UPSE

The problem

UPSE already had an existing website, but key member-facing and recruitment content needed to work harder. For a large public-sector union, the site has to do more than hold information. It needs to guide visitors, support existing members, and make the path to joining feel clear and credible. The opportunity was to improve the site without rebuilding everything from scratch: strengthen the homepage, improve mobile presentation, add clearer conversion sections, and make joining easier to understand.

What we worked on

We worked within the existing website to improve the parts most likely to affect engagement and membership conversion. The project included a new homepage hero direction, improved mobile design, a new reusable section added across pages, and a new page built around clearer communication and stronger calls to action. The goal was simple: make the site feel more current, easier to use, and better aligned with getting more members to take action.

Scope & key features