Market Analysis and Audit of the Existing Website

Before starting work on the project, we conducted a detailed study of the current position of the “Smena” center in the digital space and compared it with competitors. This helped determine which approaches to audience interaction are most effective and identify the weaknesses of the current website that required improvement or complete redesign.

Stage 1: Analyzing Competitor Websites

We studied the platforms of organizations engaged in similar activities, such as “Center Awareness,” “Spiritual Path,” “Light of Journeys,” and others. The analysis was conducted based on several parameters:

1. Design and Visual Appeal
   • How competitors use color palettes and visual elements to convey the atmosphere of their events.
   • How well the design aligns with their values and philosophy.
2. Ease of Navigation
   • Simplicity in finding information about upcoming events.
   • Availability of intuitive pathways for registration.
3. Technical Capabilities
   • Online booking tools.
   • Presence of modules for interaction with participants (such as chats or forums).
   • Mobile optimization of the websites.
4. Content
   • Textual content, its tone, and relevance to audience inquiries.
   • Use of keywords for SEO optimization.

After studying these parameters, we concluded that most successful competitor websites effectively use user interaction elements, focus on the mobile version, and actively work to promote through search engines.

Stage 2: Audit of the Old “Smena” Center Website

Despite its basic functionality, the existing website of the center did not meet modern requirements and needed a complete redesign. The following issues were identified:

1. Outdated Design
   The current visual style looked cumbersome and did not associate with the atmosphere of inspiration and harmony, which is important for the center’s target audience.
2. Complex Navigation
   Users experienced difficulties in finding event information, and pages dedicated to specific events contained excessive text, not divided into blocks.
3. Absence of a Mobile Version
   The site was inconvenient for viewing on mobile devices, critically reducing its accessibility to a modern audience accustomed to using smartphones for information search.
4. Lack of Functionality
   There were no tools for online registration, event calendars, or systems for notifying participants about news or changes.
5. Lack of SEO Optimization
   The site did not use effective SEO tools, which kept its traffic low.

Stage 3: Defining Solutions

Based on the analysis conducted, we proposed the following steps:

1. Complete Redesign
   The new visual style should inspire, convey the atmosphere of spiritual development, and be easy to perceive.
2. Optimize Navigation
   Simplify the website structure, add an interactive event calendar, and filters for quick event searches.
3. Create a Mobile Version
   Adapt the website for all types of devices so that it looks and functions equally well on smartphones, tablets, and computers.
4. Implement Online Services
   Connect platforms for participant registration for events, apply for volunteering, and facilitate communication with organizers.
5. SEO Optimization
   Conduct a full optimization of texts and the site structure to enhance its visibility in search engines.

Website Prototyping

Work on the site began with an in-depth understanding of the target audience—participants of the center’s events. We found that they primarily consist of people aged 35–70 interested in spiritual practices, meditation, and personal growth.

Visual Concept:

In the first stage, the client wanted a strict and minimalist design. However, we proposed to make it more inspiring and emotional by incorporating natural imagery and elements symbolizing spiritual development.

Examples of the Old and New Versions of the Website:

• Old Version: overloaded with texts and unsuitable for modern users.
• New Version: intuitive, with visual accents helping users easily find the information they need.

SEO Optimization and Copywriting

Creating the website required a deep analysis of the search behavior of the target audience and the development of a unique approach to the texts.

Stage 1: Query Research

To enhance the website’s visibility in search engines, we conducted a detailed analysis of queries related to spiritual practices, events, and retreats. Using tools like Google Trends, we identified key topics and phrases that people commonly use when searching for events and centers for spiritual development.

Main queries included:

• “spiritual seminars” — for those looking for events related to personal growth.
• “retreats” — a popular trend for those wanting to delve into meditation or spiritual practices.
• “spiritual development center” — a key query for getting acquainted with the new center.
• “meditation and personal growth” — for users searching for specific practices.
• Additional queries: “online seminar,” “spiritual recovery,” “mindfulness programs.”

Stage 2: Developing Text Structure

Based on the identified keywords, we created a content strategy for the website that included:

1. Event Descriptions
   Each event has a unique page with detailed program descriptions, times, costs, and online registration options. We structured the text in a way that allows users to easily find the needed information.
2. Participant Stories
   We added a section with reviews from actual visitors to the center to enhance trust in the organization.
3. Blog
   We created a separate section for articles and news to additionally attract the audience with useful and informative content. Blog topics included:
   • How to Choose a Retreat?
   • Basics of Meditation.
   • Spiritual Practices: Myths and Reality.
4. FAQ
   We added a page with frequently asked questions that allows users to quickly find answers regarding registration, scheduling, and participation conditions in events.

Stage 3: Tone and Style

We chose a neutral-friendly writing style to suit a wide audience: from beginners who are just starting to explore spiritual practices to experienced retreat participants.

The texts were written in a light and accessible style, emphasizing the benefits of participating in the events of the “Smena” center.

Stage 4: Implementing SEO Optimization

When creating content, it was crucial not just to add keywords but to make them an organic part of the text. This not only improved the website’s ranking but also maintained user interest.

SEO work included:

1. Keyword Analysis and Selection
   We compiled a base of over 50 key phrases, distributing them across the main pages of the website.
2. Meta Tag Optimization
   Unique titles and descriptions were written for each page to enhance the site’s clickability in search results.
3. Internal Linking
   We linked pages to each other using hyperlinks so users could easily navigate the site, and search engines could index it better.
4. Technical Improvements
   We implemented image compression, configured fast server response times, and fixed code errors to enhance page loading speeds, positively affecting SEO.

Stage 5: Ongoing Monitoring and Corrections

After the site launch, we actively monitored its positions in search engines using analytical tools like Google Analytics. This allowed us to identify the most effective pages, as well as those needing further work.

Examples of Improvements Found:

• Following analysis, we noticed that the query “retreats in the Moscow Region” was underrated. We added a dedicated article and optimized several pages for this keyword.
• The news section received more views after we added more images and links to events.

Results:

• The “Smena” Center’s website achieved top positions for key queries:
  • “spiritual seminars” — 3rd place.
  • “retreats” — 5th place.
  • “spiritual development center” — 1st place in local search results.
  • “meditation and personal growth” — 4th place.
• Website traffic increased by 120% in the first two months after launch.
• The average time spent by users on the site increased by 30% due to improved text structure and the addition of new sections.