UX/Conversion Rate Optimization (CRO) Expert to Refine High-Impact WordPress Website (VELA.org)
We're looking for a UX/CRO strategist to refine an existing WordPress website (vela.org) for clarity, and conversion. This is not a redesign. We need someone who can strengthen positioning, simplify structure, and improve conversion.
Scope of Work
Global / Site-Wide
- Add a persistent "Download App" CTA in the top navigation pane
- Improve above-the-fold clarity (reduce hero height/size, sharpen structure) to avoid so much scrolling
- Modernize footer architecture - Add About Us, Our story, Newsroom, Research, Principles, links to apps
Homepage
- Replace image-embedded headline (SVG) with searchable HTML tag for SEO
- Move value prop (existing) to the top where it is more obvious
- Add data callouts below hero image, but above the fold
- Include fork for 3 audiences (families, founders, donors) right below the hero
New / Updated Pages
- Donate page – refresh layout for conversion
- App page – add downloadable starter resources
- Newsroom – add latest news stories, blog posts, research publications
- About Us – video clip, leadership team, board of directors
- Our Story - light IA including our existing narrative + principles
What We're Looking For
- Strong UX/CRO thinking — Improve design and quickly execute changes
- Experience improving existing sites (not full rebuilds)
- Fluent in WordPress
- Required Sample (Before We Hire)
To ensure a strong fit, please include one brief thinking sample with your application. Pick one:
- Option A: A short critique of the vela.org homepage (what's working, what isn't, and why)
- Option B: A simple above-the-fold wireframe sketch or annotated layout / Reorganized hero section
Note: This is a signal of how you think, not free work. Keep it brief and direct.
To Apply, Please Include
- 2–3 relevant examples or portfolio shared
- Your proposal including timeline and cost to improve an existing WordPress site without a full redesign based on scope of work
- Tools you use (Figma strongly preferred)
- Your thinking sample (see above)
Apply Now
Apply Now
Scope of Work
Global / Site-Wide
- Add a persistent "Download App" CTA in the top navigation pane
- Improve above-the-fold clarity (reduce hero height/size, sharpen structure) to avoid so much scrolling
- Modernize footer architecture - Add About Us, Our story, Newsroom, Research, Principles, links to apps
Homepage
- Replace image-embedded headline (SVG) with searchable HTML tag for SEO
- Move value prop (existing) to the top where it is more obvious
- Add data callouts below hero image, but above the fold
- Include fork for 3 audiences (families, founders, donors) right below the hero
New / Updated Pages
- Donate page – refresh layout for conversion
- App page – add downloadable starter resources
- Newsroom – add latest news stories, blog posts, research publications
- About Us – video clip, leadership team, board of directors
- Our Story - light IA including our existing narrative + principles
What We're Looking For
- Strong UX/CRO thinking — Improve design and quickly execute changes
- Experience improving existing sites (not full rebuilds)
- Fluent in WordPress
- Required Sample (Before We Hire)
To ensure a strong fit, please include one brief thinking sample with your application. Pick one:
- Option A: A short critique of the vela.org homepage (what's working, what isn't, and why)
- Option B: A simple above-the-fold wireframe sketch or annotated layout / Reorganized hero section
Note: This is a signal of how you think, not free work. Keep it brief and direct.
To Apply, Please Include
- 2–3 relevant examples or portfolio shared
- Your proposal including timeline and cost to improve an existing WordPress site without a full redesign based on scope of work
- Tools you use (Figma strongly preferred)
- Your thinking sample (see above)
Apply Now
Apply Now