Executive Summary
America’s Keswick had the legacy, the location, and a full slate of programs. They had a strong brand reputation built on decades of ministry and bolstered by a robust marketing mix that include print, events, podcasts, social media, and email marketing. But their website wasn’t contributing significantly to retreat growth, and search marketing felt more like a side project than a core strategy.
They saw the potential—and chose to act. With a clear desire to reach more people and strengthen the retreat side of their ministry, Keswick partnered with Improve & Grow on the recommendation of the long-time print marketing partner, SDP Creative, to help them build up their search visibility with new overnight retreat groups. What followed was a decade of steady, strategic collaboration—grounded in data, guided by purpose, and built for scale.
From launching a new website and SEO-focused retreat marketing strategy to optimizing conversion paths and automating lead tracking, the improvements added up year after year. The result? A complete transformation in how Keswick attracts and engages retreat groups online that took place over a decade, resulting in a 4X increase in retreat inquiries, and culminating in a period where they were operating at capacity and turning groups away.
The Challenge
While America’s Keswick had an established reputation and steady retreat traffic through traditional channels, their online search visibility was lagging. Their website was built on a limited church-focused website platform. Google Ads were running via the nonprofit grant but underperforming. SEO was minimal. Conversion tracking? Not in place.
Internally, the team was thoughtful and engaged, but the digital tools weren’t there to support their ambitions. They had the vision and willingness to invest—what they needed was a guide who could help them build something long-term.
The Solution
Our partnership began in 2015 with a focus on digital foundations. We helped America’s Keswick structure their Google Ads Grant campaigns to focus on retreat marketing and launched foundational SEO improvements on the existing site. Business directory profiles were cleaned up, and early tracking tools were put in place.
In 2016, we worked with their team to develop dedicated landing pages for core retreat audiences—couples, men’s, women’s, youth, and family groups. These pages matched user intent with targeted search strategies, immediately improving relevance and conversions. Around the same time, we helped them launch a retreat planning blog, which began establishing Keswick as a helpful, knowledgeable voice in the retreat planning space.
The next major shift came in 2018, when we helped launch a completely new website. This redesign prioritized conversion-focused layouts, streamlined navigation, and calls-to-action tailored for retreat planners. We added helpful tools like a Retreat Planning eBook and structured page layouts around SEO goals. We also integrated 3 other ministry-focused blogs on the website and created a separate website focused on the addition recovery ministry.
From there, the retreat marketing system matured. We expanded blog content, strengthened keyword coverage, and implemented automated tracking through a new CRM. Even during COVID, when the retreat center paused operations, the marketing program pivoted to support Keswick’s addiction recovery efforts—then quickly re-engaged on retreats once the doors reopened.
By 2023, the search-driven lead generation system was operating at full strength. High-quality inquiries came in consistently, and the team no longer had to wonder whether digital was working.
The Results
2015 to 2016: Laying the Groundwork
In the first full year of implementation, website traffic increased by 18%, and retreat inquiries jumped from 241 to 431—a 79% increase. Stronger targeting, optimized landing pages, and early SEO efforts made an immediate difference.
2018 to 2019: The Website Transformation
After launching the new website, Keswick saw traffic rise from 105,703 to 138,684, a 31% increase, while retreat inquiries climbed to 507. The site’s improved design and user experience led more visitors to take action.
2021 to 2023: A Three-Year Surge
Coming out of the COVID shutdown, Keswick reinvested in search marketing—and the results followed:
- Retreat inquiries more than doubled: from 503 to 1,155
- Search traffic remained the dominant driver, with organic and paid efforts working in tandem
- By 2023, the retreat center was fully booked two years out and turning away groups due to high demand
Growth at a Glance
Chart: Website Traffic and Retreat Inquiries (2015–2024)
Steady growth driven by consistent SEO and paid search strategy, with major gains following the 2018 website redesign and post-COVID rebound. 🚀 Retreat inquiries quadrupled (from 241 to 1,155) between 2015 and 2023.
What Changed
These results marked more than just a digital win—they marked a shift in how Keswick approached marketing, stewardship, and growth.
Instead of reacting to seasonal dips or guessing at campaign effectiveness, the team now had clarity and control. A fully integrated CRM provided real-time lead tracking. Monthly strategy reviews aligned marketing with upcoming ministry goals. Content efforts were purposeful and measurable.
Carl Lefever, CEO and Senior Strategist at Improve & Grow, reflected on the partnership:
“America’s Keswick is a shining example of what can happen when an ministry commits to consistency and stays the course. The results they achieved weren’t the product of shortcuts or gimmicks—they came from persistence and purpose. It’s been an incredible honor to be part of their journey and to share in the impact of their ministry.”
America’s Keswick didn’t need to be convinced of their potential—they saw it and chose to pursue it. With a clear mission and a commitment to long-term investment, they turned a modest web presence into a lead-generating engine for ministry.
At Improve & Grow, we were honored to walk alongside them as a trusted retreat marketing partner—not just for a campaign or a season, but for a decade of ongoing collaboration. This story reflects more than just strong results; it represents our long-term commitment to helping clients succeed year after year through strategic guidance, continuous improvement, and a deep understanding of their goals.
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