Challenge
Bird Watcher’s Digest’s legacy site felt dated and cluttered. A busy hero, stacked color blocks, and generic blog cards buried the magazine’s personality. The primary “Subscribe” CTA competed with multiple messages, and content was hard to scan — making it unclear why (and how) to subscribe.
Solution
- Refocused homepage around a clear editorial story: bold hero with one standout subscription CTA, followed by curated features and organized birding resources.
- Introduced a modern, magazine‑like visual system: more white space, refined typography, and structured grids so images and headlines lead.
- Clarified navigation and footer so readers can quickly find issues, articles, resources, and subscription info.
- Elevated cards and content groupings to differentiate must‑read stories from general posts.
Results
A cleaner, more editorial site that finally looks and behaves like a modern birding magazine. Readers discover content faster, understand the value of subscribing, and follow a simpler, more persuasive path to becoming BWD Magazine subscribers.
Before and After
