National Association of Evangelicals
Establishing a Resource Hub for the Evangelical Community
Since its conception in 1942, the National Association of Evangelicals (NAE) has been uniting and mobilizing evangelicals to be an Influence for Good. The NAE represents 40 denominations and thousands of churches, schools and nonprofit organizations. Their areas of impact include: equipping leaders, strengthening churches and denominations, resourcing and educating evangelicals, transforming social and political engagement, and uniting for global impact.
Scope of Work
- Website Redesign
- High-Fidelity Mockups
- WordPress Development
- Feature Integrations
Serving as a primary resource for evangelicals, the National Association of Evangelicals needed a website redesign that maximized their mission.
Before partnering with Rethink Creative, the NAE was facing several challenges with its website.
They had two distinct audience groups that required content and messaging for each. The first audience was their members and the second was those who wanted to learn more about evangelicalism. It proposed a challenge for them when it came to ensuring both audience groups could easily navigate the site.
Additionally, while it was brimming with influential content for the evangelical world, its static design did not position the brand as a resource hub. The clunky resource navigation needed to be both engaging and intuitive to ensure a positive user experience.
From articles and publications to podcasts and videos, organizing all of their resources would play a critical role in the new site. Matching an intuitive user experience with the NAE’s 50+ resource topics guided our team’s strategy in this project.
Ready to position the NAE as the valuable resource hub that it is, our team established key goals for this website project. These goals acted as guideposts as we refined our strategy for design and development.
Build a Frictionless User Experience
The NAE’s membership offerings demanded a streamlined onboarding process for its new members. In response, we crafted one membership form and used conditional logic that allowed the form to intuitively generate prompts. We also made changes to contain the user, to the site, for payments and donations for easier navigation.
This frictionless user experience was not only for the member, but also for those who would eventually manage the backend of the site. It was important to have integrations that cooperated with the NAE’s CRM system as well as their API Integrations.
Switch From Content-Centric to Member-Centric
What makes a user want to stay on a site more than it if it’s made for them? We elevated pathways to engaging in membership and provided clarity on how they could get involved. With clear call-to-actions (CTAs), the site’s design encouraged new memberships as well as renewals.
Craft an Intentional Messaging Framework
It was critical for our approach to be centered on the personas of who engages with the website. In our Kickoff Meeting, our team conducted Persona Workshops with the goals of learning and gaining empathy for their key users.
What were the users’ needs? How could the website best serve those needs?
With being representative of 40 denominations, they needed to cater to varying interests and needs that required different solutions. This was a collaborative process that would prove not only beneficial for the website project, but for the NAE brand as a whole.
Design a Compelling Homepage
Due to the many audiences who would engage with the site, we took the opportunity to use the homepage to speak to all audience types. We designed a deep homepage that gave the user everything they needed to know about the NAE as well as three core CTAs. Serving as their first impression, the homepage was critical in appealing to their diverse audience.
Develop a Clarified Content Strategy
As previously mentioned, organizing their resources for optimal user experience led the charge in our design efforts. However, it’s common to forget that the user isn’t the only one who needs to be able to navigate the site. We carefully crafted an XML sitemap that would allow search engines to crawl and then index all of the site’s information. This strategic information architecture brought clarity to the types of content on the site.
Prioritize Search Functionality
Serving as a prominent pain-point on the old site, the search functionality needed a revamp. Today, the search experience fills the screen and focuses the user’s attention on what they’re looking for. When they start typing, results will dynamically populate which adds to user-friendliness. The search then yields a related topic according to the search query.
Since, launching, the new website has seen an improvement in key performance indicators (KPIs). These metrics not only communicate a positive user experience but show the increased visibility of life-changing topics. The NAE is now positioned as the resource hub that it has always been, at its core, for evangelicals all around the world.
“Our website is the front door for most people to learn about the NAE and evangelicals in general. In this fast-paced world, it’s essential that we communicate the right thing, at the right time, in the right way. Rethink helped us hone our message, and create something that was engaging to the eye and beautiful, that would encourage scrolling and would help people stay on the site and continue to learn more about us. We came to Rethink with complicated issues, and they helped us with ideas and solutions and executed them flawlessly. They came alongside us, like they were just part of the team. We felt like our mission was their mission, and they really listened to what we were hoping for and who we were and what we wanted, and they delivered. Rethink Creative helped our website go from confusion to clarity.”