PNG Federation Queensland
You know what I loved most about this project?
It wasn’t just about the website. It was about community and vibrancy, and the images were captivating and just brilliant to work with. .
The Papua New Guinea Federation Queensland wanted a space that reflected who they are proud, vibrant, community-driven. But also something practical. Something they could actually use without calling a developer every time they wanted to post a photo or share a story.
So we built that. A home that moves as their community moves.
A vibrant digital home for the Papua New Guinea Federation Queensland Incorporated (PNGFQI), celebrating culture, connecting members, and modernising community communication across Queensland.
The old site was ok, a little outdated. But it wasn’t alive.
I used WordPress + Breakdance, because they are fast for performance, and easy for non-tech users to learn.
We added Fluent Forms for memberships and event applications, connected to Google Sheets for tracking, MailerLite for newsletters, and Stripe is ready for membership and event payments. I recommended using Humantix or Eventin for Events.
All linked. All automatic.
But underneath the visuals, there’s something deeper, an AI-ready foundation.
We structured everything with clean schema, clear hierarchy, and GEO principles (Generative Engine Optimisation). In plain English? The site speaks the same language as Google’s AI and ChatGPT-style tools. So when the Federation posts an article, it’s not just indexed, it’s understood.
Future-proof SEO. Built in.
Here’s what happened next:
- Form submissions: Up 300%
- File downloads: Up 223%
- Search visibility: Up 380%
- Event pages: Over 15,000 impressions
The site didn’t just get traffic. It got attention.
The kind that means people are actually reading, applying, and showing up.
And the best part? The Federation team runs it all themselves.
They edit pages, post updates, send newsletters – That’s freedom.
| Metric | Before | After | Change |
|---|---|---|---|
| Form Starts | 10 | 49 | +390% |
| Form Submissions | 5 | 20 | +300% |
| File Downloads | 13 | 42 | +223% |
| Organic Search Impressions | 3.4K | 16.4K | +380% |
| New Users | 90 | 245 | +172% |
| Returning Users | 15 | 46 | +206% |
Engagement Highlights
- Event pages alone drove over 15,000 impressions, up 5,371% since launch.
- Membership applications increased threefold thanks to easy-to-use forms and clear calls-to-action.
- The committee now manages all updates in-house no developer needed.
The Human Side of SEO
After the dust settled, I sat down (virtually) with the team. We talked about how to feed the site. Because a great website doesn’t live on autopilot. I showed them how to turn one event — like the PNG Gala Ball — into a content ripple:
- Write one blog post
- Turn it into a newsletter
- Slice it into 3 or 4 social posts
- Tag it properly so AI can see it
That’s how you build trust signals — not just for Google, but for people.
Because consistent, structured updates tell both search engines and readers, “Hey, this organisation is active, alive, and worth paying attention to.”
Structure and Authentic storytelling never goes out of style.
When you teach a client why their content matters not just where to put it they start thinking differently.
That’s what happening here. The PNG team stopped thinking of the site as a brochure and started using it as a voice.
If you’re running a community or association site, here’s what I’d tell you
- Don’t upload hundreds of photos to your media library, use Google Drive or Facebook albums for galleries.
- Leverage Apps and Third party services like Mememto and Humantix for extended function that is handled off site to keep your pages lean.
- Always turn your big moments into a content loop (blog → newsletter → social).
- Keep your content AI-friendly short titles, clear sections, FAQ’s and strong structure.
- Complete the user profile and Bio for all members who edit and write content so you can show who the article has come from
This wasn’t just another website.
It was fun community project wrapped in code – a bridge between tradition and technology. And honestly? Watching the PNG Federation team grow confident, make updates, and celebrate their own work online, that’s the real win.
That’s why I do what I do.
