Housing Nonprofit

Client Overview

This nonprofit organization is dedicated to empowering low-income families and underserved populations by offering home down payment assistance and related programs. Their mission is to make homeownership more accessible and attainable, particularly for first-time buyers.

Challenge

Despite a valuable mission and effective programs, the nonprofit faced challenges in reaching their target audience online. The organization needed to:

• Improve visibility in search engines for key terms.

• Increase the number of website visitors who completed the 5-step qualification form and clicked the ‘View Lenders’ page.

Strategy

Following a website redesign in Year 1, the nonprofit invested in a digital marketing audit and strategy to identify opportunities for growth. The audit revealed key insights that shaped their strategy:

SEO Optimization:

• Focused on high-priority keywords, including home down payment assistance and first-time home buyer grants.

• Created dedicated landing pages targeting specific audiences, such as teachers, police officers, and firefighters.

• Launched city-specific campaigns to capture searches in the largest metropolitan areas.

Google Ad Grants and Paid Campaigns

• Refreshed campaigns at the end of Year 3 with updated landing pages and more precise keyword targeting.

• Reduced ad spend inefficiencies by focusing on high-converting search terms and audiences.

Results

The strategic initiatives produced measurable success:

Organic Traffic Growth

• Pages optimized for home down payment assistance and first-time home buyer grants became the highest-performing pages on the website, driving both traffic and conversions.

Increased Engagement

• Visitors completing the qualification form and navigating to the ‘View Lenders’ page grew significantly, with many selecting the nonprofit’s solutions.

Improved Paid Campaign Performance

• The refreshed ad campaigns reduced wasted spend and achieved higher ROI by aligning landing pages with search intent.

Conclusion

Through a combination of strategic SEO, targeted content creation, and refined ad campaigns, this nonprofit transformed its digital presence. The organization continues to expand its reach, helping more families achieve their dreams of homeownership while advancing its mission of community empowerment.

Growth