Fair Work's previous website didn't clearly communicate their mission, impact, or who they serve. It felt more like a content archive than a tool for engagement—making it hard for people to find the right information, get involved, or support the cause.
One of the key focuses in this project was applying conversion-focused design from the start. We used clear, actionable CTAs like “Get Free Support Now” that directly speak to each audience’s needs, reducing friction and making the next step obvious. The new website is built to move people to action.
Before
After
Approach
The first step was to understand who the website needed to speak to and what made Fair Work Clinic unique. Their old site tried to serve everyone but didn’t guide anyone. It was content-heavy without structure or clarity.
We identified three main audience groups, each with a specific goal:
- Funders & Donors
→ Showcase their mission, measurable impact, and accountability - Underserved Workers, NGO Partners & Unions
→ Make it easy to understand how Fair Work Clinic can help and how to refer people in need - Volunteers & Lawyers
→ Provide clear paths to get involved and set expectations on roles and time commitments
Project Goals
With the audiences defined, we mapped out the new direction of the website with four core goals:
- Put the mission and impact front and center
- Streamline navigation so each audience could easily find what they’re looking for
- Use storytelling and clear content to build trust and engagement
- Improve SEO so more people can discover and access their services
The Vision
The new website is designed to be more than just informative—it’s built to drive action, whether that’s a worker seeking help, a donor considering support, or a lawyer looking to volunteer. Everything, from the homepage layout to the wording of CTAs (e.g. "Get Free Support Now"), was reworked to support Fair Work Clinic’s mission and growth.
