NPC is a leading think tank and thought leadership consultancy in the charity sector. Their goal is to help charities improve their effectiveness by educating and informing, and by helping them to better measure their impact. NPC is one of our longest-standing clients, and our creative director Rich Dean has worked with them since 2012 on a wide variety of projects, including the design of their previous website which this new custom WordPress website replaced. The previous NPC website had become bloated over the years, but more importantly, it was no longer communicating NPC’s core purpose, leaving both external and internal stakeholders confused as to what NPC stood for. Our long-standing relationship proved invaluable in helping NPC find the right message.
Before we started to design the new NPC website, we undertook a variety of user experience tasks to help us properly understand the problem. We conducted telephone interviews with key stakeholders – including some of the charities that they work with – as well as trustees and members of their internal team. This gave NPC’s audience a voice to tell us what wasn’t working, and this process was invaluable in helping to clarify where NPC’s message was getting lost, and where we needed to make improvements. We worked alongside NPC’s internal team to audit their existing content so that we could find out what should be kept and what should change. We then set about designing and developing a completely new, responsive custom WordPress website, testing it with users as we progressed to ensure it resonated with the right people. The new website needed to rank well on search engines, so we brought in our friend Be Seen Online who also worked with NPC’s internal team to ensure that the content for the new website aligned with a strong keyword strategy.
The new responsive custom WordPress website that we delivered for NPC has already received positive praise from their users for making it much easier to understand what NPC stands for, and they have also told us that that new website feels much more streamlined and easier to use. The new website is performing well, and we have also seen some very significant improvements in their search rankings.