• Business Overview
• Competitive Audience Research
• Keyword Research
• Website Architecture
• Wireframes & Layouts
• Website Content and Implementation
• Outbound SEO Plan
• Retargeting Plan and Pixel Implementation
• Conversion Analysis
• A/B Testing & Analysis

​

We envision a future where all children are motivated and empowered to express themselves artistically and are able to develop a strong sense of wonder and curiosity for the world around them- after all, the earth without art would just be “eh”.

COMPETITIVE

RESEARCH

Inspired our Art Kits, CTAs & Wireframes

​

Excellent Page Names

​

Excellent CTAs��They also support other nonprofits.

​

Funds are raised by selling kits by donation and childrens’ art to corporations and other nonprofit offices to decorate their offices.

Appealing to Corporate Social Responsibility Teams (CSR)

​

M/F 25/35 Trendy Events at Foodie Locations & Music Venues

​

“Support a classroom.

Build a future”

​

Grassroots Support for classrooms in need.

​

“You find a project”

Find a classroom project that inspires you and give as little as $1.

“We fulfill the order”

When a project is fully funded, we purchase all the requested items and ship them directly to the school.

“Teachers thank you”

​

We will have kits available here

Art Youth Investment Program

​

Network & Support this Local work

​

“We need artists in our world now more than ever and we must figure out ways to support and uplift the next generation of creatives.”

​

Boys & Girls Club

​

​

​

Use Grassroots Marketing to bring awareness to this program by having donors provide Artist’s Kits

​

We envision a future where all children are motivated and empowered to express themselves artistically and are able to develop a strong sense of wonder and curiosity for the world around them- after all, the earth without art would just be “eh”.

TARGET

AUDIENCE

Young Professional | Networker | HR Manager

Grassroots, Fundraising Ambassador,

Social Media, Topics: Art, Children, Making a Difference

Father | Business Owner

Corporate Social Responsibility (CSR) Solution |

NEWS Apps | Stock Market Apps | Topics: Current Events | Market Trends

Art Teacher | Retired

Active PTA | Art Kit Donor | Ambassador

Pinterest | FB | Topics: Art | Children | Education | Cats

Awareness: Community Support | Help Education | Corporate Social Responsibility

Interest: Corporate Social Responsibility (CSR) | in my area

Conversion: Partnership | Fundraising

Awareness: Art Teacher | Art Programs for Kids | Art School Teacher

Interest: Help in my area | Development Skills | Learning Abilities

Conversion: Donate Now | Nonprofit | Give a Gift

Awareness: Creative Kids | Nonprofit Art

Interest: Help in my area | Development Skills | Learning Abilities

Conversion: Donate Now | Make a Gift | Make a Difference

Home

Header image with page heading and tagline

• Heading: Creative Kids Foundation
• Tagline: Supporting Art In Education Since 2014.

​

“Who We Are” section with brief description, followed by a “Learn More” button that leads to “About Us” page for a more in-depth description

• This section serves as an elevator pitch for what the Creative Kids Foundation is all about

​

“What We Do” section with numbered attributes and brief descriptions underneath each one, followed by a “Learn More” button that leads to the “About Us” page for further description

• Describes the foundation’s process and ways in which it achieves its goals and upholds its mission

​

“Social Impact” section that includes two testimonials that each describe how CKF has positively impacted them

• Testimonials provide the real-life impact that the foundation has had and continues to have on kids across America

​

​

About Us

Header image with page heading

• Heading: “A well-rounded education should always include art, no matter what.” - Founder, Catherine Bates

​

“Our Story” section with more in-depth description about the foundation’s mission, why the foundation exists, and the foundation’s founder and backstory

• This section emphasizes a more personable and relatable aspect to the foundation’s identity

​

“What’s Included In Our Art Kits?” section with numbered list of materials included inside each kit

• Describes what we offer in our kits so that those interested in our services can understand the potential that it can provide to children in need of art supplies

​

“Supporting Art Through Education Since 2014” section that includes listed out goals that the foundation has reached, along with a “transparency” statement

• This section discloses the foundation’s success and the importance it places on being transparents and efficient about donors’ money

​

​

​

Our Partners

Header image with page heading and tagline

• Heading: Meet Our Art Education Sponsors
• Tagline: Heroes Fostering Creativity

​

“Art Education Sponsorship Partners” section consisting of a list of the foundation’s partners with a brief description underneath each organization and what they’re about

• This section helps reiterate the foundation’s practice of transparency so that all potential and current donors know all parties involved in the success of the Creative Kids Foundation
• Each partner’s description includes a hyperlink that leads to each organization’s website, which helps improve the foundation’s website SEO ranking

​

Form: “Want To Become Our Art Education Partner? Tell Us About You!” section where users are able to input their information, then click “Submit”

​

​

​

Blog

Section with listed out blog posts that the CKF creates in reverse chronological order

• Each blog post has an introductory description underneath that helps website visitors gain a glimpse into what the blog post is about
• For this page, we want our quality blog content to speak for itself, which is why we chose not to add more elements to the page that could potentially distract an individual from reading the foundation’s content. consistent with website theme showing children
• Images used areand donations needed supported by data
• Included both Internal and External links to Forbes Article
• The blog section is part of a abroad parent category which is School Research
• Tags are then added with more specific and relevant keywords such as diminishing art, kids creativity, and school art supplies

​

• Social Icons: Floating icons to allow visitors to view the foundation social media outlets, and share blogs and other content.

​

Contact Us

Header image with page heading and tagline

• Heading: Contact Us
• Tagline: Join Our Creative Family

​

“We’d Love To Hear From You!” section with brief invite to contact us with any questions or comments that a website visitor may have, followed by the foundation’s address, phone number, email, social media icons, and a “fill out” information section

• This section makes it easy for anyone to send a comment/question with their contact information.

​

Embedded Google map section with the foundation’s location clearly pinpointed.

• The map adds to the convenience and ease we want website visitors to feel should they want to contact or visit us for any reason.

​

Social icons section that pops up as you scroll down, which includes links to the foundation’s Facebook, LinkedIn, Instagram, and Pinterest profiles.

​

CTA Button

Header image with page heading and tagline

• Heading: Help Put A Smile On A Child’s Face
• Tagline: Make A Gift Today

​

“Fill Out Information” section with blanks to fill in the amount one wishes to donate, along with their first name, last name, and email address, followed by a “Donate Now” button underneath

• After clicking the “Donate Now” button, the donor would be taken to another page and would be asked to fill out more information.
• After doing so, they’d be taken to a page with a “Thank You For Your Donation” page and would be emailed further information about how their donation is positively impacting kids across the country who have lost access to art through education

​

Social icons section that includes links to the foundation’s Facebook, Linkedin, Instagram, and Pinterest profiles

• These icons are in bold and emphasized more to imply that visitors should follow our pages if they’d like after making a contribution to the foundation

​

​

For our A/B test, we decided to test out the Homepage headline to determine which would lead to a higher percentage of button clicks.

Control Version (A)

Variant B

• To perform this A/B test on WordPress, we installed, activated, and used the Nelio A/B Testing plugin.
• We created the test by first selecting the Homepage as our control version and naming our B variant “Homepage Headline”.
• Then, we edited the B Variant and changed the headline.
• Headline A: Keeping The Arts Alive One Creative Kit At A Time
• Headline B: Supporting Art In Education Since 2014
• Hypothesis: If the headline on the Homepage is replaced with variant B, then visitors will be more likely to click on the “Donate” button because the new headline helps establish credibility and trust.
• Goal: to increase clicks on our “Donate” button- we wanted to determine which headline would help achieve this goal.

​

Methodology

• Once the test was completed, we were able to determine that variant B achieved more favorable results.

​

• Variant B performed better because that headline evidently resulted in a greater percentage of “Donate” button clicks (conversion rate). We believe that Headline B gives the CKF more credibility with website visitors and helps instill a greater sense of confidence and trust.

​

• With that said, our recommendation would be to officially apply variant B as the new and improved Homepage headline.

​

Test Results & Recommendation

​

​

REP Tags

​

https://utanov19grp1.dmbootcamp.net/home

<meta name=”robots” content=”index,follow”/>

​

https://utanov19grp1.dmbootcamp.net/about-us/

<meta name=”robots” content=”index,follow”/>

​

https://utanov19grp1.dmbootcamp.net/partners/

<meta name=”robots” content=”index,follow”/>

​

https://utanov19grp1.dmbootcamp.net/contact us/

<meta name=”robots” content=”index,nofollow”/>

​

https://utanov19grp1.dmbootcamp.net/blog/

<meta name=”robots” content=”index,follow”/>

​

https://utanov19grp1.dmbootcamp.net/give-a-gift-today/

<metaname=”robots” content=”index,nofollow”/>

Robots.txt File:

​

User-agent: *

Disallow: /wp-admin/

Allow: /wp-admin/admin-ajax.php

Sitemap

​

​

Search Engine Optimization (SEO)

​

• To further support our SEO efforts, we included relevant outbound links on our website to be linked to the following websites:
• AEP (Arts Education Partnership); https://www.aep-arts.org/
• National PTA (Parents-Teacher Association): https://www.pta.org/
• SEADAE (State Education Agency Directors of Arts Education): https://www.seadae.org/home/who-we-are
• Americans for the Arts: https://www.americansforthearts.org/
• NEA (National Endowment for the Arts): https://www.arts.gov/about-nea

​

• These outbound links are located within the “Our Partners” page with each list item. We felt it was important for potential and current donors to have easy access to our partners’ websites for any information they may want. Due to the fact that these organizations are highly reputable and authoritative when it comes to search engine ranking, we believe these links are beneficial to the website and the foundation’s business goals.

​

Backlink Efforts

​

​

In order to gain credibility and link juice, we would research our competitors’ backlinks and reach out to those sites for possible links. The ahrefs backlink tool provided many do-follow possibilities from highly ranked sites.

Domain Ranking

www.freshartists.org

Example 1

Example 1 cont’d

​

​

​

• Infographics are one of the most popular methods for gaining valuable backlinks.

​

• First, you must create a newsworthy infographic.

​

• Once the infographic is posted on your website, it’s time to distribute it. There are numerous infographic directories where you can submit.

​

• In addition, we could find editors of high-ranking sites who frequently write about school legislation and issues, the art world or another related subject. We ask them if they would like to use our infolink as a resource.

Our website is

here, backlink-ready!

Example 2

USING CONVERSION ANALYSIS

Facebook Ads

Google Ads

Logo & Company Name Ad

​

M/F 25-65+

Keywords: Art for Kids, Nonprofit Organizations that Help Children, Art for Kids, Make a Difference, Art Programs for Children

​

Filter out “Subscribers”

Increase Brand Awareness

Convert to “Subscribe”

Demographic: Household Income Top 10-25%

Parents, Art Teachers,

Interest: Community Affairs, Nonprofit Organizations, Charitable Organizations

Increase Brand Awareness

Convert to “Subscribe”

Google Ads

Email List

Retargeting

Shows Ad to All New Subscribers once customers sign in to their Gmail account.

​

Upload a list of our customer’s emails Filter Out “Donors”

Click to Donor Page

Welcome Email with Donate CTA

​

To All New Subscribers

Filter out “ Donors”

Welcome and

Convert to Donor

RETARGETING�CHANNELS

SEGMENT 1:

VISITS HOME PAGE�No Subscribe

No Donate

​

SEGMENT 2:

SUBSCRIBES TO EMAIL

No Donate

​

Web design

Content

SEO

Metadata

Test

Retest

Measure

Initiate

​

​

Awareness

Conversion

Purchased Art Kit | Made Donation | Kit to Kid

Interest

Track behavior

Analyse

Retarget

Test

Retest

​

• The Creative Kids Foundation has a well-established website that is helping the organization reach its goals: to increase donations and brand awareness.

​

• The foundation was able to achieve this by performing best practices when developing the website:
• Proper competitor research
• Keyword research
• Metadata and SEO implementation
• Website design/content creation
• A/B test and optimization

​

• With the continued testing and optimization of the foundation’s website and with the ongoing implementation of best SEO practices and site analytics, we believe the Creative Kids Foundation will will continue to reach and surpass its goals.

​

Conclusion

References

• Home page has Internal links to the About Us and Our Partners pages.
• About Us page has internal links to the blog post page as well as “Our Partners” page.
• Our Partners page has a detailed list of current partners of the foundation..
• Blog page has uniform content of blogs that supports the foundation’s cause and helps people to stay informed.
• Contact Us page includes the foundation’s location, and where and how to stay in touch with us the foundation..
• Donate Button page that opens up a new page with the information form that includes the donation amount one would like to give and contact information, as well as a brief explanation of the Creative Kids Foundation.
• All pages carry CTA's in Footers so as to not “force” it onto website visitors and let them discover who and what the organization is and does before asking them to make the decision to contribute.
• All pages carries a Menu bar at the top of the page that stays cohesive.

​

Overall, the website provides a clean and easy user experience that helps visitors engage with content, and was made staying clear of distracting elements.

​

Web Pages

​

​

The Creative Kids Foundation’s website presents the brand as an advocate for art, as well as friendly and casual.

• Holds a slightly serious undertone to help imply to potential donors and website visitors that the foundation is passionate about this cause and cares deeply about achieving its mission and goals.

Every webpage was designed with the user experience in mind.

• It was made following visual hierarchy rules and other best practices like dividing content into easy-to-read, digestible portions. The short bits of copy would, in turn, not only make visitors become more enticed to read, but also help website crawlers on Google better scan the website’s information so that the website ranks as high as possible on the search engine results page.

Images are also utilized to compliment some of the text and to help showcase what the foundation claims, not just plainly put it in writing. Fonts and colors throughout the website were also purposefully chosen to invoke an “arts and crafts”, fun, and youthful feeling- the type of feeling all kids should be able to have without it being taken away from them for whatever reason.

Additionally, the website was created with every step of the conversion funnel in mind. No matter what stage of the funnel a visitor might be in, the website makes it easy for:

• Someone in the awareness stage to explore and learn
• Someone in the interest stage to learn more than just basic information about the foundation
• Someone in the consideration stage to understand what their contribution will go towards
• Someone in the conversion stage to convert and make their contribution through a contact information and transaction form

​

Web Pages

www.freshartists.org

Domain Ranking

​

Backlink Example 3

Backlink Example 3 cont’d

www.freshartists.org

Domain Ranking

​

Backlink Example 4

​

Backlink Example 4 cont’d

www.freshartists.org

Domain Ranking

​

Backlink Example 5

​

Backlink Example 5 cont’d

​