Organization Overview
Triage Cancer is a national nonprofit that provides trusted, no-cost education to individuals diagnosed with cancer, their caregivers, and the healthcare professionals who support them. With a mission rooted in empowerment through knowledge, the organization maintains an extensive library of resources, educational events, and materials designed to help people make informed decisions about legal and practical issues during and after treatment.
Triage Cancer is a critical support system for thousands of individuals across the country navigating everything from employment rights to insurance options—and needed their website to reflect that same level of clarity and reach.
At a Glance
Challenge
Despite years of producing high-quality content and engaging with hospitals and advocacy networks across the U.S., Triage Cancer’s website wasn’t performing as well as it should have in organic search. The nonprofit had grown into a go-to source for information, but the discoverability of that information was lagging behind.
The site architecture had grown organically, and over time, many of the most valuable materials were either duplicated, buried too deep, or disconnected from the main pathways a visitor might take. As a result, even the most impactful content wasn’t always showing up for the audiences who needed it most—especially those who hadn’t yet heard of Triage Cancer directly.
The challenge was not about building new content from scratch—it was about unlocking the value of the existing content by helping it work smarter.
Solution
To address these issues, we conducted a deep dive using SEO and analytics tools to assess which areas of the website were underperforming, and why. From there, we partnered with Triage Cancer’s internal team to strategically clean up the site—clarifying which pages served which audience, building out a more intuitive structure, and encouraging internal pathways that supported content discovery.
We also facilitated the transition to WP Engine, a move that significantly improved site performance and page load times. This boost in speed not only enhanced the user experience—especially for mobile users—but also contributed to improved visibility in search rankings.
We helped reframe how resources were grouped and introduced lightweight strategies to emphasize the core audiences: individuals with cancer, caregivers, and healthcare professionals. Event pages, blog articles, podcasts, and downloadable materials were all tied back to clearer topic clusters.
Rather than a broad technical overhaul, this was a thoughtful reorganization built on the content they already had—making the site more useful to users and more legible to search engines.
In the months following implementation, the organization saw significant growth in organic traffic and search visibility. Educational materials that once required a direct referral were now being found by people searching relevant terms. The increased reach brought measurable impact in terms of downloads, sign-ups, and time spent on key resource pages.