Client Overview

Habitat for Humanity is a nonprofit dedicated to building affordable homes and supporting communities through homeownership programs. A Habitat for Humanity ReStore sells donated building materials, furniture, appliances, and more to fund these local efforts. A large Habitat ReStore with multiple locations sought to increase donations and sales by optimizing their online presence.

Challenges

• Low visibility in organic search results for relevant product and donation-related queries.

• Limited traffic to high-value pages, such as product donation and product sales pages.

• Meeting donation and sales targets across multiple locations.

Goals

• Increase website traffic from both organic and paid sources.

• Drive user engagement with key conversion pages.

• Help ReStore locations meet or exceed donation and sales objectives.

Solutions Implemented

Website Content Optimization:

• Created new, SEO-optimized pages for their most search product categories: used appliances, furniture, tile, lumber…

• Developed targeted pages for donors looking to contribute items like appliances and furniture.

• Enhanced pages focused on recruiting and engaging volunteers.

Google Ad Grant Campaigns

Launched comprehensive campaigns targeting keyword categories for:

• Used items (e.g., "used furniture near me").

• Donation-related terms (e.g., "where to donate appliances").

• Volunteer opportunities and second-hand store searches.

Paid Advertising:

• Supplemented free Google Ad Grants with paid campaigns targeting profitable donation and product-related keywords.

User-Focused Navigation:

Improved call-to-action links encouraging:

• Visits to the Find a ReStore Location page.

• Use of the Schedule a Donation Pickup.

Results

Improved Organic Search Rankings:

• Optimized landing pages outperformed local competitors for high-value search terms, driving substantial increases in organic search traffic.

High Performance from Google Ad Grants:

• Significant website traffic generated through targeted ad campaigns.

• Ad Grant traffic achieved more goal completions than nearly all other traffic sources.

Local Success Stories:

• Most ReStore locations with ad traffic consistently met or surpassed their donation and sales targets.

Explore Similar Success

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