Ferncliff
Industry: Nonprofit Camp & Conference Center
This case study follows our redesign of ferncliff.org for Ferncliff Camp and Conference Center in Little Rock, Arkansas: a new structure, a full set of page designs, and an SEO plan built to protect the search visibility the camp has earned over the years.
The Challenge
The Challenge
Ferncliff runs summer camps, a nature school, retreats and conferences, outreach programs and a capital campaign, all from one website. Over the years the site grew to more than 600 pages, and families, retreat planners and donors had to dig to find what they needed. Ferncliff wanted a site that is easier to use, easier for staff to update, and built to be found in Google and in AI search.
Vision
We organized the new site around the people who use it. Each audience gets its own hub: Camp, Nature School, Retreats & Conferences, Outreach and Giving, with clear paths to register, book or donate.
Before changing a single page, we built a search baseline of all 621 indexable URLs on the current site using Google Search Console, GA4 and live AI citation testing, so Ferncliff will have a clear before-and-after picture once the new site launches.
Before changing a single page, we built a search baseline of all 621 indexable URLs on the current site using Google Search Console, GA4 and live AI citation testing, so Ferncliff will have a clear before-and-after picture once the new site launches.
The Solution
The Solution
We designed 17 page templates in Figma for desktop and mobile, from the homepage and program hubs to facility details, a booking request form, a people directory, news and stories, and events. The new site is being built on WordPress so Ferncliff's team can manage content on their own.
Platform & Features
Key features include program and facility detail pages, a booking request form for retreats and conferences, a staff and board directory, an events calendar, a news and stories archive, and animated trust stats on the homepage. The site is being built on WordPress, with SEO, GEO and AEO structure planned in from the start.
Where It Stands
Where It Stands
The new ferncliff.org is in development now.
Because we captured a complete search baseline before the redesign, Ferncliff will be able to measure exactly how the new site performs in Google and AI search after launch.
Because we captured a complete search baseline before the redesign, Ferncliff will be able to measure exactly how the new site performs in Google and AI search after launch.
