The National Cancer Institute’s Office of Advocacy Relations focuses on connecting NCI with the advocate community. Altarum subsidiary Palladian Partners developed a content strategy and visual redesign for OAR’s Science Serving People website, a key vehicle for OAR’s outreach to the public. Palladian interviewed users to identify their top information needs, developed user personas and grouped the content into logical categories. For each of the content categories, Palladian curated content from the NCI and other sources, writing plain language summaries to accompany each link. Palladian provided OAR with postlaunch strategies, including an editorial calendar, a framework for Web analytics, and a guiding document for decisions regarding the publishing of new content.