Client Website Launch – Pizza Kit Fundraising

December 15th, 2009

Client Website Launch – Pizza Kit Fundraising

One of the students in the last SEO course I was teaching at the Randolph Technical Career Center was sharing with a friend of hers some of what she was learning in my course and that fortuitous moment led to my meeting with Bruce McCarty. When I had my initial conversation with Coach Bruce, I was pretty impressed with his business model and also pretty quickly tuned into the biggest opportunity he had available to him and the biggest problems his website faced.

Bruce runs fund raisers – the kind where kids come home from school with catalogs of products to sell to their family and neighbors to raise money for their class, cheer leading squad, marching band or sports team. He has a website and was spending good money on AdWords advertising without the conversions that a well-targeted site would get. With this in mind we worked together to develop a plan to change things.

One of the primary fund raiser activities Bruce provides is pizza fundraising and it became apparent to us both that since he wanted to place special focus on this singular fund raising activity, he ought to better position his web presence with a site that is dedicated to the subject matter. After selecting a keyword-rich domain name (PizzaKitFundraising.com) and discussing in detail the goals of the site, we set about to develop his new strategy.

The strategy includes:

Creating landing pages for PPC ads which are highly targeted to the audiences most often looking for fund raising opportunities.
Creating a blog where Bruce and his staff can share the success stories of others who have used his pizza kit fund raisers.
Creating the site with best practices for search engine optimization so he stands the best chance at getting natural search engine rankings for the keywords he is now targeting with ads.
Tying blog posts and site pages together so related articles show on the site pages.
Using targeted images as well as text to visually connect with the target audience.

The primary goal of the new website is to deliver more forms being filled out – getting more people to contact Bruce to set up a fund raiser. I look forward to being able to come back here and report on the success of our strategy.