The Problem
The Stories Deserved to Be Found. The Platform Was Getting in the Way.
The War Horse is a nonprofit newsroom covering the human cost of military service. Its reporting has changed federal law, earned four Edward R. Murrow Awards, and appeared in Vanity Fair, PBS NewsHour, and on the front page of the New York Times. But the site it was running on was not built for what it had become. Squarespace offered simplicity. A journalism operation with hundreds of published stories, a growing archive, and a mission that depended on people finding its work needed something built for scale, search, and long-term ownership.
The Work
I Gave Every Story a Better Chance of Being Found.
I came in mid-migration and took ownership of the full transition from Squarespace to WordPress, working alongside a developer to execute it cleanly. Hundreds of articles and images were exported, organized into structured folders, and uploaded to the new platform. As each piece of content moved, I applied SEO best practices in parallel, including keyword research, metadata, URL structure, and internal linking, so that every story arrived on the new platform ready to be found. I built redirect maps in Excel to preserve URL equity and protect search rankings throughout the transition.
The reporting had already done the hard work. My job was to make sure the right people could find it.
The strategic shift behind the work
The Outcome
A Platform That Could Hold the Work and Help It Travel.
Today, The War Horse operates on a platform built to support the reach its journalism earned. Search rankings were preserved through the migration, award-winning reporting remained discoverable, and an archive of stories that shaped national policy gained a foundation designed for long-term growth.