I audited the Smile For Kids website and analyzed how the site was performing. I used my analysis of the website, content, social media, and SEO to give recommendations to the organization as to how to optimize its digital presence. I applied what I learned in MKT 412 to formulate recommendations such as the use of broader keywords.

1. Emily Fletcher
MKT 412
Digital Audit
22 November 2022
Website: https://smile4kidsfoundation.org/
Instagram/Facebook: @smile4kidsfoundation
Introduction
Smile 4 Kids is a nonprofit organization that strives to create and maintain relationships
with children experiencing hardship. Through its digital presence, it encourages donations,
attendance at events, involvement in fundraisers, and spreading awareness of the organization. In
addition to having a strong website and social media presence, it is currently achieving these
objectives by operating and overseeing university chapters. Smile 4 Kids has a presence on some
social media platforms such as Instagram and Facebook. It is present in the form of chapters on
three college campuses throughout Michigan: Michigan State University, Grand Valley State
University, and the University of Michigan. I chose this company to do a digital audit because
my roommate is the president of the MSU chapter, so I am familiar with the company and its
goals. The founder of Smile 4 Kids was a member of my sorority and I believe my analysis of its
digital presence would help her expand the reach of the organization among students and
surrounding communities.
Audit for Website
Smile 4 Kids’ main value proposition is clear as soon as you arrive on the landing page of
the website. Its value proposition is: changing the lives of children in need, one smile at a time.
This gives the user an idea of what the goal of the organization is, from the start. Directly below
the value proposition is a button that users can click to learn more about the organization. This

2. allows the user to explore how Smile 4 Kids is “changing the lives of children in need.” The
navigation menu is clear and accessible with tabs for the homepage and events, as well as
dropdown menus for “who we are”, donations, the board of directors, and “login.” The
navigation menu is easy to read and allows users to select many options.
There are multiple conversion paths to guide the user through the site and eventually
either donate, create a campaign, contact the board of directors, become a sponsor, subscribe to
emails, or register for an account. One of the conversion paths leads the user to donate directly
through the website. This path begins at the landing page with a large button labeled, “click here
to spread a smile” on a bright green background. The user is then taken to the donation landing
page with the option to select a donation amount and enter their information. Once they have
entered the necessary information, they will have successfully donated to the organization. This
conversion path flows through the user’s journey and is relatively simple, reducing the
probability of the user abandoning the site.
The site contains many relevant resources that visitors would be interested in exploring,
including a backlink to The Abhi Shah Foundation, one of Smile 4 Kids’ partners in fundraising
efforts. Users are welcome to read about The Abhi Shah Foundation and other sponsors without
leaving the landing page. There are no known crawl issues on the site or 404 errors. The website
design also renders well in mobile view, which is crucial due to how frequently we use our
phones to browse the web. There is no sitemap, probably because the total number of pages is
relatively small, however, utilizing a sitemap could allow Google to “crawl” the site more
efficiently.
There are conversion pages at each step of the funnel. Whether the user is logging in or
exploring school fundraising campaigns, there are forms at the bottom of the page that prompt

3. the user to select a donation amount or stay updated by subscribing to emails. However, I think it
would be beneficial to position these prompts at the top of the page so that they are more
accessible as the visitor progresses through the conversion process.
Content Audit
The site does contain relevant keywords, but there are not many on the main landing
page. When analyzing Smile4kidsfoundation.org on Spyfu, I found that the keywords from
organic searches are very specific. The top keywords are smile4kids, smile4, smile for kids, baby
bib size chart, and smile organization. The landing page of the site contains the words “smile”
and “kids” multiple times, but there is no mention of “charity” or “nonprofit,” which I believe
would be valuable keywords to include. The current keywords do align with Smile 4 Kids’
objective of spreading awareness about the organization, but there is a lack of keywords that
would attract someone who intends to donate. The content on the landing page is not
keyword-rich. The keyword smile4kids appears only five times on the landing page, while smile
appears six times.
Utilizing keywords such as “fundraiser,” “charity,” or “nonprofit” on the landing page
could boost clicks from more general searches. Integrating these words into text about the
organization and its objectives would give Smile 4 Kids more opportunities to reach Google
users. For example, a restaurant owner that is looking to sponsor a charity would be able to find
Smile 4 Kids much easier if they were to look up “charity near me,” rather than directly
searching for Smile 4 Kids. Another persona that the organization would appeal to is a college
student looking to join a new club on campus. If they had heard of Smile 4 Kids before through
word of mouth, they would be able to find out if their school has a chapter and how to join by

4. searching the organization’s name. The content on the Smile 4 Kids website would appeal to
many other personas such as, but not limited to: schools looking for fundraising opportunities,
financially secure adults looking to make a difference, or other nonprofits interested in setting up
a joint holiday campaign.
SEO Audit
The URLs, meta description, and page titles all contain relevant keywords such as
“smile” and “kids.” The meta description also includes keywords such as “nonprofit,”
“organization,” and “hope,” which give the searcher the ability to understand the objective of
Smile 4 Kids and its fundraising efforts. The URL is simple, which is an important practice in
SEO to convey content information easily and increase the efficiency of crawling. The main title
tag contains part of the value proposition, “changing the lives of children in need,” which also
emphasizes the goal of the organization. There are unique title tags that allow the user to jump
directly to the “who we are,” “events,” “donate,” and “board of directors” pages from the search
engine. These titles are not lengthy and they use relevant keywords. Overall, the URL, meta
description and title tags are all optimized.
Social Media Audit
In terms of social media, Smile 4 Kids is present predominantly on Instagram and
Facebook. They are consistent with their username so it is easier for users to find Smile 4 Kids
on social media. The two platforms are linked, so the organization can share its posts on
Instagram and Facebook simultaneously. Because the target audience ranges from students to
adults, the platforms they are currently using are ideal for spreading awareness and increasing

5. reach. In their posts, they utilize hashtags such as #childhoodcancerawarenessmonth,
#community, and #cancerfree to encourage visits generated from other posts. When participating
in joint fundraisers, they tag other organizations to increase the probability of reaching
non-followers.
The content of the posts allows other users to share it on their own stories with their
followers. For example, September is Childhood Cancer Awareness Month, and Smile 4 Kids
uploaded a post with a fact about how often children are diagnosed with cancer. By creating
content with shareable information, they are encouraging their followers to repost and spread
awareness. In these posts, they utilize phrases such as, “learn how to help below” to stimulate
engagement among followers and visitors by directing them to visit their website or share the
post. While some of the posts are just graphics that encourage followers to take action, many of
the posts are photos of children and their families who are directly impacted by the donations.
This triggers an emotional response from followers to take immediate action because they can
put a face to the child that they are helping. On both Instagram and Facebook profiles, there is a
button that allows users to donate directly through the social media platform. Existing members
of the organization are also highlighted in their posts to recognize the time and effort they have
put forth in raising money and holding events. Smile 4 Kids has also linked its social media
platforms to its website for easy accessibility.
Conclusion
Overall, Smile 4 Kids is achieving its objective of receiving donations, encouraging
participation in events and fundraising, as well as spreading awareness about childhood illness
through its digital presence. There are, however, various improvements that can be made to its

6. website and social media to optimize these objectives. First, I would suggest including
information about fundraising opportunities without making the user sign in first. Although one
of the conversions is ultimately creating an account, forcing the user to sign in to view
information about fundraisers is a barrier that might cause the user to abandon the site out of
frustration. Another improvement that I would suggest is to make the conversion paths clearer
from the awareness to action stages. On the home page, there are buttons to donate, create a
campaign, subscribe to emails, and create an account, but I think that guiding the user through
the process would make the webpage less confusing and increase the conversion rate.
I also recommend the usage of broader keywords on the landing page to encourage a
higher organic position on Google. Finally, as an improvement for Smile 4 Kids regarding their
social media, I suggest they post more frequently. Posting more frequently is crucial to staying
relevant and in the minds of followers, increasing traffic to social media pages and websites. All
in all, it is clear that Smile 4 Kids has put much effort into its digital strategy, whether it be
optimizing its website or improving its social media presence. There are not many aspects to
critique, but the few that I was able to give recommendations on will help Smile 4 Kids
maximize donations, participation in events, subscriptions, and awareness of childhood
hardships.