TJ Peeler

A content-first website optimization to increase awareness and donation revenue for a leading voting rights nonprofit, The League of Women Voters.

Project Goals

• To clearly tell what The League of Women Voters (LWV) does and why it matters 

• Increase awareness of LWV

• Increase goal conversions and donations

Results

6 months after the optimization and design changes:

• 145% increase in organic search traffic compared to last year

• 147% increase in goal conversions (email signups, actions, join a league, but not including donations) indicating that the quality of traffic increased as well.

• 34% increase in revenue from organic traffic 

Specific results for a page I rewrote

• 54% increase in organic traffic to the Redistricting page 

• 189% increase in donations from the Redistricting page 

What We Did

We recommended optimizing LWV’s homepage and key topics areas pages. We knew the homepage could tell the story of their work on voting rights better. We also saw opportunities to increase quality, organic traffic to key issues pages in the SEO data. 

Content-first redesign of the homepage

I worked with a team to collaboratively write the copy to connect key issues together. For example, LWV brings legal cases to fight for voting rights. Instead of listing recent legal case announcements, we provided context around the overall impact of those cases.

Optimizing key topic pages

For key topic pages, we know that web users prefer longer content pages that provide a holistic explanation of a topic. These types of pages rank better in organic search. We used SEO research and the core content method to write content briefs for a few issue pages like the Redistricting page. We also taught LWV staff our method for successful, long form content.