The Problem
Wellness House has offered free support to people living with cancer, and the people close to them, since 1990: hundreds of free programs a month, from classes to counseling and support groups, at its home in Hinsdale, Illinois, and online.
Its website made all of that hard to reach. A December 2020 audit found three overlapping pages about who Wellness House was, a homepage that didn’t tell visitors what to do next and registration that bounced people between the site, a PDF program guide and a separate booking system. On a phone, the donate button disappeared.
More than half of all visits started on the homepage, and 38% of those visitors left without seeing a second page.
The Approach
The Imagination digital marketing team started with a landscape audit: audiences, competitors, a content audit of 48 pages, search, analytics and the user experience.
The audit handed us the idea for the whole site. Wellness House cares for the whole person, body and mind, so the site should open with that: “Take care of the whole you.”
From there we built a new sitemap, 14 wireframes, page-by-page copy and visual designs, then a new WordPress site that launched in August 2021.
What We Built
- A landscape audit with a roadmap for the site and the marketing after it.
- A simpler sitemap with clear paths for participants, donors, volunteers and health care professionals.
- One About page in place of three.
- Class schedules and sign-up built into each program page, in place of a PDF and a separate booking site.
- A Spanish-language section.
- New copy for every page, led by “Take care of the whole you.”
The Result
Five years later, the Wellness House site still opens with “Take care of the whole you” and keeps the redesign’s structure, section headings and copy.
