The Silver Line, formed by Dame Esther Rantzen DBE, is the only free, 24-hour, confidential helpline for older people.
The charity provides information, friendship and advice, every day of the year.
What we did:
From launch in 2013, The Silver Line required a website that would be suitable for their target audience to use and navigate with ease.
Engagement was key, so it also needed to act as a platform to communicate with potential volunteers, and gain monetary donations for the charity.
Why we did it:
A main objective of the project was to improve donation conversion rates. We introduced strong calls to actions throughout the site, with a ‘Donate Now’ button added to the static website header. This funnelled people through to the donation widget, prompting them to complete the transaction.
How we did it:
By using an increased font size and a stripped back design we provided a customer experience fit for the target audience, allowing them to navigate and find the content they needed with ease. We created a films page as a hub, pulling all their video content into one place.
Alongside this, the team also designed a section for sharing news and events the charity was involved in.
What we achieved:
We delivered a seamless online experience, with a strong focus on building donation conversion rates for this national charity.