![]() ![]() The use of infographics to share headline stats is effective and sits in contrast to the rest of the page, helping to amplify their point. From the problem they’re addressing to how they approach their mission, it’s all there in a combination of sleek, minimalist design and copy which reflects their ethos, it tells you all you need to know in few words. This page is less about the organisation and all about putting their work into context using effective visuals. Making the most of the page by… using design to enhance the copy This page shows just how versatile video content can be and how powerful it is in sharing the message. Yes, it features video and yes many others use video too, but how many use just video? There are no words to support the content and the impact is all the better for it. Making the most of the page by… sharing its story through video In a striking balance, the remainder of the page humanises the organisation and takes us behind the scenes to meet those who are at the heart of it, those who contribute to its character. With a clever use of icons they’ve embedded their character into one of the most challenging pages design-wise and the result tells us more about the organisation than just the words on the page. Red Thread’s page reminds us how important it is to make sure every part of a website reflects the character of the organisation, their page is youthful in design and welcoming in its copy. Making the most of the page by… humanising the organisation It’s an investment in their relationship with the reader not an account of how they came to be. The difference is that they use storytelling to connect the modern-day £160m charity with its humble beginnings – a heartwarming account placing a face behind the powerhouse charity. ![]() Want to know about Action for Children’s history? Then head to their About Us page. Making the most of the page by… connecting the reader through storytellingĮvery charity has its history and it’s almost always found lurking in a factual corner on the About Us page. Such strong statements engage you in their fight and in that very moment an effective call to action at the foot of the page provides several options to play your part in the fight against breast cancer. The page leads with the uncomfortably stark reality of the situation being tackled by Breast Cancer Now and thanks to bold, affirmative statements the page tells us plenty about the charity in the first few words – they’re ambitious, determined and dedicated. Making the most of the page by… sharing their aspirations They quantify their mission with a bold statement and back it all up with a story from a beneficiary (I know, I know…but it works!).Ĭouple that with a video that pulls on the heart strings and it’s certainly an emotive About Us page! It’s an effective use of the page to move the reader another step closer to supporting them – the page is littered with nudges, ‘asks’ are wrapped up in the copy – a great use of subtle (and not so subtle) messaging. ![]() With a clever use of language, you feel the vulnerability of the animals they care for and throughout the page they place the animals’ future in your hands. Making the most of the page by… making the askīlue Cross places the mission front and centre on the page and goes one step further to place you, the reader, front and centre to the animals’ welfare. The use of mixed images – modern-day icons scattered amongst portrait-like pictures are a million miles away from the traditional charity look and feel which helps set them apart from the traditional model reminding you of their USP. The usual corporate information is all there, creatively packaged into meaningful bite-sized chunks making it easily digestible and shouting out to the Millennial audience. The design and content mirror their mission: simple yet effective. Their USP is clear in the space of just five words. Bold statements disguised as headings focus on transparency and outcomes, a refreshing approach shared in a visually effective way. If engendering trust is the objective of this page then they’ve got it spot on. Making the most of the page by… engendering trust Let’s take a look at those charities which are bucking the trend and making the most of their About Us page. So can charities really afford to ignore it? After all, aren’t we all looking to deepen our relationships with our ambassadors and supporters? Yet it’s one of the most visited pages of a website as well as being one of the first a visitor will read.Ĭrucially, it’s usually a gateway to pages which take the reader deeper into their relationship with the charity. It’s often the poor relation to most other pages on a website when it comes to compelling copy and engaging design. ![]()
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