The Together Project Website Redesign
The Together Project is a charity registered with the Charity Commission in England and Wales. This organisation connects generations through joyful community activities, addressing loneliness and age segregation across all generations through various programmes and initiatives.
The Together Project needed a new website to:
Clearly communicate the brand’s unique value to its key audiences.
Spark curiosity and keep visitors coming back.
Provide an accessible way for people to learn about and sign up for their programmes.
The Problem
The original website was created pro bono by a supporter when the organisation was founded in 2017. A key priority was ease of use, so it needed to be simple for non-technical users to update and expand, making Squarespace the platform of choice. At launch, the site’s main goal was to provide information about the organisation and its flagship programme, Songs & Smiles. As a small, grassroots start-up at the time, The Together Project made effective use of a basic set of Squarespace templates.
Since then, both the organisation’s digital needs and its audiences have evolved, along with an expanded service offering that has come to include consultancy and co-created projects.
With a new five-year strategy recently approved, The Together Project saw this as the right moment to fully reassess the website.
Instead of simply adding new sections, they aimed to reimagine the entire user experience and customer journey, redesigning and restructuring the site from the ground up to align with their future ambitions.
Original Website
The Together Project original website - homepage and secondary page
The ChallenGE
The Together Project identified several critical issues in their existing website that were limiting its effectiveness:
The website did not clearly communicate the charity’s mission, making it difficult for visitors to quickly understand the scope and impact of its work.
The navigation and layout were unintuitive, and the messaging lacked a clear hierarchy to guide visitors through the content.
There were inconsistencies between the desktop and mobile experiences, and the blog landing page lacked both visual and editorial structure.
The Together Project requested that the website should:
Be easy to navigate, with a clean well-organized structure.
Clearly reflect the charity’s mission and vision.
Serve as a platform to communicate its core values in a compelling way.
Present a cohesive visual identity, using consistent colours, logo, and design elements that align with the brand and connect with its audiences.
Process and Solution
To bring The Together Project’s new website to life, I followed my structured 4-phases design process. Each step was tailored to ensure clarity, collaboration, and meaningful progress at every stage.
Phase A: Working Agreement
Step 1: Align + Step 2: Book
After the first contact, I began with:
A detailed review of the existing website
An interview with the Founder and CEO to clarify goals and expectations
This laid the foundation for a clear agreement and project start.
Phase B: Project Setup
Step 3: Describe
The client completed a guided questionnaire to clarify key aspects of the project, including:
The charity’s mission, vision, and core values
Problems with the current website and goals for the redesign
Main user groups and their needs
Desired content, features, and style
The outcome was a clear vision for the website: it should feel joyful, welcoming, and meaningful, reflecting the heart of The Together Project’s work.
Step 4: Deliver
The client provided all necessary content and assets using simple, shared tools:
A Google Doc was used to write and edit text collaboratively
A Google Drive folder was set up to organise and share images and files
A project management space was created using a Squarespace Member Area to centralise updates, communication, and deliverables
This setup ensured a consistent start and supported a smooth, organised workflow throughout the project.
Phase C: Website Creation
Step 5: Envision
We defined the visual and structural direction before starting the website development.
A moodboard was created to explore and share visual ideas
I then prepared a Visual Direction Board, with the colour palette and style choices
A sitemap was also developed to map out the website’s structure and navigation.
This gave us a shared visual language and a clear plan to move forward.
Initial Moodboards presented for The Together Project express main preferences
Moodboard after The Together Project feedback and Visual Direction Board
The Together Project Website new Sitemap
Step 6: Design
We refined the visual layout and user experience.
We iterated through several homepage design options.
A final homepage and key internal pages were agreed upon.
The responsive design was presented, including the mobile layout.
Accessibility was considered throughout, following W3C recommendation
This phase ensured the website met expectations and functioned smoothly on all devices.
Homepage design options for approval
Approved homepage and secondary page design
Step 7: Build
The website was developed based on the approved designs.
The full website was built, integrating all content and applying custom code
Client feedback was incorporated through some revisions
Layout and functionality were tested
The result was a complete and functional website.
Homepage Section Across Devices
Step 8: Launch
With the website complete, we wrapped up with the final steps to go live confidently.
SEO was set up and performance checked
The domain was connected and the website was launched
The client received guidance on how to update and manage the website
The Together Project’s new website was live, polished, functional, and ready to serve its audience.
Phase D: Ongoing Support
Step 9: Monitor
After launch, website performance was tracked to ensure everything was working as intended.
The client could monitor traffic and engagement directly through Squarespace
The website was also connected to Google Analytics and Microsoft Clarity for deeper insights. Social accounts were integrated for traffic attribution
A performance report was sent to the client three months after launch
This ongoing monitoring helped confirm the website was engaging its audience and functioning effectively.
Step 10: Improve
Since launch, The Together Project has been able to consistently update and manage the website independently, keeping content current and relevant.
Results
The new website was launched in June 2024.
From the client’s perspective, the most positive aspects were modernity, freshness and eye-catching looking.
The website users emphasized how clearly the website conveyed the organisation’s message, and how easy it is to use, and their feedback has been unanimously positive, according to the organisation’s testimonials.
The feedback from the organisation’s Content & Communications Manager, Jenny Reed, is also very rewarding.
“Working with Alexandra was a dream. She really took the time to understand our mission and transformed that into a website that feels joyful, professional and easy to use, both for our audiences and our team. It’s rare to find someone with such a brilliant mix of design flair, strategic thinking and kindness. We’ve had glowing feedback and a real uplift in engagement since launch.”
Two months after launch, a thorough website analysis was conducted with the metrics clearly demonstrating the positive trajectory of the website traffic, thanks to the strategic efforts in SEO and content creation. During these first two months, the number of visitors doubled, indicating effective outreach. The proportion of returning visitors also grew, reflecting strong visitor retention and engagement.
Six months after launch, active users’ key metrics represented a solid number of visitors over the period, with fluctuations month by month. A large majority were new visitors, indicating a strong reach and positive acquisition efforts. While attracting fresh audiences is a positive outcome, there was an opportunity to enhance engagement. The Together Project was advised to improve content to encourage users to stay longer and return more frequently. They included new blog posts, case studies, and interactive elements, as reported to the organisation on a post-launch report.
Nearly a year after the launch of the redesigned website, feedback from the organisation’s founder & CEO, Louise Goulden, has been very positive.
“The beautiful website you designed for us continues to attract so much interest in our work.”
Ready to elevate your online presence with a website that truly reflects your organisation and connects with your audience? Whether you’re a small business, a freelancer, or a nonprofit, a well-designed website can make all the difference.
Get in touch, and let’s create an online presence that truly works for you, attracts the right audience, and amplifies your impact.
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