Case Study / Nonprofit Website Redesign
Helping SPCC Become Easier to Find, Trust, and Support
A strategic website redesign for one of the country’s oldest child-serving agencies — created to improve visibility, reflect the heart of the organization, and give staff a site they could maintain internally.
A more visible, accessible, and sustainable digital presence.
The Society for the Protection & Care of Children is one of the oldest child-serving agencies in the country, with a long history of supporting children and families impacted by trauma, violence, poverty, and loss.
Despite the depth of its work and legacy in the community, SPCC had limited visibility and recognition online. Vertical Insite was hired to redesign the organization’s outdated website and create a more modern, mission-aligned digital presence — one that reflected the heart of the agency, served a broad community audience, and could be maintained by non-technical staff.
A strong mission with an outdated digital presence.
SPCC’s previous website no longer reflected the quality, compassion, or relevance of the organization’s work. Staff had done their best to maintain an antiquated site, but the platform had become difficult to manage and no longer supported the agency’s communication goals.
- Low public visibility despite long-standing community impact
- Limited funding for outreach, marketing, and communications
- A need for a website that felt inclusive, welcoming, and mission-driven
- Practical needs including event registration, information access, and client-facing resources
- A need for a system non-technical staff could update without outside help
Make the organization easier to understand, support, and find.
- Reflect the passion, humanity, and mission of the agency
- Create a site that felt accessible and inclusive to the full community
- Increase public awareness and support, including donations
- Make the website easier for non-technical staff to update and maintain
- Better support SPCC’s broader communications and social media presence
Start with the people, not just the pages.
The strategy began with deep discovery. Rather than jumping straight into design, Vertical Insite worked closely with agency leadership and staff to understand the emotional and practical role the website needed to play.
The process included staff interviews, stakeholder input, conversations around the feeling of the agency, and multiple feedback loops to make sure the final website felt authentic, useful, and sustainable.
“This wasn’t just a redesign. It gave a longstanding nonprofit a more visible, accessible, and sustainable presence online.”
A website built for mission, usability, and momentum.
Vertical Insite created a website experience designed to feel more human, current, and connected to SPCC’s mission. The site needed to serve multiple audiences at once: community members, donors, board members, staff, and families seeking help.
- A refreshed visual presence that better reflected the care and passion behind the organization
- Improved content structure to make information easier to find
- Search-friendly setup to improve visibility in Google
- A more sustainable backend experience for staff
- Stronger alignment between the website and SPCC’s outreach and awareness goals
The redesign delivered immediate and meaningful impact.
The number of calls and website visits increased tenfold after launch.
- SPCC began appearing as one of the first resources in Google search results.
- The organization became easier to discover for people actively searching for child-serving resources.
- Increased visibility led to more community awareness and support.
- The improved online presence generated unsolicited support, including a $1,500 holiday donation from a local company that found SPCC through a web search.
“The website helped SPCC become one of the first resources people found when searching for help online.”
Recognition
American Marketing Association Rochester Pinnacle Award
The project was recognized with an AMA Rochester Pinnacle Award for Best Non-Profit Website, honoring both the strength of the redesign and its impact in helping a longstanding nonprofit become more visible, accessible, and effective online.
What This Made Possible
A stronger digital foundation for mission-driven work.
More Visibility
SPCC became significantly easier to find online when people were searching for help and resources.
More Trust
The new site better reflected the depth, humanity, and importance of the agency’s work.
More Sustainability
Staff gained a website they could maintain internally without depending on outside support for every update.
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