Partnering the online dating sector

Reviewing and optimising website design for the dating industry.

Online Dating Association

The ODA is a trade association recognised internationally as the voice of the online dating sector. It works to create and promote standards that help services deliver user trust and confidence. Formed in 2014, it also provides advice and resources to help users of online dating services.

What the ODA wanted

In 2020 the ODA identified an opportunity to grow their reach and impact with their corporate membership base. There was also potential to build the consumer audience further, helping to raise awareness.

With an established website presence and digital marketing programmes, the challenge was how to refresh and enhance their online presence to deliver results. 

We delivered

The starting point was an evidence-based review of the ODA website. This then informed Pixl8’s recommendations, design enhancements and client training.  Pixl8’s consultants listened to the ODA’s insights into the sector and captured their future aspirations. 

Pixl8 delivered consultancy services on the ODA’s website strategy, design and training. This culminated in a new site structure, navigation and refreshed design. The review included:



  • recommendations on site performance, data capture to improve conversion
  • strengthening the membership value proposition and benefits
  • improving content impact with style and format recommendations


  • refreshing the homepage and consumer landing page
  • developing content widgets to make site pages more engaging
  • guidance on use of imagery and creating an image library

"Focusing on the key user journeys for Corporate members and the general public, allowed us to concentrate resources and budget to have the maximum impact on the user experience of the site. Consultancy and training services have also empowered the ODA to better utilise the website CMS which will have lasting tangible benefits." Luke Holderness, Creative Director, Pixl8 Group



  • feedback on review findings and recommendations
  • sessions on getting the most out of Pixl8’s Preside platform
The ODA has worked with Pixl8 since our creation in 2014. The latest exercise meant creating a site structure and navigation that allowed us to address our members and stakeholders but also better meet the needs of public users…The Pixl8 team helped us meet these different needs and guided us in how best to present the content on offer through far more succinct and welcoming language.

George Kidd


Impact of enhancements

The ODA now has an improved website which is enabling them to better serve their members and public users. A new site structure, navigation and improved design is also helping them to grow their website traffic and conversion to membership. The ODA team also has increased confidence in using the Preside CMS. 

This was a really rewarding project for the ODA and Pixl8. Clear objectives and a collaborative approach meant Pixl8 were able to deliver evidence-based recommendations that the ODA valued and felt ownership of. This long-lasting partnership continues to grow.

Find out more

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Pixl8 services - Web design

When the Institute of Business Ethics came looking for a membership focused website platform, we had the perfect solution.


Award winning projects

This membership portal won the Best Digital Transformation award in the 2020 Association Awards UK (AAE).

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