Technical SEO audit case study
46 issues identified to strengthen local charity's online presence
Our complimentary audit identified 46 actionable improvements to align with SEO best practice and support organisation goals of increased event signups, registrations, and donations
The challenge
African Children’s Fund (ACF) is a passionate UK-based charity supporting education and community projects across Kenya, Tanzania, Uganda, and Zimbabwe. Despite their impactful work and solid mission, their website wasn’t maximizing its potential to drive event signups, attract donations, or communicate the full scope of their activities.
Built on Squarespace by a small team juggling many priorities, the site was technically sound but had room for improvement. The main challenges were:
- Unclear structure and navigation: key pages weren’t easy to find, and internal linking was inconsistent
- Missing optimisation opportunities: event pages lacked SEO-friendly URLs, schema markup, and local modifiers
- Content presentation gaps: the homepage didn’t showcase the full breadth of ACF’s work at first glance
- Trust signal underutilisation: strong credentials and partnerships weren’t prominently displayed
- Technical refinements needed: large images, duplicate headings, and missing alt text were slowing performance and accessibility
They needed a comprehensive audit to identify these issues and create a clear, prioritized roadmap for improvement – one that would work within Squarespace’s limitations while still delivering meaningful results.
Our approach
We conducted a thorough technical SEO audit, manually exploring the entire site for user experience insights before diving into in-depth technical analysis using professional SEO tools.
Comprehensive technical analysis:
Using Screaming Frog, Google PageSpeed Insights, Rich Results Test, and other industry-standard tools, we crawled and analyzed every aspect of the site’s technical foundation, from indexation and heading structures to Core Web Vitals and schema markup.
Squarespace-aware recommendations:
Understanding the platform’s built-in capabilities and limitations, we tailored recommendations to be actionable within their existing setup to enable in-house implementation.
Prioritised action plan:
Rather than overwhelming them with a long list of issues, we categorized findings by effort and impact, creating a clear hierarchy:
- 8 priority actions for immediate high-impact wins
- 46 additional actions organized by technical area
- Clear effort vs. impact ratings for informed decision-making
Strategic focus areas:
We analysed five key areas aligned with their goals:
- Technical SEO fundamentals (heading structure, meta data, schema)
- Site speed & Core Web Vitals (image optimization, script management)
- Content & structure (homepage layout, CTAs, project pages)
- Authority & trust (trust signals, testimonials, team pages)
- Internal linking & navigation (crawl depth, link strategy)
Actionable documentation:
We delivered a 26-page audit report with specific technical recommendations, accompanying spreadsheets with broken links and large images to optimise, and an internal linking strategy document for ongoing implementation.
Services Used
The deliverables
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