Creative and strategic studio for brands built with intention. We design brand foundations, creative systems, and storytelling that endure.
Pawsitively4Pink
A nonprofit supporting woman with breast cancer facing financial hardship. We shaped donor journeys, email campaigns, and impact language that connects generosity directly to real lives and tangible support.
+276%
Organic clicks in one month
+195%
Google impressions
Page 1
Up from page two of Google
21×
Faster desktop interactivity
The Challenge
A mission outrunning its own website
Pawsitively 4 Pink has raised over a million dollars for low-income women in breast cancer treatment across Massachusetts. It holds a Charity Navigator Three-Star rating. Hospital social workers at UMass Memorial and Dana-Farber refer women to it directly.
None of that was reaching the people searching for it. The website was slow, fragmented and effectively invisible in search — and it was undermining the organisation’s credibility at the exact moment a donor or a frightened patient was deciding whether to trust it.
What the audit found
Because the organisation’s address was never marked up as structured data, audit tools scraped the homepage and reported its business address as:
“1 in 8 Women will develop cancer in her lifetime Massachusetts is in”
To Google, this Worcester nonprofit had no verifiable address at all.
Starting Point — December 2025
What we inherited
Technically broken
- • No meta description on the homepage at all, and a 23-character title tag
- • 15 of 16 key pages with no keywords and unoptimised titles
- • 6.48 seconds to load on mobile; 40/100 on PageSpeed
- • 411 technical SEO issues flagged sitewide
Structurally chaotic
- • Duplicate pages competing with each other — two shops, two FAQ pages, three homepages
- • 404s sitting in the primary navigation
- • A rendering error visible in the footer of nearly every page
- • Four different fundraising totals across four different pages
What We Did
Rebuilt the whole digital presence, in sequence
Fixing rankings before fixing the site would only have driven traffic to a broken experience. So the work was sequenced — foundations first, visibility second.
Jan – May
Audit & full rebuild
Ground-up rebuild in WordPress and Elementor: navigation simplified from four ambiguous sections to five clear ones, plugin bloat removed, one design system replacing four competing palettes, and every template rebuilt mobile-first.
June – July
Foundations & language
Broken pages, missing descriptions and load times resolved. Then keyword research into what women seeking help and donors actually type into search — and the site rewritten to speak that language.
Aug – Oct
Reach & reputation
Content rewritten against the keyword data, a full Google Business Profile refresh, citations and directory consistency, and links earned from trusted sources.
The Rebuilt Pages
Rebuilt page by page, around one action each
Every key page now has a single job. Open any of them to see it live.
01
Apply for Assistance
A four-step process, not a wall of text.
Visit the page ↗
02
Donate
Embedded giving widget, four frequencies, four methods.
Visit the page ↗
03
Volunteer
A structured application with four defined roles.
Visit the page ↗
04
Become a Partner
Four sponsorship tiers that bring in qualified enquiries.
Visit the page ↗
05
Events
Structured cards with date, venue and time.
Visit the page ↗
06
Donor CRM
Automated lifetime giving totals for every donor.
Behind the scenes
Content Integrity
One organisation, four different sets of numbers
A donor comparing charities checks the impact page, then the volunteer page, then the homepage. Four different totals doesn’t read as an oversight — it reads as an organisation that can’t track its own money.
Before — total raised, by page
Homepage: $166,974+
Community Spotlight: $394,840+
Volunteer: $600,000
Our Impact: $966k
After — one verified figure
$1M+ raised, stated consistently sitewide
14,230+ volunteer hours, one source of truth
Assistance breakdown published: housing 70%, food 20%, utilities 5%, transport 5%
Results
Measured against a dated baseline
| Metric | Before | After |
|---|---|---|
| Organic clicks per month | 109 | 410 |
| Google impressions | 18,600 | 55,000 |
| Average Google position | 15.2 | 12.3 |
| Technical SEO issues | 411 | 286 |
| Desktop interactivity | 2,404ms | 113ms |
| Mobile load time | 6.48s | 4.23s |
| SEOptimer usability grade | C | A− |
60%
Average email open rate
1.6K
Active users, up 53%
34s
Avg. engagement, up 11%
443
Backlinks earned
From the Channel
The people behind the numbers
Survivors, volunteers and the team, in their own words, from the Pawsitively 4 Pink YouTube channel.
Welcome to Pawsitively 4 Pink · 6 min
Managing Finances During Breast Cancer · 16 min
Tina’s Breast Cancer Story · 49 min
Shorts
Everyone deserves a safe place to land
Volunteer Spotlight: Sarah Hicks
Volunteer Spotlight: Sue Bray
None of this is the point on its own.
The point is that a woman in Springfield searching at two in the morning for help paying rent during chemotherapy now finds an organisation that can help her — on the first page, on her phone, in under five seconds, with an application process she can actually follow.
Find Pawsitively 4 Pink
The Full Case Study
Read the complete breakdown
Seven pages covering the full audit, the rebuild page by page, every before-and-after metric, and the sources behind each figure.
View the case study (PDF)
Opens in a new tab · 7 pages · 240 KB