Work
Proof beats promises. Here is the work, what it was meant to fix, and what changed.
Kirkwood Ski Education Foundation (KSEF)
Website, marketing and communications for a Lake Tahoe 501(c)(3) youth ski racing club. Full disclosure: I also serve as KSEF's President and CEO.
The problem
New families couldn't find the basics. Program details sat on pages with addresses like /new-page, the menu disappeared for logged-in members, and the registration form asked for about 22 required fields before checkout.
The work
- A page for every program, U8 through Masters, with ages, days, dates, price, pass rules and races in one table
- A 29-question FAQ for parents, including passes and blackout dates
- Pages for Bay Area families and for Reno, Carson City, Minden and Gardnerville families
- A rebuilt menu, a real Contact page, and a member view that keeps the full menu
- Search groundwork: clean addresses with redirects, structured data, event listings for the season calendar, and Google Analytics and Search Console
The number
The registration form went from about 22 required fields to 8 plus the waiver. Fewer boxes between a parent and a finished registration.
See the KSEF website · 2026/27 programs
Your project next
Bring the website, the story and what needs fixing. We'll work through the scope, timing and budget together.
