The Challenge
HNC Living, a Kansas City-based nonprofit founded in 2015, has successfully helped more than 1,200 head and neck cancer patients live life fully by funding more than $555,000 in grants for treatment, therapy, and support services.
However, their website didn’t effectively communicate their mission, wasn’t driving donations, and wasn’t easy to navigate.
HNC Living asked flow14 to reimagine their website and give them an effective platform to increase donations, reach more partners and patients, and grow nationally.
Process: Project Vision
For the kickoff meeting, I developed a project vision to help drive a conversation about HNC Living’s audiences and goals. Based on my experience using their site, I shared ideas for improving the organization, calls to action, and more.
Research & Auditing
I researched scores of nonprofits in cancer care and other areas to understand different models for site organization, content, and calls to action. This research, informed by HNC Living’s goals and audiences, led to a new navigation structure that directly addressed their key audiences: donors, healthcare providers, and patients.
Next, an SEO audit underscored the benefits of this approach and informed a content strategy that spoke more clearly to their audiences and allowed for hyper-relevant calls to action.
Researching similar nonprofits
Information architecture audit
Copywriting & Content Strategy
For the all-important website content, I created a collaborative document that allowed project stakeholders to provide real-time suggestions and edits.
Informed by the SEO audit and HNC Living's input, I crafted page titles, descriptions, and page content designed to draw in more traffic, clearly communicate HNC Living's purpose, and drive visitors to act.
Collaborative copywriting
Page Comps
As the content developed, I created sample pages that allowed the HNC Living team to understand how their new website could look and provide feedback early in the process.
The New Homepage
The new HNCLiving.org launched in April 2018. Their new homepage that clearly communicates their mission, the audiences they serve, and how they’ve helped scores of head and neck cancer patients live life fully, during and after treatment.
Clear calls to action
New, audience-centric landing pages speak directly to HNC Living’s key audiences, ensuring they clearly understand what the organization has to offer with clear calls to action.
Website Manual
To ensure the website continues to evolve and serve the HNC Living’s needs well into the future, I created a comprehensive manual that details how to update and maintain the website.
Results
In the first full month after launching the website, HNCLiving.org saw a:
194%
increase in visits to the donation page
30%
increase in overall pageviews