--- description: NFI partnered with Lean Labs to transform their outdated website, enhancing performance, brand messaging, and the buyer journey for improved lead generation and user engagement. image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: Case Study - National Fatherhood Initiative (NFI) --- Case Studies # National Fatherhood Initiative National Fatherhood Initiative® (NFI) is the nation's leading nonprofit working to increase father involvement. Through training, resources, and evidence-based programs, NFI equips human service organizations to better engage fathers and strengthen families across the U.S. **What we did:** Growth Strategy / Design / Development / Lead Generation [View this website](https://www.fatherhood.org) Discuss your project ![www.fatherhood.org_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_.png?width=2880&height=1640&name=www.fatherhood.org_.png) ![www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png) ![www.fatherhood.org_why-father-inclusion-matters](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_why-father-inclusion-matters.png?width=2880&height=1640&name=www.fatherhood.org_why-father-inclusion-matters.png) ![www.fatherhood.org_contact-us](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_contact-us.png?width=2880&height=1640&name=www.fatherhood.org_contact-us.png) ![www.fatherhood.org_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_.png?width=2880&height=1640&name=www.fatherhood.org_.png) ![www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png) ![www.fatherhood.org_why-father-inclusion-matters](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_why-father-inclusion-matters.png?width=2880&height=1640&name=www.fatherhood.org_why-father-inclusion-matters.png) ![www.fatherhood.org_contact-us](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_contact-us.png?width=2880&height=1640&name=www.fatherhood.org_contact-us.png) ![www.fatherhood.org_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_.png?width=2880&height=1640&name=www.fatherhood.org_.png) ![www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png) ![www.fatherhood.org_why-father-inclusion-matters](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_why-father-inclusion-matters.png?width=2880&height=1640&name=www.fatherhood.org_why-father-inclusion-matters.png) ![www.fatherhood.org_contact-us](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_contact-us.png?width=2880&height=1640&name=www.fatherhood.org_contact-us.png) ![www.fatherhood.org_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_.png?width=2880&height=1640&name=www.fatherhood.org_.png) ![www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood_strategies-to-support-dads-of-children-with-developmental-disabilities.png) ![www.fatherhood.org_why-father-inclusion-matters](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_why-father-inclusion-matters.png?width=2880&height=1640&name=www.fatherhood.org_why-father-inclusion-matters.png) ![www.fatherhood.org_contact-us](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_contact-us.png?width=2880&height=1640&name=www.fatherhood.org_contact-us.png) ![www.fatherhood.org_solutions_programs-and-resources](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_programs-and-resources.png?width=2880&height=1640&name=www.fatherhood.org_solutions_programs-and-resources.png) ![www.fatherhood.org_championing-fatherhood](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood.png) ![www.fatherhood.org_history](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_history.png?width=2880&height=1640&name=www.fatherhood.org_history.png) ![www.fatherhood.org_solutions_collaborative-services](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_collaborative-services.png?width=2880&height=1640&name=www.fatherhood.org_solutions_collaborative-services.png) ![www.fatherhood.org_solutions_programs-and-resources](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_programs-and-resources.png?width=2880&height=1640&name=www.fatherhood.org_solutions_programs-and-resources.png) ![www.fatherhood.org_championing-fatherhood](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood.png) ![www.fatherhood.org_history](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_history.png?width=2880&height=1640&name=www.fatherhood.org_history.png) ![www.fatherhood.org_solutions_collaborative-services](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_collaborative-services.png?width=2880&height=1640&name=www.fatherhood.org_solutions_collaborative-services.png) ![www.fatherhood.org_solutions_programs-and-resources](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_programs-and-resources.png?width=2880&height=1640&name=www.fatherhood.org_solutions_programs-and-resources.png) ![www.fatherhood.org_championing-fatherhood](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood.png) ![www.fatherhood.org_history](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_history.png?width=2880&height=1640&name=www.fatherhood.org_history.png) ![www.fatherhood.org_solutions_collaborative-services](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_collaborative-services.png?width=2880&height=1640&name=www.fatherhood.org_solutions_collaborative-services.png) ![www.fatherhood.org_solutions_programs-and-resources](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_programs-and-resources.png?width=2880&height=1640&name=www.fatherhood.org_solutions_programs-and-resources.png) ![www.fatherhood.org_championing-fatherhood](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_championing-fatherhood.png?width=2880&height=1640&name=www.fatherhood.org_championing-fatherhood.png) ![www.fatherhood.org_history](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_history.png?width=2880&height=1640&name=www.fatherhood.org_history.png) ![www.fatherhood.org_solutions_collaborative-services](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_solutions_collaborative-services.png?width=2880&height=1640&name=www.fatherhood.org_solutions_collaborative-services.png) × ## Schedule a call Discuss your website needs and goals with an actual human to **dial-in an amazing plan** ![Book a meeting \(1\)-1](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/Book%20a%20meeting%20(1%29-1.png?width=1282&height=841&name=Book%20a%20meeting%20(1%29-1.png) ### Build out your website plan and pricing in **less than 2 minutes** [Build your project pricing](https://www.leanlabs.com/pricing) ## Project Overview NFI's mission is to build stronger families by engaging dads, but their website wasn’t pulling its weight. With years of outdated design and structure, a cluttered user experience, and no clear path for buyers, their HubSpot-hosted site was hard to manage and harder to scale. With no in-house dev or IT team, NFI needed a partner who could not only handle the redesign but also bring strategic clarity and long-term flexibility. **That’s where Lean Labs came in.** ### Project Goals #### **Our mission with NFI's site was:** 1. **Modernize the Website –** Replace the outdated design with a modern, user-friendly experience built for inbound marketing. 2. **Clarify Messaging –** Refocus the site around NFI’s most impactful offerings and communicate their value. 3. **Simplify Navigation –** Create a buyer journey to help diverse stakeholders—from correctional facilities to schools—find what they need fast. 4. **Empower the Team –** Build the site on a modular system the NFI team could easily manage and update on their own. ### KPIs **Drive visitors to Product Pages**: The streamlined navigation and website page layouts should be driving more visitors to our most important pages. **Exit & Bounce on Key Pages**: All content our all the key website pages should be optimized, relevant, and able to move visitors to a logical next step. ### Challenge NFI's website overhaul had three specific challenges: 1\. Their audience spans multiple sectors—including nonprofits, schools, correctional facilities, and military organizations—each with unique needs and levels of familiarity with fatherhood programming. 2\. The existing website had become cluttered over the years, making it difficult for visitors to find the right resources. 3\. The project was tied to a tight timeline and had to align with a broader strategic shift: narrowing their focus to the most impactful offerings while still communicating the full value of their work. ### The results Lean Labs rebuilt NFI’s website from the ground up, starting with in-depth messaging and positioning interviews. We helped the team clarify their value prop, then translated it into a streamlined site structure and clean page layouts. From there, we launched the site using a modular design approach, giving the NFI team the power to easily manage and scale the site on their own. The result? ****A fast, modern website** that communicates NFI’s value clearly, guides users to the right programs, and ****supports their mission like a full-time team member**. ### 90-Day Results * **Homepage Bounce & Exit Rates Improved by 10%:** the new NFI homepage is doing a better job at soliciting clicks deeper into the website. * **Core Web Vitals Improved on Desktop and Mobile:** their desktop website grader score went from 70 to 77 and mobile increased from 41 to 64. * **16% increase in traffic to key product page.** * **Sent 1,000+ more visitors to the online store.** ![NFI-testimonial](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/NFI-testimonial.png?width=240&height=240&name=NFI-testimonial.png) ![white stars](https://www.leanlabs.com/hubfs/LL%20v5/Images/white%20stars.svg) “It's the best redesign and restructure that we've ever had since I've been here, and I've been here for 13 years. Our team has been blown away.” **Melissa Byers |** National Fatherhood Institute --- BEFORE / AFTER ![Old NFI site](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/Old%20NFI%20site.png?width=2880&height=1640&name=Old%20NFI%20site.png) ![www.fatherhood.org_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/www.fatherhood.org_.png?width=2880&height=1640&name=www.fatherhood.org_.png) MOCKUPS ![Screenshot_9-4-2025_10169_www.fatherhood.org](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/Screenshot_9-4-2025_10169_www.fatherhood.org.jpg?width=1726&height=6628&name=Screenshot_9-4-2025_10169_www.fatherhood.org.jpg) ![Screenshot_9-4-2025_101632_www.fatherhood.org](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/NFI/Screenshot_9-4-2025_101632_www.fatherhood.org.jpg?width=1726&height=9553&name=Screenshot_9-4-2025_101632_www.fatherhood.org.jpg) ## Meet the team that worked on this project. ![Jessie avatar-grey](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/Jessie%20avatar-grey.png?width=100&height=100&name=Jessie%20avatar-grey.png) Jessie Smith Marketer ![maria-avatar-grey](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/maria-avatar-grey.png?width=100&height=100&name=maria-avatar-grey.png) Maria Rivera Designer ![edward avatar-grey](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/edward%20avatar-grey.png?width=100&height=100&name=edward%20avatar-grey.png) Edward Addo Developer ## TAKE THE FIRST STEP ### Turn your marketing from a cost center into a self-funding growth machine. ![work](https://www.leanlabs.com/hubfs/LL%20v5/Icons/work.svg) ### Our work & results Hear what our clients have to say about their results. **Read our 5 star reviews on HubSpot.** [](https://www.leanlabs.com/approach/success) ![programs](https://www.leanlabs.com/hubfs/LL%20v5/Icons/programs.svg) ### Programs & pricing **Find out how much it costs** to work with us. 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Copilot ](https://copilot.microsoft.com/) Ask AI ```json {"@context":"https://schema.org","@type":"VideoObject","contentUrl":"https://275827.fs1.hubspotusercontent-na1.net/hubfs/275827/NFI%20Testimonial-VEED.mp4","dateModified":"2025-04-08T19:24:16.678Z","duration":"PT2M50S","height":720,"name":"NFI Testimonial-VEED","thumbnailUrl":"https://275827.fs1.hubspotusercontent-na1.net/hubfs/275827/NFI%20Testimonial-VEED.mp4/medium.jpg?t=1744140256678","uploadDate":"2025-04-08T19:24:02.423Z","width":1280} { "@graph": [ { "@id": "https://www.leanlabs.com#organization", "url": "https://www.leanlabs.com", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", "sameAs": [ "https://www.entities.org/entity/lean-labs", "https://www.linkedin.com/company/lean-labs", "https://www.crunchbase.com/organization/lean-labs-eed8", "https://twitter.com/leanlabs", "https://www.youtube.com/@LeanLabs1", 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