Case Study: American Songwriter Magazine

“We hired 12South to re-design our website in 2015 and what we thought was going to be a single project has evolved into an ongoing partnership. Michael and his marketing and development team work together to deliver not just excellent web design but a unique understanding of how design affects marketing and vice versa.”


Covering the Craft of Songwriting since 1984

American Songwriter has been telling the stories of legendary songwriters and the business in which they live and work for over 30 years.

A lot can change in 30 years, and in a desire to grow and change with their audience, American Songwriter approached us to help give their fantastic content the much needed tech and marketing upgrade it deserved.

S.M.A.R.T. Goals


  • Update to be Fully Responsive and Mobile Friendly

  • Visually standardize the brand across Print and Digital

  • Develop a deeper understanding of and engagement with their Digital Audience

  • Increase on-site user engagement by 10%

How We Did It:

Branding, Design, Web Development

Brand Identity Update

Custom WordPress Website with Mobile Specific Optimizations

Continuous Website Feature Additions via Growth-Driven Design

The Results

  • 14% Increase in average session duration

  • Multi-Page increase in SEO Position due to Mobile Optimization

  • Creation of a direct conduit to top American Songwriter readers through the Free Online Membership