The Client Ask
After completing rebranding work for Kinetic, the client asked for the next step in brand development: redesigning their website.
Rather than just try to make the site look pretty, our team wanted to ensure that website updates would make the site more functional and and usable for visitors. In addition, we noticed there was an opportunity as we updated copy for the site, to do some work on building out an SEO strategy and optimizing on-page content to help with organic visibility in search engines.
They agreed with this assessment, and we got to work.
Improving Site Experience
The navigation for the old site was crammed full of links, making it difficult for a user to tell where they should be going and where the information they wanted was located. This included at least three different locations for all the different kinds of articles the brand wrote.
Working with the UI/UX team, I helped develop a recommendation for simplifying the navigation and especially combining the content all in one location with usable filters so that a site visitor could easily go to where the content was located.
We also determined that some of the services being offered were confusing for users. After conducting competitive and keyword research, we determined that people tended to search for slightly different terminology and the client agreed to change the wording accordingly.
Building an SEO Strategy
I took an initial audit of the site’s performance using Ahrefs, a third-party keyword research tool, and Google Analytics. Then, I moved on to look at main competitor sites and determine what they were (or weren’t) doing. And finally, I looked at search terms for the nonprofit fundraising space in general. We wanted to make sure that our recommendations aligned with professionals seeking fundraising help and not the sort of search where someone is looking for small fundraising projects, like a bake sale.
After the initial audit, we could see that while the site captured some relevant keywords, most were relegated to page three and four of search results. One applicable branded keyword and one industry-related keyword appeared on page one.
I presented a look at the state of the search space and recommended a set of targeted keywords for the site related both to the nonprofit fundraising space and their specific services and areas of expertise. Then, I worked closely with the copywriter on the site, giving advice on including terminology on pages, and writing meta titles and descriptions sitewide.
Post Launch Work
The new site has proved useful to the client since launch, with positive feedback on its appearance and usability. (See the new Kinetic site.)
Since launch, we have seen relevant and targeted keywords first ranking for the site and then creeping upward as the new site and domain establishes relevancy and authority. As of July 2024, we can see four relevant branded keywords and nine targeted and industry-specific keywords ranking on page one. Additionally, seven keywords currently sit at the top of page two, that we are targeting to improve.
The next steps for the site will include updates to the content best poised for capturing additional search. I have collected keywords to target and built out recommendations for optimization and improved internal linking to help lead users back to related articles and applicable services.
Gabs Roman 