Haven Adoptions Triples Its Incoming Leads

Background

Haven Adoptions, an adoption agency serving Pennsylvania, was looking to expand their market beyond their immediate area and find new ways to reach birth mothers seeking adoption as an option.

The client had a website that was bringing in minimal traffic, leaving the Haven Adoptions to depend on primarily on referrals and word-of-mouth leads.

Engagement Goal

The overall goal was to bring the website to life and make it a thriving resource for birth mothers and anyone else that needed information about adoption. Overall goals included:

• Ranking well for regional searches regarding adoption agencies as well as related services.
• Open up organic search as not only a new channel, but the primary channel for lead generation. In this case, leads were both birth parents looking for adoption options as well as families looking to adopt.

Strategy

Our very first step, as it is with most clients, was to perform a deep technical audit of the site. We found a number of issues that were slowing down the site.

With the vast majority of potential clients searching on mobile, the slow site was both turning away users and affecting search rankings.

After improving the site’s load times and other technical issues, we launched a robust content strategy to make sure the site spoke to the varied intents of its two primary audiences.

Results

Within 6 months, we not only managed to vastly improve load times, we also managed to triple conversions. Over the course of the next several years, we facilitated a total site redesign and managed to get the Haven Adoptions ranking #1, both locally and nationally, for “adoption agency in PA” as well as the coveted “adoption agency near me” keywords.