Edward C. and Ann T.
Roberts Foundation
Website Performance Report
Over the past year (April 2025 – April 2026), the Roberts Foundation website was visited by 2,222 people, generating 3,026 sessions (visits). The vast majority of visitors — nearly 96% — were brand-new to the site, which tells us the foundation is successfully reaching people who have never heard of it before. The biggest source of visitors was Direct traffic (people typing the website address directly), closely followed by Google Search. Users spent an average of 53 seconds per visit, which is on the shorter side and suggests there's an opportunity to make the website more engaging. The good news: 238 forms were submitted during the year — meaning real applications and inquiries are coming in. There were also clear traffic spikes around grant deadlines, which is a healthy sign that the community knows when to visit.
| # | Page | Views | Active Users | Avg. Time on Page |
|---|---|---|---|---|
| 1 | Homepage / | 806 | 18s | |
| 2 | Excellence In the Arts /excellence-in-the-arts/ | 383 | 53s | |
| 3 | About Us /about-us/ | 314 | 17s | |
| 4 | Creation of New Work /creation-of-new-work/ | 207 | 53s | |
| 5 | Excellence In Arts — Application Form /excellence-in-arts-form/ | 137 | 4m 14s | |
| 6 | Private Board Area /private-board-area/ | 56 | 1m 41s | |
| 7 | Joyce C. Willis Equity Award /joyce-c-willis-equity-in-the-arts-award/ | 139 | 54s | |
| 8 | Reporting Form /form-reporting/ | 79 | 1m 24s | |
| 9 | New Work Application Form /form-new-work/ | 60 | 1m 39s | |
| 10 | Joyce C. Willis Grant Form /joyce-c-willis-grant-form/ | 52 | 30s |
People are most interested in your grant programs — especially Excellence in the Arts and Creation of New Work. The Application Form page is a standout: visitors spend over 4 minutes there, which means they are actually reading and filling out the form. The homepage, while most visited, only holds attention for 18 seconds — so it's the first impression, but not where people do the real work.
Direct traffic is #1 — this is great news! It means your community already knows about you and comes looking for you. Google Search is a solid second. The most interesting referral sources are fcconline.foundationcenter.org (37 sessions) and grantstation.com (19 sessions), proving that being listed on grant databases brings real visitors. Social media is almost nonexistent and represents the biggest untapped growth channel.
The overall engagement rate is 29% — meaning about 7 out of 10 visits are quite brief. However, the form pages and Private Board Area show much longer times (1–4 minutes), which means the people who matter most are actually engaging deeply.
The vast majority of visitors use a desktop computer. Very few are on phones. This makes sense for a grant-making website — applying for grants is typically done on a computer, not a phone.
Most visitors are from the United States (1,400+), which makes sense given the foundation's local Hartford County focus. The top US cities are Oakland, Hartford, and West Hartford — your target community is showing up. Interestingly, there are also visitors from China, Philippines, and other countries, likely due to the international reach of grant databases.
A large share of visits from China, Singapore, and the Philippines is unusual for a local Connecticut arts foundation. This may be due to web crawlers, bots, or people browsing grant databases internationally. It's worth investigating whether this traffic is genuine or automated — it can affect the accuracy of your numbers.
The 238 form submissions are your most valuable data point — these are real people applying for grants or submitting reports. The fact that 231 started and 238 completed means nearly everyone who begins a form also finishes it. That's excellent! Forms were submitted primarily from the US (224) and Peru (12) — confirming your core audience is showing up and engaging.
- ✅ Grant program pages are your strongest performers. Excellence in the Arts and Creation of New Work consistently attract visitors and hold their attention — people are genuinely interested in applying.
- ✅ Forms are working great. 238 form completions with almost no drop-offs (231 started vs. 238 completed) means the application process is smooth and not scaring people away.
- ✅ Strong brand awareness. Over 60% of traffic comes directly — people already know you and seek you out. This is a sign of a trusted organization in the community.
- ⚠️ Homepage engagement is very low (18 seconds). Most people glance at the homepage and move on quickly. It may need a clearer call to action or more compelling content to guide visitors deeper into the site.
- ⚠️ Social media traffic is nearly zero. Only 1 session from social media in the entire year. If the foundation is active on social media, it's not driving people to the website.
- 📌 Interesting pattern: traffic spikes around grant deadlines. The line chart shows clear spikes in January and March — these likely align with grant submission windows. Your audience is deadline-driven.
- 📌 Returning visitors are very low (174 vs. 2,222 new). Almost everyone is a first-time visitor. There's a big opportunity to turn one-time visitors into repeat visitors through newsletters or blog content.