Case STudy
Greater Burlington YMCA
A nonprofit organization dedicated to promoting healthy living in the Burlington community.
The Greater Burlington YMCA is a nonprofit organization dedicated to strengthening the larger Burlington community by providing a space and programs to promote healthy living and social responsibility. Built upon a set of shared core values, these programs span everything from fitness and aquatics to child care and summer camps, all with the ultimate goal of making sure that every community member has the opportunity to thrive.
Project Details
- SERVICES USED
- TECHNOLOGIES USED
- WordPress
- OptinMonster
- Google Language Translator
- Gravity Forms Plugin
- Group Ex Pro
- Relevanssi
- Google Analytics
- KEY HIGHLIGHTS
- Modernized, Mobile Friendly Design
- Reworked navigation for an improved user experience
- Strong paid traffic driven to site via Google Ads
- Davey Awards Gold Winner 2022
Google Ads Management
The Greater Burlington YMCA came to Bytes.co in 2019 with a desire to acquire more members. This was an exciting time for the YMCA, as they were preparing to open their new gym location, with modern machines and equipment. We started out first by managing their Google Ads Grant account. While this program is a great chance for nonprofits to try Google Ads, there are several limitations that make managing a Google Grant campaign challenging. In addition, the outdated website was hurting the conversion rate. After about a year and a half, we knew a redesign was the next step to seeing more success through the Google Ads.
We utilized the knowledge our team gained over the past year and a half to design a new website that was optimized both for Google Ads and SEO. Post website launch, we recommended allocating some budget to a paid Google Ads Search campaign, separate from the Google Ads Grant account. This opened the door for our team to test different bid amounts, different ad groups, and scale our targeting. Overall, this new campaign combined with the website redesign provided the Greater Burlington YMCA with even stronger Google Ads performance, resulting in more conversions and more members for their business.
GBYMCA’s Google Ads Campaigns Account For
of Total Site Sessions
of Total Site Users
of Total New Site Users
of Goal Completions
Website Design
The Challenge
In order to drive more conversions through the GBYMCA’s Google Ads campaigns, it was clear to our digital marketing team that a new website would make all the difference in the world. In addition to more conversions, the Greater Burlington YMCA needed a website that would allow users to easily find information regarding program schedules, the process of becoming a member, and details on child care and family activities. This website also had to be easy to navigate for potential donors looking to support a local cause, which made highlighting Greater Burlington YMCA’s mission and information on ways to donate of the utmost importance.
Our Approach
We built a WordPress website reflective of the Greater Burlington YMCA’s brand and mission, keeping user experience, SEO, Google Ads, and WCAG best practices at the forefront of our minds. We prioritized ease of navigation via a clean design layout for each page, and by implementing a mega menu with a breakdown of their programs. To drive more traffic to and increase sign-ups on the new website, we optimized the meta titles and descriptions for their top landing pages. Lastly, we ensured that this website would be easy for the client to regularly update and edit content, especially as programs and schedules changed.
Homepage Layout & Design
Acts as a resource and information center for users of all ages, and streamlines the membership process.
- Mega Menu
- Prominent Calls-to-Action
- Featured Programs Section
- Bright, Welcoming Look & Feel
Doug Bishop
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