Goodwill Website Redesign

As the marketing intern at Goodwill one of my primary responsibilities was creating and updating content for the website. My first big goal when I arrived was to redesign the top-level webpages, especially the homepage, to match modern best practices. Below are screenshots of the website’s homepage before and after the redesign.

Technology Used: Wordpress, Divi, HTML, CSS, and Javascript

Detailed Explanation of Changes Below Images

(Click on Images to see Full Webpage Screenshot)

Specific Changes

Problem: Masthead, and other full-width modules, were being cropped on screens wider than 1440px. Modern devices and monitors are often 1920px or wider. Solution: Site-wide max-width of 1600px. I replaced any images that were still poorly cropped at 1600px with appropriately sized images.

Problem: Lack of visual hierarchy and important content above the fold. Solution: I made the mission statement larger at the top of the page and added a section for recent press releases.

Problem: The links in the navigation bar didn’t reflect what most visitors to the site were seeking. Solution: I implemented link click tracking using Google Tag Manager in Google Analytics and I used Google Search Console to determine what queries drove traffic to our site. The data showed that most visitors were searching for a nearby Goodwill location. Based on this, I made an independent “Locations” page and added it to the front of the navigation bar. It became the most clicked link on the page.

New Homepage

Homepage after redesign. An animation of an anthropomorphic box walking through goodwill stores plays at the top of the page. The content is better organized and the design of the page is cleaner.

Filterable Store Locator

Screenshot of the filterable store locator page. Store locations matching the search are listed in a grid.

I used HTML, CSS, and Javascript to create a filterable store locator module for the website. The list can be filtered by type of location and searched by city name.

About the Job Position

Marketing Intern - Goodwill AR Jan 2018 - Jan 2019

As the intern for the marketing department at Goodwill Industries of Arkansas, my responsibilities included:

Updating and adding content to the website using WordPress CMS, CSS and Javascript.
Creating, executing, and maintaining Google Ads Search campaigns at average 18% CTR.
Developing dynamic graphics for the website, social media posts, and promotional print design including 2018 annual report.
Photographing individuals and events and building a library of local stock photography for use in a variety of places on the website and in design projects.