Context
Project: New Waldo's Friends website. Please see all mockups here: [https://www.figma.com/file/lbYDndxprVq7ynWpMdk0aA/Waldo's-Friends?node-id=82%3A103](https://www.figma.com/file/lbYDndxprVq7ynWpMdk0aA/Waldo's-Friends?node-id=82%3A103)
Website mission: Support animal rescue by providing animal rescue parents with the right information at the right time.
Primary sections / background info: We offer information and support through the following website sections:
- Shelter finder: Find your local animal rescue shelter to help/ adopt/foster and support your community. An MVP version is live here: https://waldosfriends.com/find-a-shelter/
- Pet library: A resource for pet parents looking for information such as learning apps, books, communities. An MVP version is currently up here: https://library.waldosfriends.com/
- Training guides: A series of long form and video training guides for anyone looking to train their rescues. Please see mockup here: [https://www.figma.com/proto/lbYDndxprVq7ynWpMdk0aA/Waldo's-Friends?node-id=1135%3A0&scaling=min-zoom](https://www.figma.com/proto/lbYDndxprVq7ynWpMdk0aA/Waldo's-Friends?node-id=1135%3A0&scaling=min-zoom)
- Rescue stories: These are interviews with successful rescue parents to inspire others. Mockup here: [https://www.figma.com/proto/lbYDndxprVq7ynWpMdk0aA/Waldo's-Friends?node-id=1251%3A0&scaling=min-zoom](https://www.figma.com/proto/lbYDndxprVq7ynWpMdk0aA/Waldo's-Friends?node-id=1251%3A0&scaling=min-zoom)
- Blog: Tips and tricks for rescue parenting. Live here: https://waldosfriends.com/blog/
- Shop: 50% of all profits are donated to shelters. This is a not-for-profit shop. Live here: https://waldosfriends.com/animal-rescue-shop/
Target audience: Anyone who supports animals, but our core reader/customer is vegan, female, 24 to 50 years old and lives in an urban setting.
Distribution: We market mostly via Instagram organic, and Facebook and Instagram paid ads. Other that that all marketing is organic and designed for SEO and referral traffic. A big chunk of our traffic comes in from organic mobile and organic social referrals.
Tech: