KPWB — Redesigning a nonprofit's
digital presence.
Keep Prince William Beautiful was doing important environmental work in their community — and almost nobody could find them online. I led the full redesign through Kamala Created LLC: UX, visual design, development, SEO, content strategy, and analytics. End-to-end, no handoffs.
An organization doing real work, invisible online.
KPWB was running cleanups, planting trees, and organizing community events across Prince William County — but their website was outdated, hard to navigate, and generating almost no organic search traffic. People who wanted to volunteer or attend events couldn't find the organization easily, and once they did, the site didn't give them a clear path to participate.
The redesign needed to serve multiple audiences — volunteers, donors, event participants, and community members looking for environmental resources — while dramatically improving search visibility.
SEO and information architecture are the same problem.
I didn't treat SEO as a layer to add after the design was done. Search intent data shaped the IA from the start. The content hierarchy, page structure, and navigation were all informed by how people were actually looking for environmental organizations and volunteer opportunities in Prince William County — not how the organization had historically organized itself internally.
Navigation organized around internal org structure, not user intent. No clear paths for volunteers or event participants. Almost no search visibility.
Navigation organized around how users searched for the organization. Clear paths for each audience segment.
The event calendar was a priority feature, not an afterthought. A recurring, up-to-date community resource would drive return visits in a way that static content couldn't — and for a nonprofit that lives on community participation, repeat engagement is everything.
Prominent in navigation, easy to filter by type and date, with clear CTAs for each event. Not a plugin afterthought — a designed community tool.