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  1. The Challenge


    BLESMA is a national charity that directly supports all of our Service men and women who have lost limbs and the use of limbs, or the loss of eyesight, in the honourable service of our country.

    The opportunity was to modernise the presentation of the charity to attract a wider audience, catering for younger veterans and supporters for the first time, without alienating older members and existing donors. Additional objectives included the integration of Umbraco, enhanced site performance across targeted activities and improved user experiences through consideration for accessibility.

  2. The Solution


    Umbraco Agency Avenue, recommended the use of Umbraco, a recognised, open-source CMS solution.

    It enabled BLESMA to use a more reliable platform, ensuring they could keep the website up-to-date more easily while offering a fuller range of functional, interactive activities including a live fundraising events map, image galleries, media centre and trustee profiles.

    Avenue carried out a complete technical, content and competitor SEO audit to identify the opportunities available to the charity. Additionally, in-depth keyword research was compiled to uncover all potential volume in the search landscape.

    Armed with the necessary insights, Avenue’s SEO team rolled-out a comprehensive strategy both on and off-site; adapting content, creating evergreen pages targeting high volume terms, increasing the back-link count, improving the implementation of structured data and more.

    Key to success was Avenue’s ability to provide greater transparency to Blesma’s key stakeholders on how digital marketing efforts were impacting on the performance of the charity. Reporting therefore took the format of a live, customised report, drawing on data from multiple sources.

  3. The Result


    Following the transition over to Umbraco, there have been significant improvements across many aspects of the website.

    Ease of use has been significantly impacted in a positive way, both on the website interface through our design and UX capabilities, but also in terms of the CMS, with the client now able to have much greater control of their website.

    In additional to the Umbraco website, digital channels being driven included PPC, Google Grants, and SEO - which achieved an impressive growth in year on year SEO traffic. These significant gains in the website’s organic channel saw users and sessions increasing by 38%, increasing brand awareness and engagement. A drop in bounce rate and a rise in average session duration was also achieved. Importantly for the charity, the conversion rate on donations increased by 94%.

    As a result, the average order value on Blesma’s eCommerce platform grew and revenue increased by 287%. The average donation value went up by 128% and the number of donations grew by 58%.

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