The team had recurring calls and emails from filmmakers who couldn't find key information about applying for support. I reviewed their analytics and generated sitemaps to get a better understanding of the site's changes over time.
As the site had grown and evolved, many critical urls had changed, but weren't mapping correctly. A simple set of 301 redirects was a huge first step in improving the user experience. This might seem obvious, but for a departmentalized nonprofit without a dedicated web team, it was an easy oversight. I emphasized planning for growth, migrating past content, and creating flexible structures for new content with regards to SEO as major considerations for the new build.