Building Better
Pathways to Care
How 118Group helped Health Imperatives redesign their website for greater clarity, accessibility, and impact.
Building Better
Project Details.
Services Provided.
Digital Strategy & Discovery
Website Design & Development
Service Navigation Framework
Staff Training & Ongoing Support
Location-Based Content Strategy
Information Architecture
Accessibility-Aware Design
The Client.
Health Imperatives is a nonprofit delivering essential health and crisis intervention services across Southeastern Massachusetts. With programs ranging from reproductive health to domestic violence support and economic empowerment, the organization needed a website that reflected the urgency, complexity, and diversity of its work.
The Challenge.
The previous site was difficult to navigate—particularly for users in crisis—and used internal program names unfamiliar to the public. Visitors struggled to understand which services were available, who they were for, and how to access them. Health Imperatives needed a mobile-friendly, service-oriented website that clarified pathways, reduced barriers, and empowered internal staff to manage content more effectively.
There’s no consistency across how we’re presenting these things… And you wouldn’t necessarily know what they mean. Youth support — what is that?”
Our Focus.
Health Imperatives needed a website that effectively connected users with essential services. The primary focus was to transform the website from an internally focused platform to one that prioritizes user needs and accessibility, especially for those in crisis. With that in mind, the core objectives were:
Reorganize services around audience needs and location availability, ensuring visitors can easily identify and access the support they require.
Reduce cognitive load for users seeking urgent, trauma-informed support by creating a clear and intuitive website structure.
Build a future-ready website capable of supporting fundraising, advocacy, and multilingual expansion, ensuring the website can evolve with the organization’s needs and continue to serve its community effectively.
The Highlights.
Crisis-Ready Design
The new site is built for moments that matter most. A quick-exit button, trauma-informed layouts, and clear emergency access ensure that users in danger or distress can safely and swiftly find the help they need.
Built for Ease & Flexibility
Built on WordPress with reusable templates, the site gives Health Imperatives staff full control. They can update service and location content with ease—reducing reliance on developers and ensuring timely, accurate information.
Smarter Navigation by Location & Need
We created a dual-navigation structure that lets visitors browse by service type or location. Whether someone starts with a health concern or a specific city, they’re guided quickly to the right support—no more guessing or backtracking.
Storytelling That Connects
We incorporated personal stories and testimonials to bring Health Imperatives’ impact to life. These narratives foster trust with site visitors and resonate deeply with funders, partners, and prospective supporters.
Key Outcomes.
By clearly defining our focus for the project, we were able to deliver transformation outcomes for our client across a few key areas.
Clarity When It Matters Most
Service content was completely restructured to help users in vulnerable situations quickly find and understand the help they need—based on category, location, and eligibility.
Location-Aware Service Listings
The new site makes it easy for visitors to see which services are offered at which health centers—solving a common barrier in multi-location program delivery.
Empowered Staff, Flexible Content
Staff now have clear, consistent templates and documentation to manage the site internally, reducing reliance on external tech support.
A More Human, Trauma-Informed Experience
Simplified layouts, exit features, and “What to Expect” blocks reduce overwhelm for users in crisis, fostering trust and accessibility.
The final product was exceptional and received rave reviews from many outsiders that pleased the CEO. Job well-done – would highly recommend.”
Interested in Results Like These?
Let’s talk about how we can help your organization improve service access, user trust, and internal capacity.
