Frontera Software is a Colorado-based software company with a worldwide team, offering EMMA, a comprehensive labor union management platform serving over 350,000+ union members across the United States. The project involved building two distinct websites: a public-facing site for lead generation and a private members portal serving as a knowledge base for existing clients.
The Brief
Frontera Software needed a dual-website solution to serve two different audiences with separate goals:
Public Site
- Generate leads through demo requests and ebook downloads
- Clearly communicate EMMA’s core features and benefits
- Nurture and educate cold and warm audiences
- Build credibility with social proof and testimonials
Private Members Site
- Secure, invitation-only portal for existing EMMA customers
- Easy navigation for customers to access documentation, training videos, release notes, and announcements
- Simple content management for the Frontera team to add updates
- Strengthen existing customer relationships
The Solution
I built two custom WordPress sites with distinct purposes and audiences.
Public Website: Using the StoryBrand framework, I created a lead-generation focused site that positions union leaders as the hero. Key features include:
- Clear value proposition: “Grow your local, increase your influence, become a hero to your members”
- Comprehensive platform overview covering member management, grievance management, and membership accounting
- Strong social proof with client video testimonials and statistics (350,000+ members managed, 80,000+ grievances processed)
- “Your Plan For Success” roadmap from demo to implementation
- Resources section with product updates and gated ebook downloads
- Multiple conversion points integrated with HubSpot for lead tracking
- Clean, professional design with navy branding conveying trust and authority
Private Members Portal: Built with MemberPress for secure access control and organised resources:
- Secure, invitation-only access for EMMA customers
- Organised sections for news, announcements, release notes, and documentation/training
- Filterable documentation library (using WP Grid Builder) for easy content discovery
- Video training hosted on Vimeo to avoid site performance issues
- Automatic email updates when new content is published (PublishPress)
- Wiki-style structure for comprehensive platform information
- Easy content management for the Frontera team
The Results
Frontera Software now has a professional dual-website ecosystem that effectively serves both prospects and existing clients. The public site generates qualified leads through strategic CTAs and educational content, while the private portal provides ongoing value and support for their growing customer base, strengthening client relationships and reducing support overhead.
