Barts Charity has launched a completely rebuilt and redesigned website following a comprehensive analysis of the charity’s user base and key audiences.
The optimised navigation for users aims to both provide a greater understanding of the charity’s work, as well as allowing users to access key content. It is also mobile-friendly and has a vastly improved donation process.
The project was led by the charity’s internal team, working with agency WPN Chameleon. All teams were involved in an audience analysis, with the marketing and communications team leading on the creative direction and content. WPN Chameleon collaborated closely with Barts’ teams to prototype, design and build the site.
Other key areas of focus included SEO, to ensure users can find content easily in search results, and a broadening of the charity’s communications as it looks to reach out to the community and increase awareness of its work. Users can now sign up to email newsletters through the site, and there are clear links to other digital platforms such as social media.
Ben Jones, marketing and communications officer at Barts Charity, said: “Barts Charity’s brand has developed markedly over the last year or so. Previously we didn’t have an established marketing function, and the image of the charity wasn’t as clear as we’d like. Recognising a website as the heart of the charity’s digital presence, we wanted to ensure it portrayed us in the most accurate way possible, while providing the best user experience for those viewing our website – on any device.
“We want to inspire and engage our audiences to show how they can support our work to make a real difference to the lives of patients in the hospitals we support. We extensively analysed the performance of our old site through Google Analytics, as well as undertaking a large amount of research on charity and other websites, coupled with effectively starting from scratch with our content – all to lead us to this position where we now have a website that reflects who we are, what we do, and how users can support our work.
“But the journey doesn’t stop here – we want to continually improve our digital presence, further extending our reach to the community, and making sure we can fund extraordinary healthcare for as many patients as possible.”
You can view the new Barts Charity website at bartscharity.org.uk.
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