HER

HER’s website needed to do a lot in a small space. It had to create an immediate sense of trust and belonging, make the download action obvious and accessible, and still support visitors who arrive with specific questions.

A big share of traffic lands on mobile specifically to download the app, so the experience had to be mobile-first. At the same time, many visitors discover HER via SEO-led sub-pages that can be text-heavy by necessity—meaning structure and scanability mattered as much as look-and-feel.

We aligned the website with the app’s visual language, using HER’s warm red as the anchor colour and offsetting it with muted pastel backgrounds to keep the overall feel soft, friendly, and welcoming.

To support both “ready to download” visitors and those looking for reassurance, we structured the page so the key messages land early, and added FAQs in a collapsible accordion format. That keeps questions easy to scan, while avoiding a dense block of text.

We implemented a modular layout so HER’s internal team can add and adjust content over time without friction—supporting iteration and making it easier to test and refine elements like messaging and calls to action.

Mobile-first design decisions included a persistent “Download HER” button on mobile: present enough to guide action when someone is ready, but not so large that it blocks the rest of the page.

The updated website supports a clearer path from landing to download across both the main page and SEO-led sub-pages, while also making space for trust-building content that helps people feel confident before they take action.

For visitors, that means a more welcoming and accessible experience—clearer structure, less overwhelm, and an easier way to find answers without losing momentum.

For the HER team, the modular structure reduces friction in day-to-day publishing and creates a stronger base for ongoing optimisation (including A/B testing and iterative improvements) as the product and campaigns evolve.