redesign web pages

Web Designer is needed in New South Wales, Australia.

We are looking to redesign our web pages as part of a platform improvement campaign for Welcome to Country. Our goal is to transform our site into an experience-led, culturally-rich First Nations marketplace where customers can buy authentic products with cultural significance. The project includes redesigning the homepage to clearly represent our identity as a First Nations-owned business, integrating storytelling into product pages to highlight artist and product backgrounds, improving discoverability through enhanced navigation and keywords, and adding trust signals such as reviews, supplier authentication, and an interactive map. We want these enhancements to increase trust, discoverability, and conversion rates without compromising cultural control.

Budget range:
Small project ($750 – 1,500 USD)

Examples:

Who are you, and what do you do?
The proposed solution is a platform improvement campaign called “See The Story”, to turn W2C from what it currently is to an experience-led, culturally-rich First Nations marketplace where people can buy authentic products with cultural significance. The solution is in direct response to the project because it recommends ways to improve discoverability, trust, and conversion without compromising cultural control through UX and content improvements. The solution works by integrating four key components into the existing platform:
(i) Homepage redesign: The first few seconds on the homepage shape how new users understand Welcome to Country (Lindgaard et al., 2006). While the current site mentions ethical sourcing and empowering Indigenous communities, the homepage should make its identity visible above the fold as a First Nations-owned marketplace supporting Aboriginal and Torres Strait Islander businesses. Messages such as “Shop authentic First Nations products” or “Every purchase supports First Nations creators and communities” would build customer trust and help represent suppliers as authentic First Nations businesses, not generic marketplace sellers (AIATSIS, n.d.; KPMG, 2021). (ii) Storytelling integration: To move the experience beyond a simple transaction, product pages will include concise “Story behind this product” sections explaining the artist, supplier, product origin, and cultural context. Currently, the website provides no clear story or origin details for the product, making it harder for customers to understand its meaning, relate to the maker, and trust its authenticity. As per Booth (2014), this builds emotional connection and purchase confidence for customers, while for suppliers, it increases visibility and represents First Nations businesses with cultural value and respect (KPMG, 2021). (iii) Improved discoverability: While the website already offers filters like “Gifts under $100”, W2C can benefit from improving it by making the website more keywords-driven. This is necessary to fulfill the need for faster and more intuitive navigation for customers, especially those who depend on categories and keywords on websites rather than browsing. One way to do this is by adding search phrases like “Affordable Indigenous Homewares” or “Last-minute gifts Australia”. We could do this by positioning these categories as prominent landing sections on the homepage, coupled with intuitive calls-to-action (CTAs), such as “Explore Collection”. By using clear and actionable CTAs, websites can increase conversion rates by 161% (Oldenburg, 2025).
(iv) Trust signals: This will involve creating credibility through customer reviews, supplier authentication, and an interactive Impact Map illustrating supplier locations in Australia, addressing the problem of trust. Furthermore, customers get a post-purchase email highlighting the supplier story and community that is being supported, which creates an emotional bond and promotes future engagement. A second email will also be sent to request product reviews, capitalizing on email marketing’s ability to engage and convert (Campaign Monitor, n.d.). Since Google reviews build authenticity and help improve your local ranking (Smith, 2025), the customers will be encouraged to write about their experience in various sites like Google and social media platforms, creating social proof.To incentivise reviews, W2C will use impact-driven messaging, reminding customers that their review directly supports a supplier’s visibility.

In what capacity are you hiring?
My company

Where are you in the hiring process?
I’m ready to make a paid hire

What type of work is this?
Single job

What experience level is needed?:
Mid-level (Industry Average), Senior, Expert