Powerful WordPress & Airtable Integration Secures Top Organic Search Spot for a Leading Climate-Driven Platform

About TCD

The Cool Down (TCD) is a leading climate-driven culture and lifestyle brand. It serves as a comprehensive guide for businesses aiming to advance the clean economy and adopt sustainable practices. TCD focuses on providing insightful and actionable information related to climate change, sustainability, and eco-friendly living, catering to both individual consumers and businesses.

It is the only climate brand that reaches 1 in 8 Americans every month and has been recognized as one of Fast Company’s Most Innovative Companies, reflecting its significant impact and broad audience base. With an estimated revenue of over $3M and a team of around 50 employees, The Cool Down’s influence extends across various media and digital platforms, allowing it to engage a large and diverse audience.

Goal

• Develop a fresh, dynamic website that effectively publishes and manages content focused on climate change and sustainability.
• Ensure efficient loading times for third-party scripts and Google Ads to maintain a fast and responsive user experience.
• Implement an intuitive content management system that allows the editorial team to easily update and manage content without requiring technical assistance.
• Enable seamless content synchronization between Airtable and WordPress to effectively manage the extensive article database.

Solution

• Implemented lazy loading for third-party JavaScript to enhance speed and performance on both mobile and desktop devices.
• Utilized default Gutenberg blocks to provide an improved, user-friendly editing experience for the editorial team.
• Leveraged SCSS and minified JavaScript to ensure high-quality project output with top-tier performance.
• Developed a custom solution allowing administrators to easily modify related articles, improving content relevance and reader engagement.
• Used WordPress’s default lazy loading functionality to load Google Ads efficiently, ensuring they do not negatively impact website speed.
• Created a custom module to sync articles from Airtable to WordPress with one click, including a sync log feature accessible from the admin dashboard.
• Developed custom functions to filter and format special text, ensuring accurate data storage in the WordPress database.

Results

• The website’s page load performance improved dramatically by 80%, leading to higher conversion rates and increased revenue.
• Gutenberg empowered the editorial team to make content changes in real time without needing support from the technical team.
• Multidots delivered a high-quality project featuring a top-tier UI design, enhancing the overall user experience.