Transforming the Environmental Working Group’s content
Millions of people rely on EWG 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, copy and design system.
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 page content
Wrote SEO metadata to increase findability
Wrote UX microcopy 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, 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.
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