Converge For Change
Founded by Takema Robinson-Llewellyn, in 2016, Converge is a Black woman-owned social-justice consulting firm whose purpose is to accelerate the creation of a radically just new world, where communities of colour thrive. We use an organizing framework to shift power so communities of colour are self-defined and self-determined. To do this, we organize people and resources to build a robust social justice infrastructure to enable strong leaders, organizations and movements to grow.
Our work spans a range of sectors and issues but is consistently rooted in our values and an intersectional analysis of systemic oppression and racism. Our partners include organizations, public agencies, corporations and foundations seeking to operationalize racial and intersectional equity.
As a for-profit Black-woman-owned company, we are unapologetically committed to investing our dollars in companies owned by people of color and women and companies that demonstrate a commitment to communities of colour.
Converge For Change is a non-profit organization that aims to address issues in the United States. Their website, https://convergeforchange.com/, is designed to serve as a platform for their mission and to engage with their audience.
In this case study, we will analyze the website’s design, user experience, and search engine optimization (SEO) strategy to understand how Converge For Change is using its website to achieve its goals.
Website Design and User Experience
The website design is clean and modern, with a simple layout and easy-to-read fonts. The use of muted colours and high-quality images of people experiencing homelessness gives the website a professional and compassionate feel. The main menu is straightforward and includes the following categories: About, Impact, Partnerships, News, and Contact. The homepage features a video highlighting the work of the organization, which is an effective way to engage visitors and communicate the mission of Converge For Change.
The website is also user-friendly, with easy navigation and clear calls to action (CTAs) throughout the site. For example, on the homepage, there are prominent CTAs to “Donate Now” and “Get Involved.” Additionally, the website is optimized for mobile devices, ensuring that users can easily access the site on their smartphones and tablets.
SEO Strategy
Converge For Change’s website has a strong SEO strategy, with a focus on content optimization, keyword research, and link building. Here are some of the tactics that they use:
Content Optimization: The website has a blog section that is regularly updated with new content related to the organization’s mission. The blog posts are optimized for specific keywords related to homelessness and poverty, which helps to increase their visibility in search engine results pages (SERPs).
Keyword Research: The organization has conducted thorough keyword research to identify the terms that its target audience is searching for. They have then optimized their website content to include these keywords, which helps to increase their visibility in SERPs.
Link Building: The organization has built high-quality backlinks from reputable websites in the homelessness and poverty space. These backlinks help to increase the authority and credibility of the Converge For Change website, which can lead to higher rankings in SERPs.
In addition to these tactics, the website has also implemented technical SEO best practices, such as optimizing meta tags, using structured data, and ensuring that the site is mobile-friendly.
Conclusion
Overall, Converge For Change’s website is an excellent example of how a non-profit organization can use design, user experience, and SEO to achieve its goals. The website’s clean and modern design, user-friendly interface, and clear CTAs make it easy for visitors to engage with the organization’s mission. Additionally, the organization’s SEO strategy is focused on content optimization, keyword research, and link building, which helps to increase their visibility in SERPs and attract more visitors to their site.