The Gentle Lab Movement
Creating a non-profit organization,
its marketing objectives and website
Timeline
2 Weeks
Industry
Non-profit
Platform
Web
Scope
Technical SEO, Competitive Analysis, Research, Web Design, UI, Visual Identity
As part of a marketing bootcamp, we:
Created marketing objectives, KPIs, and marketing strategies.
Developed customer journeys and funnels with corresponding channel selection.
Created content for different organic digital marketing channels that help meet goals.
Conducted keyword research to aid in the site architecture, content, and SEO of a website.
Planned a website that meets objectives and user needs for various audience segments and different stages of the conversion funnel.
We established the mission, KPIs, competitor analysis for value proposition, audience targeting, and SEO research together. My role was to execute the web design.
Scroll down below to view our journey. You can view our site here.
We got an A+!
Year
2025
Team Members: Lauren Begasse, Olga Zueva-Zalivko, Christopher Howe, Malia Herrick, Shelby Kho
“Who We Are”
We are champions of scientific innovation without suffering. We stand for advanced, cruelty-free testing methods. We empower researchers and scientific programs to create safer methods and ethical products, and drive consumer awareness about compassionate choices. Our goal is to protect the lives of countless animals and the future of our planet.
Headline
Pioneering compassionate innovation for a cruelty-free future.
Value Proposition
Description
The Gentle Lab Foundation fights animal cruelty across research, retail and legislation, building a future where innovation and compassion go hand-in-hand.
Two audience personas were created to highlight our main targets and how our branding and content can be inviting to both, paired with SEO Keyword Research.
Audience A
“Our Mission”
We seek to eliminate animal suffering in product testing by championing humane and scientifically advanced alternatives. We educate consumers on compassionate product choices with recommendations and reviews. We collaborate with industry leaders and researchers to pursue cruelty-free methods, and we advocate for policies that prioritize animal safety and environmental protection.
Why Us?
Singular focus on ending animal testing through scientifically-advanced methods.
After conducting Competitive Analysis: seeing relevant organizations’ strengths and weaknesses, we established what sets us apart.
Education-driven consumer engagement.
Keyword Analysis:
“Is COMPANY NAME cruelty free” has high volume with somewhat low difficulty
Suggests consumer interest and curiosity
Information seeking
Desire for transparency
Advocacy for ethical innovation, balancing animal protection with environmental sustainability.
Influencer Marketing
TikTok
Cause-driven campaigns & storytelling
Referral programs
Experiential marketing
We help protect animals and people through cruelty-free testing methods. We empower researchers to develop humane alternatives, guide consumers toward ethical product choices, and drive industry change through advocacy and collaboration. Together, we’re advancing compassionate innovation that ensures a safer, more sustainable future for all.
Strategic partnerships with industry leaders to drive systematic change.
The Gentle Lab Foundation is the only organization specifically dedicated to eliminating animal testing through the power of science and innovation.
By choosing to support us, consumers are not just protecting animals—they’re helping create a future where humane testing alternatives lead the way for safer, ethical products across the globe.
Donations make an impact not only on the lives of countless animals but also on the broader, more compassionate future we are all working toward.
Audiences
Storytelling & transparency
Cause-driven promotions
UGC (User-Generated Content)
With Keyword Research tools like Answer The Public, we discovered the relevant search terms and made conclusions on target audience intent.
Legacy-focused messaging
Email & direct mail
Partnerships
In-store events
Matching donations
Audience B
These findings guide the copy & content that will be found on our website.
Site Metadata
Title: The Gentle Lab Foundation
Keywords: cruelty-free, cruelty free, animal testing, animal welfare, ethical innovation, humane research, ethical products, non-profit animal welfare, animal rights
Description: The Gentle Lab Foundation is dedicated to ending animal suffering in product testing. We promote cruelty-free, scientifically advanced alternatives and empower consumers, researchers, and industries to make compassionate choices for a safer, more ethical future.
Language: English (ES)
Robots.txt File
Allowed: homepage, about us, cruelty free science page, ethical products page, animal policy page, FAQs, blog, donation page, contact page, etc.
Not Allowed: login pages, admin panels, donor submission forms (private data), etc.
Audience Insights
(Technical SEO Strategy)
Short tail search terms:
Cruelty free meaning
Animal testing makeup
Animal cruelty facts
Animal cruelty laws
Long tail search terms:
Cruelty free and vegan
Cruelty free boots like Uggs
Why are cruelty free products important?
How are cruelty free products tested?
Will animal testing ever stop?
Animal testing is bad
Can animal testing be ethical?
Ethical charities to donate to
Benefits
Website Design
On our landing page, we highlight our three pillars: Cruelty-Free Science, Ethical Products, and Animal Policy, which users can further explore from the navigation bar.
Style
Tile
We have chosen a style that is youthful and simple to speak to our audience personas that we’ve mentioned earlier.
Landing Page
Design
More Pages
Every page includes keywords that we found from our short tail and long tail results!
Longer pages are peppered with anchor links to take users instantly to where they want to be.
We have also created a Blog page to further educate users on what we believe in, and to also cement our integrity in the field.
