YCLES
Youth, Community, Law Enforcement Solutions, with every program spelled out for the specific buyer who books it.
The Challenge
YCLES has been running since 2010, bridging youth and law enforcement through structured dialogue. The core insight is sharp: officers get trained on the legal side of juvenile cases but almost none get trained on how to actually talk to a young person. The problem for the website is that YCLES does not sell one thing to one buyer. A police chief books officer training. A school administrator books implicit bias and cultural competency work. A juvenile probation department books something else entirely. A youth pastor books Think About It First. Those are four different buyers with four different budgets and four different search terms, and they were all landing on a single generic programs list.
Problems Identified
- Four separate buyer types funneled into one programs page
- Certification and credit details buried in body copy
- Grant funding availability not surfaced where it matters
- No way for a program manager to compare formats at a glance
- A nonprofit budget conversation with no financial support path
Project Details
Industry
Youth & Law Enforcement Training
Location
Pennsylvania, with national programs
Services Provided
- Website Design
- Information Architecture
- Nonprofit Copywriting
- SEO Structure
Technologies
What We Built
Every program got its own page: full day curriculum, half day forums, middle school curriculum, Think About It First, school training, juvenile probation officer training and facilitator training. Each page states the audience, the age range and the format so a buyer can confirm fit in seconds. The full day curriculum page carries its Pennsylvania MPOTEC credit certification, six credits, because for a police department that detail is the purchase decision. Grant funding through PCCD is called out in the hero band rather than hidden in an FAQ, and a Request Financial Support action sits next to the primary program call to action so cost never ends the conversation. Video of the programs in action runs on the homepage, since this is work that is much easier to show than describe. An events calendar, a media section and an FAQ round out the site for repeat institutional visitors.
Deliverables
One Page Per Program
Seven program pages so each buyer type lands on the exact format they searched for.
Certification Details Up Front
MPOTEC credit certification stated on the program page that carries it.
Funding Path Beside The CTA
Request Financial Support given equal weight to Explore Our Programs.
Video Proof On The Homepage
Footage of youth and officers in structured dialogue rather than a description of it.
Key Features
- Seven dedicated program pages
- MPOTEC credit certification detail
- PCCD grant funding callout
- Homepage program video
- Events calendar
- Media section
- FAQ page
- Financial support request path
- Skip to main content accessibility link
The Results
Operating Since
Program Pages
MPOTEC Credits
Audiences Served
A police training coordinator, a middle school principal and a juvenile probation supervisor now each land on a page written for them, with the certification, age range and funding answer already on it.
Running programs for multiple audiences?
We give each program its own page so every buyer finds their own answer.