Whitman-Walker’s web presence is comprised of two websites; one for healthcare and the other for its business model. It was decided by leadership that these two main entities should remain separate under two different domains:
whitman-walker.org → healthcare
whitmanwalkerimpact.org → business model
The problem was the need for more cohesion in brand consistency, purpose, and connection on the business model website. Patients seeking service information through Google often found themselves lost on the business model site without any connector to the healthcare site.