Growth · A neglected website rebuilt into a growth engine
Reach without structure, turned into one clear path from visitor to supporter.
Strategy before design is our alternative to redesigning a site that no one has decided the purpose of.
The business challenge
A national advocacy organization’s website had sprawled over years. Broken links, orphan pages, weak calls to action, and content scattered across a dozen sub-brands. The site had significant reach but no structure to turn a visitor into a supporter or donor.
What we built
We did the strategy before the design. We audited every page, benchmarked comparable organizations, and rebuilt the site around a clear path to donate, an issues hub that organizes the mission, and a structure that preserves existing search rankings on relaunch. Sub-brands stay on their own sites and link out cleanly, so the whole network reads as one organization.
- One clear path to donate
- Issues organized by mission
- Search rankings preserved on relaunch
- Many sub-sites, one system
- Site rebuild
- SEO-preserving architecture
- Issues hub
- Donation flow
- Unified navigation
- Analytics
Site rebuild · advocacy
- Broken links148→0
- Orphan pages63→0
- Paths to donateNone→One
Strategy before design
It’s just 3 steps
- Capability
- Growth
- Sector
- Advocacy
- Client
- Withheld
- Build
- Custom, not off the shelf
- Data ownership
- The client
- Platform
- Built and run by AIDM
- Status
- In production
