TrackGirlz Case Study: A Digital Transformation with PRÜF Creative
TrackGirlz, a nonprofit founded by U.S. Olympian Mechelle Lewis Freeman, aims to empower young women through track and field, providing resources such as workshops, grants, and mentorship programs. The organization had an aging website built with the Visual Composer page builder, which needed an overhaul to better align with its evolving goals and mission.
Client
Role
Rescue Mission
Web Design
Web Development
IT Consulting
Google Workspace Migration
Year
2022-2024
The Challenge
The existing TrackGirlz website relied on an outdated Visual Composer page builder, limiting content management and user experience. The organization faced challenges in:
- Content Management: The existing setup was cumbersome and outdated.
- SEO and Visibility: Improving the site’s search engine rankings was necessary to reach a broader audience.
- CRM Integration: Streamlining lead generation and communication required a robust CRM solution.
- Donation Processing: A user-friendly donation platform was essential for fundraising efforts.
The Solution
PRÜF Creative undertook a comprehensive redesign and development project, focusing on:
- Custom Block Theme Development: Migrated the site from Visual Composer to a WordPress Gutenberg block experience, providing better editorial control and future scalability.
- SEO Optimization: Implemented Yoast SEO and a robust content strategy to enhance search engine visibility.
- CRM Integration: Integrated Gravity Forms with HubSpot to manage leads and communications effectively.
- Donation System: Implemented GiveWP for streamlined and secure donation processing.
The project also included migrating hosting to WP Engine for improved performance and reliability and transitioning the email system to Google Workspace for Nonprofits.
Results
The updated website now reflects TrackGirlz’s vibrant brand and provides a seamless user experience. The changes led to:
- Enhanced User Experience: A modern, intuitive site that is easy to navigate and manage.
- Improved SEO Rankings: Increased visibility and reach, attracting more visitors and supporters.
- Streamlined CRM and Donations: Efficient lead capture and donation processes, boosting engagement and contributions.
- Increased Engagement: More requests for curriculum materials and grant applications.
Conclusion
TrackGirlz’s digital transformation has positioned the organization for greater impact and outreach. The new website not only reflects its mission to empower young women but also provides the tools and infrastructure needed to support its growth and sustainability.
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