Award winning website driving lifesaving donations

The Air Ambulance helicopter

The Air Ambulance Service wanted to consolidate its two flagship charities – Local Air Ambulance and National Children’s Air Ambulance – into one comprehensive online platform. This needed to primarily raise funds through donations but also showcase their activities, provide valuable information to users and bring clarity to the organisation’s new structure, brand and message.

Focus area

  • SEO
  • UX/UI Design
  • Video
  • Website Development
  • Website Support


  • Charity

Although the previous two websites were already on WordPress, this new strategy demanded a ground-up redesign and rebuild in order to dramatically improve site speed and allow for easier maintenance and updates by the in-house team. As the ageing websites were not meeting GDPR and security best practices, security was also a concern.

“The Air Ambulance Service has a special place in my heart and I’m incredibly proud that our team has been part of its recent digital transformation. It was an exciting challenge that relied on us drawing from the expertise of multiple teams within our agency. Delighted with the end result.”

James Bavington

Project Director

Overview & strategy

Our discovery phase gave us an in-depth understanding of TAAS’s existing supporters and target audiences – from parents and grandparents to related clubs, societies and the medical and educational sectors, on both local and national levels – and how to reach them. We then planned and built a new website to bring all the charity’s activities under one roof, engage visitors, track user data, measure success against KPIs and increase donations through better conversions.

Implementation & outputs

Thanks to careful attention from the SEO team, the new website retained the authority of the previous sites and the number of visitors actually increased. 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%.

Improved engagement: Visitors are immediately engaged by strong video content, positive messaging and clear, straightforward opportunities to make donations right away – whether financial or material. We also integrated social media into the site for more fresh and personal contact.

Enhanced user experience: Improved design, navigation and tagging provided a fast, mobile-first, app-like experience and with each page acting as a landing page. Further information is cued by well-chosen visuals, and users are able to find what they are looking for in one click.

Speedy updates: We set up the CMS to enable TAAS’s team members to get valuable information, news, updates, campaigns, blog posts and any other announcements online as fast and smoothly as possible, as and when users need to see them. 

Easy online sales: We also added e-commerce functionality to the site, so visitors can now browse and buy a wide selection of official TAAS merchandise, toys, stationery and gifts, as well as a host of pre-loved items via their official Ebay account, with links also to local charity shops’ Facebook Marketplace stores.

Results & evaluation

01. 17% increase in revenue from online donations six months after launch

02. 45.79% increase in average donation value in the same time period

02. 36.9% increase in returning users (year-on-year)

04. 20.3% growth in organic traffic six months after launch

Looking for a strategy partner?
Share your goals with us!

Next project

Jurassic Fibre

Let's talk strategy
Drag Read Watch