What started off as a simple site audit evolved into a full-scale website relaunch aimed at transforming the Child Care Council’s user experience. During the audit, we uncovered several critical issues, including outdated internal and external links, improper page structure on key pages, and poor performance in core web vitals and site speed, as measured through SEMRush and Google PageSpeed Insights.

Based on these findings, my team and I concluded that a complete relaunch was the most effective way forward. Our goal was to create a more intuitive and accessible site architecture that would allow users to easily find the information they needed, whether they were child care providers or families seeking support.

Building an Accessible and Intuitive Experience

In response to these findings, my team and I determined that a full website relaunch would provide the greatest long-term value. Our mission was to create a user-centric experience that served two distinct audiences: child care providers and families in need of support.

We redesigned the site architecture to clearly separate content by audience type. This strategic restructuring improved navigation and ensured users could quickly locate relevant resources. The new user experience created clearer pathways to the Council’s wide range of services.

Local SEO and Content Strategy

I developed an SEO strategy designed to increase local organic visibility, an opportunity that had been previously overlooked due to the organization's reliance on direct and referral traffic. By targeting high-intent local keywords and optimizing content structure, we significantly broadened the audience being reached.

As part of the content overhaul, I wrote all-new website copy that balanced marketing tone with SEO best practices. My goal was to create clear, informative content that resonated with the Council’s mission and community values.

Technical Implementation and Transition

I played a hands-on role in the WordPress rebuild, integrating custom PHP within the Gutenberg editor to meet the functional and aesthetic goals of the project. Prior to launch, I also managed all URL redirects to preserve SEO equity and prevent disruptions from broken links. To ensure the data stream being received was accurate, I configured a new Google Analytics property tailored to the client’s KPIs.

Results

This project achieved meaningful impact within the first six months of launch:

23% increase in organic traffic, driven by a refined local SEO strategy
52% increase in resource engagement, reflecting stronger content alignment with user needs
12% increase in contact form submissions, indicating improved conversion pathways

This relaunch highlights how a strong foundation in technical SEO, combined with thoughtful content strategy and an effective local SEO content strategy, can transform a mission-driven organization’s digital presence.

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