Website Design & Development
Coalition for the Protection of Greyhounds
Coalition for the Protection of Greyhounds (CPG) is Australia’s only national independent greyhound advocacy organisation dedicated to ending greyhound suffering and bringing an end to greyhound racing.
Established in 2015 following the Four Corners live baiting exposé and subsequent inquiry into the Australian greyhound racing industry, CPG works to expose cruelty, improve transparency and advocate for legislative change.
Through research, reporting, education and community action, the organisation campaigns to ensure greyhounds receive the same protections, freedoms and care afforded to other companion animals.
The Challenge
Project Overview
The Coalition for the Protection of Greyhounds approached me to assist with the redevelopment of their website following a comprehensive rebranding project completed by Niche Studio. Niche Studio had done an exceptional job crafting the organisation’s new visual identity and website design concepts, creating a strong, modern brand presence that clearly communicated CPG’s mission and values.
My role was to take these approved designs and bring them to life through a custom website build, while making a number of refinements to the user experience and content structure along the way. The objective was to create a flexible, future-ready platform that would allow the organisation to easily manage content, publish reports and campaigns, engage supporters, and continue growing its digital presence over time.
The new website needed to improve front-end and back-end usability, strengthen donor and supporter engagement, communicate the organisation’s advocacy work more effectively, and provide a scalable foundation capable of supporting ongoing campaigns, news updates, reports and community initiatives.
Key Objectives
- Develop a conversion-focused strategy to increase donations and supporter engagement
- Modernise the website interface while retaining the approved visual identity
- Improve usability and navigation across desktop, tablet and mobile devices
- Communicate the organisation's mission, values and advocacy work more effectively
- Create stronger calls to action to encourage donations, volunteering and community involvement
- Optimise website performance, security and page speed
- Improve website visibility across search engines and AI-powered search platforms
- Implement SMTP email authentication to improve website email deliverability
- Create a scalable website structure capable of supporting future campaigns, reports and advocacy initiatives
Website Design & User Experience
The redevelopment focused on transforming the approved visual concepts into a highly functional and engaging user experience that better served supporters, donors, volunteers and the wider community.
A contemporary interface was developed using the existing brand guidelines and design direction, while making strategic improvements to page layouts, content presentation and user journeys throughout the website. Particular attention was given to ensuring visitors could easily access information relating to greyhound welfare issues, advocacy campaigns, reports, news updates and ways to support the organisation.
Navigation was simplified and refined to improve usability, while clear calls to action were integrated throughout the website to encourage donations, petition participation, volunteering and supporter engagement. The result is a more intuitive and impactful digital experience that helps communicate the organisation’s mission while making it easier for visitors to take meaningful action.
SEO & Digital Growth Strategy
A comprehensive SEO strategy was integrated throughout the website redevelopment to improve organic visibility and strengthen the organisation’s digital presence.
Existing content was reviewed, refined and optimised to better target relevant search terms while maintaining a clear, informative and authoritative tone. Key advocacy pages, reports, news articles and campaign content were strategically structured to improve discoverability while helping search engines better understand the organisation’s expertise and purpose.
Technical SEO best practices were implemented throughout the website, including metadata optimisation, structured page hierarchy, internal linking improvements and future-focused optimisation for AI-powered search technologies.
This approach ensures the website is well-positioned to attract supporters, increase awareness and amplify the organisation’s advocacy efforts through organic search visibility.
Bringing Ideas To Life
Project Outcome
The completed Coalition for the Protection of Greyhounds website delivers a modern, professional and highly flexible digital platform that better supports the organisation’s mission and long-term goals.
By combining strategic development and SEO-focused architecture, the new website strengthens the Coalition for the Protection of Greyhounds’ ability to engage supporters, increase awareness and continue advocating for the welfare and protection of greyhounds across Australia.
Website Development
Mobile Optimised
Speed Optimisation
