Notes & Observations

MAKING YOUR BRAND ACCESSIBLE: A PRACTICAL GUIDE

Tue, 07 Apr 2026 17:17:41 GMT

You know accessibility matters. You understand why it's important. But when you're staring at your brand colors, designing graphics for a fundraising event, or reviewing an email template at 11pm before a launch...what do you actually do?

This is the practical companion to understanding accessibility principles — the checklist you bookmark, the tools you actually use, and the specific standards you need to hit to be in compliance. Whether you're auditing an existing brand or building something new, here's how to make sure your design decisions include everyone.

(New to accessibility? Start with Good Design is Inclusive to understand the categories of disabilities and why this work matters.)

The Numbers That Matter: Color Contrast Standards

Color contrast isn't subjective. WCAG provides specific ratios you can measure:

Normal text (under 18pt or under 14pt bold): minimum 4.5:1 contrast ratio

Large text (18pt+ or 14pt+ bold): minimum 3:1 contrast ratio

Level AA (the practical standard): meet the minimums above

Level AAA (the gold standard): 7:1 for normal text, 4.5:1 for large text

Most accessibility requirements reference Level AA. That's your target.

Tools to Check COLOR CONTRAST:

You don't need to guess. These free tools will tell you exactly whether your colors pass:

WebAIM Contrast Checker — the gold standard, simple interface
Coolors — great for check color palettes all at once, provides a handy use chart
Adobe Color (color.adobe.com) — has accessibility tools built in

To use any color contrast checker, it's as simple as plugging in your hex codes and the tool will spit out your ratio and show you if it meets accessibility standards. It takes 30 seconds and eliminates guesswork.

Typography That Everyone Can Read

Font choices and text formatting affect readability for everyone, but especially for users with dyslexia, low vision, or cognitive processing differences.

Size

Minimum 16px for body text
Nothing important should be smaller than 14px

Spacing

Line height: minimum 1.5x your font size
Line length: 50-75 characters per line for optimal readability
Paragraph spacing: at least 2x your line height

Avoid

ALL CAPS for long passages (slows reading speed)
Justified text for long passages (creates uneven word spacing that disrupts flow)

Choose fonts with

Clear distinctions between similar characters: l (lowercase L), I (capital i), 1 (number one)
Good readability at small sizes
Sufficient weight options (avoid ultra-thin weights for body text)

Buttons, Links, and Interactive Elements

Size requirements

Minimum touch target: 44x44 pixels (this is both iOS and Android guidance)
Adequate spacing between clickable elements: at least 8px

Visual states

Clear focus indicators when navigating by keyboard (visible outline or highlight)
Hover states that don't rely on color change alone
Active/pressed states for tactile feedback

Link text

Descriptive on its own: "Read our sustainability story" not "Click here"
Distinguishable from body text without relying solely on color (underline, bold, or both)
Make sense out of context (screen readers can pull up a list of all links on a page)

The accessibility Checklist

WEBSITES

Can you navigate the entire site using only Tab and Enter?
Do all images have descriptive alt text (not just filenames)?
Is there sufficient color contrast between all text and backgrounds?
Do videos have captions or transcripts?
Are headings used in proper sequential order (H1 → H2 → H3, not skipping levels)?
Is body text at least 16px (and no important text smaller than 14px)
Can all forms be completed with keyboard only?
Do error messages clearly explain what went wrong and how to fix it?
Can you pause, stop, or hide any auto-playing content?
Is there a way to skip repetitive navigation and go straight to main content?

EMAILS

Is body text at least 14px (preferably 16px)?
Does your color scheme pass contrast requirements?
Are links clearly distinguishable from regular text?
Is there a plain text version available?
Can the email be understood without images loading?
Are your CTA buttons large enough (minimum 44px tall)?
Does your email template work when zoomed to 200%?
Is there an unsubscribe option?

Brand Materials

Does your logo work in black and white?
Are icons paired with text labels?
Is your typography readable at small sizes (business cards, email signatures)?
Do PDFs have proper structure and reading order (not just scanned images)?
Can form fields be filled out with sufficient spacing and clear labels?
Do infographics convey information through more than just color coding?

Essential Tools for Your Workflow

Testing & Auditing

WAVE — browser extension that evaluates accessibility on any webpage
Lighthouse — built into Chrome DevTools, runs comprehensive audits including accessibility
Stark — plugins for Figma, Sketch, and Adobe XD; checks contrast and simulates color blindness
Userway — an easy way to scan your site

Learning & Reference

WebAIM — practical guides, articles, and the contrast checker above
Microsoft Inclusive Design Toolkit — free downloadable manual with frameworks and activities
Canva's Design Accessibility Tool — how to design accessible materials using Canva's built-in guide

Staying Current

Accessibility Weekly — curated newsletter with articles, tools, and resources

Common Mistakes (And How to Fix Them)

Mistake : Using placeholder text as form labels
The problem : Placeholders disappear when someone starts typing, leaving no indication of what the field is for
Fix : Keep visible labels above or beside fields; use placeholders only for format examples

Mistake : Assuming accessibility is just about screen readers
The problem : You're designing for blindness but ignoring motor disabilities, cognitive processing, color blindness, and situational limitations
Fix : Review the full spectrum in Good Design is Inclusive and design for all of them

Mistake : Treating accessibility as a final checklist before launch
The problem : Retrofitting is expensive, time-consuming, and often incomplete
Fix : Build it into your design process from the start — choose accessible colors in your brand palette, structure content with headers from the first draft, size buttons correctly in wireframes

Mistake : Adding "skip to main content" links that don't work
The problem : You've heard this is important but didn't test whether the link actually functions
Fix : Test with keyboard navigation; the link should move focus to the main content when activated

Mistake : Creating PDFs by scanning printed pages
The problem : These are just images; screen readers can't access any of the text
Fix : Create text-based PDFs with proper tagging, or provide an HTML version of the same content

Mistake : Relying on color alone to convey information
The problem : Color blind users (1 in 12 men, 1 in 200 women) can't distinguish your color-coded categories
Fix : Add icons, patterns, labels, or other visual indicators alongside color

The Business Case (If You Need It)

Still need to convince a stakeholder, client, or collaborator? Here's the reality:

Market size : 1 in 4 adults in the US has a disability. That's 61 million people you're potentially excluding.

SEO impact : Google can't read images without alt text either. Accessible sites have better structured content, which ranks better.

Legal exposure : ADA-related web accessibility lawsuits have increased significantly. Compliance isn't optional. Learn more about compliance in my article on the types of legal policies your brand or organization should have in place. I cover accessibility policies or statements, privacy policies, cookie policies, and terms of use.

The curb cut effect : Features designed for one group help everyone. Curb cuts were designed for wheelchairs; now they help people with strollers, rolling luggage, delivery carts, bikes, and anyone who's ever twisted an ankle. The same applies to digital accessibility — captions help people in loud environments, clear language helps non-native speakers, keyboard navigation helps power users.

Brand differentiation : Accessibility signals thoughtfulness and quality. It shows you've considered who you're designing for beyond just aesthetics.

Where to Start

If you're staring at this list feeling overwhelmed, start here:

Run a contrast check on your brand colors today. Use the WebAIM color contrast tool . If anything fails, adjust it. This is the fastest, highest-impact change you can make.
Add alt text to your website images. Describe what's in the image and why it matters in context. Skip decorative images or mark them as decorative.
Test your website with keyboard only. Unplug your mouse and try to complete a key task using only Tab, Enter, and arrow keys. Wherever you get stuck, that's where you fix first.
Review your next email template or social post against the email checklist above before you send it.
Read Good Design is Inclusive to understand the why behind these guidelines and how they apply across different disability categories.

Accessibility doesn't have a finish line. It's a lens that changes how you approach every design decision and once you start looking through it, you won't want to design any other way.

But here's the thing, no one is perfect, even when aiming to be.

There will be things on your site or in your marketing materials that will need to be addressed, little things will float by, but when you have a good grasp on the basics, you'll notice your design decisions start to shift automatically. You'll choose higher contrast colors without checking the ratio first. You'll write descriptive link text instinctively. You'll size buttons generously by default. The checklist becomes muscle memory, and inclusive design stops feeling like extra work, it just becomes how you design.

Have questions about implementing accessibility in your brand or website? Get in touch — I'd love to help.

GOOD WEB DESIGN IS INCLUSIVE

Fri, 03 Apr 2026 17:16:27 GMT

When most people think about accessibility, they picture screen readers and alt text. Maybe captions on a video. And yes, those matter, but accessibility is a much broader conversation than most businesses or organizations realize, and it extends well beyond your website. Your visual brand, your marketing materials, your communications — all of it either includes people or it doesn't.

If accessibility wasn't built into your brand and web presence from the start, there's a good chance you're excluding people without knowing it. But what exactly is accessibility and what disabilities are we being mindful of when designing? Without knowing that, it's hard to design with those requiremnets in mind. So, here's what you need to keep in mind while desiging your brand and website and why each category deserves your attention.

Visual Impairments

This is the category most people think of first, but it's wider than blindness alone. Visual disabilities include:

Blindness — users who rely entirely on screen readers to navigate digital content
Low vision — users who may zoom in significantly, use high-contrast mode, or rely on large print
Color blindness — affects roughly 1 in 12 men and 1 in 200 women worldwide

For web design, this means paying close attention to color contrast ratios , providing descriptive alt text for images , and ensuring layouts are responsive when text is scaled up significantly . For visual branding, it means your palette needs to work across every context — small print, low-res screens, high-contrast mode, and black-and-white reproduction. Never use color as the only way to communicate meaning, whether that's on a website button or an infographic in a pitch deck, for example, you wouldn't want a CTA to be "click the yellow button" when there isn't any other identifying inforation on the button options.

For written communications, clear structure and logical reading order matter whether someone is using a screen reader or just skimming a PDF. This means using headers (H1, H2, H3...) in sequential order throughout the copy.

Motor & Physical Disabilities

Not everyone navigates with a mouse, and not everyone can hold a brochure, scroll a page, or click a small button. Users with limited hand mobility, tremors, paralysis, or other physical conditions may rely on:

Keyboard-only navigation
Switch controls
Eye-tracking software
Voice input

On the web, this affects link and button focus states, tab order, click target sizes, and avoiding interactions that only trigger on hover.

In print and brand design, it shows up in choices like QR code size, form field spacing, and whether a call to action requires fine motor precision to interact with digitally.

Cognitive Disabilities

This is one of the most commonly overlooked categories and one of the broadest. Cognitive disabilities include ADHD, dyslexia, memory impairments, processing disorders, and learning disabilities. What helps these users also tends to improve the experience for everyone:

Plain, direct language — no unnecessary jargon
Consistent navigation and layout across web pages
Clear, specific error messages
Adequate white space and strong visual hierarchy
Breaking long content into scannable sections with descriptive headings

This applies just as much to your brand communications as your website. Marketing copy that's dense, jargon-heavy, or structured inconsistently creates friction for cognitive accessibility — and frankly, it loses most readers regardless. We've all been on a website before, especially tech and B2B and been like "yes, but what do you actually DO?!" Being clear and direct is essential.

Clear hierarchy in a brochure, a logical flow in an email, a well-structured social caption, a FAQ section on your site that answers the questions your audience has — all of that is inclusive design.

Auditory Disabilities

Deaf and hard-of-hearing users are excluded the moment audio becomes the only channel for information. This applies to:

Brand videos without captions or transcripts
Podcasts or audio content with no text alternative
Alerts or notifications that rely on sound alone
In-person or virtual events without live captioning or interpreters

Captions benefit far more people than you'd expect — including users in loud environments, non-native speakers, and anyone watching with the sound off, which on social media is most people.

Neurological & Vestibular Disorders

This is the category that surprises people most. Conditions like epilepsy and vestibular disorders, which affect balance and spatial orientation, can be directly triggered by design choices:

Flashing or strobing animations
Auto-playing video with rapid motion
Parallax scrolling effects
Rapidly cycling content or slideshows

What reads as a polished, dynamic design choice can cause real physical responses like vertigo and dizziness, nausea, migraines, or in the case of photosensitive epilepsy, seizures. This applies to digital brand assets, social content, and presentations just as much as websites. WCAG guidelines specify that nothing should flash more than three times per second , and motion-heavy experiences should always offer a way to reduce or disable them.

Temporary & Situational Disabilities

This is the category most brands never consider — and arguably the one with the widest reach. Temporary and situational barriers include:

A broken or sprained wrist making mouse use or writing difficult
Bright sunlight washing out a screen
A loud environment making audio impossible to hear
Holding a child and having only one hand free
Reading in a second language
Low literacy or limited formal education

These everyday moments affect a huge portion of your audience at any given time. Accessible design addresses these automatically. Larger tap targets, plain language copy, strong visual contrast, and flexible layouts don't just help people with permanent disabilities. They make everything work better for everyone.

The Standard to Know: WCAG

The Web Content Accessibility Guidelines (WCAG) are the internationally recognized standard for web accessibility. Currently at version 2.1, with 2.2 now finalized, WCAG organizes requirements into three levels:

Level A — the bare minimum
Level AA — the practical target for most websites, and the level referenced in most legal frameworks
Level AAA — the highest level, not always achievable across an entire site

Many countries and regions have laws that reference WCAG compliance, including the ADA in the United States, the Equality Act in the UK, and the European Accessibility Act. While WCAG is web-specific, its principles — perceivable, operable, understandable, robust — are a useful framework for evaluating any brand touchpoint.

Why It Matters Beyond Compliance

Accessibility built in from the start is cheaper, faster, and more effective than retrofitting it later. It expands your potential audience. It improves SEO . And it signals to your clients and customers that you've thought carefully about who you're designing for across every touchpoint, putting people over profit.

Ready to put these principles into practice? Check out Making Your Brand Accessible: A Practical Guide for specific contrast ratios, testing tools, and checklists you can use today.

There's a saying that's stuck with me since I heard it at a conference years ago: when you design for accessibility, you're really designing for your future self. Because none of us are exempt from aging, injury, illness, or circumstance. The features that help a color blind user read your brand materials today might be the same ones that help you navigate a website after eye surgery next year. Accessibility is a lens and once you start looking through it, it changes how you approach every design decision.

Ready to make your brand and website work for everyone?

THE BEST, COMPLETELY FREE(!), STOCK PHOTO & VIDEO RESOURCES

Sat, 28 Feb 2026 00:32:02 GMT

Let’s be honest — most stock photography is either painfully generic or so overused it’s become meme material. But high-quality visuals are essential to building a polished brand, and not everyone has the budget (or time) for custom shoots. That’s where free stock resources come in.

WHEN TO USE STOCK IMAGERY

If you're just getting started, free stock photography can help you:

Launch faster without the investment of a pro photographer
Fill in visual gaps while you refine your brand identity
Keep costs low without sacrificing design quality

But free doesn’t mean risk-free.

A QUICK NOTE ON LICENSING (READ THIS PART!)

Not all “free” images are fair game. Downloading a photo from Google and slapping it on your homepage? That’s a fast track to a copyright notice (or worse).

Instead, look for images labeled under:

Creative Commons Zero (CC0) – No attribution required. You can use them for commercial projects.
Creative Commons with Attribution – Free to use, but you must give credit.
Royalty-Free – Usually means free to use under a specific license, but read the fine print.

When in doubt, check the site’s license page and avoid anything that feels sketchy.

PRO TIP: HOW TO SEARCH CREATIVE COMMONS IMAGES

You can use platforms like Creative Commons Search or filter by usage rights in Google Images ( Tools → Usage Rights → Creative Commons licenses ). But be cautious — these filters aren’t always perfect. Stick to reputable stock sites whenever possible.

MY FAVORITE FREE STOCK PHOTO AND VIDEO WEBSITES

UNSPLASH

Still one of the best. Massive library of stylish, high-res images across every category. Great for website banners, blog headers, and social graphics, No attribution required. They do have a paid pro version but honestly, I find their free images to be enough for most of my web design clients that are on a budget.

→ VISIT UNSPLASH

PEXELS

A well-rounded mix of photos and videos. It’s more curated than Unsplash, with solid options for product mockups, lifestyle content, and abstract background shots.

→ GO TO PEXELS

PIXABAY

A huge library of free photos, videos, illustrations, and even music tracks. Some visuals feel a little dated, but there are gems — especially if you’re after something specific or quirky.

→ GO TO PIXABAY

KABOOMPICS

Sleek, modern visuals with a bonus: custom color palettes included for each image, which helps you keep things on-brand. Great for interior, workspace, and lifestyle photos.

→ GO TO KABOOM PICS

FREE STOCK VIDEO WEBSITES

COVERR

Clean, professional-looking footage that works well for website backgrounds, hero sections, or short reels. Easy to browse and totally free — no sign-up needed. Just be sure to avoid the overtly AI content and you’ll be fine.

→ GO TO COVERR

PEXELS (yep, again)

Its video collection is just as strong as its photo library. Excellent for background loops or subtle motion elements that make a site feel polished.

→ GO TO PEXELS

MIXKIT

A curated collection of high-quality clips that feel more editorial and less stock-y. Great for service pages, explainer-style content, and digital branding videos.

→ GO TO MIXKIT

QUICK TIPS FOR USING STOCK LIKE A PRO

Avoid visual clichés. No handshakes, light bulbs, or fake group meetings unless you're being ironic.
Stick to your brand’s vibe. Choose images that match your brand’s energy, color palette, and values — even if that means passing on a technically “good” photo.
Change it up. Don’t reuse the same image across your site unless it’s intentional like a section background. Variety matters.

WEBSITE BRANDING 101: WHAT YOU NEED (AND WHAT YOU DON’T) TO GET STARTED

Sat, 28 Feb 2026 00:22:55 GMT

Branding doesn’t have to be the hardest part of building your business, nonprofit, or community organization — but it does need to be intentional.

If you’re here, it’s probably because you’re in that early stage of getting your work out into the world. Maybe you’re a few clients or donors in, or maybe you're decades old with deep impact but you’re staring at a very dated website and brand presence wondering if you should just burn it to the ground and start all over. Do you fall into one of those brackets?

You’ve probably read that you need a full logo set, custom fonts, 8+ brand colors, a tone of voice, story, vibe, vision board, and a strategy for showing up on six different platforms.

You don’t. Not all at once. And not before you figure out the parts that actually drive your brand forward.

Let’s walk through what you do need — based on how I have guided branding projects for over a decade — and what you can leave on the shelf until later.

FIRST, WHAT EVEN IS A BRAND?

Your brand isn’t your logo. It’s not your fonts. It’s not how clean your Instagram grid looks. None of these things in silos create a memorable and consistent brand.

Your brand is your full identity. It’s how people understand who you are, what you do, and why they should choose you, support you, or partner with you. It’s built from a combination of clear messaging, visual consistency, and the way you show up — across your site, your campaigns, your services, or your community work.

WHAT YOU DON’T NEED TO START

Let’s simplify.

Branding is important, but it’s also an area where people spin their wheels trying to get everything right before they launch. That can lead to delays, overdesign, and copy that reads like it was written for a pitch meeting instead of actual humans.

To be clear: You do not need a full brand book, ten logo variations, a three-part mission statement, or a color palette that’s just right if you’re just getting started on a small budget.

You just need clarity and a few core building blocks.

GETTING STARTED: CLARIFY THE OFFER & CLIENT

Before we talk visuals or even words, we need to get specific about what you do and who it’s for. Every brand build starts here — because if you don’t know what you’re offering and who needs it, nothing else matters.

Start with:

What problem are you solving?
Who are you solving it for?
What makes your approach different or helpful?

For a small business, that might be your services or products. For a nonprofit, it might be your programs, impact areas, or the communities you serve. For a local arts group or community org, it could be the story behind your work and the people you’re inviting in.

When this is clear, everything else — your copy, your design, your site structure — has a direction.

NAME, TAGLINE, AND CORE MESSAGING

Once your offer is grounded, it’s time to define your brand’s core identity.

BRAND NAME - 5 THINGS TO CONSIDER

A good brand name does a few things:

It’s memorable
It’s easy to say and spell
It hints at what you do or how you do it
It’s available in the ways that matter to you

That last part? Huge. A name you love is great — but not if someone else already trademarked it, owns the domain, or is actively using the same name in your industry.

Here’s what to focus on when naming your brand:

1. KEEP IT SIMPLE

You don’t need a genius-level pun or an obscure reference to make a great brand name. What you need is clarity.

If someone sees your name in a link, on a flyer, or hears it in conversation, will they remember it? Can they type it into Google without asking, “Is that with a ‘y’ or an ‘i’?” Will Google autocorrect your brand name?

Clarity > cleverness. Always.

2. CHECK THE DOMAIN AVAILABILITY

Before you fall in love with a name, see if you can buy the domain.

The easiest option is to use Squarespace’s domain search tool .

Try to grab the .com if you can, especially if you’re a service provider, nonprofit, or product-based business. If it’s taken, check what’s on that site — sometimes it’s just a parked domain someone’s sitting on.

Alternative domain endings like .org (popular for nonprofits), .co, .net, or .shop are valid options too. Just make sure it still feels credible and doesn’t make your email address look sketchy.

3. CHECK SOCIAL HANDLE AVAILABILITY

Even if you’re not planning to use all platforms right away, it’s worth checking if your name (or a close version) is available on Instagram, TikTok, and LinkedIn.

Use a tool like DNS Checker to search all platforms at once.

You don’t need to own every handle variation — but you want to avoid launching as “@RootStudio” only to find there’s another Root Studio doing the exact same thing on another platform.

If your name is taken, try:

Adding your name or location (e.g., @RootStudioPDX)
Adding a descriptor (e.g., @RootStudioDesign)
Using a different format across platforms — but keeping your brand name consistent in bios and site copy

4. CHECK FOR TRADEMARKS

A trademark search is important if you plan to grow your brand, especially if you're in a competitive industry or planning to trademark the name yourself someday.

You can run a free basic search using the USPTO Trademark Search Tool (TESS).

Here’s how:

Search “Basic Word Mark Search”
Type in your brand name
Look for anything registered in your same industry (aka “class of goods or services”)

If someone already has a similar name trademarked for the same kind of business, it’s safer to pivot now than to get hit with a cease-and-desist later.

This is especially true for product-based businesses, digital products, or anyone selling across state lines.

5. TRUST THAT YOU CAN PIVOT LATER

Here’s a secret: most brands you love probably didn’t start with the perfect name. And some of them rebranded later with zero issues. Your name is important, but it’s also something you can evolve with. Don’t let indecision stall your launch for six months.

Choose something that feels clear, intentional, and flexible enough to grow with you. You can refine your visual identity or messaging later. Right now, your job is to start.

TAGLINE

Your tagline is the sentence that sits right under your brand name and instantly tells people what you're about. It doesn’t need to be poetic or packed with buzzwords, it just needs to click. Think of it like your homepage headline: short, clear, and confident.

The best taglines quickly answer the question: “What is this and why should I care?” That might mean naming who you help (“Websites for interior designers”), what you do differently (“Therapy that feels like a conversation”), your mission (“Food for families in need”), or the vibe you bring (“Strategy for bold, small brands”). If someone sees your name and tagline and gets the gist without needing to scroll — mission accomplished.

USES: homepage headline, business cards, email signature, Instagram bio, Linkedin bio

ONE-LINER

Think of your one-liner as the first thing you’d say about your business or org if someone gave you 10 seconds and zero pressure. It’s not a sales pitch. It’s not trying to be clever. It’s just a clear, no-fluff sentence about what you do, who it’s for, and why it’s helpful.

Write it like you talk, avoiding jargon and buzzwords…

Examples:

“I help small business owners get organized behind the scenes so their work feels smoother and their clients stay happy.”

“We connect local artists with schools to bring creative programs into classrooms that need them most.”

It’s real, it’s useful, and it makes sense to the people you’re trying to reach.

USES: about page opener, LinkedIn about section, proposals, press kits, podcast guest intros, directories, email outreach

MINI ABOUT

Your mini about is the expanded version of your one-liner, just enough detail to give someone a feel for what you do and how you do it. Think of it as a 20–30 second intro.

The sweet spot? Two to three sentences that combine the practical with a bit of personality.

USES: full about page intro, networking events, discovery calls, brand presentations, service guides, pitch emails, team bios, portfolio PDFs

EXPANDED ABOUT

Your about section is where you connect. It’s where your potential client or audience reads your words and either feels something — or doesn’t.

That doesn’t mean it has to be dramatic or deeply personal. It just has to be human.

Whether you’re a service provider, nonprofit, consultant, or small brick-and-mortar shop, you’ll want two versions of your about copy, the mini and the expanded. These do different jobs across your site, but they’re both rooted in the same thing: why you do what you do and how you do it.

If you’re not sure what to say, try starting with a few of these:

What led you to start this business or mission, or what you saw missing in your industry
What kinds of people you serve or problems you solve
What you value most in how you serve or work with people
What makes your approach different, not better, just distinct
What someone can expect when they work with you or visit your space

You don’t have to cover everything. Just share enough to help someone understand the heart behind what you do. That’s what makes a brand memorable, when it feels like there’s a person behind it.

NAILING YOUR SERVICES & SUPPORTING COPY

Once your brand voice and messaging are in place, the next step is getting clear about what you offer, and how to communicate that on your site. The goal is to help your potential clients, audience, or customers understand what working with you looks like before they ever reach out.

You don’t need fancy language or clever names for everything. You just need to make it easy for the right person to say, “Yes, this is what I need” or for the people you serve to feel confident working with you or supporting your mission.

Here’s what to focus on:

Your Services Section
List what you offer in a way that’s clear and easy to understand. Break things down into categories if you offer more than one type of service. Pricing is optional — but transparency, if you can offer it, builds trust. If your work is custom or varies, a starting rate or “most popular package” can still help set expectations. For nonprofits, it could be your programs, events, or donation pathways. For community orgs, it might be volunteer opportunities or partnerships and ways that those you support can access resources.
Service Descriptions
Write short, specific explanations for each service. Think about what’s included, who it’s for, and any details that will help someone make a decision. The more info the better. To reduce copy overload on webpages, use accordions and other dropdown options.
FAQs
This is one of the most overlooked parts of a website, and one of the most useful. Answer the questions you get most often (or know you will). Think: timeline, process, payment, policies, what’s included, what’s not. This can save time, reduce back-and-forth emails, and help people feel more confident before reaching out.
Calls to Action
These are the prompts that tell someone what to do next: Book Now, Contact Me, Start Your Project, Get a Quote, Access Support, Donate Today… They show up on buttons, banners, inquiry forms, and service pages. Keep them simple and direct, and make sure there’s a clear next step on every page.
Microcopy
This includes the small but important bits of text — contact form instructions, error messages, confirmation messages, and even footer content. These little moments shape your brand experience just as much as your homepage. A thoughtful line of copy here and there can feel surprisingly personal.

VISUAL FOUNDATION (KEEP IT SIMPLE)

Now that your message is solid, it’s time to make sure your brand looks consistent — even if you’re keeping it simple at first.

LOGO

You don’t need a full brand identity package to launch — but you do need a few solid, flexible logo files that help your brand look consistent anywhere it shows up.

A clean, well-styled text-based logo is more than enough to start with. Add a few simple variations and you’ll have everything you need for your website, social platforms, proposals, and digital products.

Here’s what I recommend for most small businesses and community orgs just getting started on tight budgets:

YOUR STARTER LOGO SET:

Horizontal Text-Based Logo: Your full business name in a single line. Great for website headers, email signatures, and presentation decks.
Stacked Text-Based Logo (Stacked or Centered): A version that works well in square layouts or printed materials. Think homepage intros, PDFs, or business cards.
Round Logo or Submark: A circular or square version of your logo — often just your initials or simplified brand name. Great for profile photos, stickers, packaging, or social icons.
Favicon / Brand Mark: A tiny symbol or initial-based mark used in browser tabs, footers, or anywhere small-scale brand recognition matters.

You can absolutely create these using one strong font and some intentional styling. Tools like Canva are a popular starting point — especially if you’re DIYing. They make it easy to play with layout, spacing, design elements and scale. Just be mindful that most Canva fonts and templates can’t be legally trademarked, which means they’re better for getting started than for long-term brand protection.

If you’re using Canva, avoid overused logo templates and try to customize as much as possible. When exporting, use high-resolution files: SVG or PNG with a transparent background are ideal for clarity across platforms. You should also follow the specific logo size guidelines from each platform.

If you’ve been around awhile and you’re updating full suites of brand materials, this is where larger logo suites, professional design support, and long-term brand protection start to make sense. Think of things like print-ready files for signage and events, alternate color versions for merchandise, or submarks for specific programs and campaigns.

For nonprofits, that might mean creating variations for fundraising drives, community events, or partner collaborations. For small businesses, it could be packaging, seasonal promotions, or new service lines. A thoughtful expansion of your logo system helps you stay consistent while also giving you flexibility to show up in the different places your brand needs to live.

This is why when someone asks for just a logo, the real conversation is about what’s truly needed, because a thoughtful strategy will take you further than any single design element.

FONTS

Fonts carry tone, sometimes more than color or imagery. The right typeface can make your brand feel modern, classic, playful, trustworthy, edgy, or warm before someone even reads a full sentence.

But here’s the thing: for most small business owners, you don’t need custom fonts. You need something clean, readable, and easy to implement across your site and materials. The same rules apply whether you’re a bakery, an after-school program, or a local advocacy group: keep it legible, accessible, and consistent.

Custom fonts can be beautiful, but they often come with:

Confusing or expensive licensing fees
Restrictions on where and how you can use them
The need to upload and custom-code them into your website (which can get messy depending on your platform)
Accessibility concerns if the font isn’t well-tested or widely supported
Slower load times if the file sizes are large or hosted externally

For most businesses, the free Google fonts library is more than enough. It offers tons of stylish, web-safe fonts that are easy to pair and reliable across devices. If you’re on Squarespace, try to stick to their font library.

My go-to font set? Using three fonts strategically:

Heading font – This sets the tone. Bold and modern? Soft and serif? Pick something that reflects your brand personality.
Body font – Prioritize legibility here. Keep it simple and make sure it reads well on both desktop and mobile.
Miscellaneous font – Use this sparingly for small touches (like button text, callouts, or navigation) to add subtle variety and a more custom feel.

This combo gives your site more visual interest without overcomplicating anything — and you don’t have to worry about breaking your layout or hiring a developer just to get your fonts in place.

If you’re not sure where to start, try pairing a serif for headings with a sans serif for body text (or vice versa).

COLORS

Color plays a big role in how people experience your brand, but you don’t need an art degree or a complex palette to get it right. The goal is consistency, clarity, and contrast — not doing the most.

A note for Squarespace sites: SS gives you five color swatches to work with, and they use these to automatically generate your site’s Light and Dark themes. You don’t need to fill in all five, but you should understand what each slot does.

A FEW THINGS TO CONSIDER

Keep accessibility in mind. Always make sure your text has enough contrast against your background. If you're not sure, use a tool like this contrast checker to test your combinations.
You don’t have to use tons of colors. Some of the cleanest, most impactful brands use just two or three.
Use RGB values for digital outputs. Use HEX values for web outputs. Use CMYK values for printed outputs.

Color doesn’t have to be complicated. Choose intentionally, check your contrast, and don’t feel pressured to choose too many. If you only want to use two colors for example, that’s totally fine.

Color Accessibility Contrast Checker

IMAGERY

Visuals are a huge part of how people experience your brand — but that doesn’t mean you need a brand shoot before you launch. Whether you’re using photos of yourself, your work, your space, your events or programs, or stock imagery, the key is to choose images that feel intentional and cohesive.

Photos shape the mood of your site. They’re often the first thing people notice before reading a single word. So even if your color palette and fonts are spot on, mismatched or overly generic images can throw the whole vibe off.

If you don’t have brand photos yet, stock imagery is a solid option — especially when used with purpose. Focus on selecting images that match your brand’s tone. That might mean:

Clean and minimal
Warm and organic
Textural and gritty
Bright and high-contrast
Soft and editorial

Stay consistent. If one image looks like it was taken in a downtown loft and the next in a sterile studio, the disconnect is going to show.

MY FAVORITE FREE STOCK RESOURCES

Pexels – A great place to find lifestyle, creative, and business photos and videos that feel modern and less staged
Unsplash – Known for high-quality, artistic images (some are overused, so curate carefully)

You can find even more options in my full roundup → The Best Stock Photo and Video Resources

QUICK TIPS

Use consistent lighting, tone, and crop styles
Avoid cliché or overly “stock-y” images (no handshakes, please)
Don’t mix too many different styles or locations across one page
Consider creating a mini brand image moodboard to guide your choices

And once you do have your own photos, it’s easy to swap them in while keeping the overall layout and structure of your template intact.

WRAPPING UP

Whether you’re running a small business, nonprofit, or community organization, your brand is the foundation that helps people understand and connect with you. You don’t need perfection, and you don’t need to launch with everything fully built. You just need clarity, consistency, and the confidence to start. If you’re looking for a partner to help guide the process, I’d love to connect with you!

SEO 101: WHAT IT IS, WHY IT MATTERS, AND HOW TO FIND THE RIGHT KEYWORDS

Sat, 28 Feb 2026 00:11:50 GMT

SEO can feel like one of those mysterious marketing buzzwords people throw around without ever fully explaining. But the truth is, SEO is pretty straightforward — at least the basics are. And once you get the hang of it, it becomes a powerful tool for helping the right people discover your business, org, or brand without paying for ads.

Let’s break it down.

WHAT IS SEO?

SEO stands for search engine optimization, which is just a fancy way of saying: making your site easier to find on Google (or other search engines, but let’s be real— we mostly mean Google).

At the core of SEO is understanding what your audience is searching for and then making sure your website speaks that same language.

When someone types in “best home cleaning service near me” or “how to design a brand strategy,” Google and other search engines scan their vast library of indexed websites to find the most relevant, helpful answers. If your site has what they’re looking for, and you’ve structured it in a way that they can easily understand, you’ve got a shot at showing up on that coveted first page.

WHY KEYWORDS MATTER

Keywords are the words and phrases people type into search engines. They’re the bridge between what people are searching for and the content you’re creating.

If you’re not using the right keywords — or if you’re using the wrong ones — your ideal audience might never find you. But when you choose keywords thoughtfully and use them with intention, you can start attracting the kind of traffic that converts into clients, customers, or community members.

Let’s talk about how to find those keywords.

HOW TO FIND KEYWORDS (WITH FREE & PAID TOOLS)

There are two main approaches to keyword research: free methods (great for beginners or anyone on a tight budget) and paid SEO tools like Semrush or Ahrefs (ideal if you’re ready for more data and in-depth insights). Here's how both work.

FREE KEYWORD RESEARCH METHODS

You don’t need fancy tools to start finding great keywords. These methods are simple, free, and surprisingly effective.

1. GOOGLE

Start typing a topic into the Google search bar and watch what it autofills. These suggestions are based on real user searches — and they’re often gold.

Example: Type “how to design a brand…” and Google might finish it with “strategy,” “identity,” “logo,” or “website.” Those are all potential keywords.

2. PEOPLE ALSO ASK & RELATED SEARCHES

After you Google something, scroll through the results page. You’ll usually see a “People also ask” box and a list of related searches at the bottom. These are all real queries people are typing in, and they give you insight into how your audience thinks and talks.

3. REDDIT, QUORA, AND FORUMS

Visit subreddits or niche forums related to your topic. Look at the way people ask questions, the words they use, and the problems they’re trying to solve. Those patterns can spark keyword ideas that are incredibly aligned with your audience’s needs.

4. ANSWERTHEPUBLIC

AnswerThePublic visualizes the questions people ask around a topic. You’ll get a wheel of “who,” “what,” “why,” and “how” style questions. It’s limited on the free plan, but even one or two searches can give you a ton of ideas.

USING SEMRUSH OR AHREFS FOR KEYWORD RESEARCH

If you’ve got access to tools like Semrush or Ahrefs, you can go deeper. These platforms are powerful, especially if SEO is a regular part of your marketing strategy.

HERE’S HOW TO GET STARTED:

Keyword Overview: Type in a topic to see its search volume, keyword difficulty (KD), and variations.
Keyword Magic Tool (Semrush) or Keyword Explorer (Ahrefs): Both tools generate long-tail keyword ideas — phrases that are more specific and often easier to rank for.
Competitor Analysis: Plug in a competitor’s website to see which keywords they rank for. You might find content gaps or opportunities to improve on what they’re doing.
Content Gap Tool: See what keywords your competitors are ranking for that you’re not. Great for spotting missed opportunities.

QUICK KEYWORD TIPS

Think like your audience. Use the words they’d use — not industry jargon.
Prioritize keywords that strike a balance between decent search volume and lower competition. It’s better to rank #1 for a smaller keyword than sit on page 5 for a massive one.
Don’t forget your location if you’re a local business. “Interior designer in Santa Fe” will serve you way better than just “interior designer.”

Whether you're writing blog posts, launching a product page, or building out your service offerings, taking the time to find and use the right keywords is the foundation of solid SEO.

WHERE TO USE KEYWORDS (AND WHAT ELSE SEARCH ENGINES PAY ATTENTION TO)

So — you’ve found some solid keywords. Now what?

You don’t want to just sprinkle them around like SEO fairy dust. You want to place them intentionally, in spots that matter both to your audience and to search engines.

THE KIGH-IMPACT KEYWORD ZONES

These are the places that carry the most weight when it comes to SEO:

1. PAGE TITLE (META TITLE)

This is the blue, clickable headline you see in search results. It should include your primary keyword, ideally near the beginning.

Example:
✓ Vegan Snack Recipes for Busy Weekdays
✗ Delicious and Easy Ideas for Snacking When You’re Vegan and in a Rush (cute, but too vague and buried)

2. META DESCRIPTION

This is the short blurb under your title in Google’s search results. It doesn’t directly impact rankings, but it affects click-through rate. Make it clear, keyword-relevant, and compelling.

Tip: Don’t keyword stuff — just use natural phrasing that aligns with your page.

3. HI HEADING (YOUR MAIN PAGE HEADING)

This is the big title on the actual page. There should be only one H1, and it should match or closely echo your meta title. Google sees this as the main topic of the page.

4. SUBHEADINGS (H2, H3, etc.)

Use these to organize your content and include variations of your keyword when it makes sense. It helps both readers and search engines understand your structure.

5. FIRST SENTENCE OF CONTENT

Don’t bury the lede. Try to naturally mention your primary keyword within the first few lines of the page or post. It signals relevance right away.

6. IMAGE ALT TEXT

Every image on your site should have alt text — partly for accessibility, partly for SEO. Use this space to describe the image in plain language. If a keyword fits naturally, use it. If not, skip it.

Bonus: Alt text also helps you show up in Google Image Search.

7. URL (Slug)

Short, clear URLs with keywords perform better. Ditch the auto-generated numbers and question marks.

Example:
✓ yourwebsite.com/brand-strategy-basics
✗ yourwebsite.com/page-id=4837?section=whatwedo

8. INTERNAL LINKS

Linking to other pages on your own site helps search engines crawl and understand your content. When linking, use anchor text that includes your keywords or describes the destination clearly.

OTHER RANKING FACTORS TO KNOW (THAT AREN’T JUST KEYWORDS)

While keywords are foundational, they’re only one part of the SEO equation. Google considers hundreds of factors when deciding how to rank a page. Here are some of the most important:

1. CONTENT QUALITY & RELEVANCE

Your content needs to be useful. Not stuffed with keywords, not written for bots — written for humans. It should answer the question someone’s searching for, clearly and thoroughly.

2. BACKLINKS

When other reputable sites link to your content, it signals trust and authority to search engines. These are harder to earn, but super valuable. Guest posting, PR, and link-worthy content (like original research or guides) can help.

3. MOBILE-RESPONSIVENESS

If your site isn’t mobile-friendly, you’re going to struggle. Google uses mobile-first indexing, which means it looks at your mobile site before your desktop one.

4. SITE SPEED

Slow-loading pages frustrate users and hurt your rankings. Compress images, avoid bloated plugins, and use performance tools like Google PageSpeed Insights to optimize.

5. SITE STRUCTURE & NAVIGATION

Clear menus, logical page hierarchy, and intuitive navigation help both people and search engines make sense of your site. A flat site structure (where most pages are only a few clicks from the homepage) tends to perform better.

6. NO BROKEN LINKS OR ERRORS

404 errors, broken links, and messy redirects? Google hates ‘em. Regularly audit your site for issues and keep things tidy.

QUICK SEO WINS FOR SMALL BUSINESSES, CREATIVE, AND COMMUNITY ORGS…

If you’re short on time (aren’t we all), here’s where to focus first:

Optimize your homepage title, meta description, and H1.
Add keywords to your top 3–5 service or product pages.
Update your About and Contact pages with location-specific or niche-specific terms (if relevant).
Write one strong, keyword-rich blog post per month (even better if it answers a question your audience is already asking).
Share your content on social or in a newsletter to drive traffic — that helps SEO, too.

SEO doesn’t have to be a black box — or a full-time job. At its core, it’s about understanding what your people are searching for, creating content that genuinely helps them, and making it easy for search engines to understand and serve up that content.

You don’t need to do everything at once. A little strategy goes a long way — especially when you stay consistent.

If you’re ready to make SEO work without the overwhelm, I’d love to help you map out a strategy that fits your goals and capacity. Explore my services below, or book a free discovery call to start building a search presence that actually supports your business, nonprofit, or community work.

HOW TO BACKUP YOUR SQUARESPACE WEBSITE

Sat, 28 Feb 2026 00:05:50 GMT

If you’ve ever poured hours into your website only to realize you don’t have a backup, you know the sinking feeling that comes with it. Whether you’re running a small business, a nonprofit, or a creative portfolio, your Squarespace site is too valuable to leave unprotected. Here’s how to make sure your hard work is safe and what makes Squarespace a little different from other platforms like WordPress.

DO YOU NEED TO BACK UP YOUR SQUARESPACE WEBSITE?

Yes. Even though Squarespace is a hosted platform — meaning they handle servers, security, and uptime — your content and design still need protection. Squarespace does maintain internal backups, but those aren’t something you can access or roll back to if you delete a page or change your design.

In other words: if you make a mistake, you’ll want your own backup plan.

WAYS TO BACKUP A SQUARESPACE WEBSITE

Duplicate Pages Before Editing
This is the fastest safeguard. Anytime you’re redesigning or restructuring a page, duplicate it first. If you don’t like the new version, you can revert to the copy. You can also edit the duplicated version, save the edited section(s) then simply add those sections to the live page. I hope that makes sense!
Export Content
Squarespace allows you to export certain content (like blog posts, basic pages, or products) to an XML file. This isn’t a full site backup, but it’s a good practice to run every few months.
Keep Copies of Your Assets
Logos, brand photography, graphics — make sure these are stored outside of Squarespace in a shared cloud folder. If you ever need to rebuild, you won’t lose the visual backbone of your site.
Duplicate Your Entire Site
This is the closest thing Squarespace offers to a true backup. You can duplicate your entire website and keep the copy in your dashboard as a safety net — no extra fees required. The duplicate functions as a “clone,” which you can use as a staging site or an emergency restore point. When you make big updates, just delete the old duplicate and create a fresh one. Squarespace automatically labels the copy with “(copy)” at the end of the site name, so it’s easy to tell which version is live and which one is your backup.

HOW SQUARESPACE BACKUPS ARE DIFFERENT FROM WORDPRESS

Here’s where Squarespace and WordPress diverge:

Squarespace doesn’t give you access to the underlying database or files. You can duplicate and export selectively, but there’s no one-click full backup or restore.
WordPress, by contrast, allows you to fully back up your site with plugins or through your hosting provider. You can restore old versions easily, but you’re also responsible for setting up and managing those backups.

If you’re the type who wants full control, WordPress offers more backup flexibility. If you prefer simplicity, Squarespace handles the heavy lifting but requires some extra habits on your part.

BEST PRACTICES FOR SQUARESPACE SITE OWNERS

Duplicate the full site as a backup
Duplicate pages before big edits
Export site content 3–4 times a year
Keep all images, logos, and graphics in a separate cloud folder

SO, NOW YOU KNOW HOW TO BACKUP YOUR SITE!

Backing up a Squarespace site isn’t complicated, but it does require a little intention. Think of it less like flipping a “restore” switch and more like building a safety net — duplicating, exporting, and storing what matters most.

With those habits in place, you’ll never lose the work you’ve put into your site.

HOW TO ALIGN BRAND, WEBSITE, AND CAMPAIGNS FOR GREATER IMPACT

Fri, 27 Feb 2026 23:55:46 GMT

If you're a nonprofit leader, you're likely juggling a lot: donor outreach, programming, internal systems, and external messaging. And somewhere in that mix, your brand, website, and campaigns are expected to work together seamlessly.

But here’s the truth: Most nonprofit teams I work with are doing amazing work behind the scenes, while their digital presence struggles to keep up.

The disconnect usually isn’t due to lack of effort, rather it’s a structure and systems problem. When your brand strategy lives in a decade-old PDF, your website was built five years ago with hard-coded updates, and your latest campaign is running on Canva graphics that don’t quite match anything else… it's no wonder things feel disjointed.

Let’s talk about what alignment actually looks like and how to build it in a way that’s sustainable.

WHAT ALIGNMENT ACTUALLY MEANS

Alignment doesn’t mean everything looks the same. It means everything works toward the same goal.

When your brand, website, and campaigns are aligned , they:

Speak to the same audience in a consistent voice
Reinforce your core values and messaging pillars
Build trust with donors, community partners, and internal stakeholders
Reduce confusion (internally and externally)
Make every outreach effort more effective

COMMON PITFALLS (AND WHAT THEY COST YOU)…

If you’ve experienced any of the below, you’re not alone:

Your website isn’t responsive across devices, it looks jumbled, and you just simply avoid making updates because it’s difficult to do.
You launched a new campaign, but the donation page looks like it belongs to another org or isn’t secure.
Your development team is writing proposals using different language than your marketing team uses on social.
You want to reach a new audience, but your visuals still reflect the last rebrand which was three strategic plans ago or you’re creating one of graphics with no consistency.

These gaps may seem small, but they compound over time. They dilute your message and erode trust. Here’s how I guide nonprofit teams toward alignment without overwhelming the process:

START WITH CLARITY: WHO ARE YOU TALKING TO, AND WHY?

Before you redesign your site or refresh your messaging, get crystal clear on:

Who you serve
Who you’re trying to reach
What action you want them to take

If your audiences have evolved, your language should too. If your strategy has shifted, your homepage should reflect that. Don’t let your future vision get trapped behind your past materials.

BUILD A WEBSITE THAT SUPPORTS (NOT STIFLES) YOUR CAMPAIGNS

Your website should accelerate campaigns, not slow them down. If adding a homepage banner, spinning up a landing page, or updating your About copy requires three meetings and a developer, the system — not your team — is the problem.

WHAT TO PRIORITIZE (WITH SIMPLE EXAMPLES)

Modular, editable sections: If your platform allows, use flexible page sections you can duplicate and rearrange.

Example: Duplicate your “Impact Stats” section from the Annual Report page and drop it onto a Giving Tuesday page in 30 seconds.
Example: Save a “Story + CTA” block as a reusable section for program updates.

Clear content hierarchy: Make pages scannable and purposeful.

H1 for the page title, H2 for key sections, short paragraphs, and obvious buttons.
Example: “Housing Support” (H1) → “Who Qualifies” (H2) → “How to Apply” (H2) → “Apply Now” button.

Landing pages on demand: You should be able to launch focused pages in minutes, no dev required.

Each page: single goal, light copy, 1–2 images, primary CTA, and optional FAQ accordion.

Built-in accessibility: Accessible = usable + trustworthy. Bake it in from the start.

Use proper heading order (no skipping from H1 to H4).
Ensure color contrast passes WCAG AA (high contrast for buttons and text). Use this free contrast checker tool to quickly check contrast between colors.
Always include descriptive alt text for images (what’s the purpose of the image in context).
Label form fields clearly; avoid placeholder-only labels.
Make links descriptive (not “click here”).
Test keyboard navigation on key pages.

SEO fundamentals without the overwhelm: Search helps donors, volunteers community partners, and those you aim to serve find you. Keeping just a few things in mind can make it simple and consistent.

One H1 per page that matches the intent of the page.
Human, skimmable copy that answers real questions (avoid jargon).
Internal links that guide people deeper into relevant actions:
From your “Impact” page → link to “Donate Monthly”
From a “Programs” page → link to “Apply for Services”
From a campaign page → link to a short “Why this matters” explainer
Write unique page titles and meta descriptions; don’t leave defaults.

Want a deeper dive into SEO? → Read my SEO 101 post .

Need help building a site that increases team and donor confidence? → Learn more about nonprofit web design & branding .

A backend your team can actually use: Pick tools that match your capacity. Squarespace is a strong fit for small teams:

Drag-and-drop sections, built-in forms, basic analytics, and easy style controls.
Reusable page sections and templates for one-click campaign spins.
Fewer plugins = fewer points of failure.

BEST-PRACTICE CAMPAIGN PAGE LAYOUT (COPY THIS)

Campaign Landing Page Structure

H1: Clear campaign name (“Spring Renewal Fund”)
Short intro: 1–2 sentences on the problem + what this campaign funds
Impact micro-stats and/or 1 story
Primary CTA button: “Donate Now” or embedded donation widget
501(c)(3) status with tax-deductible disclaimer or info
Secondary CTA: “Share this campaign” or “Join our info session”
Trust elements: partner logos, brief FAQ, or a 1-line accountability note
Internal links: “Learn how support works” → program page
Footer micro-CTA: “Prefer monthly giving? Join the Circle” → monthly page, link to privacy policy

TINY UPGRADES THAT PAY OFF

Use a universal banner section at the top of your homepage you can toggle on/off for urgent campaigns.
Add UTM parameters to campaign buttons so you can see what actually drives donations.
Keep a “new page” checklist: H1 set, meta filled, alt text added, buttons tested, mobile pass, internal links added.

✶ Tip: Design systems, not one-offs. Save your best sections as templates so you can launch the next campaign page in minutes, not weeks. Squarespace makes this easy without adding 12 new tools to your stack.

CREATE CAMPAIGNS THAT FEEL LIKE EXTENSIONS OF YOUR BRAND & MISSION

Great campaigns don’t start from scratch. They extend your brand in a focused, compelling way.

You don’t need to reinvent the wheel every time. Instead:

Use your brand messaging as the campaign starting point
Create templates for graphics, email footers, and donation pages
Ensure visuals, tone, and CTAs ladder back to the same core message

✶ Tip: Think in systems, not one-offs. A well-designed campaign toolkit empowers every staffer and volunteer to stay on brand.

WHAT ALIGNMENT LOOKS LIKE IN ACTION

When your brand, website, and campaigns are aligned, things start to click:

Fundraising goals are easier to hit because the donor journey is clearer
Community partners better understand your impact
Internal teams feel more confident sharing your work
You spend less time rewriting and more time reaching people who care

NEED SUPPORT ALIGNING YOUR NONPROFIT’S DIGITAL PRESENCE?

I help nonprofits clarify their brand foundations, redesign their websites to reflect their mission, and launch campaigns that drive real engagement with less internal chaos.

If you’re tired of stitching things together across too many tools, too many voices, and not enough clarity, I’d love to help.

ANNUAL WEBSITE MAINTENANCE: A SIMPLE GUIDE FOR A NEW YEAR

Fri, 27 Feb 2026 23:35:18 GMT

Discover how small, intentional updates can keep your website clear, functional, and aligned as a new year begins. This practical guide walks through the essential annual check-in every site needs — from reviewing content and testing forms to confirming backups, updates, and performance basics. Rather than focusing on full redesigns or trend-driven changes, this post emphasizes steady maintenance: the quiet work that prevents broken links, outdated information, security issues, and usability gaps from piling up over time. Designed for small business owners, nonprofits, creatives, and teams managing their own sites, this checklist helps you approach website upkeep with clarity instead of overwhelm.

The start of a new year often comes with pressure to overhaul everything. Your website doesn’t need that.

What it does need is a quick, intentional check-in — small updates that keep things accurate, functional, and aligned with where your work is now. Most of these take minutes, not weeks, and they prevent bigger issues down the road.

Here’s a simple annual reset I recommend.

SITE MAINTENANCE BASICS

No matter what platform you’re on, a few quiet checks prevent most website headaches:

Hosting & platform health
Make sure your hosting or subscription is active, paid, and still appropriate for your traffic. If your site feels slower than it used to, this is often the reason.

Updates (WordPress + others)
If you’re on WordPress, update core, themes, and plugins intentionally — and remove anything unused. If you’re on Squarespace or another hosted platform, updates are mostly handled for you, but it’s still worth reviewing integrations and embedded tools to be sure everything’s still working as expected.

Broken links & missing images
Click around like a first-time visitor. Look for 404s, outdated PDFs, or images that no longer load. These issues creep in quietly and chip away at trust.

Backups (yes, really)
Confirm that backups exist and that you know how to restore one if needed. WordPress users should verify automated backups at the host or plugin level. Squarespace users should periodically export or duplicate key pages. I’ve written a short guide on backing up Squarespace site, check it out via the link below.

HOW TO BACKUP A SQUARESPACE WEBSITE

UPDATE THE DETAILS

Start with the low-hanging fruit:

Footer copyright year
Team names, titles, or bios
Hours, locations, or pricing language

These are tiny details, but outdated info quietly erodes trust.

REVIEW YOUR LEGAL PAGES

Privacy policies, terms, and cookie notices tend to get set once and forgotten. But tools, forms, and data collection practices change.

At minimum:

Confirm your privacy policy reflects your current forms and integrations
Make sure required pages are published and linked in your footer
Check that contact emails listed actually go somewhere monitored

If you’ve added newsletters, donations, bookings, or new analytics tools in the last year, this matters more than you think.

TEST YOUR FORMS LIKE A STRANGER

Fill out your own forms on desktop and mobile:

Do submissions actually arrive?
Is the confirmation message clear?
Are automations or notifications firing correctly?

Forms break quietly. Annual testing prevents missed inquiries and awkward follow-ups.

READ YOUR WEB COPY OUTLOUD

This sounds silly, but it works.

Ask yourself:

Is it immediately clear who this is for?
Does it reflect what I actually do now, not two years ago?
What questions would I have if I was a customer/client/donor/etc that I’m not answering
Are there offerings I’ve stopped promoting but never removed?

You don’t need new copy — often you just need to delete or simplify.

CHECK MOBILE BEHAVIOR

More than half of your visitors are likely on their phones.

Look for:

Text that feels cramped or oversized
Buttons that are hard to tap
Images that slow things down
Any overlapping/non-responsive areas

GLANCE AT THE METRICS

You don’t need a full analytics deep dive, but it’s worth checking:

Are people finding your site via search at all?
Are your most important pages still getting traffic?
Has anything dropped off suddenly?

Big changes often signal simple fixes.

DECIDE WHAT NOT TO FIX

This is the most underrated step.

Make a short list:

What’s fine for now
What’s worth revisiting later
What actually needs attention in the next 3–6 months

Websites work best when they evolve steadily, not in panic mode.

WHEN IT’S TIME FOR HELP

If your checklist turns into a longer list — new pages, SEO cleanup , accessibility updates, or system improvements — that’s usually a sign your site is ready for its next phase, not a full teardown.

A few thoughtful updates can often extend the life of a site by years.

If you want a second set of eyes or help implementing updates, I offer site audits, refresh projects, and ongoing web support. Reach out to schedule a free discovery call to talk through what would actually be useful.

DOES MY WEBSITE NEED A PRIVACY POLICY? THE COMPLETE GUIDE FOR NONPROFITS, SMALL BUSINESSES & CREATIVES

Fri, 27 Feb 2026 22:59:29 GMT

Are you asking yourself “does my website need a privacy policy?” If so, these answer is a huge, resounding “Yes!” If your website collects any personal information — names, email addresses, IP addresses, cookies, you need a privacy policy along with a few other key policies that cover things like cookies, terms, and accessibility. And if you're running a nonprofit, community organization, small business, or creative practice with a website, chances are you're collecting that information whether you realize it or not.

You don’t need to be perfect or have a lawyer on retainer. Here, you’ll gain a basic understanding of what's required, why it matters, and how to handle it without making it harder than it needs to be. Because here's the thing, legal pages aren't optional . They are require by law and protect your organization, your community, and the people who trust you with their information.

Let's break down what you actually need, why it matters, and how to make it happen.

THE LEGAL LANDSCAPE, WHAT THE LAW REQUIRES AND WHY

The legal requirements around website privacy aren't new, but they've gotten more specific and more enforceable in recent years. Here's what you need to know, in plain terms.

GDPR (GENERAL DATA PROTECTION REGULATION)

Who it applies to: Any website with visitors from the European Union, regardless of where your organization is based.

What it requires: A clear privacy policy that explains what data you collect, why you collect it, how you use it, and how people can request deletion or access to their data. You also need explicit consent for non-essential cookies.

Key point: "EU visitors" means anyone accessing your site from the EU. You don't have to be a giant international org. A small Portland nonprofit with a donor in Germany? GDPR applies. A food blogger sharing recipes with users in Europe? GDPR applies.

CCPA/CPRA (CALIFORNIA CONSUMER PRIVACY ACT / CALIFORNIA PRIVACY RIGHTS ACT)

Who it applies to: Businesses and organizations that collect personal data from California residents. Nonprofits are generally exempt unless they're doing commercial activity or meet certain revenue thresholds.

What it requires: A privacy policy that discloses what personal information you collect and how it's used. California residents have the right to request deletion and opt out of data sales.

Key point: If you run an online shop, sell tickets to events, or operate any kind of e-commerce — even as a nonprofit — you might fall under CCPA.

STATE PRIVACY LAWS (VIRGINIA, COLORADO, CONNECTICUT, UTAH AND GROWING)

Who it applies to: Organizations collecting data from residents of these states. Requirements vary by state but follow similar principles to CCPA.

What it requires: Privacy policies, data access rights, and in some cases, opt-out mechanisms.

Key point: More states are passing privacy laws every year. The trend is toward more regulation, not less.

ADA (AMERICANS WITH DISABILITIES ACT)

Who it applies to: Nonprofits, businesses, and public accommodations — which increasingly includes websites.

What it requires: Accessible websites. While there's no explicit federal law requiring an accessibility statement, having one demonstrates good faith effort and helps clarify your commitment to accessibility.

Key point: Nonprofits, small businesses, and creatives have been sued under the ADA for inaccessible websites. An accessibility statement isn't legal protection, but it shows you're taking it seriously.

FTC (FEDERAL TRADE COMMISSION)

Who it applies to: Any U.S.-based website collecting personal information.

What it requires: Privacy policies that accurately describe your data practices. Misleading or absent privacy policies can result in FTC enforcement actions.

Key point: The FTC has gone after small businesses and startups, not just big corporations. If you say you don't sell data but you do, that's a problem.

REAL CONSEQUENCES, WHAT COULD REALLY HAPPEN IF YOU DON’T HAVE POLICIES IN PLACE

Let's be clear, most small organizations, nonprofits, and creatives aren't getting massive fines for missing a privacy, cookies, terms, or accesibility policy. But the risks are real, and they go beyond money.

FINANCIAL PENALTIES

GDPR fines can reach significant amounts. CCPA violations can result in fines per violation, which adds up fast if you're collecting data from multiple California residents. Even if you're small, regulatory bodies are increasingly willing to enforce these laws.

LAWSUITS

The ADA has become a common basis for website accessibility lawsuits. Nonprofits have been targeted specifically because they're seen as public accommodations. Missing accessibility statements won't prevent a lawsuit, but having one shows you're aware and working on it.

LOSS OF TRUST

This one matters more than fines. If someone finds out you've been collecting their information without a privacy policy, or if you're not transparent about what you do with their data, you lose credibility. For nonprofits relying on donor trust, community organizations building relationships, or creatives cultivating loyal audiences, trust is everything.

PLATFORM PENALTIES

Google Ads, Facebook, and other platforms require privacy policies to run ads. No policy? No ads. Some email marketing platforms and payment processors also require them before you can use their services.

WHAT YOU ACTUALLY NEED

Not every website needs every legal page, but most modern sites need at least a few. Here's the breakdown.

PRIVACY POLICY

You need this if: Your website collects any personal data. This includes:

Contact forms (name, email, phone number)
Newsletter signups
E-commerce transactions
User accounts or logins
Analytics tools like Google Analytics (which track IP addresses and browsing behavior)
Embedded social media feeds or share buttons
Cookies of any kind

What it should include:

What data you collect (email addresses, IP addresses, payment info, etc.)
Why you collect it (newsletter, processing donations, improving user experience)
How you use it (send updates, process payments, analyze traffic)
Who you share it with (email platforms, payment processors, analytics tools)
How people can request access, correction, or deletion of their data
How long you keep data
Security measures you take to protect data

Real talk: If you have a contact form and Google Analytics, you're collecting personal data. You need a privacy policy.

COOKIE POLICY

You need this if: Your website uses cookies. Most sites do, even if you didn't explicitly set them up.

What creates cookies:

Analytics tools (Google Analytics, Plausible, Fathom)
Embedded videos (YouTube, Vimeo)
Social media widgets (Instagram feeds, Facebook like buttons)
Advertising platforms (Google Ads, Facebook Ads)
CRM integrations (Mailchimp, HubSpot)
E-commerce platforms (Shopify, WooCommerce, Squarespace Commerce)

What it should include:

What cookies your site uses
Why you use them (analytics, advertising, functionality)
Whether they're first-party (your site) or third-party (external services)
How users can manage or disable cookies

Cookie consent: Under GDPR, you need explicit consent for non-essential cookies. That means cookie banners aren't just annoying—they're legally required for EU visitors. More on tools for this below.

TERMS OF SERVICE (TERMS OF USE)

You need this if: You want to protect your organization from liability or define acceptable use of your website.

When it's especially important:

You have user-generated content (comments, forums, reviews)
You sell products or services online
You host events or memberships with specific terms
You want to limit your liability for how people use your content

What it should include:

Acceptable use (what people can and can't do on your site)
Intellectual property rights (who owns the content)
Disclaimers (limitations of liability)
Dispute resolution (how conflicts are handled)

Real talk: Terms of Service aren't legally required, but they're smart protection. If someone uses your content in a way you didn't intend, or if a transaction goes wrong, Terms of Service clarify the boundaries.

ACCESSIBILITY STATEMENT

You need this if: You want to demonstrate your commitment to accessibility and reduce legal risk.

What it should include:

Your commitment to accessibility
Accessibility standards you're working toward (like WCAG 2.1 Level AA)
Known limitations or issues you're addressing
Contact information for accessibility concerns
Timeline for improvements (if applicable)

Real talk: An accessibility statement won't prevent a lawsuit, but it shows good faith effort and gives users a way to report issues before escalating to legal action.

COOKIE CONSENT TOOLS, MAKE COMPLIANCE EASIER

If your website uses cookies — and it probably does — you need a way to manage consent, especially for EU visitors under GDPR.

FOR WORDPRESS SITES

Popular plugins:

CookieYes (GDPR Cookie Consent): Free and paid tiers, easy setup, scans your site for cookies
Complianz: Comprehensive, handles GDPR, CCPA, and other regulations
Cookie Notice & Compliance for GDPR / CCPA: Lightweight, solid free option

How they work: These plugins scan your site for cookies, generate a cookie policy, and display a consent banner. Users can accept, reject, or customize which cookies they allow.

FOR SQUARESPACE SITES

Built-in tools: Squarespace has a built-in cookie banner feature (Settings → Cookies & Visitor Data). You can customize the message, link to your privacy policy, and enable GDPR-compliant opt-in/opt-out.

Limitations: Squarespace's built-in banner is basic. For more control or multi-regulation compliance (GDPR + CCPA), you might integrate a third-party tool via code injection.

FOR OTHER PLATFORMS

Shopify: Apps like Pandectes GDPR Compliance or Cookie-Script
Wix: Built-in cookie banner in Site Settings
Webflow: Integrate third-party tools like Osano or Termly via custom code

Key takeaway: Most platforms have either built-in tools or easy plugin integrations. You don't need to code this from scratch.

ONE LEGAL PAGE VS. MULTIPLE PAGES, WHAT I RECOMMEND

You'll see websites handle legal pages in different ways. Some have separate pages for Privacy Policy, Terms of Service, Cookie Policy, and Accessibility Statement. Others combine everything into one "Legal" page with clear sections and hyperlinks.

My approach: One page with clear sections.

Why it works:

Easier to maintain: Update one page instead of four
User-friendly: Everything's in one place with jump links
SEO-neutral: Google doesn't penalize combined legal pages
Less clutter: Keeps your footer links clean

How to structure it:

Create a single "Legal" or "Privacy & Legal" page
Use clear headings for each section:

Privacy Policy
Cookie Policy
Terms of Service
Accessibility Statement

Add a table of contents at the top with anchor links to each section
Link to this page from your footer

When to use separate pages:

Your privacy policy is especially long (e.g., complex data practices, multiple services)
Platform or legal counsel requires it
You want to track analytics on individual policy pages

Real talk: Unless you have a specific reason to split them up, one well-organized page is simpler and just as compliant.

HOW TO CREATE THESE PAGES: FREE & PAID TOOLS + WHEN TO HIRE A LAWYER

The good news: you don't need to hire a lawyer to create basic legal pages. The better news: there are solid tools that make this easy.

WHEN TO USE A GENERATOR TOOL (LIKE TERMLY )

Use a free or paid generator when:

Your data practices are straightforward (contact forms, analytics, email marketing)
You're a small nonprofit, community org, or creative with a basic website
You're collecting standard information (names, emails, payment data)
You're not selling user data or doing anything complex with it

Recommended tool: Termly

Free tier: Privacy policy , terms of service , cookie policy , and accessibility policy generators
Paid tier (~$10-20/month): Auto-updating policies, cookie consent management, compliance scanning
Why I like it: Plain-language questions, clear outputs, handles GDPR and CCPA

How to use a generator:

Answer questions about your website (what data you collect, what tools you use, etc.)
Generate the policy text
Customize it to reflect your actual practices (don't just copy-paste—make sure it's accurate)
Add it to your website

Important: Even with a generator, you need to update your policies when your practices change. Added a new analytics tool? Update your privacy policy. Started selling products? Update your terms.

WHEN TO HIRE A LAWYER

Hire a lawyer when:

You're handling sensitive data (health information, financial data beyond basic payment processing, children's data)
You're doing complex data sharing or selling
You're in a highly regulated industry (healthcare, finance, education)
Your organization is large enough that enforcement risk is higher
You're creating custom terms for complex services, memberships, or intellectual property licensing
You've received a legal notice or complaint

For nonprofits: If you're receiving federal funding or handling donor data at scale, it's worth having a lawyer review your policies even if you use a generator to create the first draft.

For small businesses and creatives: If you're selling digital products, running a membership site, or licensing creative work, custom Terms of Service drafted by a lawyer can save you headaches later.

Real talk: Most small organizations don't need custom legal documents from day one. Start with a generator, be honest about your practices, and upgrade to legal counsel as you grow or your needs get more complex.

HOW I HANDLE LEGAL PAGES IN CLIENT WEB DESIGN PROJECTS

When I build websites for clients — whether it's a nonprofit, community organization, small business, or creative — I always include the page builds for Privacy Policy, Terms of Service, Cookie Policy, and Accessibility Statement.

What that means:

I create the actual pages on your site
I set up the structure, formatting, and navigation
I link them properly in your footer and wherever else they're needed

What I don't do:

Write the policy content itself (that's your responsibility or your lawyer's)

Why this approach works:

You're not paying me for legal advice I'm not qualified to give
You have full control over the accuracy of your policies
You can use a free tool like Termly, hire a lawyer, or do a combination
The pages are ready to go as soon as you have the content

What I recommend to clients:

Use Termly (or similar) to generate your policies
Customize the generated text to match your actual practices
I implement on your site
Review and update at least once a year or whenever your data practices change

If your situation is more complex — handling sensitive data, operating in a highly regulated space, or managing significant legal risk — I'll recommend you work with a lawyer and I'll coordinate with them to make sure the site structure supports whatever policies they create.

ACTION STEPS, DO THIS TODAY!!

Here's what to do right now to get your legal pages in order:

Audit what you collect: Make a list of every way your website collects data (contact forms, analytics, cookies, newsletter signups, e-commerce, etc.)

Check what you have: Do you already have a privacy policy? Terms of service? Are they accurate and up to date?

Create or update your policies:

Go to Termly.io (or another generator)
Answer the questions honestly based on your audit
Generate your privacy policy, cookie policy, and terms of service
Customize the text to reflect your actual practices

Add an accessibility statement: Use Termly or write your own based on your commitment to accessibility

Set up cookie consent: Install a cookie banner plugin (WordPress) or enable the built-in tool (Squarespace) if you have EU visitors

Create or update your legal page:

Add all policies to one page with clear headings
Include a table of contents with anchor links
Link to it from your footer

Schedule a yearly review: Set a calendar reminder to review and update your policies annually or whenever your practices change

Tell your team: Make sure anyone who manages your website or handles data knows these policies exist and where to find them

NEED A WEBSITE BUILT RIGHT FROM THE START?

Legal pages should be part of your site from day one, not something you scramble to add later. When I design websites for nonprofits, community organizations, small businesses, and creatives, I build in the structure for privacy policies, terms of service, cookie compliance, and accessibility from the ground up — so you're starting with a solid, legally sound foundation.

If you're building a new site or redesigning an existing one, let's make sure it's done right .

The bottom line: Privacy policies, cookie policies, terms of service, and accessibility statements are more than legal requirements. They show brand integrity and protect the people who trust you with their information. These pages don't have to be complicated, expensive, or overwhelming. They just need to exist, be accurate, and reflect how you actually operate.