Case Study

Simpson Housing Services called on ArcStone to create a mobile-accessible website that could serve families and engage donors.

Simpson Housing Service's new website on monitor

Simpson Housing Services stands as one of the Twin Cities’ most established and trusted homelessness service providers, dedicating over four decades to supporting women and families experiencing housing instability. Founded with the understanding that homelessness affects entire families and requires comprehensive, dignified solutions, Simpson has evolved from emergency shelter provision to offering a full continuum of housing and supportive services designed to help people achieve lasting stability and economic independence.

The organization operates multiple program sites throughout Minneapolis, providing emergency shelter, transitional housing, permanent supportive housing, and wraparound services including case management, financial literacy, childcare, and employment support. Simpson’s approach recognizes that housing is healthcare, and their trauma-informed, culturally responsive programming addresses the complex factors that contribute to homelessness while honoring the strength and resilience of the families they serve. Through their comprehensive services, Simpson has helped thousands of women and families transition from homelessness to stable housing, breaking cycles of instability and creating foundations for long-term success in safe, affordable homes.

Our Role

Multiple WordPress Redesigns (2016, 2022)
Mobile-First Accessibility Implementation
Authentic Photography Integration
Storytelling & Impact Communication
Donor Engagement Optimization
Annual Campaign Support
Long-term Partnership & Support

The Challenge:

Simpson Housing Services needed a digital platform that could balance the urgent need for donor support with respectful representation of families experiencing homelessness. The website required mobile accessibility for diverse users, including families who may be accessing services through smartphones while staying in shelters or transitional housing. The platform needed compelling storytelling that doesn’t exploit vulnerability or perpetuate harmful stereotypes about homelessness, while still communicating the critical importance of Simpson’s work and the impact of donor support.

The organization faced unique challenges in serving both families seeking immediate assistance and potential supporters wanting to contribute to ending homelessness. Families in crisis needed quick, clear access to program information and contact details, often while dealing with traumatic circumstances and using mobile devices in challenging environments. Meanwhile, donors required compelling narratives about Simpson’s impact and clear pathways for various levels of engagement, from one-time gifts to ongoing monthly support. The platform also needed to evolve over time as Simpson’s programs expanded and community needs shifted, requiring a long-term partnership approach rather than a single redesign project.

Our Approach

ArcStone has provided ongoing digital partnership to Simpson Housing Services, including multiple website rebuilds that reflect evolving best practices in accessibility and user experience. We’ve prioritized authentic photography that represents clients with dignity while creating compelling narratives that engage donors without sensationalizing homelessness. The mobile-first approach ensures that the website serves all community members effectively, including those who may be experiencing housing instability and relying on mobile devices for internet access.

Our approach centers on trauma-informed design principles that recognize the stress and vulnerability families may experience when accessing homelessness services online. We developed clear, intuitive navigation that allows users to quickly find critical information without overwhelming cognitive load. The visual design balances professionalism with warmth, communicating Simpson’s expertise while maintaining an approachable, non-judgmental tone that welcomes families regardless of their circumstances.

Throughout multiple redesigns, we’ve maintained focus on authentic storytelling that highlights client strengths and Simpson’s impact without exploiting personal stories or perpetuating harmful stereotypes. We’ve optimized donation pathways to provide multiple engagement opportunities while ensuring the primary focus remains on serving families in need. The long-term partnership approach allows for continuous refinement based on user feedback, changing accessibility standards, and Simpson’s evolving programmatic needs.

Simpson Housing Service's redesigned volunteer page.

Simpson Housing Service's redesigned donation page.

Reviewing The Results

Through ongoing partnership, Simpson Housing Services maintains a mobile-accessible website that effectively serves both families seeking services and donors supporting their mission. The authentic photography and respectful storytelling approach has strengthened donor engagement while maintaining the dignity of clients served, resulting in significant organic traffic growth and improved search visibility for families seeking housing assistance. The long-term partnership approach has enabled Simpson to adapt their digital presence as their programs evolved, supporting their continued leadership in ending homelessness for women and families in the Twin Cities while providing a reliable, accessible platform that serves their community’s most vulnerable members with dignity and respect.