Role | Copywriter, UX designer
For | The Amenity Collective
Type | Website redesign

Guard for Life is America’s largest lifeguard placement program. Fighting a nationwide lifeguard shortage amid the covid-19 pandemic, the organization was also changing its lifeguard certification partner.

Previous lifeguards commented that the design style of the old website was too juvenile. They didn’t relate to the childlike illustrations and felt the site’s tone didn’t show the real-world importance of lifeguard training.

We employed several freelance photographers at multiple pool sites during lifeguard training sessions to capture organic, candid, “on-the-job” photography.

Before

After

I worked with a great designer/developer, Ansley Fones, who was able to add this fun wavy animation to our homepage’s headline copy embedded as an animated image. We ensured the image’s alt text was updated as not to compromise our site’s accessibility or SEO.

Finally, we leveraged Guard for Life’s active Instagram and TikTok presences in a hub-and-spoke content marketing effort.

Incorporating user-generated social media content as an internal marketing tactic and external social proof factor, Guard for Life increased employee retention from 2022-23 year over year.