Looking toward her next steps after successfully defending a Democratic-leaning seat from a self-funded millionaire opponent, Rep. Lindsey Prather came to Express Lane Strategies for a branding and website refresh. Rep. Prather had spent the last year in the General Assembly as a loud & proud advocate for good government and our mountain communities, and we wanted to ensure that her website reflected that with strong, clean designs.

We started with the bold look of Lindsey's new logo and married in the soft colors and mountains that came with the badge element in her new brand kit (visible in the site's footer) to create a sense of depth and help visually separate the different sections of the page. A generous use of white space and ultra-bold headings maintains the website's readability and open feeling throughout the page. And directly from the first heading, we help ensure that visitors know the most important information first: that Rep. Prather is here to represent people like us.

Lindsey's site is also designed from the ground-up to help convert visitors into leads—sign-up forms for her Action Network list are front-and-center right below the heading as well as tucked into the bottom of every page, making it simple for visitors who like what they see to get on her mailing list. Likewise, if visitors feel inspired to donate, we've made sure that her ActBlue is easy to get to via a series of attractive buttons and a heading that reinforces Rep. Prather's working class background.

Like all of our websites, Rep. Lindsey Prather's site is developed on our easy-to-use XPSLane visual builder, helping ensure that it's a simple process for stakeholders on her campaign to keep information up-to-date as needed. Our digital team also regularly manages security and maintenance updates, ensuring that her site is up-to-date and freeing up her and her campaign team to spend less time worrying about technology headaches and more time focusing on their campaign.