Revolutionizing handicap transportation in Grand Rapids, MI, Ride Your Way's website, crafted by Launch Kit, reflects their values and boosts SEO for their growing business.
In 2018 a team in Grand Rapids, Michigan set out to reinvent a traditional service - “handicap transportation.” Ride Your Way Founder, Tom Sikkema experienced a personal journey as a cancer survivor and background as a registered nurse that inspired him to revolutionize non-emergency transportation.
Ride Your way is based in downtown Grand Rapids, Michigan at the base of Medical Mile, just three blocks north of the Launch Kit office at 89 Ionia Ave NW. Through mutual friends and social events, Launch Kit Web Designer Mackenzie Broekstra had a conversation with Ride Your Way, Director of Data Analytics, Zachary Meadows. Zach was familiar with Launch Kit's work and the two began to think about what a polished online presence for Ride Your Way would look like.
The Launch Kit and Ride Your Way teams got together and mapped out a website site map that takes into consideration the following target audiences:
We made note of it being a priority to bring Ride Your Way team members to the front of the website. This includes dispatchers, leadership team and drivers. The goal here was to bring a warm sense of familiarity to the pickup experience.
After our initial kickoff meeting, Mackenzie Broekstra had what she needed to begin designing Ride Your Way a search engine optimized, mobile friendly, high performance website using Webflow.
The website framework began coming together giving all team members a feel for how the site was going to function. By seeing a framework, everyone can collaborate to fill in necessary information. To pull this off, we use Webflow’s beta link feature paired up with ClickUp to create clear action items.
Website Timeline
Technology Used
In the summer of 2024, Ride Your Way expanded its collaboration with Launch Kit to include monthly photo and video content, along with social media management. Through Launch Kit's content membership program, we began producing consistent media for the Ride Your Way team that could be utilized across their social media profiles, website, and advertisements.
Our process includes a monthly Pulse meeting to review the previous month's content, assess upcoming priorities, and align on business goals. This allows the Launch Kit team to develop content ideas that support Ride Your Way’s objectives. With a clear plan in place for the month, we get together once a month for a dedicated content day, during which we aim to capture footage for four short videos and a minimum of 25 photos. This approach ensures that we have enough content to share one video and one set of photos each week on their social media profiles.
The Launch Kit and Ride Your Way teams take pride in having developed a website that fully embodies the values, team spirit, and services of Ride Your Way. The positive impact this has on the community brings us great fulfillment. Moving forward, our plan is to continually refine and optimize the Ride Your Way website with fresh content. To enhance search engine optimization, we will be adding articles monthly and analyzing trending keywords to consistently improve our Google rankings.
On the photo and video front, we’ve thoroughly enjoyed spending time in the field with Ride Your Way drivers, capturing behind-the-scenes footage of their daily activities. In late summer 2024, we even had the opportunity to attend a para-dance competition in Detroit, Michigan, where we documented Ride Your Way's role as the transportation provider for the event’s athletes.
Launch Kit is excited to continue our partnership with Ride Your Way.
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