Roanoke Blacksburg Innovation Alliance
The Roanoke Blacksburg Innovation Alliance has a mission to expand the local tech economy in the Roanoke Blacksburg region. RBIA unites a portfolio of organizations—RAMP, RBTC, and Common Wealth Angels—with vision, strategy, and development resources to drive tech-based economic development in the region. RBIA serves as the connector that brings together regional leaders across sectors and institutions to intentionally develop a cutting-edge Innovation Corridor to serve as the heart of the regional innovation ecosystem.
The Problem
The Roanoke Blacksburg Innovation Alliance wanted a new website with a modern design that highlighted their new brand and connection with related organizations RBTC, RAMP, and Common Wealth Angels. They also desired an interface that allowed them to continue to add content and resources. The new website includes robust imagery, interactive features, and fully rewritten content with calls to action. The site has seen leaps in user activity since its launch in March 2025.
The Solution
LeadPoint Digital created a new brand and website that reflected the growth and changes to the organization in a way that’s engaging and connected RBIA to the other brands in its portfolio. Using photography and integrated storytelling, the new website shows the story of the innovation ecosystem.
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How We Got There
The website redesign was a 6-month process that started with development of a sitemap and navigation structure, extended to asset collection and content writing, and a new design. Calls-to-action and moving from page to page were primary design elements. Key planning and implementation included:
- Develop content to position RBIA as a technology-based economic development partner
- Creating audience/user paths to direct action and website conversions
- Connectivity with analytics tools to keep track of user paths
- Create a design for a modern tech-focused organization
The Results
The website launched in March 2025, and the website has more than met its goals, exceeding expectations in the first months of launch.
- 4,709 website users from March-September 2025, during the same period in 2024 the website only generated about 100 users per month
- 87% of traffic is direct, showing response from efforts to link the website to RBIA media and properties to increase overall brand recognition via the website
- 608 visitors viewed the press release announcing the new brand and website
- Traffic data shows high user flows on key pages: Home, Common Wealth Angels, Who We Are, Team, Innovation Dashboards, and News
