A charity platform brought together initiatives and information about ways to help. The task was to help people find the right initiative and reach verified information; the client remains anonymous.
Help people looking for ways to contribute reach the right initiative and its information quickly.
Information architecture needed to reflect real search scenarios, and donation and foundation pages needed better visibility.
We began by analyzing how people phrase a desire to help, then built the information architecture around those searches.
- Mapped typical help-related searches by recipient, region and type of support—money, goods or time.
- Reworked information architecture with pages for areas and types of help connected to specific initiatives and foundations.
- Built a path from query to action: search visitors reach a page that addresses their situation and leads to a verified initiative in one or two clicks.
- Improved foundation and donation pages with clear structure, transparent organization-verification information and answers about ways to help.
- Added structured data and cleaned up technical indexing so initiative pages are represented correctly in search.
- Set up regular visibility monitoring by help scenario and adjusted the structure using search signals.
This project required particular care with wording: manipulative tactics and emotional pressure are inappropriate in charity. We used a calm, documented presentation, reflecting both the ethics of the field and a sound way to build trust with people and search systems.
Traffic to initiative pages grew 70%, and the path from search to the relevant initiative shortened from 3–4 steps to 1–2 clicks. The charity platform and client data remain anonymous.
| Metric | Result |
|---|---|
| Initiative-page traffic | +70% |
| Path from search query to initiative | 3–4 steps → 1–2 clicks |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
We see these next steps for the project:
- Add regional help pages for searches phrased around locations.
- Prepare visibility for major charity dates through seasonal campaigns.
- Build a GEO channel so the platform is represented accurately in AI answers about verified ways to help.