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.
Overview
Program Enrollment
Public pathways for the 3 programs open to direct sign-up.
Events
A dedicated destination with RSVP built in.
Contact Page
First-ever way to reach SBN directly, with an embedded form.
Get Involved
One consolidated destination for donation and participation.
Volunteer
SBN’s first-ever application pathway for volunteers.
Table of Contents
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.
Before the rebuild, SBN had no way for prospective participants to register for any of its programs online. Public enrollment pathways were built for the three community programs open to direct sign-up — Senior Wellness Hikes, Community Nature Hikes, and Bay Area Coastal Adventures — each with its own dedicated page nested under the correct program in the site architecture. SBN’s other three programs (Summer Science Project, After School Field Trips, and Alive Outside Adventure Series) are delivered exclusively through partner organizations, so they don’t have a public enrollment pathway by design.
Every enrollment form includes a “How did you hear about this program?” acquisition tracking dropdown, covering traditional search, AI platforms, social media, and community channels.
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.
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.
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 automatically updated monthly as new events are added to the calendar.
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.
