Problem
Traffic to thecrucible.org plummeted during the first months of COVID-19. With nothing to sell, all digital ads were off. Interest and searches related to art-making and art classes were at an all-time low. The Crucible needed to rethink how to bring traffic to the site, especially with our budget availability uncertain.
Relying on the expertise of our faculty, The Crucible created a new section of our site called Guides to Industrial Art. With thoughtful keyword research and great support from our faculty, we were able to provide informative and useful content that ranked well on Google. Organic traffic has grown 600% when compared to March 2020—and continues to go up!
Had volunteer pull from the guide content and our extensive image library to create short, informative videos to add an interactive element to The Crucible guides
