Goodwill of Virginia

Goodwill of Central Virginia

Goodwill of Virginia

Goodwill of Central Virginia

The Brief

Goodwill of Central Virginia reached out to us to help give their website more clarity. They wanted to keep their existing website, but give the homepage a more modern and friendly design. Many of their internal pages were also flooded with text that they knew most people weren’t reading; however, much of the information was required for various grant and legal reasons. The client required a strategy that would bring clarity to their website content without removing any content.

Our Approach

Our team didn’t build the existing website, so we had to plug into their current structure. Since we couldn’t remove any information, our approach was to use intentional design to guide a visitor’s attention and action. We gave greater visibility to their selected call to action buttons on the homepage. Then we created “clarity boxes” for their internal pages. These clarity boxes were designed to attract the visitor’s attention to them, and help a user more quickly decide on their next step. All other required content remained on the page below the clarity box.

The Results

Goodwill of Central Virginia has seen an increase in user engagement since our clarity changes were launched on their website. The Goodwill team is spending less time on the phone answering the same questions that are answered on the website, simply because visitors can more easily find the information they’re looking for. This has led the client to be more productive with their time, and increased quality leads through their website. Goodwill of Central Virginia also loves the implementation of the clarity boxes. With one click a team member can turn an individual page’s clarity box on or off, and easily update the content if needed. This implementation has saved the client money in the long-run because they can change internal content themselves without needing to call an external resource each time.

Homepage

BEFORE

BEFORE

AFTER

AFTER

Internal Page

BEFORE

Internal Page: BEFORE

AFTER

Internal Page: After

Scott Kennedy
[email protected]

Founder & Digital Consultant at Shepherd Digital. When he's not geeking out over clarity and code, you can usually find Scott checking out the latest local restaurant or craft brewery.

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