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

About The Cool Down

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.

Multidots did an excellent job with our new website development. Additionally, there has been no downtime since its launch. Impressively, within the first 3–4 weeks, we’ve secured the top spot in organic search results. Overall, the team is great to work with— highly professional and punctual with deadlines.

Ryan Alberti

COO of The Cool Down

100+ Enterprises Trust Multidots