A website and content refresh for the Threatened Species Conservancy
Threatened Species Conservancy
A not-for-profit dedicated to preventing the extinction of Australia’s threatened plants and animals.
Sector — Environment.
Services — content review, website and content design, copy writing, digital communications strategy.
Process
I worked with Threatened Species Conservancy to re-fresh their website. This included developing a content strategy and writing web copy to elevate their brand and communicate the value of their work to potential partners, stakeholders and the broader community.
Structural audit
First I did a content audit of the existing website. This involved taking an inventory of content and analysing the URL structure and navigation pathways. I used Google Analytics data to find out what information people were accessing and how they were navigating through the website to get there.
Using this information, I was able to provide recommendations about how to structure the website to help people quickly and easily find information. The insights gleaned from the audit helped to inform the information architecture for the new website.
Content review and copy refresh
The new design also required a review of the exisiting content and web copy. I conducted a written questionnaire and in-depth interview to help me understand Threatened Species Conservancy’s diverse audience.
Based on these insights I recommended the copy be reworked to increase its appeal to a broader audience. This required translating sophisticated science-focused language into plain English. In addition I developed a positive action-based narrative aimed at engaging people in the recovery of Australia’s threatened species.
Web design and user experience
Leveraging the exisiting brand I collaborated with the client to develop concepts for the redesign of their website. Central to the design was creating a seamless and differentiated user experience for their visitors. This meant providing intentional navigation cues to support different users — partners, donors and volunteers — so they could easily find the information most relevant to them.
I also created page templates for each section of their website. I did this to enable the team to easily update and create future content that is consistent with the overall design.
Digital communication strategy
I provided a series of strategic recommendations to help Threatened Species Conservancy leverage their new website to reach and engage with their community. This included using their social channels strategically to direct interest back to their website.
I worked with them to develop opt-ins that would help them to connect and consistently engage with their audience. I also guided them through the process of segmenting their mailing list so they could tailor communication to the specific interests of their diverse community.
Results
The result was an easy to navigate website with clear messaging and a compelling ‘call to action’ to help attract publicity, support and funding.
* Since completing this work Threatened Species Conservancy management has changed.
“Shoni is a very clear communicator. She presents complex technical information in a straight forward way and tailors it to meet her audiences needs.
She’s really creative, not just visually, but in her thought processes. I’ve learnt a great deal from her about how to use technology to improve our website and communicate science”.