ACHP Website Redesign Proposal

The Alliance of Community Health Plans has an opportunity to transform achp.org into a modern, highly usable digital policy platform that better reflects the sophistication and influence of ACHP's work.

AS Creative Services proposes a complete redesign and rebuild of the ACHP website combining strategy, user experience, custom visual design, WordPress development, content migration, search optimization, AI discoverability, training, and launch support.

The new website will be built in WordPress using Elementor as the underlying page-building framework. Elementor will provide ACHP staff with an intuitive and flexible editing experience, while the actual website design will be fully customized to ACHP's brand, audiences, content, and goals.

We are not proposing an off-the-shelf Elementor template or a generic theme implementation. AS Creative Services will create a custom look and feel, page layouts, design system, and reusable components specifically for ACHP. Elementor will provide the editing framework that allows those custom-designed components to be maintained and reused by ACHP staff after launch.

The result will be a modern website designed to work effectively for visitors, ACHP staff, traditional search engines, and emerging AI answer engines.

We will begin by building upon the substantial work ACHP has already completed rather than repeating discovery unnecessarily.

ACHP's existing staff research, analytics, GEO baseline, content inventory, brand materials, and AI-generated design concepts will provide a strong starting point.

Discovery Work Will Include

• Project kickoff
• Stakeholder alignment
• Review of existing analytics
• Review of content inventory
• Review of existing site structure
• Review of GEO/AEO baseline findings
• Navigation analysis
• User-journey recommendations
• Sitemap refinement
• Identification of priority audiences and content pathways
• Review of ACHP Connect requirements
• Review of mafortomorrow.org
• Identification of page types and reusable components
• Technical WordPress review

Deliverables

• Discovery findings
• Recommended information architecture
• Approved sitemap
• Page and template inventory
• Technical implementation plan

AS Creative Services recommends rebuilding achp.org in WordPress with Elementor. This approach provides the balance ACHP is seeking between visual flexibility, performance, maintainability, and ease of use for non-technical staff.

The development environment will be carefully structured so that staff can create and update content while maintaining design consistency.

Development Includes

• WordPress configuration
• Elementor implementation
• Custom ACHP design system
• Custom global styles
• Reusable page components
• Responsive desktop, tablet, and mobile layouts
• Global header and navigation
• Global footer
• Flexible content templates
• Search functionality
• Resource and policy content types
• Forms and calls to action
• Taxonomy configuration
• Member-related content
• ACHP Connect integration
• Analytics configuration and validation
• Structured-data implementation
• Performance optimization
• Security best practices
• Cross-browser compatibility
• Staging and production deployment

The site will be built so ACHP staff can perform routine content updates, create pages using approved components, and manage the site without requiring a developer for normal publishing activity.

ACHP has identified improving AI discoverability as a central objective of the redesign. AS Creative Services will structure the site to support both traditional search optimization and emerging AI discovery.

Technical Implementation Will Include

• Semantic HTML
• Proper heading structure
• Schema.org structured data
• JSON-LD
• Metadata templates
• XML sitemap configuration
• robots.txt review
• AI crawler review
• Cloudflare configuration review where applicable
• LLMS.txt configuration
• Canonical URL configuration
• Internal-linking recommendations
• Open Graph metadata
• 301 redirect mapping
• Pre-launch technical crawl
• GEO/AEO structural recommendations

ACHP will lead substantive rewriting and optimization of its policy content. AS Creative Services will provide guidance on structuring that content in ways that improve its ability to be understood and surfaced by search engines and AI answer systems.

No vendor can guarantee a specific organic search or AI ranking. Our responsibility is to provide ACHP with the strongest practical technical and structural foundation based on current best practices.

AS Creative Services will work with ACHP and its existing technology partners to integrate ACHP Connect into the new website experience. The objective will be to make movement between the public website and member environment as intuitive as the underlying systems permit.

Work Will Include

• Member/login navigation
• Calls to action
• Deep linking
• User-experience continuity
• SSO configuration where supported by re and ACHP's existing authentication environment

Custom development required inside the re platform itself, beyond the available integration capabilities, would be reviewed with ACHP before proceeding.

ACHP will provide organization-specific photography, including staff photography, event images, and member-plan logos.

Where supplemental photography or stock imagery would improve the design, AS Creative Services will identify appropriate options for ACHP review and approval. Approved imagery will be licensed, cropped, retouched as appropriate, sized, compressed, and optimized for web delivery. Third-party stock licensing costs will be passed through at cost with ACHP approval.

The project includes training for ACHP staff responsible for managing the website.

Training Will Include

• Editing existing pages
• Creating new pages with approved Elementor components
• Adding and managing images
• Publishing news and resources
• Working with policy-document content
• Managing links and downloads
• SEO/GEO publishing considerations
• Maintaining visual consistency
• Understanding the role of AS Accessibility within the website

Written documentation for routine website administration and editing will also be provided.

AS Creative Services proposes a fixed project investment of $35,800. This pricing is based on the currently stated level of effort, including approximately 25–30 primary site pages and approximately 150–200 existing pages/posts/resources for migration.

The project will be invoiced according to mutually agreed project milestones. Any material work beyond the approved scope will be identified in advance and will not proceed without ACHP approval.

Hosting

ACHP currently hosts achp.org through Flywheel and has indicated a preference to remain with Flywheel. We agree with that approach. There is no need to introduce the cost, complexity, or risk of a hosting migration unless technical discovery identifies a meaningful reason to do so. AS Creative Services can work with ACHP's existing Flywheel environment for development and launch.

If ACHP would like AS Creative Services to assume management of the hosting environment following launch, our standard managed hosting service is $1,188 annually. This includes routine hosting administration, environment management, backups, monitoring, SSL coordination, and hosting-related technical support. If ACHP prefers to continue managing and paying Flywheel directly, the site can remain in the existing ACHP-owned environment and this fee would not apply.

Post-Launch Support & Maintenance

The project includes a 30-day post-launch warranty and support period covering reproducible issues directly related to the approved website implementation. During that period, AS Creative Services will correct implementation defects at no additional charge.

The project also includes 24 hours of AS Creative Services development and support time that may be used during the 12 months following launch. These hours may be used for WordPress assistance, Elementor support, minor website modifications, page enhancements, technical troubleshooting, integration adjustments, small component modifications, staff assistance, and technical consultation.

New applications, major functionality, significant integrations, or substantial changes to the approved site architecture may require a separate estimate rather than being deducted from support hours. Additional support and development can be purchased through AS Creative Services' standard prepaid development-hour model.

Ongoing Services

AS Creative Services has extensive experience designing and developing websites for associations, nonprofit organizations, professional societies, and organizations with complex content and stakeholder requirements.

Additional references and contact information can be provided upon request.

A Long-Standing Partnership

AS Creative Services has managed the ACHP website for many years and has worked alongside the Alliance of Community Health Plans for a long time. That history gives us an unusual depth of familiarity with ACHP's organization, audiences, content, systems, and goals.

We know how ACHP communicates, what the staff needs from a publishing platform, and where the current website has succeeded and struggled. This proposal is not coming from a vendor meeting ACHP for the first time; it comes from a partner that has been invested in ACHP's digital presence for years and is eager to help take it to its next stage.

The ACHP website redesign sits at the intersection of disciplines that are increasingly difficult to separate: communications strategy, UX, visual design, WordPress engineering, content architecture, search optimization, AI discoverability, and ongoing website operations. AS Creative Services brings these capabilities together within one team.

We also understand that the technology needs to serve ACHP rather than define the finished product. Using Elementor gives ACHP staff a familiar and flexible way to manage the website after launch. Our custom design process ensures that visitors will experience a website built specifically for ACHP—not a generic page-builder theme.

The New achp.org Will Be Designed For Four Primary Needs

Accessibility functionality and ongoing accessibility support will be provided through AS Accessibility.

Our objective is to give ACHP more than a new website. We will provide a stronger digital publishing platform for its policy work and a flexible foundation that can evolve as ACHP's priorities, audiences, and the digital landscape continue to change.

Investment Summary

AS Creative Services is grateful for the opportunity to continue our partnership with the Alliance of Community Health Plans on this initiative. We look forward to helping ACHP build a modern digital platform that reflects the strength of its organization, improves access to its policy expertise, and gives its team the tools to confidently manage and evolve the website for years to come.