Habitat for Humanity

New Site Redesign Optimizes Giving and Engagement

What We Did

Analytics & Insights, UX & Visual Design, Website Development

Tools & Tech

Google Analytics, Luminate

Habitat mobile site on iphone

The Challenge

Habitat for Humanity wanted to create a new user-optimized website for www.habitat.org that would dovetail with a newly unveiled branding strategy. The goal was to create an authentically human and emotional digital experience that inspires, educates and converted their audiences.

The Solution

We designed a modern, streamlined user experience that emphasized visual narrative as well as fundraising and email signup conversions to meet Habitat’s newly defined goals.

Habitat serves many diverse audiences and were finding that their old website had a great deal of competing content and calls to action.  Their staff prioritized their top calls to action, which we used to create a newly optimized user experience and digital strategy for all its audiences. The redesign put a new emphasis on these optimized user engagement pathways and increased the visibility and ease of giving, volunteering with local affiliates, locating local ReStores, and learning about travel programs. The new design better communicates the impact of Habitat’s work on the lives of those who need decent, affordable housing. 

A Storytelling Focus

Additionally, Habitat wanted to share the amazing and uplifting success stories of its families in a more compelling manner – less reporting, more storytelling. We addressed that by creating more prominent, sharable, inspirational videos, photographs and stories that bring to life the families who are building or improving a place to call home. 

Allegiance also provided SEO consulting for the launch of the new website to ensure the site was optimized for user and search engines and to retain current organic traffic levels. The SEO work resulted in no loss of organic traffic after launch, a common problem after a redesign.

Habitat Redesign and Digital Strategy

Focus on storytelling


increase in email signups


increase in donations
Habitat story content

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