The Air Ambulance Service
The Air Ambulance Service saves lives in situations where conventional services would have trouble with response time or accessibility. It carries out an average of 250 missions a month via both air and land with its critical care cars.
With offices, charity shops and air bases scattered throughout the Midlands, the Air Ambulance Service was looking to consolidate its two flagship charities – Local Air Ambulance and National Children’s Air Ambulance – into one comprehensive online platform that would primarily serve to raise funds through donations (with a target of £32M per year), showcase its activities, provide valuable information and deliver clarity in its brand and message.
Although the previous two websites were already based on WordPress, the new strategy demanded a ground-up redesign and rebuild of a new theme in order to dramatically improve site speed and the content management system, allowing for easier maintenance and updates by the in-house team. Security was also of paramount concern as the ageing legacy websites were falling short of GDPR and security best practices.
As part of our discovery phase, it was important for us to fully immerse ourselves in the target audience and existing supporters of the charities. The Air Ambulance Service’s various activities to promote itself and solicit donations cover a wide range of segments, from parents and grandparents to relevant clubs, societies and the medical and educational sectors, on both local and national levels.
With a full understanding of who TAAS needed to reach and how we could reach them, we planned and built a new website to bring all its activities under one roof, track and appraise user data, engage visitors, measure success against KPIs and increase donations through better conversions. We integrated social media into the site, improved navigation and tagging, provided a fast, mobile-first, app-like experience and designed each page to act as a landing page.
It was also vital that TAAS’s team was able to update the website quickly and easily with new information – especially in the case of wider emergencies when users are scrambling for facts and details. We set up the CMS to enable team members to get valuable info, news, updates, campaigns, blog posts and any other announcements online as fast and smoothly as possible.
The resulting website revolutionised The Air Ambulance Service’s online presence, with visitors immediately engaged by strong video content, positive messaging and clear, straightforward opportunities to make donations right away. Further information is cued by well-chosen visuals, and users are able to find what they are looking for in one click.
One of the main challenges was migrating the two websites on to one platform whilst retaining all rankings and visibility across organic search in Google. Six months after launching the new site, we were happy to report that year-on-year organic traffic had increased by 20.3%, with overall site traffic up 26.8%.
Our utilisation of the Google Ad Grants scheme delivered a substantial amount of paid traffic to the site, while there was also increased activity on social, PR and email. Most importantly, however, online donation revenue had grown by 17.5% year-on-year, with the average donation value up 45.79%.
We are currently in the process of adding e-commerce functionality to the site, while continuing to provide ongoing support across video, paid search, SEO and design.
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