Case Study: Rebranding and Enhancing The King Center’s Digital Presence with a New Website and SEO Strategy

1. Legacy Brand Transition
   Ensuring the website honored Dr. Martin Luther King Jr.’s legacy while appealing to a modern, global audience.
2. Outdated Website Design
   The previous website lacked visual appeal, mobile responsiveness, and modern functionality, which limited engagement with its content.
3. Low Search Engine Visibility
   The website ranked poorly for key terms related to civil rights, social justice, and nonprofit programs, reducing its reach.
4. Inefficient User Experience
   Navigation challenges and a lack of clear calls to action (CTAs) made it difficult for visitors to explore resources, donate, or register for events.

1. Rebranding with The King Center Team

• Brand Discovery: Collaborated closely with The King Center’s team to ensure the new website design reflected their mission and core values.
• Visual Alignment: Incorporated the iconic imagery of Dr. Martin Luther King Jr. and the organization’s existing logo with a refreshed, modern look.
• Messaging Alignment: Updated all content to highlight The King Center’s programs, events, and global impact while maintaining authenticity to its historical significance.

2. WordPress Website Redesign

• Modern Aesthetics: Designed a visually appealing layout that combined historical significance with contemporary design elements.
• Mobile Optimization: Ensured the site worked flawlessly across devices to accommodate a global audience.
• Simplified Navigation: Organized the site into clear sections such as “Programs,” “Events,” “Get Involved,” and “Resources.”
• Interactive Tools: Integrated event registration features, an interactive timeline of Dr. King’s life, and educational resources to enhance engagement.

3. SEO Strategy Implementation

• Keyword Research: Identified high-value keywords related to civil rights, social justice, and nonprofit programs.
• On-Page Optimization: Optimized titles, descriptions, headers, and content for targeted keywords.
• Content Strategy: Launched a blog section for updates on programs, educational resources, and advocacy initiatives.
• Local and Global SEO: Implemented strategies to attract local visitors and international supporters.
• Technical SEO: Improved page speed, ensured site security (HTTPS), and implemented structured data for events and resources.

4. Lead Generation Features

• Integrated prominent donation buttons and forms throughout the site.
• Added email subscription forms to capture supporters’ contact information.
• Created event-specific landing pages with clear CTAs to boost registration.

• Design Implementation & Development (4 weeks): Designed mockups, built the site on WordPress, and migrated content.
• SEO & Content Strategy (6 weeks): Implemented SEO changes, conducted content audits, and launched new content.
• Testing & Launch (4 weeks): Conducted user testing, addressed feedback, and launched the website.

1. Successful Brand Transition

• Legacy Preservation: The website honors Dr. Martin Luther King Jr.’s legacy while providing a modern, accessible platform for global engagement.
• Brand Recognition: Achieved significant recognition and engagement within the first three months of the relaunch.

2. Enhanced User Experience

• 12-Month YOY Growth:
  • 466% increase in desktop traffic.
  • 548% increase in mobile traffic.
  • 676% increase in tablet traffic.

3. Significant Organic Growth

• 435.69% increase in organic traffic, showcasing improved visibility and search rankings globally.

4. Boosted Engagement and Accessibility

• The user-friendly design and seamless navigation ensured high engagement across all devices, amplifying the impact of The King Center’s mission.