SECNA — the Social Enterprise Council of NSW & ACT — came to us with a website that wasn’t working hard enough for the organisation or the people it serves. With audiences ranging from aspiring social entrepreneurs to government procurement teams, the existing site struggled to speak meaningfully to any of them. The directory — a core part of what SECNA offers — was clunky to navigate and even harder to maintain for their small team of just three part-time staff.

They needed a website that made sense: clear navigation, useful to each of its audiences, and a directory that could help people find and connect with businesses for good, without someone fielding emails to fill the gaps.

Working alongside Leapfrog Studio, we started by mapping the site’s structure and the people using it. Who was arriving, and what were they actually looking for? From that, we built a cleaner sitemap and defined distinct pathways for each audience. New to social enterprise? Here’s where to start. Already running one? Here’s how to connect and grow. Working in government or corporate procurement? Here’s where to find your next supplier.

We redesigned the key pages in Figma, collaborated with Marta Marcos on copy for the home and about pages, then rebuilt everything in Squarespace. The member onboarding form was refined and tested end-to-end with the new directory platform — making sure the whole flow held together before it went live.

The impact was felt immediately in how the team works day-to-day. The new directory is intuitive enough that members can find what they need without reaching out — something the old setup couldn’t claim. Updating and managing listings now involves far fewer steps, which matters when your team is small and time is always short. And for the first time, the site gives SECNA a consistent framework for thinking about future content: where does it live, who is it for, and what is it trying to do?