JRP volunteer’s analysis of Pasadena Senior Center website helps attract 34,000 new site visitors
As Data Governance Analyst for The Walt Disney Company, Christine Chen knows what elements make a website a magnet for both visitors and donors. Last fall, she volunteered her skills to help the Pasadena Senior Center determine what changes would boost traffic to their site.
“Christine’s skills were invaluable,” says PSC Director of Marketing and Communications Charmaine Nelson. “She not only helped us understand traffic patterns and usage, but gave us a proposed structure for a new website and other recommendations to help visitors find information and donate easily online.”
Based on her findings, the organization immediately launched a redesign of the site. The result, which debuted last November, proved far more effective for users. What’s more, the site’s ratio of new visitors skyrocketed. By October 2022, it had recorded a whopping 33,919 more unique page views than October 2021—all by first-time visitors.
A number of factors contributed to this result. One was search engine optimization (SEO) work that made it easier for visitors to discover PSC’s activities and events via Google search. Over 800 more visitors arrived through a search engine result/’organic search’ last year than the previous year. Another factor was the return of in-person events and activities like the Pasadena Senior Games. This past year, the Pasadena Senior Games page had the second highest number of unique page views, just after the homepage.
PSC’s enhanced website is now refocused on the organization’s two most vital audiences: seniors looking to take advantage of its programs and services, and potential donors.
Attracting the latter is a pressing priority. As a donor-supported nonprofit, the Center doesn’t receive local, state or federal funding and is not city operated or funded. Membership and class fees barely begin to cover its operating costs. That makes donations, grants, corporate sponsorships and community philanthropy essential.
“We had already increased our online donations significantly, especially through the pandemic,” says Nelson. “We’re excited to see how this powerful new tool is increasing that momentum — and grateful to Christine for so generously sharing her invaluable expertise.”
Thanks to volunteer Linda Taubenreuther for writing JRP social media posts!