Get help
Give help
A regional food bank whose old site buried its two most important actions — donate and find food — four levels down in the navigation. Mobile visitors were leaving before they found either. The rebuild put both front and center
more people arriving from search
more people finding food
fewer visitors leaving early
Executive summary
SMARTSite rebuild
WordPress · local SEO
Donate and find food both sat four layers deep in the navigation. On mobile, where most people arrive, 78% left almost immediately. The site was working against its own mission.
The information architecture was reorganized around user intent — get help or give help. Tracked calls to action were added throughout, enabling ongoing analysis of engagement.
Organic sessions climbed 184%, use of the Food Finder doubled, and the bounce rate dropped 25%. The site started doing its job: connecting people to help, and help to people.
01 / About & challenge
ABOUT THE CLIENT
Foodlink facilitates access to food and fosters community support. The website is meant to help people quickly locate food resources, and to make it simple for donors and volunteers to contribute.
The previous website hindered both. The two most important actions were deeply embedded in the navigation, and the mobile experience — which accounted for most visitors — led users to leave before reaching their goal.
SNAPSHOT
Nonprofit · food bank
SMARTSite on WordPress
Get help · give help
Site rebuild, local SEO, CTA tracking
THE CHALLENGE
The site was organized around internal structure rather than user needs. Donate and find food each required four clicks from the homepage, and 78% of mobile visitors left almost as soon as they arrived.
Donate and find food both sat four layers deep in the nav.
Bounce on mobile sat at 78%, and most traffic is mobile.
The structure reflected the org, not the need.
CTAs had no tracking, so there was little to learn from.
Find-food searches weren’t reliably reaching the site.
01 / About & challenge
Before the rebuild
NAV DEPTH
CTA TRACKING
Audit finding: the two actions central to Foodlink's mission — donate and find food — were four layers deep, and most mobile visitors left before reaching either.
02 / Strategy & approach
Reorganize the entire site around two visitor intentions instead of internal structure. Every page now points toward one of two clear paths: get help or give help.
Rebuild the site on a fast, flexible WordPress SMARTSite so the experience holds up on mobile devices, which account for most of Foodlink’s traffic
Put a tracked call to action on every path, then refine the donor flow so giving is simple and the team can see what’s working.
Keep improving the live experience. Recent work sharpened the Food Finder map and moved Donate into the mobile header so it stays visible as users scroll.
02 / Strategy & approach — results
more arrivals from search
more people finding food
fewer leaving early
About Site Hub
Rochester, NY · 650+ clients
Founded ~2012
Site Hub is a scrappy, senior digital marketing agency built for small and mid-sized B2B businesses with an allocated marketing budget. We do SMARTSites, SEO, paid media, and brand work — and we white-label for other agencies. No tech jargon, no hostage fees, no agency theater
LET’S TALK
Tell us what’s broken, what’s working, and where you want to be in 12 months. We’ll build the plan, no agency theater, no hostage fees.