Speak Media
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First-page Google ranking for our content-first redesign of the EPDA’s website

As a charitable organisation with limited budget and resource, the EPDA needed a long-term cost-effective solution for managing their online presence.

 

EPDA digital re-platforming

Improving online access for people with Parkinson’s

 

 
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We are absolutely delighted with the results. We now have an easy-to-navigate, stylish and responsive website – not to mention a thoughtful and thorough digital strategy.
— Dominic Graham, Head of Strategy and Project Development, EPDA
 
 

the challenge

Amid a fast-changing digital landscape, staying digitally innovative and relevant is a major objective (and obstacle) for charities everywhere. The European Parkinson’s Disease Association (EPDA) represents national Parkinson’s organisations in nearly 30 countries and advocates for the rights and needs of more than 1.2 million people with Parkinson’s and their families around the world. As a charitable organisation with limited budget and resource, the EPDA – the only Parkinson’s disease umbrella organisation in Europe – needed a long-term cost-effective solution for managing their online presence. 

 

 

what we did

Our solution was to develop a content strategy linked directly to business objectives, supporting key strategic pillars of the organisation. Establishing these pillars allowed us to simplify the overall structure of their online presence, consolidating multiple EPDA information hubs, campaigns and resources into a single site – thus reducing the resource required to support the charity’s online activity.

Working in collaboration with stakeholders and content owners at the EPDA, our content strategy team conducted a full content audit, editing and creating new copy where needed. As part of the content editing process, we started rolling out a new tone of voice that was friendly yet straightforward enough for the non-native speaker, and our copywriters created user-specific entry points – based on key user journeys that had been determined from research and analysis of the old site – allowing users to immediately access content that’s relevant to them.

We also developed a new site map, which streamlined the layers of pages and improved accessibility with an optimised content flow. Our designers and web developers were then able to adopt a content-led approach to their wireframes and technical builds.

Once we had a test site, we trialled it with Parkinson’s patients who gave use valuable feedback on the user experience from the patient perspective. As a result of the testing, we were able to hone the final user experience that was delivered at go-live. For example, we simplified core templates to improve readability on any platform or device, as well as simplifying the navigation. One fix included replacing the original hover state ­– which proved too sensitive for people with Parkinson’s who often experience tremors – with a one-click selection.

 
 
 

 

the outcome

By utilising a simple system of in-page quick links, the site at once improves the scanability of in-depth articles and serves the right information to the user much faster. The new tone of voice and copy improvements injected some much-needed personality to the site and deliberately avoided medical jargon or difficult technical terms, making the content far more accessible.

A welcoming, clean ‘look and feel’ was introduced across the site, featuring a homepage that clearly showcases the latest company news, projects and highlights with engaging, direct banner and display copy. Short page descriptions for every content and landing page help condense in-depth information into succinct summaries. The site now incorporates two levels of navigation (in-page ‘In this section’ area and menu bar) for ease-of-use and is fully responsive for all devices/platforms. 

Our client was "delighted" with the outcome, as the website was both stylish and functional.

Dominic Graham, Head of Strategy and Project Development at the EPDA, said: "We are absolutely delighted with the results. We now have an easy-to-navigate, stylish and responsive website – not to mention a thoughtful and thorough digital strategy – that truly represents our energetic, inclusive and positive small organisation. All of that was achieved at a decent price for a voluntary organisation short of funds."