Full website rewrite and design

A revamp for Active My Way.

The team at Together Active, a charity on a mission to design out inactivity across Staffordshire and Stoke-on-Trent, was seeking support to review, update and rewrite their community facing website, Active My Way.

The existing website was outdated and highly generalised. Its messaging was inconsistent and there was a lack of clarity about what it was offering to the target audience. The busy team simply didn’t have the capacity to give it the attention and TLC it needed.

I came onboard as Lead Writer and Creative Strategist to identify key audience personas, the information each was looking for, and rewrite and redesign the content and website to reflect that - working closely with the internal team and a third party web development agency.

The process →

Scroll through the frames to see the full content design process.

  • I carried out a research deep dive to better understand the audience and what was and wasn’t working on the existing website. This included:

    • Reviewing regional Census data

    • Designing, distributing and analysing a survey using Typeform

    • Reviewing backend stats using Google Analytics

    • Speaking 1-1 with team members

    Utilising this research I:

    • Created 3 audience personas to better understand the needs and challenges of the target audience

    • Updated key existing webpages and produced new page layout designs using Figma

    • Produced new high impact webpage copy based on the insights gathered during the research process

    • Worked closely with a third part webdev team to develop and deploy the new page designs

A website rewrite story — come see behind the scenes of the glossy glow up
First, ask questions and establish our goals
Review current data and gather new insights to get answers
Design and distribute audience survey
Gather data and analyse results
Identifying recurring themes and insights across the data
Write the copy, test and edit
Mock up page layouts
Bring in the web devs to make the design elements reality
Build each of the page layouts and input all the copy
Plus, manage all the behind the scenes stuff
And finally, go live

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The transformation…

The Active My Way website before and after the revamp. Drag the button to see the transformation.

Before After The old Active My Way homepage: a full-width photo with a translucent blue box over it, six top-level navigation links in a rounded display typeface, and a dark blue activity search bar at the bottom.
The redesigned site: a solid blue header with a search field and a green Donate button, three question-led dropdown menus, a breadcrumb trail, and a large page heading with a short summary beside cut-out photography.

Before
The old Active My Way homepage: a full-width photo with a translucent blue box over it, six top-level navigation links in a rounded display typeface, and a dark blue activity search bar at the bottom.
After
The redesigned site: a solid blue header with a search field and a green Donate button, three question-led dropdown menus, a breadcrumb trail, and a large page heading with a short summary beside cut-out photography.

The outcome

“I can’t thank you enough for all your work on the site, from the brilliant and useful new content, to the great visuals and ideas you’ve brought to life. Most importantly, thank you for the time you dedicated to helping us shape the site so it really reflects its new purpose, function and look.

Thanks again for everything, Georgia. It’s been such a pleasure working with you, and I really hope we get the chance to work together again on some more creative projects in the future!
”
— Hannah Moloney, Marketing Officer, Together Active