Case study · Nonprofit
SMART Recovery NYC
SMART Recovery NYC organizes free, volunteer-run peer support meetings across New York City, online and in person. People usually arrive at the site at an important moment, so it needed to be calm, clear and quick to use. Axiom rebuilt it around one idea: get every visitor to the right next step in a click or two.
Before & after
Drag to compare
Left: the site before the rebuild (archived May 2023). Right: the site today.
Before image: Internet Archive Wayback Machine capture.
Problem → solution
Helping New Yorkers find a meeting, and a way to help, fast
The problem · 01
First-time visitors don't know where to start
Many people looking for recovery support arrive unsure of what a program is or whether it's right for them. A homepage crowded with notices and sidebars makes that first visit harder than it needs to be.
The solution
A welcoming homepage with two clear actions
Axiom built a New York skyline hero with a short plain-language welcome, an embedded introductory video, and two buttons: Find a Meeting and Donate. A newcomer can learn what SMART is and take a first step without hunting through menus.
The problem · 02
Different visitors need very different help
Someone ready for a meeting, someone who needs to talk right now, and a worried family member all land on the same page. If the site treats them the same, some of them leave without what they came for.
The solution
A four-way guide by visitor need
Right below the hero, a blue band splits visitors into four paths: Here for You in NYC, Find a Meeting, Need to Talk Now?, and Worried About Someone? Each card explains in a sentence or two where to go, including SMART Online for immediate support and a dedicated page for family and friends.
The problem · 03
Meeting times scattered and hard to scan
Peer support groups often post meeting times in long text lists that change from week to week. People end up unsure which meetings are online, which are in person, and which are on tonight.
The solution
A month-view meeting calendar
The Find a NYC Meeting page shows a full monthly calendar with every meeting on its day, labeled online, in person, Spanish-speaking or friends and family. Visitors can scan the week, page through months, and follow links to the national meeting finder for other regions. (Facilitator names are blurred in this screenshot.)
The problem · 04
Small nonprofits depend on easy giving
Like most volunteer-run nonprofits, the chapter relies on donations to keep meetings going. If giving means mailing a check or finding a buried PayPal link, many supporters never get around to it.
The solution
An on-site donation form
Axiom set up a Support SMART NYC page with a donation form built on GiveWP, including support for recurring gifts. A short note explains what donations pay for, next to the chapter's research-based approach, so supporters know what they're backing.
The problem · 05
Families need their own way in
Loved ones of someone struggling with addiction often feel left out of recovery resources. Without a page meant for them, they may not realize there is support for them too.
The solution
A dedicated Family & Friends page
Axiom gave families their own page explaining SMART Recovery Family & Friends, how it differs from other support approaches, and how to get involved through meetings, online resources and the national program. It's linked from the main navigation and the homepage.
The problem · 06
Meetings only run if volunteers step up
A peer-run group needs a steady flow of facilitators and helpers. If volunteer roles aren't spelled out, people who want to help don't know what they'd be signing up for.
The solution
A clear volunteer opportunities page
The Volunteer Opportunities page lays out each role in plain terms (facilitator, discussion leader, social coordinator, social media contributor and more), including what facilitator training involves. Interested visitors can see where they fit and reach out.
Your business
Same problem? Same fix.
If you run a nonprofit, support group, church ministry or community organization, people need to find your programs, give, and volunteer without friction. Axiom can build you a site with event calendars, online donations and clear paths for every kind of visitor.
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