ShiftBalance

About The Project

ShiftBalance is a European gender equality organisation dedicated to creating equitable and inclusive workplaces across Europe. The project required building a robust, multilingual digital presence that could communicate their mission, research, and advocacy work to audiences across multiple European countries in their native languages. The website serves as a hub for policy content, case studies, events, and resources — all managed through a flexible custom WordPress CMS.

Projects Challenge

The core challenge was twofold: first, architecting a CMS flexible enough to handle rich editorial content (reports, events, team profiles, partner directories) across multiple languages without duplicating manual effort. Second, the site had accumulated a significant backlog of technical SEO issues — broken internal links, missing hreflang attributes, duplicate meta descriptions, and unindexed pages — which were actively suppressing organic visibility on Google and AI-driven search surfaces. The multilingual structure also had to be SEO-safe to avoid language-based content cannibalisation.

The Solution

I engineered a custom WordPress theme with Advanced Custom Fields (ACF) to give the editorial team full control over page structure without touching code. The WPML plugin was integrated and rigorously configured to handle all content translations, language switchers, and URL structures in a way that maintains SEO integrity across locales. On the technical SEO front, I conducted a full site audit, implemented correct hreflang annotations, resolved internal link orphaning, added structured data (schema.org), fixed crawlability and indexation issues, and optimised meta tags and page titles across all languages — making the site easier for visitors and search engines to navigate and understand.

Technologies Used

Results & Impact

Key Features

Our Key Features highlight the most important and impactful aspects of this project. They are the essential elements that define its core functionality, benefits, and what makes it stand out.