GLAD Law is a leading nonprofit that drives meaningful change through strategic litigation, public policy advocacy, and education. Their mission is clear, but their digital presence needed to reflect it: an easier-to-update website that offered a seamless experience for users seeking vital information and resources to protect themselves and their rights. That’s where we stepped in.
Initially scoped as a Tier 3 build, the project quickly evolved. GLAD Law’s existing site relied heavily on Advanced Custom Fields (ACF), which created editing challenges and limited content updates. To address this, we redesigned the website using their existing theme while restructuring the information architecture based on a comprehensive content audit. The result is a custom, user-friendly nonprofit website aligned with how users naturally interact with GLAD Law’s content.
One of the most significant improvements is the Know Your Rights page. Serving both New England and national audiences, it now features a dynamic filtering system that allows users to find protections by state, federal law, or issue area. This ensures that individuals can quickly access the legal information they need, whether they’re seeking guidance on LGBTQ+ rights, transgender protections, or other legal issues.
The History page also received a transformation. Previously dense and difficult to navigate, we introduced interactive timeline blocks that turn GLAD Law’s past victories into an engaging, story-driven experience. Users can now explore key milestones in a visually compelling, intuitive way, increasing both engagement and time on page.
Following the website launch, GLAD Law partnered with us to expand their digital strategy through SEO and Google Ads management. We tackled access to their Google Ads Grant account, created ad copy in advance, and launched targeted campaigns. The results exceeded expectations:
- Ad clicks: from a goal of 390/month to a peak of 569 within six months
- Ad impressions: peaked at 5,846
- Pageview conversion rates: skyrocketed from a 2% target to 82.95%
We also focused on organic search performance, achieving a 466% increase in donations. Key SEO gains included:
- “transgender lawyer” ranking improved from #82 → #8
- “lgbtq legal aid” ranking improved from #51 → #6
- “skrmetti” ranking improved from #45 → #22
To capitalize on timely interest, we launched event- and theme-focused ad groups, including campaigns for Pride, transgender rights/resources, major news events, and GLAD Law-hosted events. June, during Pride month, was a standout, delivering the highest metrics across the reporting period:
- Conversions: 2,473.47
- Clicks: 1,564
- Impressions: 13,255
Other periods, like October and November for Palm Springs Pride, also saw strong conversions. Event-specific campaigns, such as the 100 Days Briefing webinar, Spirit of Justice Awards Dinner, and Holigay & Drag Trivia Party, ensured GLAD Law remained highly visible during key community moments.
By combining a thoughtful website redesign with data-driven SEO and Google Ads strategy, Cornershop Creative helped GLAD Law not only enhance the user experience but also amplify advocacy impact, increase donations, and ensure legal resources reach the communities that need them most.
See more of our SEO and Google Ads work!
