As consumers become increasingly digital-first and tech-dependent, marketers have responded by making more information available online. However, in the desire to put forward more resources, websites can become dumping grounds that don’t meet user needs.
When it came time to build a website for the National WIC Association (NWICA), our mission was to encourage moms to connect with their local WIC office. Given NWICA’s complex ecosystem of local offices, there isn’t a singular website that ties everything together, making it tempting to create a robust digital hub for all of the information someone may be looking for. From earlier work for NWICA, our team had a very thorough understanding of the benefits that WIC offered to moms and children, the requirements for participation in the program, the structure of the the organization, and more – valuable, important information that could very well have had a place on this website. However, the primary aim for this site was clear, so we focused on ensuring there were absolutely no barriers between arriving at the site and getting in touch with a nearby WIC office.
We knew we wanted the site to play a very specific role in the customer journey, facilitating an action for the user. When you think of all your touchpoints that way, the value of “brand” is how all of those touch points are threaded into an orchestrated customer experience. For the WIC website, we knew that the brand voice and visual system we had recently completed would be the connective thread that helped to retain the same look and feel that a mom would see when going to a WIC office or coming across a WIC ad.
Consistency was important, except in one regard. In the other pieces of WIC collateral, we frequently used a photography style that depicted parents and their children in real-life, relatable scenarios. For the website, our singular goal was for a mom to come to the site and call a nearby WIC office; we didn’t want anyone to come to the website and feel alienated and not reach out because the person depicted wasn’t like them. Ultimately, we limited the visuals to an illustrative style to be sure every mom felt welcome at a WIC office.
The rest of the website has an intentionally simplified interface, focused almost entirely on the search and map functionality. By zeroing in on this single step and objective in the customer journey, we’re able to isolate the value that visitors get. First they are welcomed, then they are encouraged to call, and then they’re reminded of the core services WIC offers — underscoring why they should get in touch.
SignUpWIC.com is just one example of building a website that serves a singular purpose. A website doesn’t have to do everything for a customer, and if it is, it’s probably not serving the purpose you’d like it to. As brands look to develop digital properties that connect with customers and that take customer experience into account, it’s worth considering whether less content provides more clarity.