Goodnick - Refreshing a healthy ageing brand for clearer digital conversion

PROJECT OVERVIEW

Goodnick is a healthy ageing programme built to help older adults stay strong, mobile, and active later in life. We joined the project to refresh the website experience and create a stronger set of marketing pages that could better support lead generation and programme sales. Rather than changing the brand entirely, the goal was to evolve its digital presence in a way that felt more modern, more visually engaging, and easier to navigate for an older audience. Our work focused on creating a clearer and more credible experience across the site, while helping Goodnick communicate its value with more energy, trust, and accessibility.

Scope
Conversion-focused UX/UI
Product page strategy & optimization
UI/UX
Visual concept & moodboard
Web design
Client
Robert McAvoy
Website
www.goodnick.com
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PROJECT Challange

The main challenge was conversion. Goodnick already had a strong mission and a clearly defined audience, but the website needed to work harder as a sales and lead-generation tool. It had to present the programme in a way that felt trustworthy, approachable, and easy to understand for people aged 60 and above, while also guiding them more confidently through landing pages and email funnels. The visual language needed to feel fresh and energising without becoming overwhelming, and the structure had to remain clear enough for an audience that values simplicity, reassurance, and proof.

PROJECT Approach

We approached the project as a focused digital refresh centred on clarity and conversion. Our work covered the website, marketing pages, and a full visual update across the user-facing experience. We refined the look and feel of the pages to make them cleaner, more engaging, and easier to follow, while ensuring the design remained accessible for an older audience. A key part of the work was supporting the programme’s funnel logic through landing pages and email-driven journeys built to convert interest into real users. We also fully refreshed the blog experience, aligning it with the updated visual direction and making it feel more consistent with the wider site.

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Project Outcome

The result was a more cohesive and conversion-focused digital experience for Goodnick. The refreshed site and marketing pages gave the brand a clearer, more credible presence, while making the programme easier to understand and engage with for its core audience. By improving the visual direction, simplifying the page experience, and strengthening the landing-page ecosystem, the project helped support better conversion and a smoother path from first interest to programme sign-up.

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