location-based services
Kids Fitness
How a 12-month engagement rebuilt a nonprofit’s digital presence from the ground up.
500%
Lead capture
Consultation signups generated through a new lead funnel (from zero)
300%
Bookings
Birthday party bookings generated organically through Google search (from zero)
85+
Dedicated lead funnels
From a single underperforming landing page to a full service-page and blog structure targeting buyer-intent local keywords
Platform:
WordPress, GoHighLevel, BeeHiiv, ActiveCampaign
Tools:
SemRush, Ahrefs, Google Business Profile, Google Search Console, Google Analytics
Location:
Florida
Scope:
SEO & Google Business Profile optimization, full website rebuild, booking and events infrastructure, lead-gen automation, content and newsletter production
Company Size:
25-50
The Client
A community-run nonprofit delivering youth fitness, nutrition, and enrichment programs. They are heavily involved in youth development through weekly events and youth services that help fund the mission.
“From the initial consultation to the final launch, Kevin demonstrated an impressive level of expertise and professionalism. The site he built is not only visually appealing but also user-friendly and optimized for SEO, which has significantly improved our online presence.
Youth Fitness Center
Executive Director
The Challenge
01
A website that was difficult to manage and hard to grow
The existing WordPress site had significant technical and structural issues: a non-standard admin setup that made everyday editing difficult, broken links throughout, and content that wasn’t set up to support SEO. The site needed a rebuild that gave the client a clean, manageable foundation to grow from.
02
Services that existed but couldn’t be found
Across roughly 85 pages, most core offerings were buried, described in a passing paragraph inside an unrelated page rather than given a page of their own. Recipes lived in downloadable PDFs instead of indexable web pages. Site navigation was inconsistent across pages, making some sections difficult to locate. Outdated staff bios and stale information were scattered throughout. Almost nothing had a call to action.
03
No infrastructure to convert interest into action
There was no booking system, no events calendar, no lead capture, and no Google Analytics account to measure any of it. Volunteer and mentor interest had no dedicated intake path.
The Approach
Phase 1
Rebuild the foundation
Set up Google Analytics from scratch. Rebuilt the site on a new, clean WordPress installation with a fresh SEO-optimized design in the client’s brand colors, fixing broken links and technical issues throughout — provided as pro bono work outside the original project scope. Conducted keyword research and used it to further optimize the client’s existing Google Business Profile.
Phase 2
Restructure content around real services
Audited every page to itemize the organization’s full service list, then built each one its own dedicated, SEO-optimized page with a clear call to action, stronger imagery from the client’s own photo library, and placement in the top navigation.
Each service page’s CTA opens Google Maps driving directions pre-filled with search terms relevant to that service, turning real visits into positive engagement signals that feed back into ranking.
Converted every PDF recipe into its own schema-marked page (using a recipe SEO plugin), added new recipes to round out thin categories, and built a master recipe hub to lay the foundation for a dedicated nutrition content cluster aimed at owning kids’ nutrition search terms. Built out standalone pages for seasonal programs (summer, spring, and winter camps).
This led to recipe pages ranking for their own keywords and in turn driving additional traffic.
Phase 3
Build the infrastructure to convert
Integrated a booking module directly into every service page and built a fully linked events calendar, connecting each listed event to its own event page. Created dedicated lead forms for volunteer and mentor signups.
Built a consultation funnel that channels visitors into lead capture, using GoHighLevel for automation and CRM. Launched a new client newsletter on Beehiiv, migrated existing contacts over from ActiveCampaign, designed the newsletter template, and wrote every issue. Trained the client’s team to run the booking and calendar systems independently.
Phase 4
Strengthen paid and organic acquisition
Optimized the client’s Google Ads account. This included rebuilding keyword targeting, new ad copy, and setting new budget recommendations.
Built a dedicated birthday-party campaign with its own capture page for organic search traffic and a separate landing page for paid traffic. Designed a set of display banners for each event and service, deployed across the Google Business Profile, the client’s Facebook page, and local city event sites.
Phase 5
Strengthen the NAP
Created 50 new citations to improve local SEO.
The Result
Local SEM for Better Niche Ranking
Leadgen: weekly conversions.
The consultation funnel saw service content, combined with lead forms and GoHighLevel automations, take the client from no structure to consistent weekly leads.
Event Sales: Organic bookings.
A dedicated service page built for search, paired with SEO and Google Business Profile optimization, turned a previously unmonetized offering into a repeatable monthly conversion funnel.
Map Pack: Better rankings.
Beyond the 85-page content overhaul, the rebuild gave the client a clean, SEO-ready foundation and more coverage in the Google map pack.
Systems the client now owns.
Booking, events calendar, recipe hub, lead capture, CRM automation, and newsletter production were all built and handed off with training, combining inbound marketing with marketing automation.
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