Nonprofit Website Redesign that Increased Conversions Over 2000%
About the Client
Push to Walk is an incredible organization in northern New Jersey that serves clients with various disabilities, usually involving paralysis. Many of their clients struggle with mobility and tasks that most of us take for granted. Push to Walk’s impressive team designs highly specialized and personalized exercise therapy programs for their clients, tailored to their diagnoses and goals, and the results can be transformative. Clients not only gain strength and stability but also hope, optimism, and a sense of community.
The Problem
Despite having innovative services to offer, strong video content, and a supportive, enthusiastic staff and community, Push to Walk’s website was ineffective. Not only that, but it just didn’t look and feel like the vibrant community it was. The organization maintained it as best it could, but with a small team and no time to develop a focused strategy, it lacked visitors, engagement, and conversions.
Push to Walk reported very few form submissions, “one or two” every 6 months or so. Not only that, but the form submissions they received were mostly spam.
How We Solved It
It was an absolute joy to revitalize their website with updated brand expression, messaging strategy with aligned content, SEO, and structural UX flow that encouraged visitors to convert. The combination worked.
After the redesign, we had 46 form submissions in 6 months, a massive increase, and the team reported that “about 90%” of those website form submission leads became clients. Our SEO strategy led the right people to the site, and our design, structure, and content strategy got the right people to fill out a form.
By any standard, these results are fantastic. I couldn’t be happier that all our hard work paid off. They deserve it.
I designed this website and UX strategy while at FatRabbit Creative, a boutique marketing agency in Chester, NJ.
Push to Walk's website homepage before (above) and after (below).
I shifted Push to Walk's primary call-to-action to "Get a Tour" to give potential clients and their caregivers a more practical first step to take. Crucially, this action is relatively low commitment, the natural next step most clients take, and it's obvious to the website user what is going to happen next — many of the key ingredients for an increase in conversions.
Website Conversions per 6 Months
% of Website Leads Who Become Clients
Accessibility is a core value for Push to Walk. In addition to best practices such as keyboard-friendly content and a structure easy for screen readers to parse, a color palette with sufficient contrast is essential. I also increased the saturation and vibrancy to make sure Push to Walk felt as optimistic and full of life as their community and atmosphere.
Push to Walk's new typography is much more brand-aligned, easy to read, and versatile for them to use.