About Easterseals UCP

Easterseals UCP is one of the largest social service nonprofits in North Carolina and Virginia with more than 2,000 employees operating 20+ programs. They are dedicated to helping children and adults living with disabilities and mental health challenges.

Project Overview

Easterseals UCP’s website was limited in its capability to manage brand content, optimize for organic search and track analytics. The brand wanted a fresh, new look and the ability to automate functions, integrate email marketing, perform SEO and access web analytics. Human Resources and Fundraising teams needed seamless user experience on career, donor and sponsorship pages.

The website development project began with the migration to a new content management system, WordPress, and gave Easterseals UCP control of the domain. I was tasked with the front-end development of the new website to improve the information architecture, redesign for user experience, and optimize web content.

My role included automating marketing and development functions, integrating MailChimp and designing user journeys. This process allowed me to dive deeper into direct audience analytics, implement an automation strategy, and increase lead retention and donations.

Visit the live website.

Website Optimization and SEO

I implemented and managed a search engine optimization (SEO) strategy to increase organic traffic to the new website. During the copywriting phase, I consolidated lengthy and technical healthcare information into easily digestible, keyword-driven content. In tandem with our Google Ads Specialist, I established search engine marketing (SEM) goals. Post-launch, I consistently executed successful SEO through research, geo-targeting, generating keyword-rich blog posts and integrating the strategy with social media campaigns.

Outcomes

During user testing, it was clear that the user journey became more streamlined and the user experience improved. The website achieved level 3 accessibility for people living with disabilities. All users had more support and intuitive guidance to get connected with the services they needed. The optimized pages for our admin teams resulted in increased web traffic and page interaction, more job application submissions, and donations.

By the Numbers (6 Months Post-Launch)

• Increased new user traffic from organic search by 863%
• Increased average engagement from users by 206%
• Increased average engagement time on website by 106%

Created as part of my role as Digital Marketing Manager at Easterseals UCP (2022). All rights belong to Easterseals UCP, now Easterseals PORT Health.