search engine optimization, SEO 
 
Case Study: How a GTA Counseling Nonprofit Tripled Resource Downloads with Targeted SEO & UX Optimization 
The Crisis: Vital Resources Going Unused 
A Mississauga-based mental health nonprofit approached us with an urgent problem: 
 
Critical resource documents (therapy worksheets, crisis hotline lists) were buried on their site 
 
Download rates: Only 23/month despite 3,000+ monthly visitors 
 
Bounce rate: 71% (visitors left without engaging) 
 
Their mission was suffering because people couldn’t find what they needed. 
 
Our 4-Pillar Solution (12-Month Campaign) 
Phase 1: User Behavior Analysis (Weeks 1-3) 
Heatmap Findings 
 
82% of visitors clicked the "Resources" tab but only 12% scrolled past the first 3 items 
 
Average time on resource pages: 28 seconds (needed 2+ minutes to download) 
 
SEO Audit Revealed 
 
No rankings for "free therapy worksheets Ontario" or "mental health resources GTA" 
 
PDFs weren’t indexed by Google 
 
Phase 2: Resource Page Overhaul (Months 1-4) 
UX Improvements 
 
Redesigned layout with: 
 
Filter system (by topic: anxiety, depression, PTSD) 
 
Preview thumbnails for all documents 
 
1-click download (removed 4-step form) 
 
SEO Upgrades 
 
Created HTML landing pages for each resource type with: 
 
Target keywords: "free CBT worksheets Canada" 
 
Embedded PDFs with optimized alt text 
 
Built local citations with Ontario health directories 
 
Accessibility Fixes 
 
Added screen reader tags 
 
 
Color contrast adjustments 
 
Phase 3: Content Expansion (Months 5-8) 
Added 
 
Video tutorials ("How to Use These Depression Worksheets") 
 
Success stories ("How Sarah Used Our Anxiety Sheets") 
 
Multilingual resources (Tagalog, Punjabi, Simplified Chinese) 
 
Backlink Strategy 
 
Earned links from: 
 
Ontario Mental Health Association 
 
CAMH resource portal 
 
6 GTA hospital websites 
 
Phase 4: Conversion Funnel Testing (Months 9-12) 
A/B Test Results 
 
Variation Conversion Rate Winner 
Original (text link) 1.8% – 
Orange "Download Now" button 3.1% – 
Green button + testimonial 5.7% ✅ 
Added Exit-Intent Popup 
"Leaving so soon? Get our most popular worksheet bundle emailed instantly." 
→ Captured 19% of abandoning visitors 
 
The Impact: By the Numbers 
Metric Before After 12 Months Growth 
Monthly Downloads 23 89 286% 
Organic Traffic 1,100 4,200 282% 
Avg. Session Duration 1.4 min 4.7 min 236% 
Volunteer Sign-ups 7/mo 21/mo 200% 
Why This Worked for Ontario Nonprofits 
 
UX-first approach matched how vulnerable users actually browse 
 
Localized SEO captured "near me" crisis searches 
 
Accessibility expanded reach to disabled communities 
 
3 Transferable Strategies for Nonprofits 
1. Structure Resources for Crisis Situations 
Example: "I need help now" section with suicide hotlines at the top 
 
2. Repurpose Content Across Channels 
Turn worksheets into Instagram carousel posts 
 
Create TikTok explainers using resource content 
 
3. Partner with Healthcare Providers 
Get doctors to prescribe your resources (builds authority + referrals) 
 
Need More People to Find Your Life-Changing Resources? 
KEY27’s nonprofit specialists help Ontario organizations: 
✅ Boost resource visibility with SEO 
✅ Improve user experience for vulnerable visitors 
✅ Increase donations/volunteers through conversion optimization 
 
? Get Started Today: 
 
Claim Your FREE Nonprofit SEO Audit 
 
Explore Our SEO Services 
 
Conversion Optimization for Nonprofits 

Homepage: https://www.key27.com/search-engine-optimization-seo/