Crumbs and Calendars Setup and Brand Foundations
Project Overview
- Client/Brand: Crumbs and Calendars
- Project Type: Personal brand build, SEO setup, visual assets, and content prep
- Role: Full-scope site builder, content strategist, designer, SEO implementer
- Target Audience: Philippines and the US
- Tools Used: WordPress, Google Search Console, GA4, MailerLite, Canva
What I Worked On
- Set up WordPress site using Astra + Elementor Pro
- Built homepage, blog feed, custom single post templates, and off-canvas menu
- Designed all visual assets (logos, badges, featured images, alt text, social banners)
- Integrated Google Search Console, GA4, and MailerLite (with automation)
- Created initial lead magnets and email opt-ins (daily planner, hospital bag checklist, etc.)
- Set up blog categories and structure (Mom Life, Brain Dumps, Tried & Tested, etc.)
- Indexed the entire site within the first week (while traffic was still growing, impressions were already coming in)
- Fixed Core Web Vitals and CLS issues manually (no plugin bloat)
- Created infographics and long-form visuals in Canva for lead magnets and Pinterest
- Started publishing across Meta platforms (Facebook & Instagram) and Threads
- Also sharing to Pinterest and Medium for extra discovery points
Tools I’ve Used
Website + Content
- WordPress – Built the entire site using WordPress with Elementor Pro and the Astra theme, including custom layouts, post templates, and off-canvas navigation.
- Canva – Used to design all visual assets such as hero images, Pinterest pins, infographics, social media banners, and lead magnet graphics.
- Make (formerly Integromat) – Set up automation workflows to connect form submissions to MailerLite for instant email responses and lead magnet delivery.
- Google Search Console – Monitored indexing status, reviewed keyword performance, and ensured pages were being crawled and discovered correctly.
- Google Analytics 4 (GA4) – Installed via Google Tag Manager to track user behavior, engagement metrics, and site performance without plugin dependency.
- MailerLite – Managed email automation sequences, embedded signup forms, and lead magnet distribution through branded, mobile-friendly templates.
- Threads, Instagram, Facebook, Pinterest – Published posts and monitored content performance across all platforms to support content visibility and engagement.
- PageSpeed Insights – Ran performance audits to meet Core Web Vitals, identify CLS issues, and reduce loading time across devices.
- Cloudflare & Hostinger – Leveraged for security enhancements, caching, and performance improvements during site setup and ongoing optimization.
My Role & Responsibilities
Website & Funnel Setup
- WordPress: Installed and configured with Astra + Elementor Pro.
- Built custom homepage, blog feed, single post templates, and off-canvas mobile menu.
- Added blog categories and structure: Mom Life, C-Section Diaries, Brain Dumps, Tried & Tested.
- Designed all graphics (logos, badges, favicons, banners, featured images).
- Lead magnets created: Daily Reset Planner, Hospital Bag Checklist (downloadable PDFs).
- Set up forms and opt-ins via MailerLite.
- Connected Make (Integromat) to automate form-to-email delivery.
- GA4 installed manually via Google Tag Manager.
- Indexed the site via GSC and saw impressions coming in even before launch.
Content Strategy & On-Page SEO
- Outlined key content pillars based on motherhood pain points and personal stories.
- Added long-tail keyword targets based on PH/US hybrid search intent.
- Rewrote paragraphs for clarity, empathy, and actual readability.
- Used keyword-focused meta titles, descriptions, headings, and alt text.
- Wrote clear, non-fluffy intros and skimmable content blocks.
- Added internal links to connect orphaned posts and improve crawlability.
Technical & Performance Optimizations
- No plugin bloat: every issue was fixed manually.
- Optimized images and added alt text.
- Adjusted layouts for mobile responsiveness.
- Fixed CLS and LCP issues flagged by PageSpeed Insights.
- Applied Cloudflare caching, security headers, and performance tweaks.
Ongoing Improvements and Future Plans
Crumbs and Calendars now functions as a fully designed, SEO-aware, user-friendly personal blog. Within one week of indexing, the site began receiving impressions. Visual consistency and intentional UX improvements set it up for long-term growth across both PH and US audiences.
The foundation is set for an evolving funnel, from top-of-funnel content like relatable mom stories and free printables, down to email automation and optimized landing pages for future launches.
This project is still in active development. The next phases will focus on:
- Regular blog publishing to maintain indexing momentum
- Pinterest pinning strategy for traffic growth
- List-building through new lead magnets
- Affiliate link setup and sponsored content opportunities
- Potential digital product shop (printables, planners, templates)
- Continued performance and SEO refinement