Case Study: Collar City Pride
How accessibility‑first design, technical SEO, and clear storytelling turned a grant‑funded rebuild into a long‑term outreach and fundraising asset
Client: Collar City Pride
LGBTQ+ community organization serving the Collar City/Troy region
chuck’s Role: Website strategy, UX and content architecture, full website rebuild, accessibility, and technical SEO
Overview
This case study documents how Collar City Pride, a grassroots LGBTQ+ organization used a grant for marketing and outreach to transform an outdated website into an accessible, SEO‑optimized hub for donations and services.
The result was a site that not only reflects the heart of Collar City Pride’s work, but also makes it easier for people to donate, get connected to support, and find the Rainbow Bridging Case Management Program when they need it most.
The problem: Before the rebuild, Collar City Pride faced several interconnected challenges.
Accessibility and usability gaps
The existing website was difficult to navigate, especially for community members using assistive technology or accessing the site on older devices. Key information was buried, headings were inconsistent, and some content was hard to read or interact with.
Weak SEO and low discoverability
The site structure and on‑page content did not clearly communicate who Collar City Pride serves, what services they offer, or where they operate. Search engines struggled to understand the organization, which meant people searching for local LGBTQ+ support, events, and case management services often couldn’t find them.
This led to:
Low visibility in search results
Missed connections with people seeking support
Limited reach for donors and partners who wanted to help
Underexposed Rainbow Bridging Case Management Program
The newly funded Rainbow Bridging Case Management Program was a major step forward, but it hadn’t been announced on the website yet. Community members who needed the program (and donors who might fund it) couldn’t clearly see what it was, who it was for, or how to get started.
Collar City Pride had new resources and a powerful offering, but their website was not set up to carry that momentum… yet!
The strategy
The work followed a simple sequence: rebuild the foundation, then make action unmistakably easy.
Step 1: Rebuild the site with accessibility at the center
The first phase focused on making the website usable and welcoming for as many people as possible. The new build:
Implemented a cleaner layout with clear hierarchy and predictable navigation
Used accessible color contrast and readable typography
Structured headings and content so screen readers and assistive technologies could parse the site effectively
Simplified page templates so future updates would not break accessibility or UX fundamentals
Step 2: Clarify SEO and information architecture
Next, the site was reorganized around how real people search for support and how search engines understand organizations:
Pages were grouped and named around core needs: local Pride events, LGBTQ+ resources, support services, and case management
Key pages were given clear titles, meta descriptions, and on‑page copy that reflected the language community members actually use
Internal linking was improved so visitors and search engines could easily move between events, resources, and services
Step 3: Make donations and Rainbow Bridging impossible to miss
Finally, the site was structured to make it simple to give support or get support:
Donations were surfaced in multiple, context‑aware locations across the site, not just on a single “Donate” page
The Rainbow Bridging Case Management Program received its own clear, comprehensive page that explained what it is, who it serves, and how to access it
Calls to action were added throughout the site - “Donate,” “Get Support,” “Learn About Rainbow Bridging” - so visitors always knew the next step
Implementation
Over the course of the project, I:
Developed a new site map that put key services, events, and support pathways front and center
Rebuilt the site on a modern, manageable platform so staff and volunteers could update content without technical hurdles
Wrote and refined copy to be plain‑language, trauma‑aware, and easy to understand while still supporting local SEO
Created a dedicated Rainbow Bridging page structured for two audiences at once: community members seeking help and donors/partners evaluating impact
Added analytics and basic conversion tracking for visits to donate pages and Rainbow Bridging content, so the organization could see which parts of the site were driving action
Results
Because this is a mission‑driven project, success is measured in visibility, access, and action rather than sales.
A more accessible, welcoming experience
The rebuilt site offers a smoother experience for visitors using assistive technologies, mobile devices, and slower connections. Information about events, resources, and support services is easier to find and easier to understand, reducing friction at every step.
Stronger visibility for local LGBTQ+ support
With clearer structure and SEO fundamentals in place, Collar City Pride is better positioned to appear for searches related to Pride events, LGBTQ+ resources, and local support services. People who are actively looking for help or community are more likely to discover the organization and its programs.
Clearer paths to donate and get support
Donations and the Rainbow Bridging Case Management Program are now woven into the site’s core journey instead of hidden. Visitors can:
Quickly understand what Rainbow Bridging offers and who it’s for
Find direct ways to reach out for case management support
Donate in fewer clicks, with a clearer sense of how their contribution supports programs like Rainbow Bridging
The grant funded a rebuild, but the new site functions as an ongoing outreach, fundraising, and support tool.
Why this worked
This project worked because it treated the website as infrastructure, not decoration.
Accessibility and usability were addressed first, so more people could actually engage with the content
SEO and structure were updated to match how real people search for local LGBTQ+ support and Pride‑related services
Donations and the Rainbow Bridging Case Management Program were intentionally highlighted instead of being tucked away
Every design and copy decision was anchored in the same goal: make it easier for people to support the work or get the help they need
When an organization’s values, services, and digital infrastructure line up, a single grant‑funded project can create lasting impact.
Takeaway
For community organizations, a website rebuild is not just a “fresh coat of paint.” When accessibility, technical SEO, and clear storytelling come together, a site becomes a real engine for outreach, funding, and support.
Doing the right thing - making your work easier to find and easier to access - is just good business for organizations that exist to serve their community.
About this work
This project reflects the kind of work I do for colleges, nonprofits, and mission‑driven organizations that want:
Better search and AI visibility
Clearer positioning and structure for their services
Accessible, higher‑converting websites
Digital infrastructure that turns grants and campaigns into lasting assets
If you want help rebuilding your website so it actually supports your mission, improves discoverability, and makes it easier for people to take action, you can reach out here:
Doing the right thing is just good business.