, rising from 2.1% to 4.9%. Simultaneously, their average search result position has dramatically improved, jumping from 22.3 to 11.7. This represents a significant leap in organic visibility and user engagement.

Beyond public-facing metrics, the new Webflow CMS has transformed the team's internal workflow. The volunteer team can now update user profiles and other site-wide content in a fraction of the time, as the centralised CMS ensures changes are reflected globally, eliminating the painstaking task of page-by-page edits. The general feedback from the wider membership has been excellent, cementing the project's success.

APMP UK homepage, full page
Homepage preview — APMP UK

“APMP UK recently worked with Koodos to build our new website on a modern platform, and we couldn’t be happier with the result. The new site looks fresh, professional, and much easier to navigate. From the very start, Mark helped us focus on the user journey — really thinking about how people would interact with the site and where our content should sit. He supported us in reviewing what could be re-used, what needed re-writing, and how to organise everything in a clear, engaging way. We went live exactly on the planned date, with no rollbacks or issues, which is a real testament to his preparation and expertise. Throughout the project he was incredibly supportive, always available when we needed guidance, and highly knowledgeable about both the technical and content sides of web design. We’d highly recommend Koodos to anyone looking for a smooth, professional, and collaborative website build experience.”

Mel Bunston , Special Projects, APMP UK