Website Redesign
Website Strategy · UX · Technical SEO · Content Architecture
Project Overview
The Association of Animal-Assisted Intervention Professionals (AAAIP) is a professional association that provides education, resources, standards, and professional development for people working in animal-assisted interventions. AAAIP needed a modernized website that made it easier for professionals to find resources, understand membership benefits, and engage with the organization. I led the website redesign from strategy through launch, restructuring the site architecture, improving navigation and conversion pathways, optimizing content, and strengthening the technical SEO foundation.
The Challenge
The existing AAAIP website had grown difficult to navigate as the organization expanded its membership, educational content, professional resources, and certification programs. Important information was spread across the site without clear pathways for different audiences, making it harder for visitors to understand what AAAIP offered or quickly find the resources most relevant to them.
The site also needed a stronger technical SEO foundation to improve search visibility and support future organic growth. The existing structure made it difficult to create clear relationships between related content, while inconsistent page organization limited opportunities for internal linking and search optimization. The redesign needed to solve both problems: make the site easier for people to navigate while creating a stronger foundation for organic search.
The Approach
I approached the redesign as both a user experience and search visibility project. I reorganized the site architecture and navigation around the needs of AAAIP’s audiences, created clearer pathways to membership, education, certification, and professional resources, and redesigned key pages using flexible content blocks that made the site easier to maintain and expand.
Alongside the redesign, I implemented technical and on-page SEO improvements including keyword research, metadata optimization, internal linking, XML sitemap and robots.txt updates, canonicalization, and content optimization. I also used Google Search Console and analytics data to identify opportunities and monitor performance after launch.
Before & After
The redesign transformed AAAIP’s website from a dense, information-heavy experience into a more modern and intuitive platform with clearer navigation and stronger visual hierarchy – this led to more prominent pathways to key services and resources.
Outcomes
The redesigned site created clearer pathways to AAAIP’s membership, education, certification, and professional resources while giving the organization a more flexible platform for future growth. The stronger site architecture and SEO foundation also contributed to significant gains in organic search visibility following the redesign.
+315.9%
Estimated Organic Traffic
378 → 1,572
July 2025 to July 2026
Improved User Pathways
Clearer navigation and content organization made membership, education, certification, and professional resources easier to find.
Scalable Site Architecture
Flexible page structures and reusable content blocks created a site that was easier to maintain and expand as AAAIP grew.
Key Contributions
I led the AAAIP website redesign from strategy through launch, owning the site architecture, user experience, content strategy, and SEO implementation. I worked across WordPress, analytics, and search tools to translate organizational goals into a website that better served AAAIP’s audiences while creating a stronger foundation for future growth.