American Burn Association
Modernizing a Core Digital Experience to Better Serve Members, Professionals, and the Public
Design // Development
20Fathoms accelerates the growth of tech startups and scalable businesses in Northwest Michigan. Based in Traverse City, they give founders what they actually need: expert coaching, coworking space, access to capital, and a community that genuinely invests in each other’s success.
Since 2018, 20Fathoms has delivered 1:1 coaching, weekly Breakfast Lab workshops, customer discovery sessions, and pitch events like TCNewTech. They are constantly evolving to meet the needs of the region’s entrepreneurs.
20Fathoms needed a website that reflected the organization as it exists today. Their goals were both functional and strategic.
The goal was not just a cleaner website. It was a digital presence that actually felt like them.
The new 20fathoms.org launched to immediate positive feedback from the client team and their audiences. With a visual look and brand voice that more accurately reflect the 20Fathoms of today.
Staff walked away from training confident and ready to manage the site independently. Content updates, event publishing, and new page creation no longer require outside support, which was one of the most important outcomes of the engagement.
The new site design and navigation has received very positive feedback. The additional CTAs and improved user journeys guiding visitors to our intake forms quickly and easily are definite improvements. The collaboration between our team and BizStream worked really well, resulting in the updated website that we are very proud of.
20Fathoms needed to simplify how multiple audiences navigated the site. We worked closely with their team to create clear conversion paths for coworking inquiries, program sign-ups, event registrations, and donations.
After conducting Discovery workshops with their various internal teams, we created an updated sitemap, put together wireframes based on user journeys, and crafted new copy for key landing and conversion pages.
20Fathoms wanted the copy on their website to better reflect their culture and approach to their work.
While developing the content for key landing pages, many, many headlines with an updated brand voice were developed and reviewed with the 20Fathoms team to get alignment on how they wanted their new brand voice to sound.
Success takes a community. You’ve found yours.
Don’t just attend. Belong.
You’re so close to going so far.
Not just co-working. Co-succeeding.
The crowd in front of you is 100% behind you.
20Fathoms had outgrown its 2020 website. The organization had changed significantly, but the site had not. New programs, expanded services, and a broader audience had been layered onto a design that was never built to accommodate them.
BizStream led a full website redesign and rebuild, starting with discovery and working through content strategy, design, and development before launching the new 20fathoms.org in March 2026.
20Fathoms needed more than a vendor to execute a scope of work. They needed a team that could help them think through what the site should be before deciding how to build it. BizStream came in as that kind of partner.
Discovery sessions with multiple internal teams meant that decisions were grounded in how 20Fathoms actually operates, rather than in assumptions about what a nonprofit startup incubator should look like. When content strategy surfaced as a significant need early on, the scope expanded to meet it. That flexibility shaped the quality of the final product.
The result is a site that the 20Fathoms team can confidently own. Staff training wasn’t an afterthought. It was built into the engagement so the team could manage content, publish events, and grow the site without coming back to BizStream for routine support.
BizStream has been helping organizations transform their digital experiences for over 20 years. We’d love to hear about yours.
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