Midland Power Cooperative

Overview

A Modern Website for a Forward-Thinking Co-op

Midland Power Cooperative, a small yet ambitious member-owned electric cooperative serving approximately 9,600 members across 17 Iowa counties, partnered with Powerful to refresh its website. With a legacy rooted in serving rural communities and a commitment to modern innovation, Midland Power sought a website that would increase the use of online tools, reduce phone inquiries, and reflect its status as a progressive organization. As the co-op’s first and most frequent touchpoint with members, the website needed to make a striking first impression while fostering a meaningful connection with visitors.

Simplifying Navigation Through Intuitive Design

Data from the past year highlighted the top reasons members visited the site, including checking outage information, making payments, and learning about their community solar program. Guided by analytics, Midland Power aimed to make these frequently used tools more accessible and reduce the need for phone inquiries.

Powerful utilized their Laurelhurst Promotional blueprint to develop a homepage that directly addresses members’ top needs. Key features like bill payment, outage updates, and the solar program were prominently displayed, ensuring easy access. Navigation was also simplified to guide members seamlessly to additional resources, such as rebates and co-op news.

By aligning the site structure with member priorities, the redesigned website effectively reduces friction points for visitors. Members can now complete tasks independently, saving time for both themselves and the co-op staff. This intuitive design transforms the website into a powerful tool that enhances member engagement and reinforces Midland Power’s reputation as a progressive, member-focused cooperative.

A Striking First Impression with a Human Touch

As a cooperative deeply rooted in their community, Midland Power wanted their website to reflect the warmth and professionalism of their in-person services. They aimed to create a site that made a strong first impression while showcasing the people behind the organization. This approach highlights the cooperative principle of democratic member control, emphasizing transparency and connection with members.

The introduction of Powerful’s Staff Directory app brought Midland Power’s leadership to life. The app includes photos, names, and titles of staff and directors, with clickable profiles for the Board of Directors that share fun facts and professional insights. This engaging feature helps members learn more about the individuals who serve their community. The Staff Directory app humanizes Midland Power’s leadership, showcasing their dedication to the cooperative and their community.

The redesigned website successfully embodies Midland’s small-town friendliness while showcasing their modern ambitions. The Staff Directory app, in particular, connects members with the cooperative’s leadership, reminding them that the people running the organization are their neighbors, friends, and family. This thoughtful approach reinforces trust, transparency, and reflects the cooperative value of democratic member control. Together, these elements ensure the site makes a striking first impression and builds lasting connections with members.