Case Study: National Employment Law Project

How do you build a website that reflects an organization’s transformation?

The Challenge

The National Employment Law Project (NELP) is a nonprofit organization that fights for workers’ rights. They’ve undergone a lot of changes in recent years. New leadership. Updated brand. Expanded vision. They needed a website that reflects those changes and engages audiences in new ways.

Markets & Services

Web Design

Create a modern digital experience

To capture the essence of NELP’s work, we designed a modern and visually appealing website. The new design features clean lines, intuitive navigation, and diverse imagery that reflects their mission. We aligned the website's look and feel with NELP's new brand, ensuring that their mission and vision are clear and engaging.

Brand Strategy

Define your why

Understanding and explaining why your organization exists is a key part of creating a website that achieves your goals. During our conversations with NELP, we found that a “good-jobs economy” is the heart of their work. Once we defined their why, everything else fell into place. We even included the phrase “good-jobs economy’ in their main navigation so that site visitors are immediately connected to NELP’s mission.

Site Architecture

Simplify your message

NELP’s website contained considerable content, but much of it was full of insider jargon and hidden within campaigns that didn’t feel engaging. We transformed the dense, insider-focused content into clear issues pages and used accessible language that resonates with a broader audience and improves SEO. By simplifying the message, we made it easier for visitors to understand and support NELP’s mission.

Content Strategy

Make every page actionable

Our content strategists have a rule of thumb: Every page should offer an action opportunity. This is especially important for mission-driven sites like NELP. We created an action center that provides easy access to every action NELP promotes—there’s even a handy toggle to display actions that take less than 5 minutes. Then we used CTA components to populate those actions across NELP’s entire website.

SEO Best Practices

Google’s algorithms are constantly evolving. To succeed in the competitive SEO landscape, you need to stay on top of SEO trends. Our SEO experts offered these current recommendations: Longer pages, personal pronouns, original photography. For NELP, we created templates to cover comprehensive content and built them a flexible component system to accommodate their library of original photos. And we used personal pronouns like “we” and “you” as often as possible.

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