get in touch

SBN Website Optimization:
New Pages & Conversion Pathways

Table of Contents

Overview

The audit had confirmed a fundamental problem: the site had no mechanism for visitors to take action. There was no way to contact the organization, no way to sign up for a program, no way to express interest in volunteering. Before any other optimization work could translate into measurable outcomes, a conversion infrastructure had to be built from scratch. Every page in this phase was a first — none of them had existed on the site before.

Contact Page

SBN had never had a contact page. The first one in the organization’s history launched on September 1, 2025, built with a contact form and integrated into the site’s primary navigation. It gave visitors — for the first time — a direct way to reach the organization without hunting for an email address or a social media profile.

Saved By Nature Contact page at savedbynature.org/contact showing the hero section with heading "Get In Touch", supporting copy reading "Questions? Ideas? Ready to make a difference? We'd love to hear from you!", and a prominent orange "SEND US A MESSAGE" CTA button, displayed over a background image of the Golden Gate Bridge, with a red arrow pointing to the URL in the browser bar and a second red arrow pointing to the CTA button
SBN's first-ever contact page — launched September 1, 2025, replacing a footer phone number as the organisation's sole point of contact with a branded, conversion-optimised page and embedded contact form.
Network for Good Forms dashboard for Saved By Nature filtered by "contact" showing one result: Send us a message Contact Page Form with 5 fields and 65 submissions, created by You on September 1 2025 at 3:37am, with red arrows pointing to the form name and the submissions count
As of March 2026, there have been 65 contact form submissions recorded in Network for Good since the contact page launched on September 1, 2025 — the organisation's first-ever contact form.
view the live contact page

Program Enrollment Pages

Before the rebuild, SBN had no way for prospective participants to register for any of its programs online. Enrollment pathways were built for all programs — consolidated under a single Programs hub page.

Every enrollment form includes a “How did you hear about this program?” acquisition tracking dropdown. This single field has produced the most direct attribution data available in the project: concrete evidence of which channels are driving real-world program participation, including Google Search, Google AI Overviews, Perplexity, and Chat GPT.

Saved By Nature Community Nature Hikes enrollment page at savedbynature.org/outdoor-education-programs/community-nature-hikes/enrollment-community-nature-hikes showing the hero section with the headline "Join Our Bay Area Hiking Community" overlaid on a background image of a group of hikers standing in front of a large redwood tree, with a red arrow pointing to the full URL in the browser bar
The Community Nature Hikes enrollment page — one of six program enrollment pathways built from scratch, each with its own dedicated URL nested under the correct program in the site architecture.
view the live cnh enrollment page
Network for Good form field editor for the Saved By Nature CNH Enrollment Form showing the "How did you hear about our Community Nature Hikes program?" question field with field type set to Select and eleven acquisition source options listed: Google Search, Google AI Overview Section, Microsoft Bing, Microsoft Copilot, ChatGPT, Perplexity, Facebook, Instagram, LinkedIn, Community Event, and Friend/Family Referral, with red arrows pointing to the Question Label field and the Options list
Acquisition tracking dropdown built into every enrollment form — covering traditional search, AI platforms, social media, and community channels to capture exactly how each participant found SBN's programs.
view the programs hub page

Get Involved Page

A Get Involved hub page launched in December 2025, consolidating SBN’s donation options and pathways alongside a link to the volunteer page. Prior to this, there was no single destination on the site where a visitor could explore ways to support the organization beyond attending a program. The page brought multiple giving and participation pathways together under one URL.

Saved By Nature Get Involved page at savedbynature.org/get-involved showing the rebuilt navigation bar with eight labelled menu items — HOME, ABOUT, UPCOMING EVENTS, PROGRAMS, GET INVOLVED, CONTACT, SHOP, BLOG — with GET INVOLVED highlighted as the active page and a red arrow pointing to it, above the hero section with the headline "Join Our Environmental Justice Mission", subheading "Experience nature, build community, transform lives through Bay Area outdoor education", and three stat tiles showing 12,000+ Lives transformed through nature, 6 Active outdoor programs, and 100% Free for all participants, with a red arrow pointing to the URL savedbynature.org/get-involved in the browser bar
The new Get Involved hub page — built from scratch to consolidate SBN's donation options and volunteer pathway under a single, clearly signposted URL in the rebuilt site navigation.
view the get involved page

Volunteer Page

A dedicated volunteer page — SBN’s first — launched on January 21, 2026, with a full application pathway built directly into the page. Like the program enrollment forms, the volunteer application includes an acquisition tracking dropdown to capture how each applicant found the program.

Saved By Nature Volunteer With Saved By Nature page at savedbynature.org/get-involved/volunteer-opportunities-bay-area showing the rebuilt navigation bar with eight labelled menu items — HOME, ABOUT, UPCOMING EVENTS, PROGRAMS, GET INVOLVED, CONTACT, SHOP, BLOG — above the hero section with the headline "Volunteer With Saved By Nature", subheading "Transform Lives Through Nature-Based Volunteering in the Bay Area", and introductory body copy, with a red arrow pointing to the URL in the browser bar
The new volunteer page — built from scratch with a dedicated application pathway, keyword-informed content, and a clean URL nested under the Get Involved section of the rebuilt site architecture.
view the volunteer page

Events Page

An Upcoming Events page launched in October 2025 — one of the first new pages created during the rebuild — to give SBN a dedicated destination for its upcoming events. RSVP pathways are integrated directly into the page and adapt by event type: paid events and fundraisers link to ticketing pages through Network for Good, while other events connect visitors to relevant third-party ticketing platforms. The page is updated monthly as new events are added to the calendar.

Saved By Nature Upcoming Events page at savedbynature.org/upcoming-events showing the rebuilt navigation bar with eight labelled menu items — HOME, ABOUT, UPCOMING EVENTS, PROGRAMS, GET INVOLVED, CONTACT, SHOP, BLOG — with UPCOMING EVENTS highlighted as the active page and a red arrow pointing to it, above the hero section with the headline "Upcoming Community Events" and supporting body copy reading "Join us for outdoor events and community outreach activities throughout the Bay Area. Our environmental justice programs bring together diverse communities through guided nature experiences, and conservation initiatives designed to create equitable access to outdoor recreation for all South Bay residents", overlaid on a background image of the Golden Gate Bridge, with a red arrow pointing to the URL savedbynature.org/upcoming-events in the browser bar
The new Upcoming Events page — built to give SBN a dedicated, clearly navigable destination for its upcoming events, with RSVP pathways integrated directly into the page.
view the upcoming events page

What This Made Possible

Before this work, the site was effectively read-only. Visitors could learn about SBN but had no pathway to act on that interest. Building these pages created the infrastructure that links awareness to participation — and made it possible, for the first time, to measure where that participation was coming from.

The acquisition tracking dropdown, in particular, was a deliberate choice with long-term value. Rather than relying solely on analytics platform data, it puts attribution directly in the hands of participants at the point of enrollment — producing self-reported channel data that no analytics tool can replicate. Every form submission from this point forward generates a data point that connects a real person to the channel that brought them to SBN.

The conversion infrastructure built in this phase is what made everything that followed measurable.

see the results
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