HumanKind
Custom Website and Content Marketing Strategy
Project Overview
HumanKind has been serving children and families in Virginia for more than a century. While they had a strong marketing strategy, they wanted to invest in a fresh, new website that would help draw awareness to their programs, improve inbound traffic, and drive conversions.
Our Solution
We began working with HumanKind in 2018. Our process started with market research, with leadership research sessions, buyer persona development, and stakeholder survey analysis. After collecting data, we built a custom, mobile-responsive, and ADA-compliant website for HumanKind developed on the WordPress CMS. We completed the initial SEO set-up to help improve the organization’s search rankings and ported over all of the web content. Next, we developed new content for a variety of print, web, and social platforms. Our team provided full-service support, including strategic planning, content development, graphic design, and consulting as needed.
- Leadership Research Sessions
- Market Research
- Buyer Persona Interviews
- Stakeholder Survey Analysis
- Messaging Analysis
- Design and UX Strategy
- CRM Integration
- Mobile-friendly and Fluid Responsive Design
- Backward Compatibility for Browsers
- ADA Compliant Layout
- Initial SEO Strategy
- Web Content Transfer
- Team Training Sessions
- Ongoing Maintenance, Hosting, and Technical Support
Project Outcomes
Within one year, website sessions and unique visitors both increased by 50%. The website also generated 1,454 conversions on volunteer forms, donate button actions, newsletter signups, foster care forms, and other digital calls to action. HumanKind’s website now achieves a 3% conversion rate and has generated nearly 6,000 leads.
