ServicesWeb Design & Development
Telling a simple yet powerful story.
SmileTrain had never considered the web to be truly important for their organization. A majority of their support came through existing donors and direct mail – the web just wasn’t a central conduit. This perception began to change once they realized that their site was a big reason for the lack of online attention.
The site needed to tell a poignant story – with video and images. We developed an architecture with a Problem/Solution framework, and put a heavy focus on hi-quality imagery. The site had to be integrated with the Convio system, so customization was challenging; we managed to deliver a simple, beautiful and streamlined experience that shepherded users to support the cause through donations.
The digital space had never been a priority for SmileTrain, so bringing us on board was a big step. We helped develop a site that focused around presenting the problem, describing a solution, and breaking the entire cause down by numbers. This approach doesn’t leave visitors stuck in a deep architecture, where they lose focus from the core message. This simple approach, combined with the emotional impact of striking video and imagery, drove conversion to more than double in the year after launch, and continued to gain momentum.