Posted by Courtney Fappiano on March 27th, 2026The projects we are most proud of tend to be projects that align with our values and uplift the community. Over the past few years we were honored to help Camp Camp with their marketing efforts and when they reached out for a site revamp, we really sat up in our seats.
Camp Camp offers an unreal, accepting, magical summer camp for the LGBTQ+ adult community at a gorgeous and safe location in New England. So the question guiding this redesign for the hasOptimization team was “How do we make this site feel like Camp Camp the moment you land on it?”
Leading the Community
One of the biggest shifts in the new site is a more intentional, simplified homepage.
The content on the previous site was amazing, but users really had to dig for it. We restructured the content to prioritize access without losing valuable information.
Now, visitors can immediately access what they’re most often looking for:
- Dates & rates
- FAQs (“Queeries & Answers”)
- Registration
- Activities & events
- Camp leadership and community
Instead of overwhelming users, the homepage now acts as a clear, welcoming entry point which reflects camp itself ❤️
Putting the Mission Front and Center
Camp Camp has always had a powerful mission, but it wasn’t being highlighted as prominently as it deserved.
Now when users land on the site there is an inspiring and fun video banner and just under, a list of 10 reasons camp is the BEST TIME EVER! Just under that is their mission statement:
“To provide a welcoming and safe space in a beautiful, natural setting where LGBTQ+ adults may enjoy creative, social, outdoor, group and/or individual activities of their own choosing, and which fosters a sense of community.”
The homepage now captures Camp Camp’s fun, inclusive, and supportive mission.
A Spotlight on Camp Camp History
After nearly three decades, Camp Camp finally has a dedicated History page.
This timeline-style addition highlights the founding of Camp Camp in 1997, milestones in attendance and growth, leadership transitions, and the evolution of the community.
Beyond storytelling, this page builds trust especially for first-time visitors wondering, “How can this be real?” It is and it’s been thriving for years.
Built for the Way People Actually Browse
We wanted to be sure that when you are scrolling the site during downtime it feels just as easy as scrolling on your laptop. So we made sure the site was fully responsive and mobile-friendly.
Some key improvements include:
- Organized modern layout with consistent color usage (🌈🌈🌈)
- Streamlined navigation with fewer dead ends
- Readable, accessible typography (optimized for all screen sizes)
- Removal of outdated design elements like static image buttons
Designed with SEO in Mind
We also approached this build with an SEO strategy at it’s core.
We want everyone who is looking for a space like Camp Camp on the web to be able to find this site. We knew potential campers would be looking for search terms like:
- “LGBTQ+ summer camp”
- “adult summer camp”
- “queer retreats”
So we structured content to better match those searches making it easier for our community to find Camp Camp and then register!
Larger Than a Redesign
Some sites really just need a new look but the content and layout work. But with Camp Camp we really rethought how users would navigate the site and be sure it had the ability to adapt.
In the end we did a content strategy overhaul, a UX simplification, strengthened Camp Camp’s online expression of identity and built a stronger bridge between curiosity and conversion.
Most importantly, it’s a digital space that finally reflects what Camp Camp already is in real life:
welcoming, intentional, joyful, and deeply community-driven.
Thinking About a Redesign? Or Going to a LGBTQ+ Summer Camp?
If your website doesn’t reflect who you are anymore or makes your audience work too hard to understand what you are doing, call us! We had a lot of fun working on this site and would love to do more projects like this.
And if you want an out of this world fun experience this summer, what else do I need to tell you? Sign up for Camp Camp 2026!
“Where summer is still the best time ever”
