They didn’t want to blend in, they wanted to own their niche. We built on a warm, modern WordPress template, enhancing it with delightful custom butterflies and flowers that gave the site its own personality and charm. We selected stock photography that reflects the diverse nature of their client base, moving beyond typical adoption agency imagery to emphasize inclusivity and modern family structures.

Years of state-specific content had piled up across both sites. We reorganized all content to be structured primarily by topic rather than state, making it clearer and more accessible, in line with SEO best practices. We built a custom tooltip component to highlight the legal differences between states in an unobtrusive way. The results speak for themselves: organic traffic has increased by 130% since the redesign, and in comparison to six months prior, site visits are up 492%. The new structure not only provides a user-friendly experience for both birth parents and adoptive families but also strengthens their ability to reach and engage its audiences more effectively.

Beyond design, the new site moved ABSA from a fragile, crash-prone setup to a modern, reliable WordPress foundation. A key focus was ensuring seamless, optimized integrations, from embedding Parentfinder to show their waiting families, to enhancing lead capture with a dynamic contact form and chatbot. Delivered within their retainer, the redesign was seamless, cost-effective, and built to scale as their services grow.