At Javelina, we believe effective changemakers understand their why, their goals, and who they’re trying to reach – and tell impactful stories driven by all three.
That’s true for branding. And it’s especially true for websites.
We recently redesigned javelina.co, and we did it with one goal in mind: make it easier for people to find themselves in our story. Our old site looked okay – but it didn’t reflect how we work, who we serve, or the full scope of what we do.
Here’s what we changed – and what you can learn from it.
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1. We put the audience first, not ourselves.
What we were solving for: It talked a lot about us—but didn’t help visitors see themselves.
What we changed: Right at the top of our new homepage, you’ll now see three paths:
- Branding Services
- Marketing Services
- Electoral Services
Each one leads to curated messaging, resources, and case studies based on your needs – not ours.
Try this: Instead of starting with your mission, start with who you serve – and what they’re trying to accomplish.
2. Give your services more structure (and personality).
What we were solving for: We listed our services as flat bullet points, which didn’t convey the depth – or joy – of the work.
What we changed: We now organize services into three signature offerings – branding, marketing, and electoral – and pair each one with a purpose statement, resources, and example deliverables.
Try this: Treat your services page like a product shelf. Label things clearly. Add visual cues. Make it easy to say, “Ah, this is what I need.”
3. Make results louder.
What we were solving for: Case studies were outdated or buried – and there weren’t enough social proof moments across the site.
What we changed: We built a new Client Results page with real project summaries, filtered by audience and service. We also sprinkled testimonials, metrics, and logos throughout the site – not just on one page.
Try this: Don’t make your visitors dig for proof. Show impact often, early, and in their words – not just yours.
4. Write like a human.
What we were solving for: Our copy leaned on abstract concepts (like “systemic change” or “strategic alignment”) but didn’t always clarify what that meant in action.
What we changed: Every page now leads with accessible, energetic language. We rephrased headlines to speak to outcomes, not just services. We asked, “If our dream client landed on this page right now, what would they need to hear?”
Try this: Choose clarity over cleverness. Swap out jargon for vivid, confident plain language.
5. Build for growth – not just looks.
What we were solving for: Editing anything (a blog, a case study, a staff page) was clunky. Internal workflows for content upkeep were unclear.
What we changed: This time, we baked in the infrastructure for sustainability. Our blog, newsletter signups, testimonial collection, and case study intake are all supported by clearer systems and roles on our team.
Try this: Don’t just ask, “Does this look good?” Ask, “Will this be easy to update six months from now?”
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Your website isn’t just your storefront – it’s your storytelling engine. If people can’t find themselves in it, they’ll bounce. If it doesn’t feel like you, it won’t build trust. And if it’s hard to update, it won’t evolve with your work.
Check out our new site at javelina.co and tell us what you think!