Woody Williams Foundation

The Woody Williams Foundation supports Gold Star families through memorial initiatives, community outreach, and direct services. For years, the website had been structured around Woody Williams himself: his story, his legacy, his presence as the public face of the organization. After Woody’s passing, the site needed to lead with the Foundation’s programs and services as an institution while still honoring the person who started it.

The site had accumulated pages over time without a clear organizing logic. Gold Star families looking for support, donors looking to give, and the general public trying to understand the mission all entered through the same navigation and had to sort out which content was for them. I restructured the IA around those three audiences, giving each a distinct pathway to the content that mattered most. The narrative framing shifted from biography-first to services-first, with Woody’s legacy content preserved and accessible but no longer dominating the primary experience.

I also wrote and restructured copy across the site to support that shift, and built the whole thing in WordPress with reusable templates so a small internal team could manage events, monument updates, and news without needing a designer for every change. For a nonprofit serving families in difficult moments, the site needed to be clear, fast, and trustworthy. Not clever.