Professional Package - BBWP:P

Best for organizations with large, more complicated websites. This option includes extra services such as online card sorting exercise, usability testing, SEO research, and a social media campaign.

For all the differences between professional and other packages, refer to the Packages page.

A designer will lead the organization in a strategy discussion about the goals and desires for the new website. The discussion will include any challenges the organization is having that they would like the website to help address, who their audience is and what they come to the site to do, an evaluation of the site content and what the site map should consist of, and how the site should look.

During the Strategy Discovery call, the designer will lead a discussion about who the organization’s audience is and why they come to the website. The designer and the client will work together to define the audience groups, the basic demographic information, and the tasks that each group will do on the website. This will help inform the site map and the wireframe.

The designer will crawl the organization’s current site and create a spreadsheet of the site content. The designer and the client will work together to determine what pages need to be deleted, combined, and renamed.

Our SEO strategy included in the Professional package will research how the organization’s current site is performing and what opportunities exist to increase traffic. The SEO expert will research keywords that will bring quality visitors to the website and  guide clients on how to move those visitors along the appropriate conversion path.



  • One kick-off call to review the SEO process, discuss past SEO activities, discuss goals, determine timelines, identify key landing pages (up to five).
  • One keyword research call to review the top keyword for each landing page previously identified as well as secondary keywords.
  • One project wrap-up a call to review findings and provide a recommended course of action.


  • Technical (on-page) analysis of the site to identify problem areas, assistance with configuration of tracking tools (e.g., Google Analytics, Google Search Console, Bing Webmaster Tools)
  • Keyword analysis to reveal the top keyword for each key landing page as well as secondary terms.
  • Backlink analysis to identify areas of improvement.
  • Review of local SEO and recommendations (based on need).
  • Roadmap (document) on how to implement SEO findings into the website and manage going forward.

The designer will set up an online survey that the organization can email their constituents to gather feedback about how the website should be organized. The first part of the exercise is a survey where the organization can ask their users questions about their experience with the website. The second part of the exercise takes the list of pages from the Content Review and asks users to sort them into groups. The designer will then analyze the data and see what patterns emerge that will then inform how the site should be structured.

The designer will create a recommend site map (the main menu structure) based on the online card sorting exercise, the organization’s goals, and best practices. The site map will be set up in an online tool so clients can easily make changes and add notes. The site map will be used to create the menus and pages as the site is built.

The designer will create a high-level wireframe of the homepage and an internal page to show the basic content structure of those pages. Wireframes are static, grayscale representations of content areas so we can focus on the content strategy of a page before actually design and build it.

Based on what is discussed during the Strategy Discovery call, the design worksheet the organization fills out, and the wireframe, the designer will design and build the site on the BBWP platform. The client’s branding will be used to determine the fonts and colors. The homepage will be custom designed to best suit the needs of the organization. Templates, rows and modules will be created and saved to give the organization a great starting point for populating additional content on their own.

The designer will walk through the site design with the organization and gather feedback. The organization will then send all of their revision requests to the designer to be implemented. There is one round of revisions after the first design presentation, and a second round of revisions after the content optimization and usability testing has been done.

All the Standard modules are included and all the Advanced Modules are included. The modules chosen for the 15 pages the designer sets up will be styled and saved for easy re-use on other pages. Other modules that aren’t used on those pages can be added at any time and styled by the client.

An online usability test will be set up to help validate design and content decisions. The organization will email their constituents a link to the usability test and can send it to as many people as they would like. The usability test can consist of click tests, navigation tests and design questions and the client and the designer will work together to determine the best questions to include. The designer will present and analyze the results and suggest revisions based on the results.

The organization should provide Blackbaud with content/copy for the homepage and 14 other pages that they would like us to set up for them. The designer can help make recommendations for which pages to choose, but usually it’s best to choose the most important pages, and/or the most complicated pages. The content should be provided by sending links to pages in their current site to pull content from, or by sending Word documents. The designer will then take that content and optimize it for more engagement by doing these services:

  • Selection of interactive elements/modules included in the package.
  • Implemented proper use of headings.
  • Highlighting of calls to action on the optimized page (depending on website goals).
  • Configuration of animated content.
  • Optimized to be responsive page for use across multiple devices.

Note: Clients sometimes assume we are referring to Search Engine Optimization, but that’s not the case here.  The proper use of headings implemented through content optimization does help with SEO but that’s it.  Please refer to SEO Research item above for more information of Search Engine Deliverables.

Please see the Content Optimization/Migration project assumptions.

The designer will lead 2 two-hour sessions with the client to walk them through the functions of the CMS and how to edit their website. Additional training will be conducted through the BBWP Training Portal where clients can access training videos and documents at any time.

Description can be found here. Although this is part of the Professional package, it can be purchased separately to both Starter and Essentials packages with a time and materials contract.