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blf.org.uk
The story of our
new website
blf.org.uk© British Lung Foundation 2017
Our problem
blf.org.uk© British Lung Foundation 2017
Where we started
blf.org.uk© British Lung Foundation 2017
Where we started
blf.org.uk© British Lung Foundation 2017
Where we started
blf.org.uk© British Lung Foundation 2017
Homepage visits
2014
14%
2016
7%
blf.org.uk© British Lung Foundation 2017
Visits from organic search
2015
50%
2016
67%
blf.org.uk© British Lung Foundation 2017
“overwhelming”
“distrust Google” . “clinical”
“too much information”
“I want to answer a specific question”
“not inspiring”
How we solved it
blf.org.uk© British Lung Foundation 2017
Wireframes
blf.org.uk© British Lung Foundation 2017
Mockups
blf.org.uk© British Lung Foundation 2017
Mockups
blf.org.uk© British Lung Foundation 2017
drumroll please…
blf.org.uk© British Lung Foundation 2017
blf.org.uk© British Lung Foundation 2017
Our old health information
blf.org.uk© British Lung Foundation 2017
Our new health information
blf.org.uk© British Lung Foundation 2017
Our new health information
blf.org.uk© British Lung Foundation 2017
Fundraising pages
blf.org.uk© British Lung Foundation 2017
Interactive tools
blf.org.uk© British Lung Foundation 2017
Never finished
blf.org.uk© British Lung Foundation 2017
Never finished
blf.org.uk© British Lung Foundation 2017
Never finished
blf.org.uk© British Lung Foundation 2017
Keyword research
– search queries
URLs
– follow hierarchy
– keyword research
SEO – technical considerations
Page titles
– keyword research
– descriptive
Metadata
– keyword research
– intriguing
– expert
blf.org.uk© British Lung Foundation 2017
Headings
Natural keywords
– ‘pulmonary
rehabilitation’
– ‘keeping fit’
Images
– only where relevant
– alt text
SEO – content considerations
Link text
– ‘click here’
– ‘treatment for
IPF’
blf.org.uk© British Lung Foundation 2017
Online advertising
blf.org.uk© British Lung Foundation 2017
Stories
blf.org.uk© British Lung Foundation 2017
Stories
blf.org.uk© British Lung Foundation 2017
Making sense of it all
2014
14%
2016
7%
blf.org.uk© British Lung Foundation 2017
Making sense of it all
blf.org.uk© British Lung Foundation 2017
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Making the most
of your website
North West Networking Group
31 January 2017
Manchester
#ccnorthwest
