Worm Wrangler came to us in 2023 seeking a new design for their website and online store wormwrangler.org. They already had a small WordPress site, and had previously invested in some SEO fundamentals. The problem was the generic design did nothing to promote the character of the business to the audience they needed to reach. There was also no consistency in page layout, which made adding content to the site difficult for the client.
Project Goals & Context
While this project had some specific design goals to meet, there was also the future use of the site to account for. Budget was a concern for this client, but they also understood the need to invest in a robust digital presence. To this end the site needed to be inexpensive to run, while also being flexible enough to enable the client to explore new opportunities without further spend.
Defined Goals:
- Design – Redesign the site to be attractive to child educators while still retaining it’s eco-industry credibility.
- Useability – Build out reusable page elements such that the client can easily expand their content.
- Flexibility – Create landing pages for future and seasonal business development efforts.
Design Study
Worm Wrangler has a very characterful brand identity and some serious science chops behind their work. A big aspect of their business is delivering in-class and home school learning sessions to children and preteens, meaning the customer that Worm Wrangler needs to reach is the child educator. To move that person, the brand needs to be friendly and fun for the students, but also deeply informative, educational, and a good use of the educators budget allocation.
Before & After
The new design reinforces the Worm Wrangler brand with a bright vibrant green, and some soft curves to be friendly and thematic. Where the old website was designed simply and without appealing to any specific audience, the new Worm Wrangler evokes nature, growth, and learning.
Telling a Story
The business of the Worm Wrangler is about worms, compost, and education. There is this sense of having a look behind the beautiful flowers and healthy food we grow, and understanding how all of that happens. In recognition of this, the Worm Wrangler site was designed as a journey down into the earth.
The above-the-fold cover of the site shows the surface level with it’s vibrant green grass, and the site transitions through brown to black as it moves down the page to the footer.
Site Useability
As a small business, the Worm Wrangler has limited skills and time available for making web pages. Recognizing this we made it a priority that the project include several pre-built page elements that can be easily modified with new content. This gives the client the ability to update the site easily and with varied design elements, and still ensuring it’s layout remains consistent and problem free.
Flexible into the Future
The ability for the client to work on their own site was paramount. They need to be able to use their site to help their demanding business without it being a burden.
Part of the challenge for this small business is being able to explore new business ideas, and find new channels for Worm Wrangler products.
All of the pages on the site are clearly containerized to allow the client to make modifications, or spin up new pages as needed while still maintaining a consistent page structure.
We also made the client some pages for their future business ideas. These will serve well as landing pages and templates for further expansion. The “Worms for Fishing” page is one example – this can be used a seasonal or regional landing page.
Thank You Worm Wrangler
We’re very grateful for the opportunity to support Worm Wrangler’s work, and to be a small part of their story. It is rewarding for us to see our clients succeed, and that is especially true for the dedicated entrepreneurs and small business owners out there.
Check out our work on Worm Wrangler’s site, and be sure to buy some amazing soil while you’re there!
