HNC Living

A more effective nonprofit website

Services: User Experience & Visual Design, Content Development, SEO, WordPress Development


What do you do when your nonprofit has successfully helped more than 1,200 head and neck cancer patients with their treatment and recovery, but you’re ready to expand beyond your local roots?

For HNC Living Foundation, the answer was a new website designed to expand their reach, attract more donors, and – most importantly – reach more patients to help them conquer the burdens related to their treatment and recovery.

The New Homepage

The new website launched in April 2018.

The new homepage clearly communicates their mission, the audiences they serve, and how they’ve helped thousands of head and neck cancer patients live life fully, during and after treatment.

Tom Walsh
HNC Living Foundation Co-Founder

“flow14 did an excellent job of laying out the opportunities for improving our website. Kyle clearly identified objectives and planned an approach we could follow and participate in that didn’t disrupt our normal activities. Our finished product came in on-time, on-budget, and on-target. We will most definitely continue to rely on Kyle and flow14 to keep our web presence current and designed to enhance our brand and identity.”

The Process

Project Vision

For the kickoff meeting, we drafted a project vision to help drive a conversation about HNC Living’s audiences and goals. Based on our experience of using their site, we shared ideas for improving the organization, calls to action, and more.

Competitive Research

We researched scores of nonprofits in cancer care and other areas to understand different models for site organization, content, and calls to action.

Information Architecture Audit

The competitive research, combined with HNC Living’s goals and audiences, led to a new navigation structure that directly addressed their key audiences: donors, healthcare providers, and patients.

Copywriting & Content Strategy

For the all-important website content, we created a collaborative document that allowed project stakeholders to provide real-time suggestions and edits.

Informed by the SEO audit and HNC Living's input, we crafted page titles, descriptions, and page content designed to draw more traffic, clearly communicate HNC Living's purpose, and drive visitors to act.

Page Comps

As the content developed, we created sample pages that allowed the HNC Living team to understand how their new website could look and provide feedback early in the process.

New Pages

Clear Calls to Action

New, audience-centric landing pages speak directly to HNC Living’s key audiences, ensuring they clearly understand what the organization has to offer with clear calls to action.


Since launching the website, the HNC Living team and their reach have both grown, and we've continued to add features that support their mission:

  • A patient application form allows visitors to easily apply for assistance while syncing with backend systems that help staff manage cases with familiar tools.
  • An easy-to-use donation form allows supporters to directly support HNC Living.

Need a website that works harder for your nonprofit?

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