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Building credibility through content for EWG
Millions of people rely on the Environmental Working Group to tell them which products will keep them healthy. But its website wasn’t helping them understand or support its mission.
Challenge
Ineffective content, navigation, and design meant EWG was missing out on valuable donations. To build trust, credibility, and support, EWG needed a new brand voice, content, and user experience.
What my team did
Developed new brand voice and tone
Reimagined sitemap to streamline user flows
Created topical taxonomy to aid discovery
Wrote all new messaging and evergreen content
Wrote SEO metadata to increase findability
Wrote monetization content to drive donations
“Marc can do it all. He’s always down to roll up his sleeves and do the content work, but he’s also an incredible leader.”
Maddie Ecker, Associate Creative Director at AKQA
Results
The new platform is beautiful and intuitive. It has also increased task completion.
After a year, contribution from submissions went up 2.5x, signup form abandonment dropped by half, and views of Take Action content doubled. So EWG decided to hire us to transform its Skin Deep product database, too.
Visit EWG.org →
The transformed EWG.org with new brand messaging
Plain-language, authoritative voice cultivates trust
New focus area taxonomy automates curation and encourages discovery
New targeted calls to action increased contribution form submissions 2.5x