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Goodnick
Website and campaign pages reworked for a healthy ageing programme.
Goodnick is a healthy ageing programme designed to help older adults stay strong, mobile and active later in life.
We joined when the company needed its website and campaign experience to work harder as a growth channel. The brand already had a clear mission and audience, so the goal was not to reinvent it, but to evolve the digital presence around clearer communication, stronger user journeys and ongoing marketing needs.
The challenge
The website needed to build trust quickly with an older audience while also supporting lead generation and programme sales. Information had to feel reassuring and easy to follow without making the experience feel dated or overly clinical.
Campaign landing pages, email journeys and core website pages also needed to feel connected so that users could move from first interest to programme sign-up with less friction.
The approach
We focused on the parts of the digital journey that most directly affected understanding and conversion. Key website pages were restructured and redesigned, landing pages were created around specific campaign needs, and the visual hierarchy was simplified for greater clarity.
Working closely with the marketing team, we also aligned on-site journeys with email activity and continued iterating the site as new campaigns and requirements appeared.
The outcome
Key pages were restructured, campaign landing pages were built around specific needs, and on-site journeys were aligned with email. The marketing team can now launch a new initiative without breaking consistency.
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The decision
The brand already had a clear mission and audience, so we left it alone. We worked only on the parts of the journey that most affected understanding and sign-up.
Every choice was made for an older audience first: simpler hierarchy and clearer journeys.
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