Dad Guild
Full Website Copy Rewrite
The Problem:
Dad Guild is an up and coming non profit that is making a dramatic impact in its community. But because of the amount of work Dad Guild takes on, the website is getting cluttered and hard to navigate. Staff are overwhelmed trying to make it make sense.
Additionally, like many non profits, Dad Guild has a couple of different audiences and they aren’t sure how to relate to each of them in their authentic voice. They have this very friendly voice upfront, but then when they talk about their impact they get all academic and distant. It feels weird.
How We Fixed It:
Job number one was to clean up their site’s wireframe. Reduce the total number of pages, clean up the main navigation and create a clear user flow for community members that want to participate in events, and a separate one for potential donors. Our design team took on the visual branding from there.
Then we looked at the tone of the writing itself. One thing that Dad Guild has to its advantage is a founder with a clear personality that we can use to create their brand voice. It is witty, sarcastic, playful, but also very genuine and compassionate. The majority of the site uses this “friend at the bar” voice. The tone is friendly, humble, and humorous.
When they are talking to donors, and other service providers, the tone of the website had been shifting to a dry, scholarly voice that was hard to read online. Instead, we went for flavoring their existing friendly voice with a hint of “the underdog”. They were out to change the way things worked and they were fighting an uphill battle. We want to get people on their side by being inspirational and scrappy rather than authoritative and stuffy.
“Going into this project, we knew that our website was one of the most important ways we have of connecting with our audience and growing our organization. It's our first opportunity to show people who we are and what we can do. But even knowing that, it's so daunting because we are all busy doing “the work” and thinking about the website is just so overwhelming.
John and Ramona made it so easy. They did dynamite work and they are really fantastic at collaborating with us to make sure the end product is really what we want. They are both wonderful compassionate human beings who have a deep understanding of all the complexities nonprofits face. And their process has been super clear and straightforward. I would happily recommend anyone to work with Wonder Web Creative.”