Driving LGBTQ+ Advocacy: How We Created a More User-Friendly Website & Digital Outreach Strategy for GLAD Law

Through strategic litigation, public policy advocacy, and education, GLAD Law creates tangible change—but they needed a website that reflected their mission, was easier to update, and provided a seamless experience for users seeking vital information and resources to protect themselves and their rights. That’s where we came in. 

Initially, we approached the project as a standard Tier 3 build, but as we dug deeper, it became clear that a more customized approach was necessary. Their existing site relied on Advanced Custom Fields (ACF) in ways that made editing a challenge, frustrating their team and limiting their ability to update content efficiently. To solve this, we redesigned the site using their existing theme while restructuring its information architecture based on a comprehensive content audit. Our goal? A more intuitive, user-friendly custom nonprofit website that aligns how users naturally engage with GLAD Law’s content. 

One of the standout improvements from the new site is the Know Your Rights page, which provides crucial legal information at both the state and federal levels. Because GLAD Law’s work spans New England and national policy, we designed a dynamic filtering system that allows users to quickly find protections by state, federal law, or issue area—ensuring people can easily access the legal information they need.

Another highlight is the History page’s timeline of events, which transforms how GLAD Law shares their rich history. Their previous history page, while full of valuable content, wasn’t engaging or easy to navigate. By introducing interactive timeline blocks, we turned their past victories into a compelling, story-driven experience that keeps users engaged. 

Following the website’s successful launch, GLAD Law partnered with us again—this time to enhance their digital strategy through SEO for nonprofits and Google Ads. We tackled the challenge of securing access to their Google Ads Grant account and worked proactively, drafting ad copy in advance to ensure a seamless transition as we took over their ads management. And the results speak for themselves! Our initial goal was 390 ad clicks per month, but we soared to a peak of 569 within the first six months of the retainer, and ad impressions similarly exceeded expectations, peaking at 5,846. And most impressively, conversion rates skyrocketed from an initial 2% target to an outstanding peak of 82.95% in pageview conversions. 

By transforming GLAD Law’s website and digital strategy, we’ve helped them better serve the LGBTQ+ community and amplify their advocacy work. Their new site is not just more visually compelling, it’s a powerful tool that enhances user experience, informs users of their protections and rights, and drives engagement with their resources. And with our ongoing SEO and Google Ads work, GLAD Law is positioned to reach even more people looking for their resources.