Project Fire Buddies
Spreading Hope: A Digital Platform That Turns Compassion Into Action
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Project Fire Buddies, a nonprofit founded by firefighters, needed a digital platform that could scale nationally, build emotional resonance and drive donations.
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We delivered a custom, mobile-first website with ADA-compliant UX, powerful storytelling and SEO-driven content to increase reach and engagement.
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In just three months, the new platform boosted engagement time by +16.2%, grew user engagement events by +37.4% and improved organic search sessions by +2.9%.
The Challenge
Project Fire Buddies was growing across the U.S., but its digital presence wasn’t keeping pace. The nonprofit needed a modern platform that could communicate its mission and inspire meaningful engagement.
Low Engagement & Short Sessions
Visitors spent under 1 minute on the site and viewed fewer than two pages per session, signaling a disconnect between content, UX and user expectations.
Limited Organic Reach
Most traffic came from social or direct sources, with minimal search engine visibility, limiting the organization’s ability to attract new supporters and referrals.
Outdated, Friction-Filled Mobile Experience
With over 80% of traffic coming from mobile devices, the outdated design created high friction and poor accessibility for the majority of visitors.
The Solution
We designed a heartfelt, conversion-focused experience that combined emotional storytelling,
mobile usability and a strategic SEO framework to drive awareness and action.
mobile usability and a strategic SEO framework to drive awareness and action.
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Story-First Visual Design
We brought real stories, testimonials and imagery to the forefront, creating an emotional connection that aligned with the nonprofit’s mission and values. -
Mobile-First, ADA-Compliant UX
The site was rebuilt for mobile accessibility, inclusive interaction and seamless navigation to support user needs across all devices and abilities. -
Conversion & SEO Optimization
Key CTAs like “Donate,” “Refer a Child” and “Start a Chapter” were strategically placed and supported by optimized content structure to improve search engine visibility and user engagement.
The Results
In the first 90 days after launch (Feb 6 – May 6, 2025), Project Fire Buddies’ new website began delivering measurable impact through stronger engagement, improved SEO performance and deeper user interaction.
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Increase in avg. engagement
time per user by16.2%Visitors stayed longer, signaling deeper connection with the content -
Increase in user
engagement events by37.4%Shows stronger interaction and
scroll activity site-wide -
Organic + Direct
Traffic Increased by3.8%Stronger search visibility (+2.9%) and direct engagement (+4.8%) despite a 4.6% drop in overall users -
Chapters & Mission
Pages leading engagement13.3KHomepage and “Chapters” content
generated the most user interest
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