We assisted the School of Visual Arts Products of Design program in migrating their old site from WordPress to Squarespace, and redesigning it for Squarespace. Their website is blog-centric and heavily stylized. Their old WordPress site had become too clunky and code-heavy to maintain and they wanted to be able to easily add and edit content to their site.
One of our challenges in this project was to provide customization that still allowed them to take advantage of the Squarespace editing GUI. This included custom site navigation, blog customization and custom galleries. PoD now creates updates with minimal effort. New articles are automatically featured in the appropriate sections with custom styling when PoD creates a new post with the Squarespace blog editor.
There are multiple ways to navigate the content encouraging exploration and the website tells department’s story with the ultimate goal of encouraging prospective students to apply. We helped implement clear calls to action to “Apply to the program” and made sure that the suggestion to “Apply” was persistent throughout the site.
During the migration from Wordpress to Squarespace, we made sure to preserve their existing search engine rankings, and worked with PoD to develop best practices for SEO as they continued to build content. With SEO in mind we provided copy for headings, page titles, and meta-descriptions that was both relevant and on brand. This resulted in an average improvement of 20% in search rankings of targeted key phrases within a month of implementation.
Search Engine Optimization