Anytime you are working with a clientele in a difficult situation, helping them ease pain or solving a problem, you want to gently guide them through the process, acknowledging where they are while setting the groundwork for where they want to be whether that is physically, emotionally, or spiritually. When we set out to design Hope’s website, our primary goal was to be a starting place for women and their partners searching for support and for answers. We began by aligning the messaging to meet users where they are—often anxious, hopeful, or overwhelmed. Our goal was to not just have a “pretty website”, but organize information in a way that users could easily find what they are looking for, feel seen and heard, and build trust through “resources” and keyword rich copy that could easily be found through a search engine.

The site colors and feel mimic the colors and style of the center itself, and we wanted to make sure we were clear about what the potential client could expect from Hope. We wanted to immediately give safety and warmth as soon as someone visits the website, well before they make an appointment. To amplify this further, we included professional pictures of the staff as well as the inside and outside of the building.

Also important: we wanted to make it clear that Hope Pregnancy was not the “hero” in this situation, but instead Hope serves as a guide as women make important decisions and believe in themselves. Navigation was designed to minimize overwhelm: we employed clear headers, concise chunked content, minimal jargon, and optional deeper-dives for users who wanted structured further reading. We put a lot of time into finding images of women that were relevant but also relatable.

The final result was a cohesive website that balanced scientific reliability with emotional empathy. We integrated a unified visual language—soft, calming colors; approachable typography; and muted imagery—all designed to set a reassuring tone. Trust signals were embedded at key touch points: medically vetted content and references to clinical sources. We combined logos (logic), ethos (credibility) and pathos (empathy) for a whole-person approach that enables trust and inspires confidence.

We then translated the look, feel and messaging on the website to other visibility platforms- google ads, facebook ads, powerpoint presentations, and even a billboard.