Moorfields Eye Charity wanted to enhance its digital presence so supporters, volunteers and other audiences could interact with them. This included the ability to make donations, fundraise, book events, access information and get in touch.
We worked closely with the Moorfields team to extend this brief by also providing an effective experience for anyone using assistive technology to help with a visual impairment.
William Joseph have taken the time to deeply understand our audiences’ needs and build a website that helps them all.
Robert Dufton, CEO, Moorfields Eye Charity
Looking for the right content angle
As always, we started by working with the team at Moorfields Eye Charity to define who the most important audiences were for their website. This helped us learn more about the patients and families that Moorfields Eye Hospital supports 365 days a year.
By investigating the types of questions that people have when searching Google or talking to their friends on Facebook, we could begin to see the content opportunities for the charity. Our aim was to differentiate the new site from other sources of information.
We helped Moorfields identify the topics they could speak about which others could not. This resulted in significant investment in content that covered the latest research into eye conditions such as glaucoma, macular degeneration and corneal diseases.