The economy is on everyone's mind. Companies and nonprofits alike are worried, marketing dollars are shrinking, businesses are going under, grants and donations are disappearing, and sales are declining.
My opinion is that you can let this attitude and climate affect you or you can put your horse-blinders on and focus on your business or organization and step it up a notch, actually a few notches. Become more innovative, find new partners, and use new, cutting-edge tools to leverage your competitive advantage in a harder market.
PROJECT C.U.R.E., a Denver-based nonprofit organization, did just this.
PROJECT C.U.R.E. contacted us last fall looking to step up their web presence and organize their internal system of handling inquiries, customers, and reporting. The initial requests were pretty simple and in common with what most nonprofits are looking for, but few find:
- Professional design
- Better usability
- Clearer content
- More search engine visibility
- Easier way of updating content
- Website metrics and reporting
We were happy to oblige.
Initial conversations, with Doug Jackson, PROJECT C.U.R.E.'s President, along with staff and Leanna Clark of Schenkein, revolved around wanting more traffic from search engines. However, when viewing their current website and after installing Google Analytics - it was clear to us that more traffic wouldn't cut it.
We needed to restructure their content in order to make it easier to understand what PROJECT C.U.R.E. was about and maximize ROI for traffic they were already getting. SEO would come later.
The website used marketing related terms to identify programs like "Procure", "Corps", and "Clinics". We found from traffic analysis that these main navigation areas were not getting any traffic. Visitors were hitting other areas on the left hand navigation that were suppose to be sub-pages and were less important to the organization educating visitors.
A key complaint was how much time employees were spending on the phone talking to and directing customers to the right place.
The website should have been taking care of much of this education.
During our discover phase we were able to completely restructure content, navigation, and the overall website sitemap to better direct visitors into their appropriate "buckets" before they ever filled out a form or dialed a number. This way we could maximize on traffic already pouring into the website and make operations more efficient.
As you can see, the resulting design, besides being much more professional, is a lot more clear and asks less energy of the visitor and gives them more concise options of what to do next.
The great part about how we build websites too is that not only is content easier to see for visitors, but for search engines too. The design is 100% CSS driven and each page can have its own title along with any META data that is relevant. Additionally, during our discovery phase, we did a Keyword Analysis Report to see what keywords PROJECT C.U.R.E. should be naturally using throughout their website to improve SEO.
Never judge a book by its cover though . . . what makes the website really move is what is under the hood.
Wrapping it up
After two months, we have noticed that...
- Increased time per visit by 35%
- Increased pageviews by 25%
- Decreased bounce rate by 20%
- CURE Clinics previously did not get any web inquiries, now are averaging 70 per month
- Increased newsletter subscriptions
- Made employees happier (feel free to call them and ask how they like their new website)
- Exceeded expectations with organization President Doug Jackson
So by investing in new innovative ways to market and operate their organization, PROJECT C.U.R.E. is pushing harder and getting results that will plow through any tough times.Visit the new website at www.projectcure.org.