Website Audits and Redesigns
Your Digital Presence Says You're Inclusive. Does It Actually Feel That Way?
There's a test we like to run when working with a new client.
We go to their website and pretend we're someone they say they want to serve, such as a trans patient looking for a fertility clinic, or a same-sex couple using a new app to research family-building options, or a non-binary person trying to figure out whether this massage therapist will understand their body.
What we find, more often than not, is a gap. That gap is never malicious! It’s usually born of good intentions and a lack of deep knowledge around the best practices in inclusion. Typically, the language is “close but not close enough,” and the imagery feels too generic or dips too heavily into stereotype.
And the people you most want to reach know it immediately.
What a website audit actually finds
We recently worked with a Philadelphia-area fertility practice that had done what many organizations do: they had an LGBTQ+ landing page. On the surface, the box was checked. But when we dug in, we found that every service page LGBTQ+ patients were directed to was written for a different patient entirely. The language was gendered throughout. Procedures were described using binary assumptions about bodies and relationships. There was no acknowledgment of the specific concerns trans patients bring, or the questions same-sex couples actually ask, or what single parents by choice need to know before they pick up the phone.
The practice knew they could do better. They just needed someone to show them where, exactly, the gaps were.
That's what an inclusion and belonging website audit does.
It's not abstract. It's the actual words.
What we bring to this work is close to two decades of experience inside LGBTQ+ communities, deep expertise in communications, and a very specific eye for the places language stops working. During an audit, we're not offering vague recommendations about "doing better." We're sitting with your actual copy, your actual service pages, your actual intake flow, and identifying the exact words that are excluding people, the structures that are confusing, and the missed opportunities to make someone feel like they've found the right place.
In the Main Line Fertility project, we restructured their entire LGBTQ+ section around how patients actually navigate fertility care: organized both by process, for patients who already know what they want, and by community, for people who are earlier in the journey and need to see themselves reflected before they can figure out their next step. Every page got inclusive language, real FAQs based on real questions, and a framework their team could maintain going forward.
That's the deliverable: not just a list of what's wrong, but a clear, practical path to something you're proud to put in front of the people who matter most to you.
Who this is for
This service is a good fit for healthcare organizations, universities, nonprofits, and service providers who have made public commitments to inclusion and want their digital presence to actually reflect that. It's especially useful if you've already made changes and want someone to pressure-test them from the outside, or if you're rebuilding a section of your site and want to get it right from the start rather than patch it later.
You don't need to have done anything wrong to benefit from this. You just need to care whether it's working.
