State Website for Children with Disabilities

Enhancing Support for Families of Children with Disabilities

To support families of children with disabilities, a state government launched a website designed to connect users with vital services, groups, and events in their area. By investing in a digital marketing audit, the team identified how users search for resources online. This insight shaped the website’s architecture and page design, ensuring it attracted users effectively through search engines.

Key Strategies

1. User-Centered Website Architecture

• Data-Driven Design: A comprehensive digital marketing audit revealed the most common search terms and user needs. This research informed the creation of targeted pages, making it easier for families to find relevant services and events in their local area.

• Search-Optimized Structure: Pages were strategically designed to match user queries and maximize visibility in search engine results.

2. Link Development

• Building Online Authority:

  • Links were added from other trusted state agency websites to the new site.

  • These high-quality backlinks improved the website's authority and boosted search engine rankings.

• Collaborative Efforts: Partnering with other state agencies ensured consistent and cohesive resource-sharing across the government ecosystem.

3. Google Ads Campaign

• Immediate Visibility: While the website worked on building organic authority, Google Ads were launched to attract visitors.

• Keyword Targeting:

  • The website used "disabilities" terminology in its content.

  • Ads targeted alternative language like “special needs” to align with how people search.

• Customized Ads: Tailored messaging ensured users found content relevant to their specific needs, such as services, groups, and events for their local area or unique circumstances.

Results

The strategic combination of a user-centered website design, authoritative link building, and targeted Google Ads led to impressive growth:

• Rapid Visibility Growth: The website’s presence in search engines increased significantly in the years following its launch.

• Increased Engagement: Families were able to quickly and easily connect with the resources they needed, improving access to critical services.

Conclusion

This case study highlights how strategic digital marketing and user-focused design can drive meaningful outcomes. By leveraging data insights, building strong partnerships, and employing targeted advertising, the state government successfully connected families with the resources they need.

Growth