Linbee Dog Rehoming
Linbee Dog Rehoming is a small dog rehoming charity dedicated to rescuing and rehoming dogs in need. As the sole Digital Marketing Lead, I developed and executed a comprehensive digital strategy to enhance the charity’s online presence, engagement, and conversions through website improvements, SEO, email marketing, and data-driven decision-making.
Marketing Brief
After analysing Linbee Dog Rehoming I came to the conclusion that the company wasn’t effectively utilizing their digital presence and in some cases wasn’t using effective forms of digital marketing at all.
So to establish a strong digital foundation for Linbee Dog Rehoming, I developed a structured marketing plan outlining key strategies and measurable objectives. I created a detailed Canva slideshow presenting the proposed steps, including website optimization, SEO improvements, email marketing expansion, data-driven growth strategies, and how i would measure these using analytics.
I came up with measurable key performance goals for the company including:
Achieving a 10% increase in unique website views over a six month period.
Grow the email marketing contact list to at least 50+ unique contacts over a six month period
Increase financial donations per month by 3+.
These goals are designed to be specific, measurable, and achievable. The company relies on people visiting the website in order to see the dogs that are available for adoption so it is important to make sure there is a steady increase of people visiting and engaging in the website.
It is important to start and grow a email marketing list as this allow the company to keep people undated and helps keep up engagement and reinforce brand recognition, as well as this the email marketing was essential as email marketing can have an ROI of up to 4400%.
Linbee Dog rehoming does not get government funding and relies solely on people’s donations which is why it is an essential goal for the company to work towards.
(Original Website Homepage)
(Original Website Page)
(New Website Homepage)
(New Website Page)
Website Optimization
As the Volunteer Digital Marketing Lead at Linbee Dog Rehoming, I did a complete website overhaul to improve user experience, increase engagement, and drive conversions. The original website was outdated, poorly structured, and riddled with broken links, which negatively impacted navigation, SEO performance, and overall trustworthiness. Recognizing these issues, I took full ownership of the redesign process, implementing a modern, visually appealing, and mobile-responsive layout that aligned with the organization's mission and user needs.
I optimized site structure by streamlining navigation, enhancing page load speed, and ensuring intuitive content flow to reduce bounce rates. Additionally, I conducted thorough technical audits, resolving broken links, and improving internal linking for better SEO performance. To boost engagement, I refined key landing pages, optimized CTAs to drive adoption, fostering, and donation conversions, and used analytics tracking to monitor user behaviour.
These enhancements have led to an improved user experience, higher unique website visits, and increased engagement with key conversion points, ultimately supporting Linbee Dog Rehoming’s mission to connect more dogs with loving homes.
Email Marketing
Before I joined Linbee Dog Rehoming, the organization had no email marketing system in place. This meant they were missing out on a critical opportunity to engage with supporters, nurture donor relationships, and drive key actions such as adoptions, fostering, and donations. Recognizing the importance of a structured email marketing strategy, I took full ownership of its development, using Mailchimp as the platform of choice.
I started by setting up the Mailchimp account from scratch, ensuring proper configuration of settings such as sender authentication, audience management, and compliance with email marketing best practices. To maximize lead generation, I integrated Mailchimp with the Linbee website, embedding sign-up forms that allowed visitors to subscribe effortlessly. This seamless integration enabled a steady flow of new contacts.
To effectively onboard new subscribers, I designed and implemented a four-email automated welcome sequence, strategically structured to align with the customer journey. Each email served a specific purpose—introducing Linbee’s mission, sharing success stories, encouraging engagement through volunteering and fostering, and inspiring donations. To ensure consistent communication and eliminate manual follow-ups, I automated the entire sequence, allowing each email to be delivered at optimal intervals after a new supporter subscribed. This automation not only improved efficiency but also ensured every subscriber received a personalized and engaging onboarding experience.
Beyond the welcome sequence, I utilized segmentation to enhance personalization and engagement. I created a welcome segment to ensure new subscribers received targeted onboarding emails before transitioning them into the main segment for long-term engagement. By leveraging segmentation, I enabled Linbee to send more relevant content, increasing email open rates, click-through rates, and overall supporter retention.
Through these efforts, I built Linbee Dog Rehoming’s email marketing infrastructure from the ground up, allowing them to use the tool for driving awareness, fostering relationships, and ultimately increasing adoptions, donations, and volunteer participation.
(Welcome Sequence Automation)
(Welcome Sequence Email example)
SEO
Before my involvement, Linbee Dog Rehoming had no structured SEO strategy, limiting its search visibility and organic traffic. To address this, I conducted a full SEO audit using SEMrush, identifying and fixing key issues affecting the website’s performance. This included resolving broken links, crawlability issues, metadata errors, and invalid structured data items, ensuring search engines could properly index and rank the site.
I optimized meta descriptions, ensuring each page had clear, keyword-rich summaries to improve click-through rates from search results. Additionally, I fixed technical errors and warnings flagged by SEO tools, improving site health and overall search performance.
Beyond technical fixes, I analysed existing keyword usage and researched organic keyword opportunities to refine on-page content and align it with relevant search queries. By implementing high-impact keywords, It will help with Linbee’s visibility for searches related to dog adoption, fostering, and volunteering.
These optimizations laid the foundation for Linbee’s improving search rankings, increasing organic traffic, and making it easier for potential adopters, donors, and volunteers to find and engage with the charity.
(Linbee Site Audit before Change)
(Linbee Keyword Usage before Change)
Analytics
To measure and optimize the impact of Linbee Dog Rehoming’s digital marketing efforts, I leveraged Squarespace’s website analytics and Mailchimp’s email analytics to track key performance metrics. By analyzing visitor behavior, engagement trends, and conversion rates, I was able to make data-driven decisions that improved overall effectiveness.
On the website, I monitored key metrics such as traffic sources, page views, bounce rates, and unique page views to understand how visitors interacted with Linbee’s content. This insight allowed me to identify areas for improvement, optimize navigation, and refine calls to action to increase engagement on the website.
For Mailchimp, I tracked email open rates, click-through rates, subscriber growth, and engagement trends to assess the effectiveness of email campaigns. By analyzing this data, I optimized subject lines, content structure, and send times to improve email performance. Additionally, I used segmentation insights to ensure the right messages reached the right audience at the right time, maximizing supporter engagement.
By integrating analytics into Linbee’s digital strategy, I established a data-driven approach that will improve website performance and email marketing effectiveness, ultimately increasing conversions and strengthening supporter relationships.
Campaign Summary
The digital marketing strategy implemented for Linbee Dog Rehoming is actively improving engagement, supporter retention, and conversions. With a newly optimized website, an established email marketing system, optimize SEO, and ongoing performance tracking through analytics, the foundation Linbee’s growth is in place.
Early data from website analytics indicates increased visitor engagement, with improvements in navigation and conversion rates for key actions like adoptions, fostering, and donations. Meanwhile, email marketing metrics show steady subscriber growth, strong open rates, and increasing click-through rates, suggesting that the automated welcome sequence and segmentation strategies are effectively nurturing supporters.
The SEO improvements are contributing to better search visibility, driving more organic traffic to the website and increasing awareness of Linbee’s mission.
As the campaign continues, ongoing optimizations based on data insights will refine and enhance performance further. The focus remains on increasing engagement, improving conversion rates, and ensuring that Linbee Dog Rehoming can connect more dogs with loving homes through this scalable and sustainable digital marketing strategy.
