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Supporting the digital brand roadmap through modern website design


Close up of children smiling

Meeting new challenges

  • Category: Nonprofit Public Sector Design

The NSPCC is the UK’s leading children’s charity. Its old website was out of date and struggling to cope with increasing demands. Great content was often buried, calls to action were inflexible and complicated, and the site was inconsistent in design and messaging. A new modern website design was needed to bring the charity to the forefront of the digital arena and reveal a modernised and refreshed brand.

Mobile screenshot of NSPCC site

Fit for purpose

The new website design had to deliver content to a diverse range of audiences and perform a wide variety of functions. This included acting as a hub for fundraising, delivering a rich resource library and providing a platform of help and advice to children, parents, organisations and authorities. Our main objective was to break down the way that information was often siloed. The NSPCC wanted to ensure that those who visited the site could find what they were looking for and get assistance in their search for information.

Inspiring through empathy

Rich, visually engaging content enticed users to ‘support’ or ‘use’ NSPCC. To help build this story we used real people throughout our imagery and positioned the NSPCC as an authority.

We helped facilitate the path to conversion by recognising the potential value of a donor or supporter, throughout their journey and not just on the donor page, encouraging them to do more. We made the process easy whether that was to donate, volunteer or use the NSPCC services.

Screenshot of NSPCC site on different devices

Every interaction counts

We designed the new site to give better campaign presentation, utility and response. We also made it easy to visualise and mobilise local support and insight, maximising advocacy across the board.

Enhanced SEO visibility was provided with Google’s quick answers. By combining improved quality, structure and mark-up of our content, along with an overhauled user experience, Google now displays NSPCC content in a coveted ‘quick answer’ position and places the NSPCC as the UK’s leading source of advice on child abuse and neglect.

The new Episerver CMS has reduced the time editors spend working within the CMS, allowing them to be more effective and focus on more important tasks, such as brilliant content creation.


We have achieved a notable increase in the number of authoritative domains linking to its improved content. Other results include:

80% supporters satisfied with the site
3x more reports done in digital channels
+188% users accessing the reporting tool

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