Before & After: A Website transformation using clear messaging and great design
Getting to work with so many amazing nonprofits is absolutely my favorite part of running One Nine Design. While the underlying message of almost every nonprofit is the desire to bring about change in a community or group of people, getting to know a client’s unique nonprofit mission and vision is an incredibly rewarding experience.
My latest project was with Consumer Credit Counseling Services of the Mid-Ohio Valley, an organization I knew from my time serving as the United Way Executive Director and through personal experience with their services. (A quick side note here — student loan debt is for real, the worst. CCCS helped me navigate some challenges in that area and set me up with information that has resulted in some major wins so I was all about helping them get their message to a greater community.)
So, back to the project. Here’s what we were working with:
A website built on Dreamweaver and nearly impossible for their team to manage updates or changes
A design that was far from mobile-responsive and required the “pinch and zoom” action to actually read any of the text on a mobile device
A calendar widget that was stuck on 2017 and too much trouble to remove
Messaging that was unclear and hard to follow with many broken links and a confusing user interface
And listen, there is no judgement here because we do the best with what we have and what we know. And when we have the resources and knowledge to do better, we do. CCCS pursued grant funding to do a website upgrade and they received it. And that’s where I come in :)
So here is where we started:
And here is where we ended up:
(You can view the live website at www.wvcccs.org)
While this project did involve a great deal of design work, the scope went way beyond creating an aesthetically-pleasing website. I started with the messaging work and got very clear on their ideal client. Through keyword research and real client testimonials, I was able to identify key phrases and images that would resonate with their ideal client and offer them a clear navigation path to their next step. This step enabled me to create service pages that immediately captured the visitor’s intent, clearly articulated the programs available, and then presented a clear call-to-action for what they should do next.
For example, pictured above is a page centered on debt management services. The headline is “Get out of debt, even if you have bad credit.” This is intentional to 1) use the keywords of debt and credit in the heading and 2) acknowledge the likely challenge being experienced — the person wants to get out of debt but might feel like their credit is holding them back.
The other major shift we made in messaging was to acknowledge the emotions behind the user’s experience. The old site was very straight-forward and fact based: program ABC is available and here’s where to enroll. With the new site, the messaging is more personal and more likely to set the reader at ease. In other words, it’s designed to say, “yes, we understand your situation and you’re in the right place.”
Online giving was incorporated into the new website as well, speaking to a different audience and yet carrying through the messaging of how these programs and services are empowering local community members. We also clearly demonstrate the value of supporting the mission with statements like “Your tax-deductible gift helps us bring our services to those who need it most.”
The end result of this project was a website that not only looks credible with cohesive branding elements but also delivers in compelling content, clear value, and easy-to-navigate menus, giving the end user an excellent experience. Behind the scenes, the use of strategic keywords and vivid (titled) imagery will enhance Google/SEO results and increase the likelihood of being discovered in a crowded search market. And, as with all my clients, the organization owns the website, has full control and access to make edits and grow the site.
Most importantly, the community members who need their services will find it easy to locate the programs or services they need, reach out to make an appointment, or contact the agency.
If you’re like this organization and realize you need a more polished and functional website to reach more people and make a bigger impact, head right here to learn more about my website design packages and see which one is right for you!
Until next time, keep making a great first impression online.