Fight For Sight
Strategy, UX, Design, Development
Building an immersive website that helps a charity to achieve its ultimate goal.
Fight for Sight are on a mission to stop sight loss through pioneering research. With donors’ support, they can create a world in which everyone can see. And with our support, they knew they could have a website which meets their needs.
Since partnering with us, Fight for Sight are now owners of an immersive website which reflects their updated branding and, most importantly, prioritises their audience. Enabling them to spread information about eye conditions, increase brand awareness, and drive donations - all so they can help even more people.
The opportunity
Fight for Sight and Vision Foundation merged in April 2023 with a shared mission - to save sight and change lives. Together they fund ground-breaking research and empower people with sight loss to live their lives as equal citizens. But to come together and achieve their shared goal, they first needed a unified website. One which retained all the amazing content from their separate sites and reflected their new brand identity.
The business need
Following their merger with Vision Foundation, Fight for Sight needed to bring the two legacy websites together. Making sure to maintain content and authority, prioritise accessibility and drive donations.
The customer need
Website visitors need to be able to navigate the site with ease, find relevant information and educate themselves about vision conditions.
Our approach
We’d already had the pleasure of working with Fight for Sight before, helping them to update their legacy site. But the decision to build an entirely new website was a shift in direction - one which our team had to be flexible to adapt to. We built on the brand knowledge we already had, quickly pivoting to a new creative output.
Working flexibly to suit shifting needs.
As their visual rebrand was still ongoing, close relationships and collaboration were key. That’s why we created flexible web page designs, iterating them in line with the evolving brand identity. Whilst the branding was changing, their ethos was staying the same, so we made sure every element of the web design encompassed their core belief: save sight, change lives.
The coming together of two incredible organisations was an exciting time. But it also meant figuring out how to merge the valuable content from each website and maintain their authority. So we got to work creating bespoke pages which would house this content, making sure research documents had ultimate search functionality to meet AMRC membership standards.
Putting user experience at the heart of everything.
When Fight for Sight say they prioritise their audience, they mean it. Sure, they wanted their new site to look amazing (and it does). But the most important thing truly was the user experience. That meant extra work with screen readers and building in functionality which allows visitors to choose between multiple font sizes and colour options. We even incorporated a global exit button, meaning people can quickly exit the site and leave no search history in sensitive situations.
But we couldn’t do all that and not have anyone see it, could we? So we developed a solid SEO strategy to help the website, and Fight for Sight, have the biggest positive impact possible. Never ones to just deliver a site and say see ya, we’ll also be continuing to partner with FfS, maintaining and building on their search engine performance every single month. Keeping them high on the SERPs so they can reach, and help, as many people as possible.
The results
The Fight for Sight team are delighted with their new website, and we’re excited to see just how much it helps them on their mission.
Since launch, the website has taken £11k in donations, and the average donation has increased to £93, which was a key objective for the charity. The Donate page is also receiving 80% more traffic than the previous site, feeding into their plans for next year and beyond.
