Case study: strategic personal website
A clear home for work that crosses disciplines
Ask Frances Lucas what she does and a single job title will leave out half the story. Her work moves among social innovation, sustainability, culture and collaboration. A good site had to make those connections easy to see, without sanding away the breadth that makes her useful.
My role: Website strategy, content structure, copy, design and build.
When one title cannot carry the work
A visitor may be looking for a strategic partner, exploring a collaboration or trying to understand Frances’s past work. Each needs a quick answer to the same question: what can she help us change, and how does she work? The site also had to give complex social issues room to breathe without making the route to contact feel complicated.
A route through the projects
I gave her work a clear path from the first introduction to her approach, ways to work together, project stories and perspectives. Specific projects, including Pengar, Smal and Miljöverkstan Flaten, show her thinking in action. The writing makes her role and point of view tangible while allowing the projects to keep their own complexity.
A conversation can reveal the part of your work a website has never managed to say. I wrote about turning that into useful content.
The examples did the explaining
We began with the situations Frances is asked to help with and the collaborators she wants to meet. Her project examples said more than a polished list of roles ever could. I used those conversations to find the thread, write the copy and give someone new to her work a clear route to the relevant story and a conversation.
Make sense of a wide-ranging practice
Frances’s work spans social innovation, sustainability, culture and collaboration. I used our conversations to find the ideas that connect those disciplines, then gave different audiences a route from the introduction to the projects that matter to them. The structure lets the work be broad without feeling vague.
Let the projects speak
I wrote and designed the site so Frances’s projects show how she thinks and works, rather than asking a list of job titles to carry all the meaning. Her services, perspectives and direct invitation to talk meet at sensible points in the visitor’s journey. The linked preview shows the work while its final home is being prepared.