Overview
Stop 2030 Barclay is a grassroots campaign opposing a proposed 27-storey, 270-room hotel rezoning at 2030 Barclay Street in Vancouver’s West End. The site needed to explain a complex planning issue in plain language, mobilize residents, and turn attention into action—emailing council, sharing resources, and subscribing for updates.
My Role
Phase 1: Fast launch, clear IA, and action funnel
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Planned the site structure (Home, About, FAQ, Take Action) so residents can quickly understand the issue and what to do next.
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Designed and built a clean, mobile-first WordPress site with persuasive calls-to-action and highly scannable content blocks.
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Implemented a “one-click” action flow: prepped copy and links so supporters can email City Council and the rezoning team directly from the site.
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Wrote search-friendly titles, headings, and meta descriptions focused on rezoning and West End terms; structured pages (About/FAQ) to answer top resident questions.
Phase 2: Engagement tools & list growth
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Integrated newsletter signup and a public comment box to gather resident feedback and keep the community informed as the application evolves.
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Set up a simple “Download Pamphlet” handout to help volunteers and residents spread the word offline and on socials.
The Challenge
Turning a complex rezoning file into a clear, trustworthy hub residents could skim in seconds, convert attention into action (email Council, subscribe) without overwhelming them, keep the site fast, accessible, and reliable during traffic spikes tied to city milestones, and continuously update content as the process evolved.
The Solution
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Clear Messaging Hierarchy
Headlines and short paragraphs explain what’s proposed, why it matters, and how to help—reinforced by supportive visuals. -
Action-first UX
Prominent “Email Council,” “Learn More,” and “Get Involved” entry points across the site to reduce friction. -
FAQ as a Search Magnet
Consolidated key questions (traffic, shadows, seismic risk, neighbourhood character) into a single hub that’s easy to reference and share. -
Community Tools
Newsletter + comment workflows to capture momentum and surface resident perspectives for organizers. WordPress-based build for speed and flexibility. -
Analytics & Iteration
Monitored engagement patterns to refine page order, button placement, and copy length for higher conversion.
Results
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Launched a fast, credible campaign hub that centralizes the story, evidence, and next steps.
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Enabled residents to email Council and the rezoning department directly from the site—turning awareness into tangible advocacy.
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Established a living FAQ and content model organizers can expand as new questions and city updates arise.
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Built list-growth and feedback loops (newsletter + comments) to sustain engagement between city deadlines.
Want a similar advocacy site or campaign hub? I design, build, and optimize fast, action-driven websites for community groups and non-profits. Let’s talk about your timeline and goals.