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Graham's Foundation Preemie Parent Support
Project
Designing a Digital Space for Calm, Clarity, and Conversion
Project Type
Website Redesign + SEO
Role
+ CMS implementation/migration
+ Website design
+ SEO Optimization
+ Content
Category
Direct-To-Consumer
Platform
Wix
Location
Indiana
Quote
"Working with Shannon at Winnicki Digital on our new Graham's Foundation website was an absolute pleasure. From our initial conversations to the final launch, Shannon consistently demonstrated a keen understanding of our organization's mission and a remarkable talent for translating our vision into a compelling and user-friendly online experience."
The Challenge⸻
Graham’s Foundation had recently redesigned their website, but performance was declining. Sales were down, organic traffic had plummeted, and site visitors weren’t engaging as expected. They came to us for answers.
We began with a comprehensive Website Audit & Analysis, which uncovered multiple critical issues:
• Organic traffic had dropped 76% year-over-year, due to missing SEO fundamentals like meta descriptions, optimized H1 tags, and alt text.
• Only 8% of users were progressing beyond the homepage, down from 71% on the previous site—highlighting serious friction in the user journey.
• The homepage lacked standard navigation, forcing visitors into rigid decision paths that confused and frustrated them.
• 75% of site was missing on-page SEO, and 65% were oversized—slowing load times and damaging SEO performance.
• Squarespace was limiting the site’s scalability, performance tracking, and flexibility—making continued optimization difficult.
The data was clear: the website wasn’t just underperforming—it was holding the organization back from fulfilling its mission.
The Solution⸻
We migrated the site from Squarespace to Wix, giving the foundation more design flexibility, scalable e-commerce tools, and better integration with Google and SEO tools.
Then we rebuilt the website with intention:
• Warm, empathetic design to reflect the emotional journey of preemie parents and NICU families
• Story-driven structure that clearly guided visitors through mentorship, donation, and care package pathways
• On-page SEO optimization including title tags, H1s, meta descriptions, image compression, and keyword alignment
• Mobile-optimized experience for the 68% of users browsing on smartphones
• Clear navigation and simplified purchase flows, reducing cognitive load and improving conversion paths
The Results⸻
The result was a site that didn’t just look better—it worked better. In the first 30 days post-launch:
• Organic search traffic became the top channel again, climbing from 33% back up to 52%
• 68% of users progressed past the homepage, compared to just 8% before
• Conversion rate increased from .98% to 3.5% in the first month, outperforming typical nonprofit and e-commerce benchmarks
• New keyword visibility established for “NICU preemie parent support” and “NICU healthcare professional resources”
• Visitors now experience a calming, supportive, and intuitive site that reflects the heart of Graham’s mission
