Website Redesign Raises Funds & Drives Program Growth for Local Non-Profit
America SCORES Cleveland is a local non-profit that supports urban youth with a tri-curricular approach of physical activity, creative expression and community service. It enlisted Roop & Co. to execute a website redesign that would highlight how its program inspires change among Northeast Ohio’s urban youth and drive support through volunteer and donation opportunities.
As part of the website redesign, Roop & Co. conducted a strategic analysis of America SCORES’s existing website. This information was used to develop content and a detailed site architecture, which provided a roadmap for the website’s navigation, design and functionality. The new site was developed using a WordPress content management system, which enabled employees to easily make updates to the content as needed. In addition, SEO played a crucial role—key messaging was incorporated into the site’s URLs, page titles, keywords, page descriptions and content in order to optimize its search engine rankings.
Following the launch of its new website, America SCORES saw a significant increase in unique users, page views and average session duration, as well as traffic referrals from mobile devices and organic search. The site’s clear, compelling content and easy-to-navigate design also attracted more volunteers to the program. In addition, the prominent calls-to-action resulted in higher donations and funds raised, which allowed America SCORES to expand its program into more local schools and bring on additional student participants.