Gotham Whale: Case study

Introduction

When Gotham Whale, an NYC-based marine conservation nonprofit, decided to enhance its online presence, it needed a developer to bring its goals to life digitally. Working with their team, we crafted a responsive, user-friendly website that would not only educate the public about whales in NYC but also streamline donations, volunteer opportunities, and much more. This article explores how this journey unfolded, from the initial connection to the final product.

The Importance of a Strong Digital Presence for Non-Profits

For non-profits like Gotham Whale, a polished website is essential. Gotham Whale focuses on whale watching in NYC and advocates for the marine ecosystem surrounding the city. A well-designed website provides a hub for community engagement, volunteer opportunities, donations, and essential updates that help the organisation connect with supporters worldwide.

The Importance of a Strong Digital Presence for Non-Profits

This project began serendipitously through Eric, a contact on LinkedIn. While initially discussing another project, the conversation shifted to Gotham Whale. After a month of connecting with the organization’s team, including Bob Hyldburg and Paul Sieswerda, we agreed to begin designing their website.

Project Beginnings

While Gotham Whale’s team had started on design concepts with Elodie Creative, they brought us on board to handle the technical implementation. Over the course of a few weeks, we mapped out features and specifications that would serve Gotham Whale’s needs for both public engagement and administrative ease.

Key Technologies Used

To ensure a smooth, high-quality user experience, we chose:

• Next.js: A framework perfect for SEO optimization, crucial for reaching global audiences interested in whale watching in NYC.
• ShadCN and Tailwind CSS: These tools provided a streamlined and consistent user interface, ideal for crafting a cohesive look and feel across the site.
• Redbubble, Stripe, and PayPal Integrations: To support Gotham Whale’s merchandise and donation options, we integrated Redbubble for custom items, and Stripe and PayPal for secure, accessible transactions.

User Centred Design Approach

The new Gotham Whale website offers a comprehensive range of features to engage visitors:

• Volunteer Sign-Ups and Event Management: Volunteers are essential to Gotham Whale’s mission, so we made signing up easy.
• Donation Platform: With clear donation options via Stripe and PayPal, supporters can directly contribute to conservation efforts.
• Redbubble Merchandise Store: For Gotham Whale enthusiasts, Redbubble integration offers custom merchandise that supports their cause.
• Educational Content: Rich in educational content, the website brings Gotham Whale’s research to life, fostering public awareness and support.

Responsive Design for a Mobile-First Audience

As many users access websites on mobile, we made mobile optimization a priority. This mobile-friendly approach ensured a consistent experience across all devices, furthering the website’s accessibility to a global audience.

SEO Optimization for Global Reach

For an organization with a mission that resonates worldwide, SEO is essential. Next.js provided a foundation for SEO best practices, allowing the website to rank well for keywords like Gotham Whale, whale watching in NYC, and marine conservation in New York. These efforts help Gotham Whale reach supporters near and far, providing a steady stream of web traffic and engagement.

E-commerce and Merchandise Integration

Incorporating ONI Jewellery and Redbubble allowed Gotham Whale to offer a range of products. The site’s e-commerce functionality allows visitors to support the organization through purchases, reinforcing the brand and generating revenue to fund conservation efforts.

Testing and Bug Resolution

Hosting the website with GoDaddy introduced some DNS configuration challenges, which we resolved through diligent support communication and multiple troubleshooting sessions. Although setting up DNS records required over 50 messages, our commitment to delivering a fully functional site never wavered.

Client Feedback and Testimonial

Bob Hyldburg’s feedback on the completed project reflects our commitment to excellence. Here’s what he said:

"It is with great pleasure that I recommend Anas Aijaz for his outstanding contributions to the development of Gotham Whale’s new website. As a global non-profit dedicated to marine conservation, we needed a platform that could seamlessly integrate education, research, and advocacy efforts—and Anas delivered exactly that."

His detailed testimonial highlighted the successful navigation, mobile optimization, backend functionality, and dedication to delivering a high-quality product that represents Gotham Whale’s mission.

Lighthouse and SEO Insights

We analyzed the site’s performance using Google Lighthouse to ensure fast load times, accessibility, and SEO. These insights demonstrated high scores across all categories, indicating that the website met or exceeded standards for usability, search visibility, and performance.

Keywords That Defined the Project

To reach a broad audience, we carefully chose keywords related to Gotham Whale’s focus areas, which include:

• Gotham Whale Watching
• Gotham Whale
• NYC Whale Watching
• Gam Whales
• Whales NYC
• Gotham Jewellery

By optimizing the site for these terms, we boosted Gotham Whale’s online discoverability, especially for those searching for whale watching experiences in New York or marine conservation resources.

Conclusion

Developing Gotham Whale’s new website was an enriching experience, allowing us to contribute to an organisation that champions the conservation of marine life. The project underscores the importance of a thoughtful, SEO-driven approach to web development, particularly for non-profits aiming to reach a global audience. With a powerful, intuitive digital presence, Gotham Whale can now connect with more supporters, engage volunteers, and advance its mission effectively.

If you’re seeking a website developer in New York or need affordable, high-quality web development, consider the value of a partner dedicated to bringing your vision to life, as we did with Gotham Whale. Their website now stands as a testament to what a well-crafted digital presence can achieve.

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