Website Re-Design for Entoure

Client background:
Entoure is a charity bike ride organisation founded by Kent Williams in 2008, an avid cyclist with a big heart. The company was founded to raise proceeds for the Day of Difference Foundation, which is a charity that betters the lives of critically injured children. The Entoure organisation holds regular cycling events, blood donation initiatives and other events that raise money for charity. The original Entoure website became increasingly popular through the success of the events the company hosted.

Meeting the Needs of the client:

As the Entoure grew larger with memberships, the website needed to accommodate the rapidly expanding levels of social activity. One major flaw of the original website is that the supporters could not interact the riders they had sponsored. It was already apparent that we needed to abridge the gap between the sponsors and the riders. There was also an evident need for the website to update its ecommerce system and donation engine; with the old checkout process, making an online donation was extremely tedious and not user-friendly often involving several unnecessary steps.

Our objectives:

1. Our first objective was to create a design that would internalize all social activity in order to keep things streamlined. We wanted to establish entoure.com.au as a social hub that would enable riders and supporters to interact with each other in the lead-up and during charity events.
2. Our second objective was to incorporate a strong ecommerce element that would not conflict with the social elements of the new website. This meant that we needed to boost the number of online donations to the Day of Difference Foundation through the design element embodying clear site wide call-to-actions. The challenge was to achieve this without upsetting the dynamic of the new design
3. We also had to redevelop the online store to include suitable payment gateways, a refined checkout process and stronger call-to-action elements that could heighten conversion rates.
4. Our final design challenge was the meet the needs of the aforementioned, whilst maintaining site wide SEO compatibility.

Achieving our goals:

1. The website was to be constructed through WordPress to support the almost utility-like function of the website: a social community, an ecommerce website, a business.
2. The design – streamlined, branded pages that assert clear call-to-action buttons with simple navigation. The design encompasses subliminal branding of the charity, by referencing the Day of Difference Magenta colour every time it is referenced on the website.
3. E-commerce – The entire ecommerce element of the website was revamped to include a refined transaction process that takes the user straight to the processing page in one click of a button.
4. Community page – A “Facebook style” community page was constructed so users can see online activity – eg. Who registered for an event, team creations, status updates etc. Other unique design features include individual and team profile pages. From these pages, riders and teams can broadcast live updates.
5. Strong HTML element – The website is text rich, with a strong html element to ensure maximum search engine visibility.