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The Civic Committee of the Commercial Club of Chicago is a group of senior business leaders working on the issues that shape the city: public finance, technology, infrastructure, transportation and education. This was a return engagement - we had worked with the Commercial Club before - and the Committee's website had fallen behind the work it was meant to represent. It needed to do three jobs at once: motivate visitors to engage with the focus areas, tell the story of the city's progress, and present the leaders behind the initiatives with the weight they deserve.
The existing site made all three hard. Content was organized by internal department rather than by what a visitor was looking for, the design felt dated next to the organizations the Committee partners with, and the SEO layer was essentially absent - pages had default titles and no structure a search engine could read.
We rebuilt the site on WordPress using the Divi builder, which gives a non-technical communications team full control over layout without a developer. Before touching design we restructured the content: focus areas became the primary navigation, each with its own landing page, related reports and news; leadership got a dedicated section with proper profiles; and the city narrative was given room to breathe instead of being buried in press releases.
The design work followed UX and UI standards rather than taste - clear hierarchy, readable type, consistent components, obvious calls to action on every focus-area page - so the site would still hold up as the Committee added content over the coming years.
SEO was built into the structure rather than bolted on. Yoast was configured for the whole site, every page received a considered title and description, headings were made to describe content, images were compressed and labelled, and the URL structure was simplified so a report on transportation lives where a search engine expects it. We also set up the basics that policy organizations often miss: an XML sitemap, clean canonical URLs and a redirect map from the old site so no existing links or rankings were lost in the move.
The Committee launched with a site that reads as clearly as its reports, that its own team can update without help, and that search engines can finally index properly. Engagement with the focus-area pages improved and the leadership section became one of the most visited parts of the site.
Because the Committee publishes reports, event pages and news on a regular cadence, we also documented a simple publishing checklist for the team - title, description, headings, image labels, category - so every new page would inherit the SEO standard the redesign set. Two years on, that checklist is still what keeps the site consistent.
Organizations in Vancouver - associations, non-profits, boards - face the same problem: a site built around internal structure instead of the visitor. North SEO builds WordPress sites with the SEO foundation in place from day one, so the site works for search as soon as it launches.
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