Reframe Youth · They had the curriculum, the site was hiding it

Reframe Youth is a youth ministry curriculum company built by practitioners. Founder Jordan Francis, a licensed mental health therapist and speaker, writes discussion-based material for youth pastors on the subjects students actually raise. The work was strong. The website was working against it.

Ads were already sending roughly 250 visitors a day to the site, so the bottleneck was not traffic. It was clarity. The homepage asked visitors to absorb everything the ministry does before it told them what to do next. The store had no filtering and no categorization, so finding the right resource meant scrolling and guessing. And two audiences, youth pastors and the families they lead, were being routed down the same undifferentiated path.

Behind all of it sat a hard deadline. Whole Life Discipleship Vol. 2 launched January 1, pre-orders closed the same day, and the site had to be ready first.

Our first two weeks were not design. They were content. We rewrote and stripped down the homepage and flagship product page so the structure had something honest to hang on, then wrote three full iterations before anyone opened a design file. The hero line the client uses today came out of that work: relevant to culture, faithful to Scripture.

• We named the audience out loud. Instead of one generic entry point, a dedicated section speaks directly to youth pastors and points them to two clear ways to start. Jordan pushed back on our first framing, and he was right. We reworked it with him rather than defending it, and he rewrote the final copy in his own voice.
• We made the store shoppable. Filtering by category, topic, and tag, a custom mega menu for curriculum, and a dynamic one for merch that the client controls from the Shopify backend. Both required custom Liquid work outside the theme’s native capability.
• We built where the traffic actually is. Desktop and mobile were prioritized over tablet because that is where this audience lives, and sections the theme could not carry responsively were hand-coded as mobile-specific variants rather than left to break.
• We closed a compliance gap nobody had flagged. The site had no privacy policy and no terms of service. We added a monitored policy suite covering privacy, cookies, consent, terms, and disclaimers, kept current as regulations change.

Mock ups look incredible. Very excited!

Jordan Francis · Founder, Reframe Youth

The work did not stop at launch. When Reframe Youth introduced a subscription offer, we built a conversion-focused membership page with two-tier pricing and custom add-to-cart buttons that push subscription products straight to cart, then restructured the homepage hero and mega menu to route visitors toward it. When the About and Speaking pages needed the same clarity as the store, we wrote new copy for both, rebuilt About around the four-pillar framework, and replaced an external Google Form with an embedded speaking request form, built and QA’d on hidden URLs before going live.

Two things went wrong on this project, and both show what standing behind the work looks like. We missed our first launch date. Rather than quietly slipping, we sent a recorded walkthrough of the current state, an apology, and a shared document listing every remaining item so nothing was hidden. Jordan agreed to hold for QA, and we launched two days before Christmas, in time for his pre-order window.

Our account manager had a medical emergency on launch day. A second account manager picked up the thread within the hour and confirmed the site was live before the holiday. The client never had to chase anyone.

The same standard held after launch. A subscription cart error was diagnosed and fixed the same business day. An iPhone-only rendering bug surfaced on a Friday, we set expectations for Monday, and we fixed it Saturday.

Both pages look awesome! Great work!

Jordan Francis · Founder, Reframe Youth